Analisis Advertising Value, Hedonic Browsing, dan Impulsive Buying terhadap Purchase Intention Viral Food di Instagram: (Studi Kasus di Kota Semarang)

Bagas Dwi Prayoga; Linda Ayu Oktoriza; Roymon Panjaitan; Guruh Taufan

doi:10.55606/jaemb.v6i2.11122

Authors

Bagas Dwi Prayoga Universitas Dian Nuswantoro
Linda Ayu Oktoriza Universitas Dian Nuswantoro
Roymon Panjaitan Universitas Dian Nuswantoro
Guruh Taufan Universitas Dian Nuswantoro

DOI:

https://doi.org/10.55606/jaemb.v6i2.11122

Keywords:

Advertising Value, Hedonic Browsing, Impulsive Buying, Purchase Intention

Abstract

This research investigates how Advertising Value, Hedonic Browsing, and Impulsive Buying influence the Purchase Intention of viral food among Instagram users in Semarang City. Employing a quan- titative method, the study gathered data through an onIine questionnaire and analyzed it using multiple linear regression. The resuIts show that Advertising Value exerts a positive but insignificant influence on purchase intention. In contrast, Hedonic Browsing demonstrates a positive and significant effect, indicating that pleasure- driven browsing behaviors enhance consumers’ intention to purchase viral food. Impulsive Buying emerges as the strongest predictor, confirming that spontaneous and emotionally driven decisions play a critical role in shaping purchase intention. Overall, the three varia-bles jointly exert a significant influence on viral food pur- chase intention. The findings suggest that emotional and experiential factors rather than perceived advertising quality primarily drive consumers’ intention to purchase viral food on social media.

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