Authors: Senny Handayani Suarsa, Ratih Hurriyati, Vanessa Gaffar, HestiSugesti, Muhammad Meki Munawar
Year: 2020, Volume 29 No. 3
Abstract:
This study aims to determine the factors that influence consumer attitudes toward Instagram (IG) advertising in Indonesia. Besides, this study also studied the effect of consumer attitudes towards advertising on IG and its impact on consumer purchase intentions. Online questionnaires have been distributed to GI users and collected as many as 261 respondents who deserve to be processed, by first doing the validity and reliability tests to 30 respondents. The results are declared valid and reliable. An online questionnaire is used to collect data for IG users in Indonesia. The Structural Equation Modeling (SEM) method was used to analyze the data. The results showed that Informativeness (IF), Entertainment (EN), Irritation (IR) were not significant or had no positive impact on attitude toward Instagram advertising (AT). Meanwhile, only Personalization (PZ) has a positive effect on AT. However, AT had a positive and significant impact on Purchase Intention (PI).
Keywords: Informativeness, Entertainment, Irritation, Personalization, Attitude toward Instagram Advertising, Purchase Intention
JEL Classifications: A2, C1, F2
