Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1059
FACTORS OF FACEBOOK ADVERTISING AFFECTING THE PURCHASE INTENTION – A CASE OF PSYCHOLOGICAL CONSULTING SERVICE
Abstract
The study aims to examine the factors of Facebook advertising on customer’s purchase intention using psychological consulting service. The statistical sample included 306 participants through a simple randomized sampling. Data analysis was carried out using parametric statistical method of t-test, and the non-parametric Friedman test. The results of the study showed that name awareness, interaction and perceived benefit explain purchase decision intention. This study empirically contributes to the existing literature how Facebook advertising contributes to consumer purchase intention
Keywords
Social media, Facebook advertising, Purchase decision, Customer behaviors