Investigating Facebook Advertising Feature Through Performance Expectancy on Customer Purchase Intention

Over time, many Facebook users use Facebook not only for sharing photos but also used as a means for advertising and promoting. Promotion in the form of advertising on social media is believed to be more effective because it does not require much time, cost, and effort for the company, and makes it easy for consumers to find out information. Facebook ads or paid advertisements from Facebook are features offered by Facebook to promote or advertise a business product or service with different reach and can be arranged by the advertiser. Ads from Facebook can reach more people than just posting both fan pages and personal accounts. The aims of this research are to determine the influence of hedonic motivation, interactivity, informativeness, and perceived relevance of consumer purchase intentions through performance expectancy on advertising on Facebook's social media. The research method used is quantitative with SEM (Structural Equation Model) analysis technique. The results showed that hedonic motivation, interactivity, informativeness, and perceived relevance have a direct effect to purchase intention and indirect effect through performance expectancy. There were empirical findings on this study that hedonic motivation and perceived relevance built higher influence to purchase intention than other variables.