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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Bagas Dwi Prayoga
Universitas Dian Nuswantoro
Economics, Econometrics & Finance

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Analisis Advertising Value, Hedonic Browsing, dan Impulsive Buying terhadap Purchase Intention Viral Food di Instagram: (Studi Kasus di Kota Semarang) Bagas Dwi Prayoga; Linda Ayu Oktoriza; Roymon Panjaitan; Guruh Taufan
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.11122

Abstract

This research investigates how Advertising Value, Hedonic Browsing, and Impulsive Buying influence the Purchase Intention of viral food among Instagram users in Semarang City. Employing a quan- titative method, the study gathered data through an onIine questionnaire and analyzed it using multiple linear regression. The resuIts show that Advertising Value exerts a positive but insignificant influence on purchase intention. In contrast, Hedonic Browsing demonstrates a positive and significant effect, indicating that pleasure- driven browsing behaviors enhance consumers’ intention to purchase viral food. Impulsive Buying emerges as the strongest predictor, confirming that spontaneous and emotionally driven decisions play a critical role in shaping purchase intention. Overall, the three varia-bles jointly exert a significant influence on viral food pur- chase intention. The findings suggest that emotional and experiential factors rather than perceived advertising quality primarily drive consumers’ intention to purchase viral food on social media.
Co-Authors Guruh Taufan Hariyadi Oktoriza, Linda Ayu Roymon Panjaitan