Factors Influencing of Social Media Ads Usage in Indonesia

Abstract

Social media is something that we all use daily. Instagram is one of the most popular social media platforms in Indonesia, with over 63 million users. The objective of this study is to define factors that influence social media advertising usage in Indonesia. To test the hypothesis, data from 90 respondents was collected using an online questionnaire. The obtained data is analyzed using the partial least squares-structural equation modeling (PLS-SEM) method. This study discovered that habit is the most influential factor for the intention to use Instagram advertisements and that behavioral intention has a significant impact on Instagram ad use behavior. The findings of this study could also be utilized by sellers who use Instagram ads to market their items to see which factors might influence their sales level