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All Journal International Journal of Public Health Science (IJPHS) Nurse Media Journal of Nursing JURNAL BISNIS STRATEGI Jurnal Pariwisata Pesona Kinerja Jurnal Kesehatan Masyarakat JURNAL ILMIAH MANAJEMEN & BISNIS Jurnal Administrasi Kesehatan Indonesia Jurnal Manajemen Kesehatan Indonesia POLYGLOT Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Pariwisata Jurnal Keperawatan Padjadjaran JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran JURNAL PENDIDIKAN TAMBUSAI JURNAL MANAJEMEN (EDISI ELEKTRONIK) JURNAL MANAJEMEN BISNIS Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Jurnal Mantik International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business Studies International Journal of Economics Development Research (IJEDR) Jurnal Untuk Masyarakat Sehat (JUKMAS) Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Jurnal Paedagogy Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Medical Scope Journal (MSJ) Ilomata International Journal of Social Science Jurnal Pengabdian kepada Masyarakat AICS Milestone: Journal of Strategic Management International Journal of Education, Social Studies, And Management (IJESSM) JURNAL ILMIAH GLOBAL EDUCATION International Journal of Applied Business and International Management Journal of International Conference Proceedings Proceeding National Conference Business, Management, and Accounting (NCBMA) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keperawatan Soedirman (The Soedirman Journal of Nursing) Journal of Economics and Management Scienties Journal of Ageing And Family JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Jurnal Ad'ministrare: Jurnal Pemikirian Ilmiah dan Pendidikan Administrasi Perkantoran Jurnal Manajemen Maranatha Jurnal Kesehatan Masyarakat
Antonio, Ferdi
Universitas Pelita Harapan
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Journal : Kinerja

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The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers Christian, Joshua; Karissa, Febby; Handoyo, Boas; Antonio, Ferdi
KINERJA Vol 25, No 1 (2021): KINERJA
Publisher : Faculty of Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v25i1.4357

Abstract

E-commerce business grows over time and has changed retail business behavior all over the world. To expand, e-commerce uses ads personalization to study customer needs and track customer behavior. This study aims to analyze the effect of perceived ads personalization towards online impulse buying tendency. The research model hypothesized the effect of perceived ads personalization towards online impulse buying tendency. The mediating variables in this study are perceived novelty, privacy concerns, advertising value, perceived relevance, creepiness, affective reactance, and attitudes towards ads. The study also used a moderating variable of purchasing frequency to distinguish how effective personalized advertising is in groups that are classified as high and the low-frequency buyer on e-commerce. This study using quantitative research methods with PLS-SEM data analysis. Respondents were taken by purposive sampling on millennial social media users in Jabodetabek. The results showed that perceived advertising personalization had a positive effect on perceived novelty, privacy concern, advertising value, perceived relevance, and creepiness. Furthermore, this study found perceived novelty, advertising value, and perceived relevance have a positive effect on attitudes towards ads. Creepiness indicates a positive effect on affective reactance, while privacy concern and affective reactance have a negative effect on attitudes towards ads. One of the findings is that attitudes towards ads had a positive impact on online impulsive buying tendency. The frequency of purchase is proven to be a moderator that weakens the influence of attitudes towards ads to online impulse buying tendency.Keywords: perceived ads personalization, perceived novelty, privacy concern, advertising value, perceived relevance, creepiness, affective reactance, attitudes toward ads, online impulse buying tendency, e-commerce
The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers Joshua Christian; Febby Karissa; Boas Handoyo; Ferdi Antonio
KINERJA Vol. 25 No. 1 (2021): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v25i1.4357

Abstract

E-commerce business grows over time and has changed retail business behavior all over the world. To expand, e-commerce uses ads personalization to study customer needs and track customer behavior. This study aims to analyze the effect of perceived ads personalization towards online impulse buying tendency. The research model hypothesized the effect of perceived ads personalization towards online impulse buying tendency. The mediating variables in this study are perceived novelty, privacy concerns, advertising value, perceived relevance, creepiness, affective reactance, and attitudes towards ads. The study also used a moderating variable of purchasing frequency to distinguish how effective personalized advertising is in groups that are classified as high and the low-frequency buyer on e-commerce. This study using quantitative research methods with PLS-SEM data analysis. Respondents were taken by purposive sampling on millennial social media users in Jabodetabek. The results showed that perceived advertising personalization had a positive effect on perceived novelty, privacy concern, advertising value, perceived relevance, and creepiness. Furthermore, this study found perceived novelty, advertising value, and perceived relevance have a positive effect on attitudes towards ads. Creepiness indicates a positive effect on affective reactance, while privacy concern and affective reactance have a negative effect on attitudes towards ads. One of the findings is that attitudes towards ads had a positive impact on online impulsive buying tendency. The frequency of purchase is proven to be a moderator that weakens the influence of attitudes towards ads to online impulse buying tendency.Keywords: perceived ads personalization, perceived novelty, privacy concern, advertising value, perceived relevance, creepiness, affective reactance, attitudes toward ads, online impulse buying tendency, e-commerce
Co-Authors Ade Andriani Renouw Adella, Adella Adhli, Yuma Luqman Andreas Chandra Santoso Andy Andy Annamaria Gabriela Anton Wachidin Widjaja Ariana, I Made Agus Aristo, Benny Asan, Sucipto Asep Hermawan Astika, Putri Austin, Ryan Bambang, Robertus Maria Betty Rahayu Boas Handoyo Christian, Joshua Christopher Noviandi Tupang Claudia, Maria Dicky Jhon Anderson Butarbutar Dinata, Freddy Djakasaputra, Arifin Elizabeth Haryanti Evi Untoro Fatimah Malini Lubis Febby Karissa Fitriani, Reni Fitriansyah, Fitriansyah Ginting, Magdalena Lestari Handoyo, Boas Harjono, Eko Ivan Henry Utama Putra I Made Agus Ariana Ilfi Rahmi Putri Innocentius Bernarto, Innocentius Jason Bustam Jason Jason Jordan Jeremy Josephine, Vania Joshua Christian Juliana Juliana Juliana Juliana, Juliana Karissa, Febby Kornelius, Stefani Mutiara Kresna Audito Larasati, Andini Lee, Jemimah Kezia Lia Kurnia Hartanti Marine Novita Meidy C. Elim Moksidy, Jevany Claudia Muhamad Rusadi Letasado Naomi Miryam Norasiya, Milka Anisya Pebriana, Regina Pramezwary, Amelda Pramintasari, Erina Pramono, Rudy Putri Astika Putri Utami Vallen Renaldo, Doddy Reno Prananditya Ashaf Ricca Ricca Ricca, Rica Ricca, Ricca Rio Alexandro Rocky Nagoya Roy G.A. Massie Roy Setiawan Sabrina O Sihombing Saksono, Lalang Santosa, Sonny Santoso, Anita Sevira Saputra, Muh Fauzan Satoto, Hari Hendriarti Selvi Esther Suwu, Selvi Esther Sembel, Jacquelinda Sandra Sidik, Nuraini Situmorang, Jimmy Muller Hasoloan sri sudiarti Sucipto Asan Sukirman Sukirman Sutanto, Eldaa Prisca Refianti Syamsul Ph.D M.A. Hadi Tan, Pauline H. Pattyranie Tansya Sushan Purnaningrum Theresia, Sherly Tiara, Karina Tjiptabudi, Vitta Waloni, Febryna Grace Maya Widiastuti, Annisa Zakia Wijaya, Reisa Melisa Wiyono, Stevie Pramudita Wuisan, Dewi Yusak Yusak