The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation: A Study at Beauty Care and Anti-Aging Clinic Service in Surabaya
This study examines whether online advertising on social media Instagram influences purchase intention
through shopping motivation. The study uses causal quantitative research methods with 110 respondents using
purposive sampling techniques. The results show that Instagram social media online advertising has a positive
effect on buying interest and utilitarian and hedonic shopping motivations for beauty care products and services.
Hedonic motivation influences the customer's desire to buy beauty care products and services, but conversely,
utilitarian motivation does not affect the interest in buying beauty care products and services. Online advertising
can affect utilitarian shopping motivation but does not affect buying interest, while online advertising affects
hedonic motivation and then affects customers in buying beauty care at Favourite Beauty Care Surabaya.
Petra IJBS (e-ISSN: 2621-6426) is published by Master of Management Program, Faculty of Business and Economics - Petra Christian University
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