Article Sidebar

Download
Download PDF
Statistic
Read Counter : 53 Download : 71

Downloads

Download data is not yet available.

Main Article Content

Abstract

Penelitian ini mengkaji pengaruh iklan media sosial terhadap niat beli konsumen dengan menganalisis faktor-faktor utama seperti iritasi, informativitas, kekhawatiran privasi, dan kredibilitas, dimana sikap konsumen berperan sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan mengumpulkan data dari 305 responden melalui survei online. Analisis hubungan antar variabel dilakukan menggunakan Structural Equation Modeling (SEM) dengan SmartPLS. Namun, penelitian ini memiliki beberapa keterbatasan. Pertama, sampel penelitian terbatas pada responden di Indonesia, terutama dari Batam, sehingga temuan ini kurang dapat digeneralisasikan ke wilayah lain. Kedua, penelitian tidak membedakan antara platform media sosial tertentu, yang mungkin memiliki karakteristik unik yang memengaruhi efektivitas iklan. Terlepas dari keterbatasan tersebut, penelitian ini menekankan pentingnya informativitas dan kredibilitas dalam membentuk sikap konsumen dan niat beli. Selain itu, penelitian ini juga menunjukkan peran mediasi sikap konsumen dalam menghubungkan faktor-faktor iklan dengan niat beli. Temuan ini memberikan wawasan praktis bagi bisnis untuk merancang iklan media sosial yang kredibel dan informatif guna meningkatkan kepercayaan dan keterlibatan konsumen.

Keywords

Sikap, Pembelian, Informatif, Gangguan, Kredibilitas.

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Lady, L., & Way, N. T. (2025). Pengaruh iklan sosial media terhadap niat pembelian konsumen. Economics and Digital Business Review, 6(2), 748–764. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/2157
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aisyah, M. (2023). The impact of a regional brand ambassador and social media advertising on brand trust and brand loyalty of Lazada in Indonesia. International Journal of Data and Network Science, 7(4), 1929–1940. https://doi.org/10.5267/j.ijdns.2023.6.019
  2. Al Khasawneh, M., Sharabati, A. A. A., Al-Haddad, S., Al-Daher, R., Hammouri, S., & Shaqman, S. (2023). Consumer’s Attitude towards Display Google Ads. Future Internet, 15(4), 1–20. https://doi.org/10.3390/fi15040145
  3. Añaña, E. (2023). Digital Influencers Promoting Healthy Food : The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention.
  4. Andi, B., & Riyanto, D. (2023). Hootsuite ( We are Social ): Indonesian Digital Report 2023 Alasan Utama Orang di Indonesia Menggunakan Alasan Utama Orang di Indonesia Menggunakan Platform Media Sosial yang Banyak digunakan di.
  5. Aperece, C., Bongalos, C. M., Cagas, S., Lanzaderas, K. Z., Manuel, E., Rosales, E., Vuelban, C. B., & Kaye, J. (2024). Television Advertising and Social Media Advertising : A Comparative Study of their Level of Influence on ABM 12 Students ’ Buying Behavior. April. https://doi.org/10.2139/ssrn.4793894
  6. Arachchige, E., Karunarathne, C. P., & Thilini, W. A. (2022). Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising. Online) Journal Abbreviation: Manag. Dyn. Knowl. Econ, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
  7. Cahyani, N. I., & Artanti, Y. (2020). The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable. Sentralisasi, 9(2), 77. https://doi.org/10.33506/sl.v9i2.927
  8. Coyle, R. (2023). The impact of advertising irritation on purchase intention among social media users. The Journal of Social Media in Society, 12(2), 144–166.
  9. Cvirka, D., Rudienė, E., & Morkūnas, M. (2022). Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform. Economies, 10(2). https://doi.org/10.3390/economies10020052
  10. Demirci, S., Ling, C. J., Lee, D. R., & Chen, C. W. (2024). How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 581–596. https://doi.org/10.3390/jtaer19010031
  11. Dewi, G. C., Gosal, G. G., Teofilus, Hidayat, S., & Purwono, B. S. A. (2022). the Effect of Social Media Marketing and Brand Creditability Toward Purchase Intention Using Moderating Customer Attitude in Indonesian Consumers of Gojek Online Public Transportation System. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 6(4), 2179–2191. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
  12. EFİLOĞLU KURT, Ö., & AKTAŞ, T. (2023). Factors Affecting Social Commerce Intention: an Empirical Study on Social Media Platforms. Prizren Social Science Journal, 7(2), 62–74. https://doi.org/10.32936/pssj.v7i2.444
  13. Feng, Z., Al Mamun, A., Masukujjaman, M., & Yang, Q. (2023). Modeling the significance of advertising values on online impulse buying behavior. Humanities and Social Sciences Communications, 10(1), 1–18. https://doi.org/10.1057/s41599-023-02231-7
  14. Fitri, A. M. (2024). Trust Mediates The Factors That Influence Purchase Intention For Co-Branded Local Cosmetics. 225–239.
  15. Genç, R., & Bilgin Turna, G. (2023). The mediating effect of attitude towards online advertising in the influence of social media addiction on online purchase intention. Business & Management Studies: An International Journal, 11(2), 511–531. https://doi.org/10.15295/bmij.v11i2.2228
  16. Hasbullah, N. N., Kiflee, A. K. R., Anwar, S., Ramachandran, K. K., & Sulaiman, Z. (2023). Advertising Value of Social Media Advertisement on Sustainable Brand Purchase Intention: The Moderating Role of User-Generated Video Among Gen Z In Malaysia. International Journal of Electronic Commerce Studies, 14(3), 49–68. https://doi.org/10.7903/ijecs.2260
  17. Ho Nguyen, H., Nguyen-Viet, B., Hoang Nguyen, Y. T., & Hoang Le, T. (2022). Understanding online purchase intention: the mediating role of attitude towards advertising. Cogent Business and Management, 9(1), 1–24. https://doi.org/10.1080/23311975.2022.2095950
  18. Jiang, Y., Rezazadeh Baee, M. A., Simpson, L. R., Gauravaram, P., Pieprzyk, J., Zia, T., Zhao, Z., & Le, Z. (2024). Pervasive User Data Collection from Cyberspace: Privacy Concerns and Countermeasures. Cryptography, 8(1), 1–25. https://doi.org/10.3390/cryptography8010005
  19. Kamalul Ariffin, S., Ihsannuddin, N. Q., & Abdul Mohsin, A. M. (2022). The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea. Journal of Islamic Marketing, 13(11), 2308–2330. https://doi.org/10.1108/JIMA-01-2021-0015
  20. Lady, Lady, & Dyfan, D. (2024). Analisis Pengaruh Purchase Intention Terhadap Brand Lokal Fashion di Indonesia. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 9(1), 149–162. https://doi.org/10.36636/dialektika.v9i1.3792
  21. Lady, Lady, Flowerensia, D., & Sentoso, A. (2024). Analisis Pengaruh Faktor Yang Mempengaruhi Brand Equity Terhadap Purchase Intention Dari Pelanggan Restoran Makanan Sehat. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 335–349. https://doi.org/10.22437/jmk.v13i02.31554
  22. Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications, 25(3), 495–513. https://doi.org/10.1108/CCIJ-09-2019-0108
  23. Lina, L. F., & Setiyanto, A. (2021). Privacy Concerns in Personalized Advertising Effectiveness on Social Media. Sriwijaya International Journal of Dynamic Economics and Business, 5(December 2020), 147–156. https://doi.org/10.29259/sijdeb.v1i2.147-156
  24. Mewengkang, J. D., & Hidayah, R. T. (2023). Pengaruh Kredibilitas Influencer Terhadap Minat Konsumen Untuk Membeli Produk Somethinc Yang Dimediasi Oleh Keterlibatan Sosial Media Instagram. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(2), 907–919. https://doi.org/10.35794/jmbi.v10i2.49552
  25. Mo, L., Zhang, X., Lin, Y., Yuan, Z., & Peng, Z. (2023). Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054090
  26. Özen, Ü., & Dael, F. A. (2021). Quantifying the Attitudes of Turkish Young Generation Toward Online Advertising. Jurnal Pengurusan, 62, 51–64. https://doi.org/10.17576/pengurusan-2021-62-05
  27. Panggati, I. E., Sasmoko, Simatupang, B., & Abdinagoro, S. B. (2023). Does digital influencer endorsement contribute to building consumers’ attitude toward digital advertising during COVID-19 pandemic? mediating role of brand attitude. Cogent Business and Management, 10(2), 1–17. https://doi.org/10.1080/23311975.2023.2220204
  28. R.A Adenia Kumala Adzani, & Premananto, G. C. (2023). The Influence of Advertising Creativity, Credibility, Lack of Irritation, Informativeness, And Entertainment on Consumer Attitudes Towards Brand on Gojek Advertising. Southeast Asian Business Review, 1(1), 19–32.
  29. Ramdani, M., & Belgiawan, P. (2023). Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and. Contemporary Management Research, 19(1), 1–26. https://doi.org/10.7903/cmr.23023
  30. Rehman, F. U., & Zeb, A. (2023). Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image. Journal of Islamic Marketing, 14(9), 2207–2234. https://doi.org/10.1108/JIMA-07-2021-0231
  31. Sarıoğlu, C. İ. (2022). Investigation of the effects of consumers’ attitudes towards social media advertisements on their purchasing behaviours. Business & Management Studies: An International Journal, 10(1), 132–148. https://doi.org/10.15295/bmij.v10i1.1979
  32. Setijanto, A., Hamsal, M., Furinto, A., & Kartono, R. (2023). Disclosing the Impact of Millennial Attitude Toward Instagram Advertising on Their Attitude Toward Brand and Purchase Intention in Pandemic COVID-19. E3S Web of Conferences, 388. https://doi.org/10.1051/e3sconf/202338803029
  33. Siqi, W., & Foong Yee, W. (2021). Social Media Influencers’ Impact to Purchase Intention: The Moderating Effect of Brand Engagement. Journal of Marketing Advances and Practices, 3(2), 18–42.
  34. Soebandhi, S. (2023). Business Ecosystem & Strategy Online newspapers and banner Ads : Understanding advertiser credibility and informative advertising. 5(2), 94–101.
  35. Tirtayani, I. G. A., Wardana, I. M., Setiawan, P. Y., & K, I. G. N. J. A. W. (2024). Determinants of Purchase Intention in Social Media Advertising. Revista de Gestão Social e Ambiental, 18(6), e04793. https://doi.org/10.24857/rgsa.v18n6-016
  36. Wardoyo. (2012). Kerangka Teoritis dan Pembangunan Hipotesis. Gunadarma, 1–6. http://wardoyo.staff.gunadarma.ac.id/Downloads/files/10078/Kuliah+3.pdf
  37. Winarko, H. B., Sihabudin, A., & Dua, M. (2019). A study on information credibility in the social media marketing adoption: Evidence from Indonesia. International Journal of Research Studies in Management, 8(1). https://doi.org/10.5861/ijrsm.2019.4000