PENGARUH ADVERTISING VALUE, HEDONIC BROWSING, DAN IMPULSIVE BUYING PADA IKLAN MAKANAN DI MEDIA SOSIAL INSTAGRAM
DOI:
https://doi.org/10.9744/pemasaran.18.2.95-106Keywords:
advertising value, hedonic browsing, impulsive buying, makanan, media sosial, InstagramAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh advertising value, hedonic browsing, dan impulsive buying pada iklan makanan di media sosial Instagram. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Total responden yang valid dalam penelitian ini berjumlah 129 responden dan diolah menggunakan Partial Least Square Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa advertising value memiliki pengaruh positif dan signifikan terhadap hedonic browsing pada iklan makanan di media sosial Instagram. Hedonic browsing memiliki pengaruh positif dan signifikan terhadap impulsive buying pada iklan makanan di media sosial Instagram, dan advertising value memiliki pengaruh positif tetapi tidak signifikan terhadap impulsive buying pada iklan makanan di media sosial Instagram.
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