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. This study uses the Hierarchy-Effect Model to determine the advertising impact. This study used a simple linear regression test. The data were collected through a survey on 155 respondents selected using quota sampling technique from the 12 faculties of Syiah Kuala University. The results of simple linear regression analysis show that the exposure of advertising posted by Lazada Indonesia on Facebook significantly influenced the online purchase intention of Syiah Kuala University students with the impression of 73.2%. The higher the exposure of Lazada advertising on Facebook, the higher the online purchase intention of Syiah Kuala University students.

This research intends to formulate a new system for the promotion of online news in Indonesia. By using Information System Success Model (DeLone and McLean), this study develops a new system for promoting news through social media. The study focuses on journalistic work with Ethnographic methods from James Spardley. After doing Ethnographic research, this study pro-vides a comprehensive system, which can be used for all online mass media in order to promote the news to get the maximum number of readers.