PENGARUH PENAYANGAN IKLAN DARING SELAMA PANDEMI COVID-19 TERHADAP KOGNISI KONSUMEN AKAN KEBUTUHAN DAN DAMPAKNYA TERHADAP PERILAKU PEMBELIAN KONSUMEN

Article Sidebar

PDF
Published: Sep 29, 2021
DOI: https://doi.org/10.24912/pr.v5i2.13245
Keywords:
online ads consumers’ need for cognition consumer buying behavior pandemic COVID-19

Main Article Content

Cynthia Cynthia
Fakultas Ekonomi dan Bisnis Universitas Tarumanagara
Sherly Sherly
Fakultas Ekonomi dan Bisnis Universitas Tarumanagara
Fidelius Marlfel
Fakultas Ekonomi dan Bisnis Universitas Tarumanagara
Marlyn Marlyn
Fakultas Seni Rupa dan Desain Universitas Tarumanagara
Keni Keni
Universitas Tarumanagara
http://orcid.org/0000-0002-9994-2430

Abstract

Online ads which are basically faster, more effective, and more accurate tend to be more engaging than traditional ads. The influence of online ads does not happen instantly, other factors contribute to the changes in consumer behavior to become more impulsive. Consumer need for cognition is the factor that mediates the relationship. Consumers who have need for cognition tend to be more easily influenced by online ads, especially when it's done repeatedly. Therefore, this study was conducted to examine the relationship between repeated online ads and consumer need for cognition for the changes in consumer behavior that was strengthened or weakened by the COVID-19 pandemic. Hypothesis testing was carried out by using Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis with SmartPLS software. The research results showed that repeated online ads and consumers' need for cognition had a positive influence on consumer buying behavior, but the COVID-19 pandemic had a negative effect.

Article Details

How to Cite
Cynthia, C., Sherly, S., Marlfel, F., Marlyn, M., & Keni, K. (2021). PENGARUH PENAYANGAN IKLAN DARING SELAMA PANDEMI COVID-19 TERHADAP KOGNISI KONSUMEN AKAN KEBUTUHAN DAN DAMPAKNYA TERHADAP PERILAKU PEMBELIAN KONSUMEN. Prologia, 5(2), 411–421. https://doi.org/10.24912/pr.v5i2.13245
Issue
Vol. 5 No. 2 (2021): Prologia
Section
Articles
This work is licensed under a Prologia Creative Commons Attribution-ShareAlike 4.0 International License.
Author Biography

Keni Keni, Universitas Tarumanagara

Fakultas Ekonomi

 

 

SINTA ID : 5987760


References

Alves, R, F. Samorinha, C. Precioso, J. 2020. Knowledge, attitudes and preventive behaviors toward COVID-19: a study among higher education students in Portugas. Journal of Health Research.

Amoako, G,K & Dzogbenuku, R,K. Abubakari, A. 2020. Do green knowledge and attitude influence the youth’s green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management. 69 (8):1609-1629.

Ananda Pratiwi, S. Hidayat, D. 2020. Iklan layanan masyarakat Covid-19 di media sosial dan perilaku masyarakat di Jawa Barat.

Aqsa, M. 2017. Pengaruh iklan online terhadap sikap dan minat beli konsumen secara online di kota Palopo. Prosiding Seminar Nasional. 3 (1):82-93.

Aragoncillo, L. Orús, C. 2018. Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing. 22 (1):42-62.

Graham, K, W. Wilder. K.M. 2020. Consumer-Brand Identity and Online Advertising Message Elaboration: Effect on Attitudes, Purchase Intent and Willingness to Share. Journal of Research in Interactive. 14 (1):111-132.

Hansen, S, S. Lee, J, K. Lee, S, Y. 2014. Consumer-generated ads on Youtube: Impacts of source credibility and need for cognition on attitudes, interactive behaviours, and e-WOM. Journal of Electronic Commerce Research. 15 (3):254-266.

Hume, M. Mills, M. 2013. Uncovering Victoria’s Secret: Exploring Women’s Luxury Perceptions of Intimate Apparel and Purchasing Behavior. Journal of Fashion Marketing and Management. 17 (4):460-485.

Hussain, R. Ferdous, A, S. Mort, G, S. 2018. Impact of web banner advertising frequency on attitude. Asia Pasific Journal of Marketing and Logistics. 30 (2):380-399.

Ilmu Ekonomi ID. 2017. Perilaku Pembelian Konsumen. URL:www.ilmu- ekonomi-id.com. Diakses Tanggal 4 Maret 2021.

Jain, S. Khan ,M,N. Mishra, S. 2017. Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies. 11 (1):4-21.

K.H Ching, R. Tong, P. Chen, J. Chen, H. 2013. Narrative online advertising: identification and its effects on attitude towards a product. Internet Research. 23 (4):414-438.

Li, Q. Gong, S. & Wang, W. 2019. Marketing communication in the digital age: online ads. online WOM and mobile game adoptions. Nankai Business Review International. 10 (3):382-407.

Naeem, M. 2021. Understanding the customer psychology of impulse buying during Covid-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management. 49 (3):377-393.

Raziq, M, M. Ahmed, Q, M. Ahmad, M. Yusaf, S. Sajjad, A. Waheed, S. 2018. Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning. 36 (6):678-693

Sofi, S, A. Mir, F, A. Baba, M, M. 2020. Cognition and affect in consumer decision making: conceptualization and validation of added constructs in modified instrument. Future Business Journal. 6 (1):31.

Techfor Id. 2019. Tahun 2019, Indonesia Memiliki Potensi Yang Pesat Dalam Dunia Digital Marketing. URL:www.techfor.id. Diakses tanggal 4 Maret 2021.