Contact Us

INSTITUT PARIWISATA DAN BISNIS INTERNASIONAL.
Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Phone: +62 361 - 426699
Fax: +62 361 - 426700
Journal Manager Whatsapp: +62 852 2767 9500
Email: [email protected]

* Sorry for not offering email form due to massive spam issue

Advertising Effectiveness in Purchasing Decision on Instagram

Luh Putu Ayu Wulandari, Gede Sri Darma

Abstract


The aim of this research is to observe the impact of advertising creativity, advertising appeal and endorser credibility to the advertising effectiveness and purchase decision on Instagram. This research was conducted in Ilsproject Store. It is an online and offline store in Denpasar which sells fashion product. The design of this research is a quantitative research which shows a causality relationship between variables. The technique of collecting data was done using questionnaire to 168 consumers. The technique of analyzing data was done using structural equation modeling (SEM) with the AMOS program version 22. The result of this research shows that the advertising creativity has a positive and significant impact of 0,783 to the advertising effectiveness and 0,203 to the purchase decision. The advertising appeal has a positive and significant impact of 0,783 to the advertising effectiveness and 0,648 to the purchase decision. The endorser credibility has a positive and significant impact of 0,803 to the advertising effectiveness and 0,656 to the purchase decision. The advertising effectiveness has a positive and significant impact to the purchase decision with the number 0,831.


Keywords


advertising creativity; advertising appeal; endorser credibility; advertising effectiveness and purchasing decision

Full Text:

PDF

References


Hastuti, S. (2013). Efektivitas Iklan Layanan Masyarakat Di Televisi. Jurnal Ilmu Komunikasi, 2(2), 1–82. Retrieved from https://ejournal.unri.ac.id/index.php/JKMS/article/viewFile/2554/2509

Hermawan, A. (2012). Komunikasi Pemasaran. Jakarta: Erlangga.

Handika Made Resi, Maradona Agus Fredy dan Darma Gede Sri. (2018). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui media Sosial Instagram. Jurnal Manajemen dan Bisnis. Vol. 15. No. 2. Hlm. 192-203

Imanita, M. A. (2014). "Pengaruh Kredibilitas Perusahaan dan Kredibilitas Endorser pada Sikap Konsumen (terhadap Iklan dan Merek) dan Intensi Membeli". Jurnal Ilmiah Mahasiswa FEB, 1-12.

Kairupan, M. (2013). Sikap, Keyakinan Dan Efektivitas Iklan Pengaruhnya Terhadap Keputusan Penggunaan Produk Kartu As Konsumen Di Manado Town Square. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(3), 1100–1110.

Kertamukti. (2015). Strategi Kreatif dalam Periklanan. Jakarta: PT Raja Grafindo Persada.

Khusnaeni, N., Yulianto, E., & Sunarti, S. (2017). Pengaruh Iklan Terhadap Sikap Konsumen Serta Dampaknya Pada Keputusan Pembelian (Survei pada Mahasiswa S1 Universitas Brawijaya Malang Pengguna Kartu Seluler Telkomsel 4G LTE yang Pernah Melihat Iklan Telkomsel 4G LTE Versi âNixia Gamerâ). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 47(2), 49–56.

Kotler, Philip dan Keller, K. L. (2016). Marketing Management. Pearson Education Inc.

Kotler Phillip, K. L. K. (2012). Marketing Management 14th edition. Jakarta: PT. Indeks Kelompok Gramedia.

Kurniawati, D., & Arifin, N. (2015). Strategi Pemasaran Melalui Media Sosial dan Minat Beli Mahasiswa. Jurnal Manajemen, 1(2), 194–195.

Legasari, V. E., Indarti, S., & Restuti, S. (2013). Pengaruh Daya Tarik Iklan, Kreativitas Iklan Dan Kredibilitas Endorser Terhadap Efektivitas Iklan Dan Sikap Konsumen Pada Sabun Pemutih Wajah Merek Oil Of Olay Di Kota Pekanbaru. Jurnal Teknologi, 1(1), 69–73. https://doi.org/10.11113/jt.v56.60

Lestari, Denok. 2015. Developing Communicative Competence of the Students at the Bali Hotel School by Implementing Instructional Role Play. Journal of Business on Hospitality and Tourism. 1(1). http://jbhost.org/jbhost/index.php/jbhost/article/view/31

Mufarrih, Z. (2015). Periklanan Sebuah Pendekatan Praktis. Yogyakarta: Litera.

Rizal dan A. Furinto. (2015). Marketing Reloaded: Kompilasi Konsep dan Praktik Pemasaran. Jakarta: Salemba Empat

Sebayang dan Siahaan. 2018. Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha Mio Pada Mio Automatik Club (MAC), Medan Jurnal Manajemen. Vol. 12, No. 2, Maret 2018, hal. 101-116

Sufa, fella, & Munas Bambang. (2012). Analisis Pengaruh Daya Tarik Iklan. Diponegoro Journal of Management, 1(1), 226–233. Retrieved from http://ejournal-s1.undip.ac.id/index.php/djom

Sulistiono, Angga. 2012. “Analisis Pengaruh Iklan Televisi Terhadap Keputusan Pembelian Motor Yamaha Jupiter MX”. Jurnal Ilmiah Kesatuan Nomor 1 Volume 14, April 2012.

Sumarwan, & Ujang, D. (2011). Riset Pemasaran dan Konsumen : Panduan Riset dan Kajian : Kepuasan, Perilaku Pembelian, Gaya Hidup, Loyalitas dan Persepsi Resiko. Bogor: PT Penerbit IPB Press.

Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Walid. (2018). Penggunaan Instagram Sebagai Social Media Marketing Dalam Membangun Brand Awareness Platbm1912 Di Kota Pekanbaru. Jom Fisip, 5(1), 1–10.

Wibowo, D. H., Arifin, Z., & Sunarti, . (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis, 29(1), 59–66. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1172


Cited by:


DOI: http://dx.doi.org/10.22334/jbhost.v6i2.220

Refbacks

  • There are currently no refbacks.


License URL: http://creativecommons.org/licenses/by/4.0/


Visited Number: Web
Analytics JBHOST Stats