TY - JOUR
T1 - Impact of Exposure to Online Advertising on The Intention to Download Online Loan Applications Among Young Adults (18-27 Years) in Indonesia
AU - Pranata, Fahmi Aji
AU - Salehudin, Imam
PY - 2024/9/24
Y1 - 2024/9/24
N2 - 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.
AB - 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.
KW - Online Loans
KW - Online Lending
KW - Internet Advertising
KW - Young Adults
KW - Advertisement Value
KW - Perceived Risk
KW - Trust
KW - Inspire-To Behavior
UR - https://jmi.polban.ac.id/jmi/article/view/171
U2 - 10.35313/jmi.v4i2.171
DO - 10.35313/jmi.v4i2.171
M3 - Article
SN - 2807-8365
VL - 4
JO - Journal of Marketing Innovation (JMI)
JF - Journal of Marketing Innovation (JMI)
IS - 2
ER -