Pengaruh Iklan Instagram terhadap Intensi Pembelian Produk
Keywords:
Instagram, performance expectancy, hedonic motivation,, habit,, nteractivity, informativeness, perceived relevance, purchase intention
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh iklan Instagram terhadap purchaseintention produk dimana Instagram adalah media sosial yang saat ini banyak digunakan untuk memasarkan produk yang menyasar pada target konsumen. Enam dimensi yang terkandung dalam iklan Instagram yang memiliki potensi untuk mempengaruhi purchase intention yaitu performance expectancy, hedonic motivation, perceived relevance, interactivity, habit, dan informativeness. Kuesioner diadopsi dan diadaptasi dari penelitian terdahulu. Kuesioner disebarkan bagi pengguna Instagram aktif. Total kuesioner yang dikembalikan mencapai 257 dan dianalisis menggunakan regresi berganda untuk menguji pengaruh iklan Instagram terhadap purchase intention. Hasil menunjukkan faktor yang paling dominan mempengaruhi purchase intention adalah perceived relevance dan informativeness, lalu diikuti oleh performance expectancy, hedonic motivation, dan habit.
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References
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Examination of a Mediating Role of Privacy Concern. International Journal of Computers in Human
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advertising’.
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shopping malls. Electronic Commerce: Research and Applications, 3, 405-20.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase
intention. International Journal of Information Management, 42: 65–77.
Babin , B. J. , Darden , W. R. and Griffin , M. 1994. Work and/or fun: measuring hedonic and utilitarian shopping
value. Journal of Consumer Research, 20(4): 644–656.
Blanco, C.F., Blasco, M. G., dan Azorin, I. I. (2010). Entertainment and Informativeness as Precursory Factors
of Successful Mobile Advertising Messages. University of Zaragoza, Gran Vía, 2. 50005, Zaragoza, Spain.
Cyr, D., Head, M., & Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development of a model for
cognitive–affective user responses. International Journal of Human-Computer Studies 67 (2009) 850–869.
Delafrooz, Narges, et al. (2011). “Understanding consumer’s internet purchase intention in Malaysia”. African
Journal of Business Management, 5(3), 2837-2846.
Drewery, D., Pretti, T. J., & Barclay, S. (2016). Examining the effects of perceived relevance and work related
subjective well-being on individual performance for Co-op students. University of Waterloo, Waterloo,
Canada.
Evans, J. S. B. T. & Stanovich, K. E. (2013). Dual-Process Theories of Higher Cognition: Advancing the Debate.
Perspectives on Psychological Science 8(3) 223–241
Fishbein M, Ajzen I. (1975). Belief, Attitude, Intention, and Behavior: An, Behavior.
Ha Y, Stoel L (2004). Internet apparel shopping behaviors: The influence of general innovativeness. Int. J. Retail
Distribut. Manag., 32(8):377-85.
He, Q., & Qu, H. (2018). The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——
Analysis of Intermediary. Effect Based on Brand Attitude. Shanghai University of Engineering Science,
China. Journal of Business Administration Research. Vol. 7, No. 2; 2018.
Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile
social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342–355.
Jung, A. R. (2017). The Influence of Perceived Ad Relevance on Social Media Advertising: An Empirical
Examination of a Mediating Role of Privacy Concern. International Journal of Computers in Human
Behavior, Vol. 70 (May): 303-309.
Kapoor, K. k., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2017). Advances in Social Media
Research: Past, Present and Future. Information Systems Frontiers.
Kowang, T. O., Jonid, N. A. B., Yew, L. K., Fei, G. C., Hee, O. C. (2018). Youngsters Perception Toward Social
Networking Advertising: Does Social Media Advertising Factors Still Matter?. International Journal of
Human Resource Studies, Vol. 8, No. 2.
Lally, P., Jaarsveld C. H. M., Potts, H. W. W., Wardle, J. (2009). How are habits formed:
Modelling habit formation in the real world. European Journal of Social Psychology 40, 998–1009.
Oh, L. B. and Xu, H. (2003), ‘Effects of multimedia on mobile consumer behavior: an empirical study of locationaware
advertising’.
Pui-Lai To, & E-Ping Sung. (2014). Hedonic Motivations for Online Shopping.
Venkatesh, et al. (2003). User Acceptance Of Information Technology: Toward A Unified View. MIS Quarterly,
Vol. 27, No. 3 (September): 425-478.
Wu, W., & Lee, Y. (2012). The Effect of Blog Trustworthiness, Product Attitude, and Blog Involvement on Purchase
Intention. International Journal of Management & Information Systems, 16(3), 265-276.
Published
2020-06-30
How to Cite
Elvina, B., Saunders, D., Fadil, F., Putri, M., & Abdurrahman, M. (2020). Pengaruh Iklan Instagram terhadap Intensi Pembelian Produk. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 3(1), 31-41. https://doi.org/10.21632/perwira.3.1.31-41
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