Title:
The Effect of the Viral Erigo Brand as a Moderation of Social Media Advertising Features (Motivation, Interactivity, Performance Expectation, Informativity, Relevance and Habit) on Customer Purchase Intention

Authors:
Febry Nawacatur Kurnia Sari, LilikWahyudi, Indonesia

Abstract:

This research attempts to identify and examine advertising creativity factors so that a brand becomes viral and can predict customer purchase intentions for products promoted using social media advertising, one of which is Erigo's product. This study aims to determine consumer habits, interactivity, informativeness, relevance and viral brands that influence consumer purchase intentions for products presented in social media advertisements. The subjects in this study were customers in Solo Raya and its surroundings who used social media platforms. Questionnaires were distributed in the form of a checklist survey. The data that has been collected is analyzed using Smart PLS and a two-step approach. The first step evaluates the validity and reliability of the survey instrument using a measurement model. The expected results of this study are that respondents will be influenced by their purchase intention for Erigo products because they feel they have the same habits as those presented by Erigo products, and gain interactivity, in formativeness and relevance from Erigo products. It is hoped that there are other factors that influence respondents' purchase intentions for Erigo products, namely viral brands, Erigo products are currently one of the brands that are currently viral because of the advertisements they present on social media.

DOI: https://doi.org/10.51505/IJEBMR.2024.8110