PENGARUH ADVERTISING CONTENT VALUE TERHADAP PURCHASE INTENTION COOKIE BOMB FUDGYBRO MELALUI INTENTION TO SHARE ADVERTISING CONTENT SEBAGAI VARIABEL INTERVENING

Sherly Novi Permatasari(1*),


(1) 
(*) Corresponding Author

Abstract


The research focuses on Cookie Bomb FudgyBro to determine the influence of advertising content value on purchase intention through intention to share advertising content, which will provide insights and recommendations for FudgyBro and other relevant parties. To examine this, the researcher distributed questionnaires using intercept and direct messaging techniques and obtained 137 respondents meeting the research criteria. The results indicate that advertising content value has a positive effect on intention to share advertising content and purchase intention, and intention to share advertising content has a positive effect on purchase intention.

Keywords


advertising content value, intention to share advertising content, purchase intention

Full Text:

PDF

References


Bayu, D. (2024, January 9). Data Jumlah Pengguna Instagram di Indonesia (Desember 2018-Desember 2023) - Dataindonesia.id. DataIndonesia.id. Retrieved February 16, 2024, from https://dataindonesia.id/internet/detail/data-jumlah-pengguna-instagram-di-indonesia-desember-2018desember-2023

Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406.

Chen, T. and Lee, H. (2014) ‘Why do we share? The impact of viral videos dramatized to sell – how microfilm advertising works’, Journal of Advertising Research, Vol. 54, No. 3, pp.292–303.

Cookie Bomb Fudgybro Viral, Ternyata Ini Strategi di Baliknya! My Indibiz. (2023, November 16 Retrieved February 8, 2024, from https://myindibiz.co.id/success-story/cookie-bomb-fudgybro-viral-ternyata-ini-strategi-di-baliknya

Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17, 1-18. https://doi.org/10.1080/10641734.1995.10505022

Firat, D. (2019). YouTube advertising value and its effects on purchase intention. Journal of Global Business Insights, 4(2), 141-155. doi:10.5038/2640-6489.4.2.1097

Herrando, C., & Martín‐De Hoyos, M. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), 2288-2299.

Kaur, B., Paul, J., & Sharma, R. R. (2023). The virality of advertising content. Journal of Research in Interactive Marketing, 17(3), 374-397.

Perkembangan Industri F&B di Indonesia Terus Meningkat, Kenapa Ya? (2023, September 17). Boleh Dicoba Digital. Retrieved February 16, 2024, from https://bolehdicoba.com/blog/5-minutes-essentials/perkembangan-industri-fb-di-indonesia-terus-meningkat/

Pratiwi, F. S. (2023, July 20). Industri Makanan dan Minuman Tumbuh 5,33% pada Kuartal I/2023 - Dataindonesia.id. DataIndonesia.id. Retrieved February 16, 2024, from https://dataindonesia.id/industri-perdagangan/detail/industri-makanan-dan-minuman-tumbuh-533-pada-kuartal-i2023

Rita, P., Guerreiro, J., & Matos, S. (2023). The influence of typical versus atypical ads on sharing intention. International Journal of Internet Marketing and Advertising, 19(3-4), 231-262.

Rizaty, M. A. (2024, February 12). Data Pengguna Aplikasi TikTok di Indonesia pada Oktober 2021-Januari 2024 - Dataindonesia.id. Data Indonesia. Retrieved February 16, 2024, from https://dataindonesia.id/internet/detail/data-pengguna-aplikasi-tiktok-di-indonesia-pada-oktober-2021januari-2024

Samodra, F. P. (2023, November 1). Dessert adalah Makanan Pencuci Mulut, Ini Macam dan Jenisnya. Liputan 6. Retrieved February 8, 2024, from https://www.liputan6.com/hot/read/5438405/dessert-adalah-makanan-pencuci-mulut-ini-macam-dan-jenisnya

Smit, E.G. Van Meurs, L. and Neijens, P.C. (2006), “Effects of advertising likeability: a 10-year perspective”, Journal of Advertising Research, Vol. 46 No. 1, pp. 73-83.

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.

Syalsabila, A. (2023, April 7). Meningkatkan Brand Awareness Melalui Strategi Digital Marketing. restoku.id. Retrieved February 16, 2024, from https://restoku.id/meningkatkan-brand-awareness-melalui-strategi-digital-marketing/

Wahyudi, M. D. (2023, September 29). TikTok vs. Instagram: Mana yang Lebih Baik untuk Brand Awareness?. Paper.id. Retrieved February 8, 2024, from https://www.paper.id/blog/tips-dan-nasihat-umkm/tiktok-vs-instagram/


Refbacks

  • There are currently no refbacks.