PENGARUH FITUR IKLAN MEDIA SOSIAL TERHADAP NIAT PEMBELIAN MELALUI KETERLIBATAN MEREK PADA KFC SURABAYA

Abstract

This study aims to examine the effect of social media advertising features on purchase intentions through brand involvement at KFC Surabaya. The sampling technique used in this study was purposive sampling, with data analysis techniques using Smart PLS (Partial Least Square) software. The sample used in this study was 260 respondents, the sample criteria determined were actively using social media accounts and being followers of KFC social media accounts aged over 17 years living in the city of Surabaya. The results of this study state that advertising features on social media have a positive effect on purchase intention, advertising features on social media have a positive effect on brand involvement, brand involvement has a positive effect on purchase decisions, brand involvement mediates the influence of social media advertising features on purchase intentions. The results of this study support hypothesis 1, hypothesis 2, hypothesis 3, and hypothesis 4.