Peran Sikap Dalam Memediasi Hubungan Iklan Instagram Terhadap Minat Beli Konsumen Milenial
Abstract
Strategies in an effort to attract potential consumers through Instagram as a promotional medium, especially reaching millennials. The purpose of this study was to determine the role of attitude in mediating the relationship between Instagram advertising and the buying interest of millennial consumers who follow Instagram @warungkayumanisbali. The size of the sample taken 100 respondents by purposive sampling technique. The result of this study showed that advertising has a significant effect on consumer attitudes. Advertising has a significant effect on buying interest. Attitude has a significant effect on buying interest. In addition, consumer attitudes are able to mediate the influence of Instagram advertising on the buying interest of millennial consumers who follow Instagram @warungkayumanisbali
References
Agustina, D., Najib, M., & Suharjo, B. (2016). Agustina at all 367 - 386 MIX: Jurnal Ilmiah Manajemen, Volume VI, No. 3, Okt 2016. VI(3), 367–386.
Aktan, M., Aydogan, S., & Aysuna, C. (2016). Web Advertising Value and Students’ Attitude Towards Web Advertising. European Journal of Business and Management, 8(9), 86–97. https://www.researchgate.net/publication/311767855
BPS. (2020). Badan Pusat Statistik.
Christie, M. J., Pamuji, A. R., Widjojo, H., & Murniadi, K. (2020). Analisis Hubungan Antara Karakteristik Iklan Online , Sikap Konsumen, Flow, dan Minat Membeli. 2, 69–86.
Herawati, H. (2020). Pengaruh Iklan Media Sosial Instagram dan Celebrity Endorser ( Selebgram) Terhadap Minat Beli. Journal of Management Pemasaran, 53(9), 1689–1699. https://journal.ubpkarawang.ac.id/index.php/Manajemen/article/view/1191
Kotrler, P. (2008). Manajemen Pemasaran Edisi 12 (12 Jilid 2). Indeks.
Lasfita, L. (2015). PRODUK TERHADAP SIKAP KONSUMEN ( Survei Pada Pengunjung Grapari Telkomsel , Malang ). Administrasi Bisnis, 25(2), 1–6. administrasibisnis.studentjournal.ub.ac.id%0A2
Margahana, H. (2020). Analisis Pengaruh Iklan Online Terhadap Minat Beli: Studi Kasus Pengguna Aplikasi E-Commerce Di Oku Timur. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 145–154. http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/410
Mintardjo, C. M., Mandey, S., & Binalay, A. G. (2016). Pengaruh Sikap, Norma Subjektif Dan Motivasi Terhadap Minat Beli Secara Online Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Di Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1), 395–406. https://doi.org/10.35794/emba.v4i1.11607
Sumarwan, U. (2017). Perilaku Konsumen: Teori dan Penerapannya Dalam Pemasaran Edisi 2. 1–3.
Suryana, P., & Dasuki, E. S. (2013). Analisis Faktor yang Mempengaruhi Keputusan Pembelian dan Implikasinya pada Minat Beli Ulang. Trikonomika, 12(2), 190. https://doi.org/10.23969/trikonomika.v12i2.479
Suyatno, M. (2005). Strategi Perancangan Iklan Televisi Perusahaan Top Dunia.
Wandoko, W., & Panggati, I. E. (2020). Analisa Faktor-Faktor Yang Mempengaruhi Sikap Konsumen Pada Iklan Digital Di Indonesia. Infotech: Journal of Technology Information, 5(1), 25–30. https://doi.org/10.37365/jti.v5i1.55
Wood, W. (2000). Attitude change: persuasion and social influence. Annual Review of Psychology, 51, 539–570. https://doi.org/10.1146/annurev.psych.51.1.539
