The influence of informativeness, entertainment & credibility towards online purchase intention through perceived value of advertising of Tiket.com customer in Medan

Sikoko, Handra (2023) The influence of informativeness, entertainment & credibility towards online purchase intention through perceived value of advertising of Tiket.com customer in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study examines the factors that precede the value of social media advertising and how it subsequently affects the intention to make online purchases in undergoing transitions. The study analyzes the impact of three important advertising such as: Informativeness, Entertainment and Credibility on consumers perceived value of advertising, utilizing Tiket.com as a representative Online Travel Agency in Indonesia. Furthermore, the study investigates how these perceived values jointly influence consumer’ intention to make online purchase in Medan. The study employs a field research methodology utilizing questionnaires to collect data from Tiket.com consumers in Medan and disseminate it online. Data was collected from 100 respondents using purposive sampling in order to assess the causal link between factors. The data is analyzed using AMOS 22.0 software through the application of Structural Equation Model (SEM) The analysis demonstrates that Informativeness, Entertainment, and Credibility positively impact the Perceived Value of Advertising, with respective regression coefficients of 0.258, 0.769, and 0.448. Additionally, the Perceived Value of Advertising also positively influences Online Purchase Intention, with a regression coefficient of 0.638. Marketers should take these things into account when creating an advertisement to ensure it effectively elicits a positive perceived value of the advertising among the audience. / Penelitian ini mengivestigasi faktor-faktor yang mendahului nilai iklan media sosial dan bagaimana hal ini selanjutnya memengaruhi niat untuk melakukan pembelian online pada tahap transisi. Penelitian menganalisis dampak tiga faktor iklan penting, yaitu Informativeness, Entertainment, dan Credibility, terhadap persepsi nilai iklan konsumen, dengan menggunakan Tiket.com sebagai Agen Perjalanan Online mewakili di Indoneisa. Selain itu, penelitian juga mengkajibagaimana nilai-nilai ini secara bersama-sama memengaruhi niat konsumen untuk melakukan pembelian online di Medan. Penelitian ini menggunakan metodologi penelitian lapangan dengan menggunakan kuesioner untuk mengumpulkan data dari konsumen Tiket.com di Medan dan menyebarluaskannya secara online. Data dikumpulkan dari 100 responden dengan menggunakan purposive sampling untuk menilai hubungan sebab-akibat antara faktor-faktor tersebut. Data dianalisis menggunakan perangkat lunak AMOS 22.0 melalui penerapan Model Persamaan Struktural (SEM). Analisis menunjukkan bahwa Informativeness. Entertainment, dan Credibility secara positif memengaruhi Persepsi Nilai Iklan, dengan koefisien regresi masing masing sebesar 0.258, 0.759. dan 0.448. Selain itu, Persepsi Nilai Iklan juga berpengaruh positif terhadap Niat Pembelian Online, dengan koefisien regresi sebesar 0.638. Para pemasar sebaiknya mempertimbangkan hal-hal ini saat membuat iklan untuk memastikan agar secara efektif memunculkan nilai iklan yang positif di antara audiens.

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