Investigating the effect of extended advertisement value on generation z's attitude towards advertisement and purchase intention using SOR model (an empirical study of Tiket.com's Instagram Video Ads) = efek nilai iklan terhadap sikap generasi z terhadap iklan dan niat pembelian menggunakan model S-O-R (studi empiris dari iklan video instagram Tiket.com)

Gilbert, Gilbert (2023) Investigating the effect of extended advertisement value on generation z's attitude towards advertisement and purchase intention using SOR model (an empirical study of Tiket.com's Instagram Video Ads) = efek nilai iklan terhadap sikap generasi z terhadap iklan dan niat pembelian menggunakan model S-O-R (studi empiris dari iklan video instagram Tiket.com). Masters thesis, Universitas Pelita Harapan.

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Abstract

Lonjakan iklan video berdurasi singkat di platform seperti Instagram semakin memperketat persaingan para pemasar untuk mendapatkan perhatian konsumen. Meskipun telah dilakukan upaya maksimal, konsumen sering kali memiliki sikap negatif, terbukti dari penggunaan pemblokir iklan yang luas dan kebiasaan melewatkan iklan di media sosial. Masalah ini tidak hanya terjadi di tiket.com tetapi juga umum di kalangan pemasar. Untuk mengatasi tantangan ini, memahami faktor-faktor penyebab yang memengaruhi sikap negatif dan perilaku pembelian selanjutnya menjadi sangat penting. Model Stimulus-Organism- Response (SOR) menjadi patokan yang berguna untuk mengeksplorasi faktor- faktor ini, mencakup hal-hal seperti informatif, hiburan, gangguan, kredibilitas, personalisasi, dan insentif dalam nilai iklan yang diperluas. Dengan menggunakan purposive sampling, data dari 350 responden Generasi Z di Medan dikumpulkan untuk menilai hubungan sebab-akibat antara variabel. Diolah melalui AMOS 26.0 dengan menggunakan Structural Equation Model (SEM), hasil penelitian menunjukkan bahwa semua elemen iklan nilai yang diperluas di Instagram tiket.com secara signifikan dan positif memengaruhi niat pembelian melalui sikap terhadap iklan, kecuali gangguan yang memiliki dampak negatif (dengan nilai koefisien regresi -0,264). Di antara elemen yang signifikan, insentif menunjukkan efek positif yang paling substansial pada niat pembelian melalui sikap terhadap iklan di Instagram, dengan nilai koefisien regresi sebesar 0,265. Temuan ini menjanjikan dan berpotensi membantu para pemasar dalam menyempurnakan strategi periklanan dan meningkatkan peluang menarik perhatian konsumen dalam dunia periklanan media sosial yang terus berkembang./The surge in short-form video ads on platforms such as Instagram intensifies marketer competition for consumer attention. Despite concerted efforts, consumers often harbor negative attitudes, as evidenced by the widespread use of ad blockers and the practice of skipping social media ads. This issue isn't exclusive to tiket.com but is widespread among marketers. To address this challenge, understanding the antecedents that influence negative attitudes and subsequent purchasing behavior becomes crucial. The Stimulus-Organism-Response (SOR) Model serves as a valuable tool for exploring these antecedents, encompassing factors like informativeness, entertainment, irritation, credibility, personalization, and incentives within the extended advertisement value. Employing purposive sampling, data from 350 responses of Generation Z individuals in Medan were collected to assess the causal relationships between variables. Analyzed through AMOS 26.0 utilizing Structural Equation Model (SEM), the results indicated that all elements of extended value advertising on tiket.com's Instagram significantly and positively influenced purchase intention through attitude toward advertisements, except for irritation, which had a negative impact (with a coefficient regression value of -0.264). Among the significant elements, incentives exhibited the most substantial positive effect on purchase intention through the attitude toward advertising on Instagram, with a regression coefficient of 0.265. These findings hold promise and have the potential to assist marketers in refining advertising strategies and enhancing the likelihood of capturing consumer attention in the ever-evolving landscape of social media advertising.

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