EXPLORING AND ANALYZING THE INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT TOWARDS PURCHASE INTENTION IN INDONESIAN CHILDREN BOOK INDUSTRY

• Main Author: Humaira Putri Salsabila, Ananda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75459
• Institution: Institut Teknologi Bandung

Over the past few years, the use of social media advertising by businesses has experienced significant growth, offering unprecedented opportunities for effective marketing and reaching target audiences. Codykit is a business that manufactures coding-based learning media, which one of its products is Codyplay, a coding-based activity book. Despite this growth, Codykit's social media advertising efforts for Codyplay, in the Indonesian children's book industry have not achieved the desired sales conversion rate and have resulted in a high customer acquisition cost (CAC). Therefore,this research aims to investigate the different elements of social media advertising drive customer purchase intention. The goal is to enhance the online sales traffic of Codyplay and improve the overall effectiveness of social media advertising efforts for Codykit. The research involved conducting a survey to 205 respondents, utilizing exploratory factor analysis methodsto reduce the number of variables and classify them into a new group of variables consisting of the specific characteristics that significantly influence how people perceive social media advertisements. Multiple linear regression was used to investigate the effect of all elements on purchase intention. The survey respondents are Codykit's target market, specifically mothers with children aged 4-7 years old residing in Jabodetabek, Bandung, and East Java (Surabaya and Malang), who had previously made online purchases of children's goods. The findings indicate that engagement drivers, celebrity influence, emotive impulse, and innovative persuasion all have an impact on how social media advertising is evaluated. The study discovered that elements such as engagement drivers, celebrity influence, and innovative persuasion have a considerable impact on customer purchase intention. By placing sufficient emphasis on these specific traits, it would be possible to develop effective social media marketing strategies and increase consumer buying intent.