PENGARUH TERPAAN IKLAN DAN DAYA TARIK IKLAN YOUTUBE GROCERIES ASTRO #15MENITSAMPAI TERHADAP MINAT MENGGUNAKAN LAYANAN

Dwifa Kaila Salsabinna (Fakultas Ilmu Komunikasi, Universitas Gunadarma)
Siti Zulzilah (Fakultas Ilmu Komunikasi, Universitas Gunadarma)

Jurnal Riset Multidisiplin Edukasi
Vol. 3 No. 9 (2026): Jurnal Riset Multidisiplin Edukasi (September 2026)

The Effect of Advertising Exposure and Appeal of the Astro Groceries #15MENITSAMPAI YouTube Ad on the Intention to Use the Service  Keyword: Advertising Appeal, Intention to Use, Advertising Exposure, YouTube Advertising, Elaboration likelihood Model.    This study aims to analyze the influence of advertising exposure and advertising appeal regarding the Astro Groceries #15MENITSAMPAI YouTube advertisement on the intention to use the service. The study is motivated by the rapid growth of digital marketing, which has driven companies to utilize YouTube as a promotional medium to reach a wider consumer base. As a quick-commerce company, Astro employed the #15MENITSAMPAI campaign to generate public interest and the intention to use its services. This study employs a quantitative method based on the Elaboration Likelihood Model (ELM) theory, which explains message reception processes via the central route and the peripheral route. Data were collected through an online questionnaire distributed to 384 respondents who had viewed the Astro Groceries #15MENITSAMPAI YouTube advertisement, utilizing a Likert scale. Data analysis involved validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the determination of the coefficient of determination. The results indicate that both advertising exposure and advertising appeal whether individually or simultaneously have a positive and significant influence on the intention to use the service. The coefficient of determination of 83.3% indicates that the variation in the intention to use the service can be explained by these two variables, while 16.7% is influenced by factors outside the scope of this study. These findings demonstrate the relevance of the Elaboration Likelihood Model (ELM) in explaining digital advertising effectiveness, wherein advertising exposure operates via the central route and advertising appeal via the peripheral route to enhance the intention to use Astro Groceries services. This study is expected to serve as a reference for companies in formulating more effective digital marketing communication strategies and for future research regarding consumer behavior in quick-commerce services.