Pengaruh Nilai Iklan Video Online terhadap Perilaku Penggunaan Aplikasi Tokopedia
Date
2024-05-29Author
Masbagusdanta, Kenny
Suroso, Arif Imam
Sartono, Bagus
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Tokopedia merupakan salah satu e-commerce terbesar di Indonesia yang beriklan melalui situs streaming YouTube dan dikenal dengan iklan video online-nya yang kreatif dalam menarik perhatian konsumen. Meskipun demikian, persaingan daya tarik iklan antar e-commerce berperan dalam tergesernya Tokopedia oleh pesaingnya sebagai ¬e-commerce yang paling banyak dikunjungi selama dua tahun terakhir. Di saat yang sama, iklan video online juga kerap dilewati penonton akibat adanya hambatan tujuan dan perasaan negatif saat menonton iklan. Maka dari itu, nilai iklan video online Tokopedia perlu dikaji lebih dalam untuk mengetahui efektivitasnya dan dampaknya terhadap penggunaan aplikasi mobile Tokopedia.
Penelitian ini mengadopsi model Unified Theory of Acceptance and Use of Technology (UTAUT) 2 yang dimodifikasi dengan model advertising value untuk menganalisis dampak dari iklan video online Tokopedia terhadap niat dan perilaku penggunaan aplikasi mobile Tokopedia. Tujuan dari penelitian ini adalah untuk menganalisis kondisi dan pengaruh dari nilai iklan video online Tokopedia pada situs streaming YouTube serta pengaruh faktor-faktor lainnya yang memengaruhi niat dan perilaku konsumen dalam penggunaan aplikasi mobile Tokopedia. Pengumpulan data dilakukan melalui kuesioner online dan diperoleh data dari 191 responden yang berdomisili di Indonesia, merupakan pengguna platform YouTube, pernah menonton iklan video online Tokopedia, dan menggunakan aplikasi mobile Tokopedia. Data yang diperoleh dianalisis dengan menggunakan analisis deskriptif dan Partial Least Square-Structural Equation Modeling (PLS-SEM).
Hasil penelitian menunjukkan bahwa entertainment dan informativeness berpengaruh positif dan signifikan terhadap advertising value. Meskipun demikian, variabel advertising value tidak berpengaruh signifikan terhadap behavioral intention penggunaan aplikasi mobile Tokopedia. Di sisi lain, variabel habit, facilitating conditions, hedonic motivation, dan effort expectancy berpengaruh secara signifikan terhadap behavioral intention penggunaan aplikasi mobile Tokopedia. Terakhir, variabel behavioral intention dan habit berpengaruh signifikan terhadap use behavior dari aplikasi mobile Tokopedia. Berdasarkan hasil penelitian ini, dirumuskan strategi implikasi manajerial untuk mengoptimalkan pengalaman penggunaan aplikasi mobile. Tokopedia harus memerhatikan kompatibilitas aplikasi, memastikan kemudahan dan keamanan dalam penggunaan aplikasi mobile, serta mengelola dan terus mengembangkan infrastruktur data untuk personalisasi. Tokopedia is one of the largest e-commerce in Indonesia that advertises through the streaming platform YouTube and notorious for their creative online video advertisements in captivating audience’s attention. In the last two years however, the competition in advertising appeal between e-commerces led Tokopedia to be bested by their competitor as the most visited e-commerce platform. Simultaneously, online video advertisements are often avoided by the audience as they hinder goals and incite negative feelings. Therefore, an in-depth study of Tokopedia’s online video advertising value is required to determine its effectiveness and impact on the use of the Tokopedia mobile application.
This study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) 2 model, which was further modified with the advertising value model to analyze the effect of Tokopedia’s online video advertisement towards the usage of Tokopedia mobile application. The purpose of this study is to analyze the conditions and effects of Tokopedia’s online video advertising value, as well as other affecting factors towards the behavioral intention and usage of the Tokopedia mobile application. Data collection was conducted through an online questionnaire and obtained data from 191 respondents who lived in Indonesia, were YouTube users, had watched Tokopedia online video advertisements, and used the Tokopedia mobile application. The collected data was then analyzed with descriptive and Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis.
Results of this research showed that entertainment and informativeness had positive and significant effects towards advertising value. However, advertising value had no significant effect towards the behavioral intention to use Tokopedia mobile application. On the other hand, habit, facilitating conditions, hedonic motivation, and effort expectancy had significant effects towards behavioral intention in using Tokopedia mobile application. Lastly, behavioral intention and habit had significant effects towards the use behavior of Tokopedia mobile application. Based on these results, managerial implication strategies were formulated in order to optimize user’s experience in using the Tokopedia mobile application. Tokopedia must pay attention to their application’s compatibility, ensure ease and security in using their mobile application, as well as manage and further develop their data infrastructure for personalization purposes.
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