Impact of Exposure to Online Advertising on The Intention to Download Online Loan Applications Among Young Adults (18-27 Years) in Indonesia

Fahmi Aji Pranata, Imam Salehudin

Research output: Contribution to journalArticlepeer-review

Abstract

This study examines the impact of online loan advertisements on the behavior of Generation Z (Gen-Z) in Indonesia, specifically their propensity to download loan applications. Data from Gen-Z individuals aged 18-27 were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate the effects of informativeness, entertainment, irritation, and incentives on advertisement value. Findings show that these advertising elements, especially incentives, significantly influence inspire-to behavior. Mediating factors such as advertisement value, perceived risk, and trust also play a significant role. The respondent profile indicates a majority of males, Bachelor's degree holders, and students. The study suggests that enhancing marketing strategies in the online loan sector requires understanding the factors influencing Gen-Z's decisions. It also highlights the importance of reducing unacceptable advertising elements. Future research should consider a more diverse sample and updated theoretical models. This study contributes to digital marketing and consumer behavior literature, providing insights for more effective and responsible online loan advertising in Indonesia.

Original languageEnglish
JournalJournal of Marketing Innovation (JMI)
Volume4
Issue number2
DOIs
Publication statusPublished - 24 Sept 2024

Keywords

  • Online Loans
  • Online Lending
  • Internet Advertising
  • Young Adults
  • Advertisement Value
  • Perceived Risk
  • Trust
  • Inspire-To Behavior

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