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.
Published Version
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