The Effect on the Information Quality of Mobile Advertising on Brand Attitudes and Purchase Intention in Instagram

Egan Evanzha Yudha Amriel

doi:10.33005/ebgc.v1i2.20

Abstract

In this study, social media Instagram is an application to share the photos and video that is currently widely used for culinary business purposes accessible in the mobile channel. This study aims to determine the effect on the information quality of mobile advertising on brand attitudes and purchase intention. Media research used a third party, namely the culinary @wenaktok in displaying advertisinginformation of a food product because the third party has a better effect in advertising rather than a corporate account. The approach used in this study is the quantitative approach. Type sampling technique of non-probability sampling in this study was convenience sampling.Respondents in this study were 152 respondents who are users of Instagram. Analysis technique used in this study isPartial Least Squares (PLS). This study has shown that the information quality of mobile advertisinghas a significant influence on ads attitudes, brand attitude, and purchase intention. The ads attitude has a significant influence on purchase intentions and brand attitudes. The brand attitude has an influence on consumers' purchasing intentions.The conclusion was that the information quality of mobile advertising in @wenaktok account has a significant influence on the ads attitudes, brand attitudes, and purchase intentions of consumers in food products advertised on social media Instagram through culinary account. So that @wenaktok culinary accounts has information quality mobile advertising that is good to used to advertise in Instagram.

Highlights

Instagram is a free application for sharing photos, videos and social networking services that allow users to take photos, videos and share them to various social networking services, including Instagram it self (Frommer, 2010)
Instagaram is a social networking application that can be accessed via smartphones, personal computers, or tablets connected to the internet but this application is more specialized as a mobile application because users can capture and share photos and videos directly with their followers (Instagram, 2015)
Personalization : o Ads on @wenaktok show information that is relevant to what users need o Ads on @wenaktok display information that is relevant to the user's culinary activities o The food product information displayed by @wenaktok is relevant to the user's budget b

Summary

Introduction

Instagram is a free application for sharing photos, videos and social networking services that allow users to take photos, videos and share them to various social networking services, including Instagram it self (Frommer, 2010). Instagaram is a social networking application that can be accessed via smartphones, personal computers, or tablets connected to the internet but this application is more specialized as a mobile application (mobile device) because users can capture and share photos and videos directly with their followers (Instagram, 2015). Many users utilize Instagram for inspiration as well as things they like such as searching for products and services and this is an opportunity for businesses to conduct business activities such as marketing their products or services via Instagram one of which is a food business. Instagram is an application that connects to the Internet that advertise on Instagram can be called with mobile advertising (Saadeghvaziri & Hosseini, 2011). Mobile advertising is a form of marketing, advertising or sales promotion activities aimed at consumers and carried out through mobile devices (Mobile Marketing Association, 2003)

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