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Aceh young users purchase intention by online store exposure on Facebook

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This study aims to determine the effect of advertising exposed by Lazada Indonesia on Facebook toward online purchase intention among the youth in Aceh, particularly the students of Syiah Kuala University. | Aceh young users purchase intention by online store exposure on Facebook International Journal of Data and Network Science 2 2018 41 48 Contents lists available at GrowingScience International Journal of Data and Network Science homepage www.GrowingScience.com ijds Aceh young users purchase intention by online store exposure on Facebook Febri Nurrahmia Jempa Saria Rustono Farady Martab Yuliyanto Budi Setiawanc and Robbi Rahimd a Department of Communication Studies Syiah Kuala University Aceh Indonesia b Department of Communication Studies Bunda Mulia University Jakarta Indonesia c Study Program of Communication Studies Universitas Semarang Semarang Indonesia d Department of Management Sekolah Tinggi Ilmu Manajemen Sukma Medan Indonesia CHRONICLE ABSTRACT Article history This study aims to determine the effect of advertising exposed by Lazada Indonesia on Facebook Received May 1 2018 toward online purchase intention among the youth in Aceh particularly the students of Syiah Received in revised format June Kuala University. This study uses the Hierarchy-Effect Model to determine the advertising im- 16 2018 pact. This study used a simple linear regression test. The data were collected through a survey on Accepted July 26 2018 Available online 155 respondents selected using quota sampling technique from the 12 faculties of Syiah Kuala July 26 2018 University. The results of simple linear regression analysis show that the exposure of advertising Keywords posted by Lazada Indonesia on Facebook significantly influenced the online purchase intention Advertising exposure of Syiah Kuala University students with the impression of 73.2 . The higher the exposure of Purchase intention Lazada advertising on Facebook the higher the online purchase intention of Syiah Kuala Univer- Lazada Indonesia sity students. Facebook 2018 by the authors licensee Growing Science Canada. 1. Introduction The advancement in technology which mainly leads to the optimization of internet usage has .