Research Article
The Role of Online Ads on Dynamics of Consumer Behavior
@INPROCEEDINGS{10.4108/eai.28-9-2020.2307726, author={Paramitha Kinanti and Inge Hutagalung}, title={The Role of Online Ads on Dynamics of Consumer Behavior }, proceedings={Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences, MICOSS 2020, September 28-29, 2020, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={MICOSS}, year={2021}, month={5}, keywords={online advertising type of consumer need of consumer advertising messages reference groups}, doi={10.4108/eai.28-9-2020.2307726} }- Paramitha Kinanti
Inge Hutagalung
Year: 2021
The Role of Online Ads on Dynamics of Consumer Behavior
MICOSS
EAI
DOI: 10.4108/eai.28-9-2020.2307726
Abstract
This study aims to determine the role of online advertising on the dynamics of consumer behavior. The researchers' argument is based on the number of online promo advertisements with a payment system through mobile payment developed to attract consumer buying intentions. The research paradigm is constructivism. The research method used in the study is Interpretative Phenomenological Analyzes (IPA), with data collection techniques through depth interviews. In the AISAS model, advertising messages will be search with reference groups to be discussed, and determine the stages of action. Experience in using the product will be shared with peer groups through online media. Meanwhile, consumer behavior as recipients of persuasion messages will experience dynamics depending on the learning process of the behavior experienced. Satisfaction with consumers will make consumers to buy or re-use products. In the end, three hypotheses were concluded as a result of research, namely (1) the more ads have relevance to needs the more attractive consumers will be to see/read advertisements. (2) The more rational the way consumers think, the dynamics of consumer behavior will be in the operant position (the position based on profit and loss). (3) The greater the reference group's support for an advertisement, the more it will strengthen consumer action.