The Influence of Online Advertising on Smartphone Purchase Intentions During Covid-19 Pandemic
DOI:
https://doi.org/10.54099/hbr.v3i1.344Keywords:
Informativeness,, Irritation, Entertainment,, Incentives,, Credibility, , Advertising Value, , Purchase Intention, SmartphoneAbstract
Purpose– The study aims to determine the effect of online advertising on the intention to buy a smartphone during the Covid-19 pandemic in Batam. Methodology/approach– Research using a comparative causal method. The population in this study is the Batam people. The research sample is the people of Batam who have seen the smartphone online advertisements and have the intention to buy a smartphone. The samples collected in the study were 310 respondents. The data is processed using SmartPLS and SPSS software. Findings– The results showed Informativeness, Entertainment, Incentives, and Credibility had significant positive effect towards Advertising Value. Advertising Value had a significant positive effect on purchase intention. It was also found that Irritation had no significant effect on Advertising Value.Novelty/value– This study highlight the importance of Informativeness, Entertainment, Incentives, and Credibility to Advertising Value for designing appropriate advertisements in the future in order to increase purchase intention.
Keywords: Informativeness, Irritation, Entertainment, Incentives, Credibility, Advertising Value, Purchase Intention, Smartphone
References
Arnianti, H., Khoirunnisa, G., Arzaqi, H., Geulis, G., & Herlina, H. (2019). Pengaruh Iklan YouTube Terhadap Minat Beli Vivo Smartphone (Survei Pada Mahasiswa Universitas Singaperbangsa Karawang Jurusan Manajemen Angkatan 2016, 2017 Dan 2018). Cakrawala Management Business Journal, 2(1), 172. https://doi.org/10.30862/cm-bj.v2i1.12
Arora, T., & Agarwal, B. (2020). An empirical study on determining the effectiveness of social media advertising: A case on indian millennials. International Journal of E-Business Research, 16(2), 47–68. https://doi.org/10.4018/IJEBR.2020040104
Aziza, D. N., & Astuti, R. D. (2019). Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention. 72(December 2017), 93–98. https://doi.org/10.2991/icbmr-18.2019.16
Ben Brahim, S. (2016). The Impact of Online Advertising on Tunisian Consumers’ Purchase Intention. Journal of Marketing Research and Case Studies, 2016, 1–13. https://doi.org/10.5171/2016.357783
Chetioui, Y., Butt, I., & Lebdaoui, H. (2021). Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market. Journal of Global Marketing, 34(3), 220–237. https://doi.org/10.1080/08911762.2021.1891359
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172. https://doi.org/10.1016/j.chb.2016.01.037
Dwinanda, B., Syaripuddin, F. A., & Hendriana, E. (2022). Examining the Extended Advertising Value Model : A Case of TikTok Short Video Ads. 6(2), 35–44.
Fatria, A. E., & Christantyawati, N. (2018). Pergeseran Merek Smartphone di Indonesia dalam Perspektif Postmodernisme. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 2(2), 256–277. https://doi.org/10.25139/jsk.v2i2.379
Goh, Ling mei ang, chin hwee tan, huat seng oun loon wei. (2020). Examining the Determinants of Consumer Purchase Intention towards Mobile Advertising. An International Journal, 12(2), 89–103.
Habiebie, A., & Rachmawati, I. (2020). Analisis Preferensi Konsumen Dalam Memilih Smartphone Di Indonesia. E-Proceeding of Management, 7(2), 114–124.
Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis.
Karamchandani, S., Karani, A., & Jayswal, M. (2021). Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study. Vision. https://doi.org/10.1177/09722629211043954
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management and Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/IMDS-06-2016-0229
Macmud, A., & Hidayat, Y. M. (2020). The factors affecting smartphone demand in Indonesia. International Journal of Innovation, Creativity and Change, 13(3), 406–418.
Martiawan, G. A. (2021). the Influence of Branded Web Series Towards Purchase Intention of Telecommunication Provider (Case Study: Xl Axiata). Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 313–333. https://doi.org/10.35631/aijbes.39021
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94(August 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Mustafi, M. A. A., & Hosain, M. S. (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385–410. https://doi.org/10.1108/jcmars-05-2020-0024
Nielsen.com. (2018). Pengguna Smartphone Meningkat, Belanja Iklan Produk Seluler Meroket. Www.Nielsen.Com.
Pertiwi Kusuma, W. (2021a). 5 Besar Vendor Smartphone di Indonesia Kuartal II-2021. Www.Tekno.Kompas.Com.
Pertiwi Kusuma, W. (2021b). Pasar Smartphone Indonesia Ternyata Naik di Tengah Pandemi. https://tekno.kompas.com/read/2021/03/18/09060077/pasar-smartphone-indonesia-ternyata-naik-di-tengah-pandemi
Riandy, K., & Firdausy, C. M. (2022). Personalization Terhadap Advertising Value Dengan Dampaknya Terhadap Purchase Intention. 04(02), 409–416.
Rivaldo, G. (2016). Analisis Pengaruh Informativeness, Credibility, Entertainment, dan Irritation Terhadap Advertising Value Serta Implikasinya Terhadap Purchase Intention (Telaah Pada Iklan Gillette Mach 3 di Youtube). ULTIMA Management, 8(2), 13–31. https://doi.org/10.31937/manajemen.v8i2.590
Santoso, E. D., & Larasati, N. (2019). Benarkah Iklan Online Efektif Untuk Digunakan Dalam Promosi Perusahaan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 13(1), 28–36. https://doi.org/10.32812/jibeka.v13i1.99
Sari, D. K., Suziana, S., & Games, D. (2020). An evaluation of social media advertising for Muslim millennial parents. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2020-0055
Siagian, K. M. E., Bopeng, L. S., & Bajari, M. (2021). Pengaruh Kualitas Produk, Iklan, Elektronic Word Of Mouth Dan Citra Merek Terhadap Minat Beli Smartphone Oppo (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Papua). 4(1), 32–36.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Husnayain Business Review
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a 