Pengaruh Informativeness, Entertainment, dan Personalization terhadap Advertising Value dengan Dampaknya terhadap Purchase Intention pada Pelanggan Instagram Ambu Coffee di Cibinong

Kelvin Riandy, Carunia Mulya Firdausy
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh informativeness, entertainment, dan personalization terhadap advertising value dengan dampaknya terhadap purchase intention. Subyek penelitian ini adalah pelanggan Instagram pada UMKM AMBU Coffee di Cibinong. Dalam penelitian ini, jumlah sampel sebanyak 117 responden. Metode yang digunakan untuk pengambilan sampel responden adalah dengan menggunakan metode non probability sampling secara spesifik convinience sampling. Data diolah dengan menggunakan PLS-SEM yang terdiri dari test outer model dan inner model. Hasil pada penelitian ini adalah Informativeness, Entertainment, Personalization berpengaruh signifikan dan positif terhadap Advertising Value dengan dampaknya terhadap Purchase Intention.

 

This study aims to determine the effect of informativeness, entertainment, and personalization on advertising value with its impact on purchase intention. The subject of this research are Instagram customers at AMBU Coffee in Cibinong. In this study, the number of sample was 117 respondents. The method used to sampling the respondents was by using non-probability sampling method specifially Convenience Sampling. The data was analysed byusing PLS-SEM which consist of a test of outer model and inner model. The results of this study showed that Informativeness, Entertainment, Personalization have a significant and positive effect on Advertising Value with impacts on the Purchase Intention.

Keywords

informativeness; entertainment; personalization; advertising value; purchase intention

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