Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Asian Journal of Applied Business and Management (AJABM)
Atmawijaya, Melissa Adira Puteri
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Five Factors in Social Network Site Advertisement Influencing the Purchase Intention of Generation Z Atmawijaya, Melissa Adira Puteri; Bangsawan, Satria; Ramelan, Mudji Rachmat
Asian Journal of Applied Business and Management Vol. 3 No. 1 (2024): February 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajabm.v3i1.9184

Abstract

In the realm of digital marketing, understanding the factors that influence Online Purchase Intention is imperative for the success of advertising campaigns. This research investigates the specific elements shaping consumer intentions within the context of Skintific Advertisement on Instagram. This study focuses on the effect of the of five factors in SNS advertisement, namely; information, entertainment, trust, disturbance, and social interaction, on online purchase intention. The research was conducted on Skintific Instagram followers who have made purchases on Skintific products. This research was conducted quantitatively on 151 respondents. The method used is Structural Equation Model with SmartPLS 3.3.3 software in 2024. Statistical results after hypothesis testing show thathypotheses one, two, three, four five, and six are proven, and it can be concluded that information, entertainment, trust, disturbance, and social interaction all have a positive and significant effect on online purchase intention.
Co-Authors Ramelan, Mudji Rachmat Satria Bangsawan