ONLINE ADS THAT ATTRACT THE ATTENTION OF INDONESIAN CONSUMERS

Authors

  • Tigor Aditya Kristianto Economics doctoral study program, University of 17 Agustus 1945 Surabaya, Indonesia
  • Amiartuti Kusmaningtyas Professor at University of 17 Agustus 1945 Surabaya, Indonesia

Keywords:

Creativity, Information, Review, Product Sales

Abstract

This study examines the impact of using creative online advertising and informative online advertising on product reviews, then examines the impact of increasing product reviews on product sales. Electronic word of mouth in the form of providing product reviews by customers with user generated techniques is used to solve problems where the use of online advertising alone is not able to have a significant impact. This research is quantitative research with 398 respondents of online marketers in Indonesia. The results of this study indicate that there is a significant impact on the use of creative online advertising and informative online advertising designs on product sales by increasing product reviews provided by customers. However, in this study, it is known that the use of creative advertising designs does not have an impact on informative advertising designs, and vice versa. Creativity and providing the right information in advertisements directly have an impact on customer interest in providing product reviews which indirectly increase product sales.

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Published

2022-08-15

How to Cite

Kristianto, T. A., & Kusmaningtyas, A. (2022). ONLINE ADS THAT ATTRACT THE ATTENTION OF INDONESIAN CONSUMERS. International Conference On Economics Business Management And Accounting (ICOEMA), 1, 570-581. Retrieved from https://conference.untag-sby.ac.id/index.php/icoema/article/view/2224

Issue

Vol. 1 (2022): ICOEMA 2022

Section

Articles