RT Journal Article
A1 Nabhani Arya Saputra
A1 Gian Hasbi
A1 Fatwi Handayani Mamonto
A1 Destea Rahmayudita
A1 Kelvin Kelvin
A1 Owen Owen
A1 Novian Tanujaya
A1 Yasmin Alisha Putri
T1 The impact of social media advertising on the purchase intentions of Bina Nusantara University students
JF PRIVIET MULTIDISCIPLINARY JOURNAL
YR 2026
VO 1
IS 1
SP 62-76
DO 10.55942/pmj.v1i1.78
AB The proliferation of social media platforms has fundamentally altered the marketing landscape, enabling businesses to reach large and demographically precise consumer audiences at a comparatively low cost. This study investigates the effect of social media advertising on the purchase intentions of students at Bina Nusantara University (Binus) in Jakarta, Indonesia. Employing a quantitative design with quota sampling, data were collected from 100 student respondents using a structured Likert-scale questionnaire administered through Google Forms. All measurement items were validated through Pearson bivariate correlation (r-table = 0.17, n = 100) and demonstrated acceptable reliability (Social Media Advertising: α = 0.829; Purchase Intention: α = 0.656, both exceeding 0.60). Classical assumption tests confirmed the normality of the residuals (Kolmogorov-Smirnov sig. = 0.052 > 0.05) and the absence of heteroscedasticity (Glejser sig. = 0.130 > 0.05). Simple linear regression analysis yielded the equation Y = 1.628 + 0.497X, indicating that a one-unit increase in social media advertising exposure was associated with a 0.497-unit increase in purchase intention. The coefficient of determination (R² = 0.357) indicates that social media advertising explains 35.7% of the variance in student purchase intentions, while the t-test result (t = 7.374 > t-table = 1.66; p < 0.001) confirms a statistically significant and positive effect. These findings demonstrate that social media advertising is a significant predictor of purchase intention among university students in Jakarta and provides actionable insights for marketers targeting the millennial and Generation Z demographics through digital platforms, particularly Instagram. The implications for digital marketing strategy, consumer behavior theory, and limitations of the study are discussed.
K1 digital marketing, Indonesia, Instagram, millennials, purchase intention, social media advertising, university students
LK https://journal.privietlab.org/index.php/PMJ/article/view/78
ER