INFLUENCE OF ADVERTISING VALUE ON CONSUMER AWARENESS AND PURCHASE INTENTION IN INDONESIA E-COMMERCE INDUSTRY (CASE STUDY: BLANJA.COM)

• Main Author: Zhafirah, Ulfa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41784
• Institution: Institut Teknologi Bandung

In the midst of intense competition, Blanja suffer a decline from the number of user and revenue. The management conducted design sprint meeting and agreed that the cause of the overall decline of user and revenue is the low level of brand awareness. This study was designed to support Blanja decision to increase brand awareness through Television advertising by examining what factors motivate customers to accept e-commerce advertising on television. Other than that, social media advertising which is one of Blanja marketing strategy is also being examined. Three factors towards television and social media advertisement were investigated which comprise informativeness, personalization, and entertainment that may have an impact on advertising value as well as brand awareness, and accordingly on customers purchase intention. For this study, data were collected from 232 Indonesian millennials respondents in Jakarta, Bogor, Depok, Tangerang, Bekasi and Bandung through an online questionnaire and tested using a partial least squares (PLS) estimation. The results show that entertainment, informativeness, and personalization are significant related to social media advertising. While television advertising is significant related to entertainment, and personalization. Among the three factors, entertainment has the strongest significant relationship with television and social media advertising value. Besides, the advertising value of television and social media affects both e-commerce brand awareness and purchase intention of customers accordingly. As business solutions, product category improvement, price reduction, place optimization, and increasing promotion through social media was proposed to increase Blanja awareness.