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Abstrak :
Tujuan utama dari penelitian ini adalah untuk menyelidiki mediasi dan moderasi efek keterlibatan produk dan kepercayaan terhadap situs dalam kaitannya dengan pengaruh atribut iklan web pada niat beli pelanggan. Dalam penelitian ini, konsumen dengan keterlibatan produk yang lebih tinggi cenderung untuk berbelanja di mal, di mana mereka bisa mendapatkan informasi lebih lanjut tentang produk, dan konsumen dengan keterlibatan produk rendah cenderung lebih bersedia untuk mempertimbangkan hiburan. Selain itu, konsumen dengan tingkat kepercayaan yang lebih tinggi terhadap situs belanja online cenderung dipengaruhi oleh informasi yang dirasakan dan dengan demikian lebih lama berada di situs belanja sebaliknya, konsumen dengan tingkat kepercayaan yang rendah terhadap website cenderung lebih bersedia untuk mempertimbangkan hiburan yang dirasakan meminimalkan ketidakpastian lingkungan. ......he principal objective of this study was to investigate the mediating and moderating effects of product involvement and trust toward websites in relation to the effects of the attributes of web advertisements on customer’s purchase intentions. In this study, consumers with greater product involvement tended to shop in shopping malls, where they could obtain more information on products, and that consumers with low product involvement tended to be more willing to consider entertainment. Additionally, consumers with higher levels of trust toward websites tended to be influenced by perceived informativeness and thus stay longer at shopping sites conversely, consumers with low levels of trust toward websites tended to be more willing to consider perceived entertainmentas minimizing environmental uncertainty.

Abstrak :
Tesis ini membahas pengaruh aspek-aspek iklan display dan pencarian kata kunci pada e-commerce Shopee Indonesia dan Tokopedia terhadap intention to purchase (niat pembelian konsumen). Penelitian menggunakan pendekatan kuantitatif dengan konsep-konsep Theory of Reasoned Action (TRA) dan Theory of Planned Behavior (TPB). Dari 595 responden penelitian yang diuji dengan analisis jalur menyiratkan adanya pengaruh perceived informativeness, perceived entertainment, dan perceived credibility terhadap perceived ad value. Perceived ad value, perceived entertainment, perceived credibility, dan perceived interactivity secara bersama-sama berpengaruh positif terhadap attitude towards ads. Di sisi lain, attitude towards ads, perceived ease of use, dan subjective norms memiliki pengaruh positif terhadap intention to purchase. ......This thesis examines the impact of display and search advertising aspects on the e-commerce platforms of Shopee Indonesia and Tokopedia on consumers' intention to purchase. The research employs a quantitative approach based on the concepts of the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). Among the 595 research respondents analyzed through path analysis, the results suggest that perceived informativeness, perceived entertainment, and perceived credibility influence perceived ad value. Collectively, perceived ad value, perceived entertainment, perceived credibility, and perceived interactivity positively impact the attitude towards ads. Conversely, attitude towards ads, perceived ease of use, and subjective norms positively influence the intention to purchase.