Pengaruh Perceived Personalized Ads Instagram Terhadap Brand Love Pada Generasi Z yang Dimediasi Oleh Consumer Brand Engagement, Consumer Brand Connection, dan Brand Self Expressivness

Article Sidebar

pdf
Published: Feb 28, 2025
DOI: https://doi.org/10.24905/permana.v16i2.725
Keywords:
Perceived Personalized Ads, Brand Love, Consumer Brand Engagement, Consumer Brand Connection, Brand Self-Expressiveness

Main Article Content

Arfian Noer Ramadhani
Universitas Muhammadiyah Surakarta
Soepatini
Universitas Muhammadiyah Surakarta

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Personalized Ads Instagram terhadap Brand Love pada Generasi Z yang dimediasi oleh Consumer Brand Engagement, Consumer Brand Connection, dan Brand Self-Expressiveness. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner online menggunakan skala Likert lima poin yang disebarkan kepada 173 responden pengguna aktif Instagram di Indonesia yang pernah melihat iklan personalisasi. Teknik purposive sampling digunakan dalam penentuan sampel. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa Perceived Personalized Ads berpengaruh positif dan signifikan terhadap Consumer Brand Engagement, Consumer Brand Connection, dan Brand Self-Expressiveness. Selain itu, ketiga variabel tersebut juga berpengaruh positif terhadap Brand Love dan turut memediasi pengaruh Perceived Personalized Ads terhadap Brand Love. Temuan ini menegaskan bahwa personalisasi iklan yang relevan dapat meningkatkan keterlibatan, koneksi emosional, dan ekspresi diri konsumen terhadap merek. Keterbatasan penelitian ini meliputi jumlah sampel yang masih terbatas dan cakupan responden yang hanya berasal dari Generasi Z. Penelitian selanjutnya disarankan untuk mengeksplorasi media sosial lainnya, meneliti variabel independen lain, serta menggunakan sampel yang lebih besar dan beragam agar hasil penelitian lebih komprehensif.

Article Details

How to Cite
Arfian Noer Ramadhani, & Soepatini. (2025). Pengaruh Perceived Personalized Ads Instagram Terhadap Brand Love Pada Generasi Z yang Dimediasi Oleh Consumer Brand Engagement, Consumer Brand Connection, dan Brand Self Expressivness . Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 16(2), 1152–1170. https://doi.org/10.24905/permana.v16i2.725
Issue
Vol. 16 No. 2 (2024): Special Issue
Section
Articles

Licensed under Creative Commons License a Creative Commons Attribution-NonCommercial 4.0 International License

References

Brandão, A., Pinho, E., & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing - ESIC, 23(2), 163–183. https://doi.org/10.1108/SJME-11-2018-0052
ÇAVUŞOĞLU, S., & DEMİRAĞ, B. (2020). Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi. https://doi.org/10.16951/atauniiibd.717441
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. In Psychology and Marketing (Vol. 39, Issue 8, pp. 1529–1562). John Wiley and Sons Inc. https://doi.org/10.1002/mar.21670
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Hair Jr, J. F., Page, M., Brunsveld, N., Merkle, A., & Cleton, N. (2023). Essentials of Business Research Methods.
Indrabrata, A., & Balqiah, T. E. (2020). Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram.
Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016
Nailis, W., Wahab, Z., Saggaff, M., Karim, S., & Eko Fitrianto, M. (2022). The Effect of Satisfaction and Brand Connection to Brand Love.
Ndhlovu, T., & Maree, T. (2022). Consumer brand engagement: Refined measurement scales for product and service contexts. Journal of Business Research, 228–240. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.03.064
Nguyen, N. D. T., Ngo, T. P., Van Mai, N., & Tra, K. N. (2022). Distribution of Brand Love, Brand Coolness, Self-brand Connections and Word-of-mouth Toward the Retail Format of Starbuck in Ho Chi Minh City. Journal of Distribution Science, 20(7), 87–95. https://doi.org/10.15722/jds.20.07.202207.87
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management. https://doi.org/https://doi.org/10.1016/j.jairtraman.2022.102345
Rahmani, D., Nasiri, S., Heidari, S., & Nargesi, S. (2023). Can personalised prosocial ads be harnessed for brand equity enhancement. International Journal of Internet Marketing and Advertising, 1(1), 1. https://doi.org/10.1504/ijima.2023.10053473
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Siddique, S., & Rajput, A. (2022). Self-expressiveness and hedonic brand affect brand love through brand jealousy. Future Business Journal, 8(1). https://doi.org/10.1186/s43093-022-00136-6
Singh, P. (2024). Beyond the basics: Exploring the impact of social media marketing enablers on business success. Heliyon, 10(5). https://doi.org/10.1016/j.heliyon.2024.e26435
Tran, T. P., Blanchflower, T. M., & Lin, C. W. (2022). Examining the effects of Facebook’s personalized advertisements on brand love. Journal of Marketing Theory and Practice, 32(1), 61–80. https://doi.org/10.1080/10696679.2022.2096637
Tran, T. P., Lin, C. W., Baalbaki, S., & Guzmán, F. (2020). How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism. Journal of Business Research, 120, 1–15. https://doi.org/10.1016/j.jbusres.2020.06.027
Tran, T. P., Muldrow, A., & Ho, K. N. B. (2021). Understanding drivers of brand love - the role of personalized ads on social media. Journal of Consumer Marketing, 38(1), 1–14. https://doi.org/10.1108/JCM-07-2019-3304
van der Westhuizen, L. M., & Kuhn, S. W. (2023). Handmade clothing consumption as a means of self-expression. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-07-2021-0175
Verma, P. (2021). The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model. Journal of Promotion Management, 27(1), 103–132. https://doi.org/10.1080/10496491.2020.1809591
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2021). Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands. Journal of Business Research, 135, 519–531. https://doi.org/10.1016/j.jbusres.2021.06.058