Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace

Fachryto, Tamas; Achyar, Adrian

doi:10.29259/sijdeb.v2i2.123-138

Cited by 9 publications

(6 citation statements)

References 19 publications

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“…It is revealed that online behavioral advertising is a key determinant of intention to purchase; this is compatible with previous literature Barnard (2014), Kusumawati (2017) and Rony (2018). On the contrary, the negative effect of online behavioral adverting on perceived risk is not significant and it contradicts with previous studies Barnard ( 2014) Kusumawati (2017) and Fachryto and Achyar (2018). This would need a further research and other studies to examine this kind of linkage.…”

Section: Conclusion and Discussioncontrasting

confidence: 61%

Factors Influencing Customers’ Purchase Intention in Social Commerce

Ali¹,

Abbass²,

Farid³

2020

IRMM

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This paper inspects the relationship between purchase intention in social media context and relevant factors namely: Trust, perceived risk, online behavioral advertising, and social commerce constructs. Using judgmental sampling technique, 384 questionnaires across Lebanon were collected and analyzed using structural equation modeling (SEM). The results show that purchase intention of the respondents is significantly positively affected by social commerce constructs, trust, and online behavioral advertising. And trust is positively enriched by social commerce constructs. Also, it is clear that positive social commerce constructs will decrease the perception of risks between customers when shopping online. Perceived risk influence on purchase intention is not significant, Trust negatively impacts perceived risk. This paper shows specific inferences about the factors affecting buying intention in social commerce. It provides fruitful insights to both academic researchers and professional marketers. In terms of limitations, other factors might be added and be under examination; that might include value perceptions, social presence, social proof, and artificial intelligence agents such as Facebook chatbots. In addition, other product categories are useful to get more insights about the intentions of customers; such as cosmetics, home appliances, phones, and other service industries as cleaning, laundry, financial services, etc. The study attempted to examine potential factors to evaluate the purchase intentions (PI) in the social commerce context in Lebanon. It extends the earlier literature by providing clues about the positive influence of OBA on PI.

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Section: Conclusion and Discussioncontrasting

confidence: 61%

Factors Influencing Customers’ Purchase Intention in Social Commerce

Ali¹,

Abbass²,

Farid³

2020

IRMM

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“…Thus, consumers feel that their privacy has been known, followed, observed, and tracked. From previous studies, when marketers create messages that use consumer information that is too personal, it can significantly bring out a sense of creepiness that is felt by consumers (Barnard, 2014;Fachryto and Achyar 2018). A hypothesis is formulated which predicts that the personalization that a person feels from social media advertising will positively affect a sense of creepiness.…”

Section: Perceived Ad Personalizationmentioning

confidence: 99%

The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers

Christian¹,

Karissa²,

Handoyo³

et al. 2021

KINERJA

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E-commerce business grows over time and has changed retail business behavior all over the world. To expand, e-commerce uses ads personalization to study customer needs and track customer behavior. This study aims to analyze the effect of perceived ads personalization towards online impulse buying tendency. The research model hypothesized the effect of perceived ads personalization towards online impulse buying tendency. The mediating variables in this study are perceived novelty, privacy concerns, advertising value, perceived relevance, creepiness, affective reactance, and attitudes towards ads. The study also used a moderating variable of purchasing frequency to distinguish how effective personalized advertising is in groups that are classified as high and the low-frequency buyer on e-commerce. This study using quantitative research methods with PLS-SEM data analysis. Respondents were taken by purposive sampling on millennial social media users in Jabodetabek. The results showed that perceived advertising personalization had a positive effect on perceived novelty, privacy concern, advertising value, perceived relevance, and creepiness. Furthermore, this study found perceived novelty, advertising value, and perceived relevance have a positive effect on attitudes towards ads. Creepiness indicates a positive effect on affective reactance, while privacy concern and affective reactance have a negative effect on attitudes towards ads. One of the findings is that attitudes towards ads had a positive impact on online impulsive buying tendency. The frequency of purchase is proven to be a moderator that weakens the influence of attitudes towards ads to online impulse buying tendency.Keywords: perceived ads personalization, perceived novelty, privacy concern, advertising value, perceived relevance, creepiness, affective reactance, attitudes toward ads, online impulse buying tendency, e-commerce

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“…Namun demikian, sinergi yang dilakukan tetap harus diupayakan agar tidak sampai membuat masyarakat merasa terganggu akibat intensitas iklan yang terlalu tinggi. Iklan yang disampaikan secara berlebih dengan memanfaatkan banyak media massa justru dapat ditafsirkan oleh masyarakat sebagai iklan yang manipulatif, yang dapat mendorong terciptanya respon negatif (Fachryto & Achyar, 2018).…”

Section: Tinjauan Literatur Iklan Sebagai Media Komunikasiunclassified

Representasi Makna Iklan Mi Lemonilo Tahun 2020 Episode “Mie Hebat Untuk Keluarga Sehat” (Analisis Semiotik Charles Morris)

Madja¹

2021

JLMK

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Iklan pada dasarnya bertujuan untuk memengaruhi masyarakat. Dalam prosesnya, iklan dapat bersifat informatif atau manipulatif. iklan juga bertujuan memberikan gambaran kepada konsumen agar konsumen tertarik kepada produk yang di iklankan. Perbedaan sifat tersebut tergantung pada upaya dalam mencapai tiga tujuan komunikasi massa dalam periklanan yaitu tujuan kognitif, afektif, dan psikomotorik. Iklan Mi Lemonilo berisikan informasi verbal dan visual yang bertujuan promosi bahwa mi tersebut sehat. Penelitian ini bersifat deskriptif kualitatif dengan menggunakan analisis semiotik model Charles Morris dimana hasil penelitian tersebut akan mengetahui bentuk semantic, sintaksis, dan pragmatik dari iklan Mi Lmonilo tahun 2020 episode “Mie Hebat Untuk Keluarga Sehat”. Bentuk semantik guna mengetahui hubungan tanda dengan maksud disampaikan sebenarnya. Bentuk pragmatik guna mengetahui hubungan dengan penggunaan tanda dan akibatnya dalam satu tingkah lagu yang nyata. Sedangkan, bentuk sintaksis berhubungan dengan tata cara Menyusun tanda secara bersama untuk membentuk satu gabungan tanda yang bisa berupa kata, frasa, kalimat, dan pikiran utuh suatu teks atau konteks.

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Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace

Cited by 9 publications

References 19 publications

Factors Influencing Customers’ Purchase Intention in Social Commerce

Factors Influencing Customers’ Purchase Intention in Social Commerce

The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers

Representasi Makna Iklan Mi Lemonilo Tahun 2020 Episode “Mie Hebat Untuk Keluarga Sehat” (Analisis Semiotik Charles Morris)

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