THE STUDY OF CONSUMER PREFERENCES AND ADVERTISING EFFECTIVENESS ANALYSIS TOWARDS STUDIO HIKARI INSTAGRAM STORY VIDEO ADS

• Main Author: Fakhradyan, Dovan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64407
• Institution: Institut Teknologi Bandung

The importance of social media advertisements have been increasing for businesses as more consumers adopted internet and smartphone as part of their daily life. One of the fastest growing platforms for advertisement is Instagram stories, and it is relatively new format of advertising channel. However, Studio Hikari is having difficulties in developing the most effective advertisement for Instagram stories. This research aims to understand factors that influence viewer preferences toward Instagram stories advertisement, assess several Instagram stories advertisement effectiveness and give recommendations for Studio Hikari regarding their upcoming Instagram stories advertisement. This research using consumer preferences and advertising effectiveness as the basis theories for this research and the data was collected through survey method. There are 7 different Instagram story advertisement from Studio Hikari that that consists of three variables (duration, colour of background, level of informativeness) combinations to be tested. Furthermore, the data was analysed using conjoint analysis to assess consumer preferences of Studio Hikari Instagram stories advertisement. While one-way MANOVA was used to assess the ads effectiveness. The result of this study shows that the most preferred combination is Instagram story with a duration of 15 seconds, in yellow background colour, and medium level of informativeness. As for advertising effectiveness, it is found that there is significant difference between ad effectiveness of 7 Instagram stories advertisement, while the advertisement that have the highest advertising effectives is advertisement 3 (10 s, yellow background, medium level informativeness). However, it is significant only to a few advertisements. Furthermore, businesses that are looking to use Instagram stories advertisement can be informed through this study. Those businesses could leverage the insights found here to maximize advertising effectiveness and consumer preference in Instagram story ads.