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All Journal Technomedia Journal Aptisi Transactions on Technopreneurship (ATT) JABM JOURNAL of ACCOUNTING - BUSINESS & MANAGEMENT IAIC Transactions on Sustainable Digital Innovation (ITSDI) AICS Startupreneur Business Digital (SABDA Journal) International Journal of Accounting & Finance in Asia Pasific Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi Blockchain Frontier Technology (BFRONT)
Handra, Tessa
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Application of the Tam Model on Instagram Ads Panjaitan, Arop Ria Saulina; Rowena, Janny; Handra, Tessa
IAIC Transactions on Sustainable Digital Innovation (ITSDI) Vol 6 No 2 (2025): April
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/itsdi.v6i2.685

Abstract

Indonesia fashion industry is rapidly growing, driven by high household consumption and widespread social media use. Instagram Ads, a popular tool for digital marketing, provides targeted advertising features. However, limited research explores user perceptions influencing its adoption, particularly in the fashion sector. This study investigates factors affecting the intention to use Instagram Ads by applying constructs from the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), including perceived ease of use, perceived usefulness, trustworthiness, and attitudes toward Instagram Ads. A quantitative approach was used with Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from Instagram Ads users in the fashion industry, testing nine hypotheses to assess relationships between key variables. The results indicate that perceived ease of use positively influences perceived usefulness (H1), trustworthiness (H2), and attitudes toward Instagram Ads (H3). Perceived usefulness impacts trustworthiness (H4), attitudes (H5), and intention to use Instagram Ads (H6). While trustworthiness affects attitudes (H7), it does not directly influence intention to use Instagram Ads (H8). Attitudes significantly determine intention to use Instagram Ads (H9). This study extends previous research by highlighting the role of ease of use and perceived usefulness in shaping user attitudes and trust. The findings offer practical implications for businesses looking to optimize digital marketing strategies and theoretical contributions by integrating TAM and TPB in a social media advertising context.
Co-Authors Adam, Mochammad Riyadh Rizky Annas, Mohammad Aurora, Cindy Bennet, Daniel Choirisa, Septi Fahmi Eka Ardianto Henry, Henry Jap, Yustina Peniyanti Jati Kusumo, Ariya Panjaitan, Arop Ria Saulina Parker, Jonathan PRATIWI, PUTU YANI Purnama, Suryani Rizkalla, Nosica Rowena, Janny Simangunsong, Elliot Sutisna, Felix Wuisan, Dewi Surya