PENGARUH ETIKA MEREK DAN PRIVASI TERHADAP SIKAP DAN NIAT BELI PADA IKLAN RETARGETING DI E-COMMERCE

Nada Jauza Adinda Dara, Willy Arafah

Abstract


Kemajuan teknologi digital telah mendorong perusahaan untuk mengadopsi strategi periklanan retargeting dalam platform e-commerce guna meningkatkan konversi pembelian. Meskipun strategi ini dinilai efektif, implementasinya kerap menimbulkan permasalahan etis dan kekhawatiran terhadap privasi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ethics dan Privacy Concern, serta perceived benefit dari Ad Effectiveness dan Ad Relevance terhadap Attitude Toward Retargeting Online Advertising dan implikasinya terhadap Purchase Intention, dengan menggunakan pendekatan Social Exchange Theory (SET). Penelitian ini dilakukan secara kuantitatif dan dianalisis menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak AMOS. Data diperoleh melalui penyebaran kuesioner daring kepada 154 responden Generasi Z di wilayah Jabodetabek yang aktif menggunakan e-commerce. Hasil penelitian menunjukkan bahwa Brand Ethics, Ad Effectiveness, dan Ad Relevance berpengaruh positif signifikan terhadap Attitude Toward Retargeting Online Advertising, sedangkan Privacy Concern tidak menunjukkan pengaruh yang signifikan. Selain itu, Attitude Toward Retargeting Online Advertising terbukti berpengaruh positif terhadap Purchase Intention. Temuan ini menekankan pentingnya perancangan strategi periklanan digital yang tidak hanya efektif secara teknis, tetapi juga memenuhi prinsip etika serta menghargai privasi konsumen.


Keywords


Etika Merek, Kekhawatiran Privasi, Efektivitas Iklan, Relevansi Iklan, Niat Beli.

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DOI: https://doi.org/10.46576/bn.v8i2.7110

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