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"Media sosial saat ini mengalami kemajuan pesat di dunia dan banyak digunakan untuk berbagai kebutuhan, seperti pekerjaan kantor, advertising, relasi dan informasi terkini. Platform media sosial di Indonesia meliputi Instagram, Twitter, Whatsapp, TikTok, Spotify, dan lain-lain. Saat ini platform media sosial memiliki banyak fitur eksklusif atau fitur khusus dengan melakukan pembayaran pada platform premium tersebut. Melalui platform tersebut, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi niat beralih pengguna dari media sosial freemium ke premium di Indonesia. Penelitian ini menggunakan Structural Equation Modelling dan Exploratory Sequential Mixed-Method untuk penelitian kuantitatif, didapatkan sebanyak 507 data valid yang diolah menggunakan PLS-SEM. Penelitian ini dilanjutkan dengan content analysis pada tahap kualitatif dari hasil wawancara didapatkan sebanyak 30 narasumber untuk mendukung hipotesis yang didapatkan pada tahap kuantitatif. Hasil penelitian ini menunjukkan bahwa Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost dan Social Influence memiliki pengaruh terhadap Switching Intention. Hasil temuan ini menjadi langkah awal untuk penelitian dalam konteks niat beralih pengguna media sosial freemium ke premium di Indonesia karena menyumbang literatur teoritis serta wawasan bagi pengembang strategi dan fitur layanan premium platform tersebut agar dapat ditingkatkan. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk platform media sosial di Indonesia, dalam meningkatkan fitur premium pada layananan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks perpindahan layanan media sosial freemium ke media sosial premium dengan memanfaatkan teori push-pull-mooring.

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Social media is currently experiencing rapid improvement in the world and is widely used for various needs, such as office work, advertising, relationships, and searching for current information. Social media platforms in Indonesia include Instagram, Twitter, WhatsApp, TikTok, Spotify, and others. Currently, social media platforms have many exclusive features or special features that can be accessed by paying for these premium platforms. Through these platforms, this research aims to identify push, pull, and mooring factors that influence users' switching intentions from freemium to premium social media in Indonesia. The research used Structural Equation Modeling and Exploratory Sequential Mixed-Method for quantitative research, obtaining 507 valid data processed using PLS-SEM. This research was continued with content analysis in the qualitative stage, with 30 informants interviewed to support the hypotheses obtained in the quantitative stage. The research results show that Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost, and Social Influence have an impact on Switching Intention. These findings serve as an initial step for research in the context of switching intentions from freemium to premium social media in Indonesia by contributing to theoretical literature and providing insights for strategy developers and premium service feature developers to improve their offerings. Based on these results, this research is expected to contribute to social media platforms in Indonesia in enhancing premium features in their services. Additionally, this research is expected to contribute to research gaps in the context of switching from freemium to premium social media by utilizing the push-pull-mooring theory."

"Media sosial saat ini mengalami kemajuan pesat di dunia dan banyak digunakan untuk berbagai kebutuhan, seperti pekerjaan kantor, advertising, relasi dan informasi terkini. Platform media sosial di Indonesia meliputi Instagram, Twitter, Whatsapp, TikTok, Spotify, dan lain-lain. Saat ini platform media sosial memiliki banyak fitur eksklusif atau fitur khusus dengan melakukan pembayaran pada platform premium tersebut. Melalui platform tersebut, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi niat beralih pengguna dari media sosial freemium ke premium di Indonesia. Penelitian ini menggunakan Structural Equation Modelling dan Exploratory Sequential Mixed-Method untuk penelitian kuantitatif, didapatkan sebanyak 507 data valid yang diolah menggunakan PLS-SEM. Penelitian ini dilanjutkan dengan content analysis pada tahap kualitatif dari hasil wawancara didapatkan sebanyak 30 narasumber untuk mendukung hipotesis yang didapatkan pada tahap kuantitatif. Hasil penelitian ini menunjukkan bahwa Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost dan Social Influence memiliki pengaruh terhadap Switching Intention. Hasil temuan ini menjadi langkah awal untuk penelitian dalam konteks niat beralih pengguna media sosial freemium ke premium di Indonesia karena menyumbang literatur teoritis serta wawasan bagi pengembang strategi dan fitur layanan premium platform tersebut agar dapat ditingkatkan. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk platform media sosial di Indonesia, dalam meningkatkan fitur premium pada layananan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks perpindahan layanan media sosial freemium ke media sosial premium dengan memanfaatkan teori push-pull-mooring.

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Social media is currently experiencing rapid improvement in the world and is widely used for various needs, such as office work, advertising, relationships, and searching for current information. Social media platforms in Indonesia include Instagram, Twitter, WhatsApp, TikTok, Spotify, and others. Currently, social media platforms have many exclusive features or special features that can be accessed by paying for these premium platforms. Through these platforms, this research aims to identify push, pull, and mooring factors that influence users' switching intentions from freemium to premium social media in Indonesia. The research used Structural Equation Modeling and Exploratory Sequential Mixed-Method for quantitative research, obtaining 507 valid data processed using PLS-SEM. This research was continued with content analysis in the qualitative stage, with 30 informants interviewed to support the hypotheses obtained in the quantitative stage. The research results show that Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost, and Social Influence have an impact on Switching Intention. These findings serve as an initial step for research in the context of switching intentions from freemium to premium social media in Indonesia by contributing to theoretical literature and providing insights for strategy developers and premium service feature developers to improve their offerings. Based on these results, this research is expected to contribute to social media platforms in Indonesia in enhancing premium features in their services. Additionally, this research is expected to contribute to research gaps in the context of switching from freemium to premium social media by utilizing the push-pull-mooring theory."

"Media sosial saat ini mengalami kemajuan pesat di dunia dan banyak digunakan untuk berbagai kebutuhan, seperti pekerjaan kantor, advertising, relasi dan informasi terkini. Platform media sosial di Indonesia meliputi Instagram, Twitter, Whatsapp, TikTok, Spotify, dan lain-lain. Saat ini platform media sosial memiliki banyak fitur eksklusif atau fitur khusus dengan melakukan pembayaran pada platform premium tersebut. Melalui platform tersebut, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor push, pull, dan mooring yang memengaruhi niat beralih pengguna dari media sosial freemium ke premium di Indonesia. Penelitian ini menggunakan Structural Equation Modelling dan Exploratory Sequential Mixed-Method untuk penelitian kuantitatif, didapatkan sebanyak 507 data valid yang diolah menggunakan PLS-SEM. Penelitian ini dilanjutkan dengan content analysis pada tahap kualitatif dari hasil wawancara didapatkan sebanyak 30 narasumber untuk mendukung hipotesis yang didapatkan pada tahap kuantitatif. Hasil penelitian ini menunjukkan bahwa Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost dan Social Influence memiliki pengaruh terhadap Switching Intention. Hasil temuan ini menjadi langkah awal untuk penelitian dalam konteks niat beralih pengguna media sosial freemium ke premium di Indonesia karena menyumbang literatur teoritis serta wawasan bagi pengembang strategi dan fitur layanan premium platform tersebut agar dapat ditingkatkan. Berdasarkan hasil tersebut, penelitian ini diharapkan dapat memberikan kontribusi untuk platform media sosial di Indonesia, dalam meningkatkan fitur premium pada layananan mereka. Selain itu, penelitian ini diharapkan dapat memberikan kontribusi terhadap celah penelitian pada konteks perpindahan layanan media sosial freemium ke media sosial premium dengan memanfaatkan teori push-pull-mooring.

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Social media is currently experiencing rapid improvement in the world and is widely used for various needs, such as office work, advertising, relationships, and searching for current information. Social media platforms in Indonesia include Instagram, Twitter, WhatsApp, TikTok, Spotify, and others. Currently, social media platforms have many exclusive features or special features that can be accessed by paying for these premium platforms. Through these platforms, this research aims to identify push, pull, and mooring factors that influence users' switching intentions from freemium to premium social media in Indonesia. The research used Structural Equation Modeling and Exploratory Sequential Mixed-Method for quantitative research, obtaining 507 valid data processed using PLS-SEM. This research was continued with content analysis in the qualitative stage, with 30 informants interviewed to support the hypotheses obtained in the quantitative stage. The research results show that Functionality, Intrusiveness of Advertising, Relative Advantage, Price Value, Switching Cost, and Social Influence have an impact on Switching Intention. These findings serve as an initial step for research in the context of switching intentions from freemium to premium social media in Indonesia by contributing to theoretical literature and providing insights for strategy developers and premium service feature developers to improve their offerings. Based on these results, this research is expected to contribute to social media platforms in Indonesia in enhancing premium features in their services. Additionally, this research is expected to contribute to research gaps in the context of switching from freemium to premium social media by utilizing the push-pull-mooring theory."

"Pada era digital ini, pembelajaran daring makin umum digunakan untuk mendukung pembelajaran siswa di Indonesia, salah satunya melalui platform e-learning, yaitu Ruangguru. Ruangguru, sebagai salah satu platform e-learning terbesar di Indonesia, menawarkan berbagai layanan pendidikan, mulai dari video pembelajaran hingga konsultasi akademik dengan pengajar, memiliki peningkatan jumlah pengguna yang konsisten dan telah mencapai jutaan pelajar. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat pengguna Ruangguru versi gratis untuk beralih ke versi berbayar. Dengan menggunakan kerangka teori push-pull-mooring dan value-based adoption model, penelitian ini memeriksa hubungan antara faktor push dan faktor pull terhadap price value, serta hubungan price value dan faktor mooring terhadap switching intention. Faktor push yang diteliti meliputi learning content dissatisfaction dan feature limitation pada Ruangguru versi gratis, sedangkan faktor pull mencakup personalized learning, perceived interactivity, dan learning progress. Faktor mooring yang diteliti adalah network externality, buying power limitation, dan risk aversion. Data kuantitatif diperoleh dari 341 responden melalui survei, sedangkan data kualitatif dikumpulkan dari 11 narasumber melalui wawancara secara daring. Analisis data kuantitatif dilakukan menggunakan PLS-SEM dan analisis data kualitatif menggunakan content analysis. Hasil penelitian menunjukkan bahwa learning content dissatisfaction, personalized learning, perceived interactivity, dan learning progress memiliki pengaruh positif terhadap price value Ruangguru versi berbayar, serta bahwa price value dan network externality memiliki pengaruh positif terhadap niat beralih dari Ruangguru versi gratis ke versi berbayar. Sebaliknya, terdapat tiga faktor, yaitu feature limitation, buying power limitation, dan risk aversion, yang tidak berpengaruh signifikan terhadap niat beralih tersebut. Penelitian ini diharapkan dapat memperluas pemahaman tentang penerapan teori push-pull-mooring dan value-based adoption model dalam konteks e-learning. Selain itu, penelitian ini dapat memberikan rekomendasi bermanfaat bagi Ruangguru dan penyedia layanan e-learning lainnya untuk merancang strategi pengembangan produk dan pemasaran yang lebih efektif guna meningkatkan performa pembelajaran siswa, serta kepuasan dan retensi pengguna dalam suatu platform e-learning.

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In this digital era, online learning is increasingly used to support student learning systems in Indonesia, one of which is through an e-learning platform, Ruangguru. Ruangguru, as one of the largest e-learning platforms in Indonesia, offers various educational services, ranging from video lessons to academic consultations with teachers, and has consistently increased its user base, reaching millions of students. This study aims to analyze the factors that influence the switching intention of Ruangguru's free version users to use the paid version. By implementing the push-pull-mooring framework and the value-based adoption model, this research examines the relationship between push and pull factors on the price value of Ruangguru's paid version, as well as the relationship between price value itself and mooring factors on switching intention. The push factors studied include learning content dissatisfaction and feature limitations in Ruangguru's free version. The pull factors encompass features and services in Ruangguru's paid version that facilitate personalized learning, perceived interactivity, and learning progress. The mooring factors examined are network externality, buying power limitation, and the users' level of risk aversion. Quantitative data was obtained from 341 respondents through surveys, while qualitative data was collected from 11 sources through online interviews. Quantitative data analysis was conducted using PLS-SEM and qualitative data analysis using content analysis. The results of the study show that learning content dissatisfaction, personalized learning, perceived interactivity, and learning progress positively influence the price value of Ruangguru's paid version, and that price value and network externality positively influence the intention to switch from the free version to the paid version. On the other hand, there are three factors, namely feature limitation, buying power limitation, and risk aversion, that do not significantly affect the switching intention. This study is expected to broaden the understanding of the application of the push-pull-mooring theory and value-based adoption model in the context of e-learning. Additionally, this research can provide valuable recommendations for Ruangguru and other e-learning service providers to design more effective product development and marketing strategies to improve student learning performance, as well as user satisfaction and retention in an e-learning platform."

"Pada era digital ini, pembelajaran daring makin umum digunakan untuk mendukung pembelajaran siswa di Indonesia, salah satunya melalui platform e-learning, yaitu Ruangguru. Ruangguru, sebagai salah satu platform e-learning terbesar di Indonesia, menawarkan berbagai layanan pendidikan, mulai dari video pembelajaran hingga konsultasi akademik dengan pengajar, memiliki peningkatan jumlah pengguna yang konsisten dan telah mencapai jutaan pelajar. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat pengguna Ruangguru versi gratis untuk beralih ke versi berbayar. Dengan menggunakan kerangka teori push-pull-mooring dan value-based adoption model, penelitian ini memeriksa hubungan antara faktor push dan faktor pull terhadap price value, serta hubungan price value dan faktor mooring terhadap switching intention. Faktor push yang diteliti meliputi learning content dissatisfaction dan feature limitation pada Ruangguru versi gratis, sedangkan faktor pull mencakup personalized learning, perceived interactivity, dan learning progress. Faktor mooring yang diteliti adalah network externality, buying power limitation, dan risk aversion. Data kuantitatif diperoleh dari 341 responden melalui survei, sedangkan data kualitatif dikumpulkan dari 11 narasumber melalui wawancara secara daring. Analisis data kuantitatif dilakukan menggunakan PLS-SEM dan analisis data kualitatif menggunakan content analysis. Hasil penelitian menunjukkan bahwa learning content dissatisfaction, personalized learning, perceived interactivity, dan learning progress memiliki pengaruh positif terhadap price value Ruangguru versi berbayar, serta bahwa price value dan network externality memiliki pengaruh positif terhadap niat beralih dari Ruangguru versi gratis ke versi berbayar. Sebaliknya, terdapat tiga faktor, yaitu feature limitation, buying power limitation, dan risk aversion, yang tidak berpengaruh signifikan terhadap niat beralih tersebut. Penelitian ini diharapkan dapat memperluas pemahaman tentang penerapan teori push-pull-mooring dan value-based adoption model dalam konteks e-learning. Selain itu, penelitian ini dapat memberikan rekomendasi bermanfaat bagi Ruangguru dan penyedia layanan e-learning lainnya untuk merancang strategi pengembangan produk dan pemasaran yang lebih efektif guna meningkatkan performa pembelajaran siswa, serta kepuasan dan retensi pengguna dalam suatu platform e-learning.

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In this digital era, online learning is increasingly used to support student learning systems in Indonesia, one of which is through an e-learning platform, Ruangguru. Ruangguru, as one of the largest e-learning platforms in Indonesia, offers various educational services, ranging from video lessons to academic consultations with teachers, and has consistently increased its user base, reaching millions of students. This study aims to analyze the factors that influence the switching intention of Ruangguru's free version users to use the paid version. By implementing the push-pull-mooring framework and the value-based adoption model, this research examines the relationship between push and pull factors on the price value of Ruangguru's paid version, as well as the relationship between price value itself and mooring factors on switching intention. The push factors studied include learning content dissatisfaction and feature limitations in Ruangguru's free version. The pull factors encompass features and services in Ruangguru's paid version that facilitate personalized learning, perceived interactivity, and learning progress. The mooring factors examined are network externality, buying power limitation, and the users' level of risk aversion. Quantitative data was obtained from 341 respondents through surveys, while qualitative data was collected from 11 sources through online interviews. Quantitative data analysis was conducted using PLS-SEM and qualitative data analysis using content analysis. The results of the study show that learning content dissatisfaction, personalized learning, perceived interactivity, and learning progress positively influence the price value of Ruangguru's paid version, and that price value and network externality positively influence the intention to switch from the free version to the paid version. On the other hand, there are three factors, namely feature limitation, buying power limitation, and risk aversion, that do not significantly affect the switching intention. This study is expected to broaden the understanding of the application of the push-pull-mooring theory and value-based adoption model in the context of e-learning. Additionally, this research can provide valuable recommendations for Ruangguru and other e-learning service providers to design more effective product development and marketing strategies to improve student learning performance, as well as user satisfaction and retention in an e-learning platform."

"ABSTRAK Perkembangan era global dimana teknologi, sarana dan infrastruktur, hingga sistem informasi saat ini berkembang sangat pesat, dan telah merubah cara-cara tradisional yang biasa digunakan dalam melakukan pemasaran. Seiring dengan perkembangan teknologi hingga sistem informasi, kemudahan dalam mengakses suatu konten telah membawa konsumen kepada penggunaan media digital berbasis online. Dalam beberapa tahun terakhir, media sosial menjadi semakin populer sebagai alat bisnis dan komunikasi. Instagram merupakan salah satu jejaring sosial yang paling cepat perkembangannya sejak pertama kali diluncurkan, hal inilah yang membuat Instagram menjadi alat pemasaran yang efektif bagi perusahaan. Penelitian ini bertujuan untuk mengetahui attitude dan menganalisa faktor-faktor yang dapat mempengaruhi attitude pengguna Instagram terhadap aktivitas komunikasi pemasaran Instagram ads. Selain itu penelitian ini juga betujuan untuk mengetahui pengaruh attitude toward brand dan attitude toward the Instagram ads dapat mempengaruhi behavioral intention. Penelitian ini merupakan penelitian kuantitatif dengan desain cross sectional descriptive research. Berdasarkan hasil penelitian ini, diketahui bahwa baik brand attitude maupun attitude toward instagram ads sama-sama memiliki pengaruh positif yang signifikan antara keduanya, dan untuk brand attitude dan attitude toward instagram ads yang memiliki pengaruh positif yang signifikan terhadap behavioral intention. Dan untuk model 2, diketahui bahwa Ad Perception, Ad Credibility, Informativeness, Irritation, dan Mood memiliki pengaruh yang signifikan terhadap attitude toward the ads pada media sosial instagram.

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ABSTRACT

The development of the global era where technology, facilities and infrastructure, to information systems is currently developing very rapidly, and has changed the traditional ways commonly used in marketing. Along with the development of technology to information systems, the ease of accessing a content has brought consumers to the use of online-based digital media. In recent years, social media has become increasingly popular as a business and communication tool. Instagram is one of the fastest growing social networks since it was first launched, this is what makes Instagram an effective marketing tool for the company. This study aimed to determine attitude and analyze the factors that can influence the attitude of Instagram users towards Instagram ads marketing communication activities. Moreover, this study also aimed to determine the effect of attitude towards the brand and attitude towards Instagram ads may affect behavioral intention. This is a quantitative research with cross sectional descriptive research design. Based on the results of this study, it is known that both brand attitudes as well as attitude towards Instagram ads have a significant positive effect between the two, and that brand attitude and attitude towards Instagram ads have a significant, positive effect on behavioral intention. And for model 2, it is known that Ad Perception, Ad Credibility, Information, Irritation, and Mood have a significant influence on attitude toward the ads on social media instagram"

"Penelitian ini dilakukan untuk memperdalam pemahaman saat ini tentang campaign di social media dengan menggunakan advertising model dari Ducoffe. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang memengaruhi nilai campaign disocial media dan konsekuensinya pada sikap serta perilaku khalayak dalam konteks spesifik dari campaign UangKita di social media Kementerian Keuangan. Survei dilakukan pada sampel kuota 232 followers dari akun-akun social media yang dimiliki oleh Kementerian Keuangan. Kuesioner berbasis web digunakan untuk mengumpulkan data yang kemudian dianalisis menggunakan aplikasi SPSS. Temuan-temuan menunjukkan bahwa ada pengaruh yang signifikan yang positif dari informativeness, entertainment, credibility pada social media campaign value UangKita. Nilai positif ini akan mempengaruhi sikap khalayak terhadap social media campaign UangKita dan respons perilaku mereka. Reputasi Kementerian Keuangan juga dikonfirmasi menjadi moderator dalam pengaruh tersebut. Oleh sebab itu, Kementerian Keuangan harus fokus tidak hanya pada pengembangan yang kaya akan informasi dan kredibel, tetapi juga konten yang menghibur. Selanjutnya, seluruh akun harus secara sistematis diintegrasikan oleh Kementerian Keuangan dalam strategi komunikasi mereka karena mempengaruhi sikap dan perilaku followers sebagai sasaran komunikasi, terutama ketika Kementerain Keuangan dianggap memiliki reputasi yang baik.

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This research was conducted to deepen the current understanding of campaigns on social media by using advertising models from Ducoffe. The purpose of this study was to determine the factors that influence the value of campaigns on social media and their consequences on consumer attitudes and behavior in the specific context of the #UangKita campaign on the Ministry of Finances social media. The survey was conducted on a quota sample of 232 Ministry of Finance social media accounts followers. Web-based questionnaires are used to collect data which is then analyzed using the SPSS application. 

The research found that there are significant positive effects of informativeness, entertainment, credibility on #UangKitas social media campaign value. This positive value will influence the attitude of the audience towards the UangKita campaign and their behavior response. The moderator effect of the companys reputation is also confirmed in that relation. The Ministry of Finance must focus not only on developing informativeness and credibility of campaigns, but also entertaining content. Furthermore, all social media accounts must be systematically integrated by the Ministry of Finance in their communication strategies because they influence the attitudes and behavior of followers as the target of communication, especially when the Finance Ministry is considered to have a good reputation."

"Fenomena social media fatigue adalah kecenderungan ?pengguna media sosial? untuk mundur dari penggunaan social media ketika mereka sudah kewalahan dengan terlalu banyak informasi yang ada. Dengan demikian, intensi komplain di social media sepertinya juga akan berkurang. Padahal, perilaku komplain merupakan kesempatan bagi perusahaan untuk memperbaiki kesalahan dan mempertahankan konsumennya. Untuk itu, penelitian ini menambahkan variabel service failure severity untuk menguji intensi komplain di social media tersebut.Hasil penelitian menunjukkan bahwa social media fatigue yang dirasakan oleh seseorang akan berpengaruh terhadap intensi komplain di akun social media resmi perusahaan dengan tambahan variabel service failure severity.

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The phenomenon of social media fatigue is defined as ?social media user? tendency to back away from social media usage when they become overwhelmed with too many information. Thus, complaint intentions on social media will likely be reduced. Whereas, complaint behavior is an opportunity for companies to correct errors and retain they customers. Therefore, this study added the service failure severity as a variable to test the complaint intention on company?s social media account.Result showed that social media fatigue will affect complaint intentions on company?s official social media account if there are other factors, i.e. service failure severity."

"ABSTRAKPenelitian ini menganalisis hubungan social media engagement dan social media advertising engagement serta pengaruhnya terhadap advertising evaluation dan purchase intention. Mengacu pada pendekatan engagement experience framework, social media engagement dianalisis melalui experience dimensi yakni entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, innovation/ trendsetter, topicality, dan empowerment. Social media advertising engagement dianalisis dengan experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. Penelitian ini dilakukan dalam konteks Instagram dengan 407 responden yang termasuk kedalam pengguna aktif Instagram dan pernah melihat Instagram Ads sebagai objek penelitian. Data kemudian diolah menggunakan SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa social media engagement terbukti memiliki pengaruh terhadap social media advertising engagement, namun tidak terbukti memiliki pengaruh terhadap advertising evaluation. Sedangkan social media advertising engagement terbukti memiliki pengaruh terhadap advertising evaluation, selain itu advertising evaluation juga terbukti memiliki pengaruh terhadap purchase intention.

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ABSTRACTThis study analyzes the relationship between social media engagement and the social media advertising engagement and their effect on advertising evaluation and purchase intentions. The experience engagement framework is referred, social media engagement is analyzed through the experience of the entertainment dimension, negative emotions, hobbies, stimulation, identification, practical use, social interaction, innovation/trendsetters, topics, and empowerment. Social media advertisement engagement is analyzed by experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. This research was conducted in social media Instagram with 407 respondents those are active Instagram users and had seen Instagram Ads as research objects. The data is then processed using SEM (Structural Equation Model). The results showed that the social media engagement was proven to have an influence on the social media advertising engagement, but it was not proven to have an influence on the evaluation of advertisements. While the socialmedia advertising engagement has been proven to have an influence on advertising evaluations, besides that advertising evaluations have also been shown to have an influence on purchase intentions."

"Peningkatan pengunaan media sosial untuk beriklan memunculkan pertanyaan aspek iklan apa saja yang penting dimiliki pada sebuah iklan sehingga dapat menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui aspek dari paparan iklan pada media sosial yang sedang marak digunakan di Indonesia, Instagram, terhadap sikap perilaku dari konsumen terhadap iklan, merek, dan niat pembelian. Penelitian ini dilakukan secara kuantitatif dengan menggunakan survey yang disebarkan pada responden sampel dengan kuisioner yang dikelola sendiri. Data diolah menggunakan structural equation modelling SEM dengan LISREL 8.70. Penelitian ini dilakukan di Indonesia dan berfokus pada pengguna Instagram serta kampanye iklan media sosial yang beredar di Indonesia. Meskipun terdapat limitasi, penelitian ini dapat membantu pemasar untuk meningkatkan efektivitas iklan untuk mendapatkan ROI yang ingin dicapai dengan iklan yang memiliki daya tarik emosional, kreativitas, informasi, dan aspek hiburan sehingga dapat meningkatkan sikap positif konsumen terhadap iklan, merek, dan niat pembelian.

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The continuous growth of social media usage for advertising has sparked questions about important aspects of advertisement which could attract the customers. The purpose of this paper is to understand which aspects of the advertising exposure in the widely use social media in Indonesia, Instagram, towards the behavioral attitudes of customers toward the advertising, brand, and purchase intention.

Quantitative research was conducted by a survey among a sample respondents via self administered structured questionnaires. Data was analyzed using Structural Equation Modelling SEM using LISREL 8.70.

This study was only conducted in Indonesia which focus on Instagram user and the advertising campaign runs in Indonesia. Despite this limitation, the findings on this study enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI by an advertising that has emotional appealss, creativity, information, entertainment aspects to increase customer positive attitude toward the advertising, attitude toward the brand and purchase intention."