影响印尼社交媒体广告使用的因素

2022 2nd International Conference on Information Technology and Education (ICIT&E) Pub Date : 2022-01-22 DOI:10.1109/ICITE54466.2022.9759845

Sukhraje Singh, Viliona Priscilia, Adrieza Fivaldo, Natalia Limantara

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引用次数: 1

摘要

社交媒体是我们每天都在使用的东西。Instagram是印尼最受欢迎的社交媒体平台之一，拥有超过6300万用户。本研究的目的是确定影响印度尼西亚社交媒体广告使用的因素。为了验证这一假设，使用在线问卷收集了90名受访者的数据。利用偏最小二乘-结构方程建模(PLS-SEM)方法对所得数据进行分析。本研究发现习惯是影响Instagram广告使用意向的最重要因素，行为意向对Instagram广告使用行为有显著影响。这项研究的结果也可以被使用Instagram广告推销他们的商品的卖家利用，看看哪些因素可能影响他们的销售水平

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Factors Influencing of Social Media Ads Usage in Indonesia

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

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2022 2nd International Conference on Information Technology and Education (ICIT&E)

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