THE INFLUENCE OF FACEBOOK ADVERTISING ON PURCHASE INTENTION

Abstract

Today Indonesians are exposed to an enormous number of advertisements where companies are spending their money to attract consumers. With the rapid growth, of social media such as Facebook, marketers and researchers are giving more attention for these websites and for their usage as customized and cost-effective advertising channels. This might be considered a ground breaking move by the companies, however some research shows that it is tend to be irritating rather than having the real purpose of advertising. This research seeks to evaluate the influence of Facebook advertising on purchase intention as it is the purpose of advertising itself. This research is held in Bekasi, West Java, Indonesia: The method used in the research is quantitative method with using non-probability sampling of primary data which is convenience sampling, and there are 80 respondents who takes part in this research. Three characteristics of Facebook advertising in this research are Entertainment, Interactivity, and Informativeness. In order to retrieve the result, SPSS 20 is utilized to test the relationship between variables. The result shows that Entertainment, Interactivity, and Informativeness are significant and simultaneously influence on purchase intention with Entertainment as the most influencing variable. Overall, this study may inform the influence of Facebook advertising from users’ perspective that the researcher hopes may people who read the research can learn.