ANALISIS NILAI IKLAN PADA INSTAGRAM STORIES DAN EFEKNYA TERHADAP SIKAP PEREMPUAN MILENIAL
Abstract
Penelitian ini mengukur sikap konsumen perempuan milenial terhadap iklan Instagram Stories di Kota Bandung. Pengumpulan data menggunakan survei online di antara 100 perempuan generasi milenial. Terdapat tiga variabel seperti (1) anteseden pada nilai iklan, yaitu keinformatifan, hiburan, iritasi dan kredibilitas; (2) nilai iklan; dan (3) sikap terhadap iklan Instagram Stories. Model penelitian diestimasi menggunakan Partial Least Squares (PLS). Hasil menunjukkan Kredibilitas dan Hiburan adalah prediktor terkuat, dengan Informatif di tempat ketiga. Iritasi berpengaruh negatif signifikan terhadap nilai iklan. Ini menunjukkan bahwa pengiklan harus membuat visual yang kredibel dan menyenangkan untuk menyasar generasi milenial khususnya perempuan. Milenial cenderung mengabaikan format periklanan tradisional. Sementara itu, mereka adalah pengguna berat Situs Jejaring Sosial, khususnya Instagram. Penelitian ini menyajikan estimasi empiris pertama model Ducoffe Advertising Value di Instagram Stories, dan sampelnya adalah perempuan milenial di Kota Bandung (Indonesia). Hasil penelitian kami memiliki implikasi yang relevan untuk merek yang menargetkan perempuan milenial melalui iklan Instagram Stories.
References
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Tsang, M. M. et al (2004). Consumer Attitudes toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78.
Varshney, S., & Joy, J. (2015). Consumer attitudes toward mobile marketing and its impact on customers. International Journal of Information, Business and Management, 7(2), 44.
Xodabande, I. (2017). The effectiveness of social media network telegram in teaching English language pronunciation to Iranian EFL learners. Cogent education, 4(1), 1347081.
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International journal of Advertising, 33(2), 271-294.
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Aaker, D. A., Kumar, V., & Day, G. S. (2008). Marketing research. John Wiley & Sons.
Aktan, M., Aydogan, S., Aysuna, C., & Cad, M. Z. (2016). Web advertising value and students' attitude towards web advertising. European Journal of Business and Management, 8(9), 86-97.
Alwitt, L. F., & Berger, I. E. (1993). Understanding the Link between Environmental Attitudes and Consumer Product Usage: Measuring The Moderating Role Of Attitude Strength. Advances in Consumer Research, 20, 189-194.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 22-23.
Boateng, H., Adam, D. R., Okoe, A. F., & Anning-Dorson, T. (2016). Assessing the determinants of Internet banking adoption intentions: A social cognitive theory perspective. Computers in Human Behavior, 65, 468-478.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16, 74-94.
Bowles, J. (2016). INSTAGRAM: A VISUAL VIEW OF THE SOUTHEASTERN CONFERENCE. Journal of Contemporary Athletics, 10(4).
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21-35.
EMarketer. (2015). By 2016, most digital travel bookers will use mobile devices. Retrieved September 10, 2016, from http://www.emarketer.com/Article/By-2016-Most-Digital-Travel-Bookers-Will-Use-Mobile-Devices/1013248.
Ghozali, I., & Latan, H. (2014). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WARPPLS 4.0. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Sarstedt, M., Pieper, T., & Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45(5-6), 320-340.
Hamouda, M. (2018). Understanding social media advertising effect on consumers' responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426-445.
Haq, Z. U. (2009). E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users. Journal of Retail and Leisure Property, 8(3).
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (Vol. 20, pp. 277-319). Emerald Group Publishing Limited. McGraw-Hill.
Huang, J. H., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International marketing review, 21(6), 598-614.
Instagram. (2019, August 5). Bangun Bisnis Anda di Instagram. Retrieved from Instagram: https://business.instagram.com/advertising/
Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile Internet. Telematics and Informatics, 32(2), 355-366.
Kim, M., Jun, M., & Han, J. (2023). The relationship between needs, motivations and information sharing behaviors on social media: Focus on the self-connection and social connection. Asia Pacific Journal of Marketing and Logistics, 35(1), 1-16.
Korgaonkar, P., Silverblatt, R., & O'Leary, B. (2001). Web advertising and Hispanics. Journal of Consumer Marketing, 18(2), 134-152.
Luna, D., Peracchio, L. A., & de Juan, M. D. (2002). Cross-cultural and cognitive aspects of website navigation. Journal of the academy of marketing science, 30(4), 397-410
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65.
Murillo, E. (2017). Attitudes toward mobile search ads: a study among Mexican millennials. Journal of Research in Interactive Marketing, 11(1), 91-108.
Norton, N. (2014). Survey: older generations embrace mobile as local shopping companion. Retrieved from Search Engine Land: http://searchengineland.com/survey-older-generations-embrace-mobile-local-shopping-companion-188870
Padmanabhan, N. S., & Anand, B. (2015). A study on the difference in customer attitude towards mobile advertising across gender. International Journal of Engineering and Management Research (IJEMR), 5(2), 5-9.
Petrovici, D., & Paliwoda, S. (2007). An empirical examination of public attitudes towards advertising in a transitional economy. International Journal of Advertising, 26(2), 247-276.
Prendergast, M. L. (2009). Interventions to Promote Successful Re-Entry Among Drug-Abusing Parolees. Addict Sci Clin Pract., 5(1), 4-13.
Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites. Cyberpsychology & Behavior, 11, 169-174.
Rahyuda, K. (2016). Metode Penelitian Bisnis. Denpasar: Udayana University Press.
Raney, A. A., Arpan, L., Brill, D., & Pashupati, K. (2003). At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations. Journal of Interactive Marketing, 17(4), 38-53.
Richard, M. O., & Chandra, R. (2005). A model of consumer web navigational behavior: conceptual development and application. Journal of business Research, 58(8), 1019-1029.
Rubin, A. (2002). The uses-and-gratifications perspective of media effects. Bryant, J. and Zillmann, D. (Eds), Media Effects: Advances in Theory and Research, 525-48.
Saratovsky, K. D., Feldmann, D., & Case, J. (2013). Cause for Change: The Why and How of Nonprofit Millennial Engagement. New Jersey: John Wiley & Sons.
Sarstedt, M., & Cheah, J. H. (2019). Partial least squares structural equation modeling using SmartPLS: a software review.
Schlosser, A., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users attitudes toward Internet advertising. Journal of Interactive Marketing, 13(3), 34-54.
Science, S. D. (2018, June 21). How Do People Perceive and Use Instagram Stories and Feed? Retrieved from Facebook For Business: https://www.facebook.com/
Sicilia, M., Ruiz, S., & Reynolds, N. (2006). Attitude Formation Onlin-how the Consumer's need for Cognition Affects the Relationship between Attitude towards the Website and Attitude towards the Brand. International Journal of Market Research, 48(2), 139-154.
Statista. (2020, February 15). Leading countries based on number of Instagram users as of January 2020. Retrieved from Statista: https://www.statista.com.
Stevenson, J. S., Bruner, G. C., & Kumar, A. (2000). Webpage background and viewer attitudes. Journal of advertising research, 40(1-2), 29-34.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. In Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D (pp. 124, 133). Bandung: PT Alfabet.
Trafimow, D. (2004). Attitude Measurement. Encyclopedia of Applied Psychology. Elsevier, 233-243.
Tsang, M. M. et al (2004). Consumer Attitudes toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78.
Varshney, S., & Joy, J. (2015). Consumer attitudes toward mobile marketing and its impact on customers. International Journal of Information, Business and Management, 7(2), 44.
Xodabande, I. (2017). The effectiveness of social media network telegram in teaching English language pronunciation to Iranian EFL learners. Cogent education, 4(1), 1347081.
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International journal of Advertising, 33(2), 271-294.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2023-09-04
How to Cite
Nurunnisha, G., Dalimunthe, G., & Bestari, D. (2023). ANALISIS NILAI IKLAN PADA INSTAGRAM STORIES DAN EFEKNYA TERHADAP SIKAP PEREMPUAN MILENIAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 61-78. https://doi.org/10.31955/mea.v7i3.3285
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Articles
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