Pengaruh Terpaan Iklan Instagram terhadap Intensi Pembelian Produk Erigo Melalui Sikap terhadap Iklan dan Sikap terhadap Merek

Agnetha Faustina Germaine, Engkus Kuswarno, Kunto Adi Wibowo


Advances in technology make people able to make adjustments to the rapidly advancing technology which cannot be stopped in Indonesia. Since Indonesia was shocked by the presence of a new virus known as COVID-19, many companies in Indonesia have fallen into disrepair when free trade can be carried out and this has caused industries in Indonesia, especially local businesses, to collapse, causing many to go out of business and lay off their employees. This makes business people to continue to look for solutions to be able to rise, such as making a breakthrough selling products online on social media. Businesses usually advertise their products through two features, namely Instagram Feeds and Instagram Stories. Instagram Feeds are a place where users can share and connect with others through images and videos. The purpose of this study is to determine the effect of exposure to Instragram advertising on the purchase intention of Erigo products through attitudes towards advertising and attitudes towards brands. The results in this study are consumer attitudes towards advertising and to brands. Where, both are considered forms and are very useful for marketers so that this relates to attitudes towards advertising and brands as a measuring tool to see how effectively advertisements are displayed which can later be a driver of the emergence of purchase intentions from consumers.


Erigo, Advertising, Instagram, Brand, Attitude.

Full Text:



Ajzen, I. (1991). The Theory of Planned Behavior. . Organizational Behavior and Human Decision Processes.

Cooper, D. R. , & S. P. S. (2011). Business Research Methods. McGraw-Hill Irwin.

Ducoffe, R. H. (1996). Advertising Value and Advertising on The Web. Journal of Advertising Researc, 21–35.

Evans, D. (2010). Social media marketing: An hour a day. John Wiley & Sons.

Fransen, M. L. , V. P. W. , K. A. , & S. E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6–16.

Hayes, R. A. , C. C. T. , & W. D. Y. (2016). One Click, Many Meanings: Interpreting Paralinguistic Digital Affordances in Social Media. Journal of Broadcasting & Electronic Media, 171–187.

Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi. PT. Refika Aditama.

Instagram. (2021). Facebook For Business. Retrieved from Instagram Website:


Napoleoncat. (2020). Social Media Users in Indonesia. Retrieved from Napoleon Cat.

Pirmanto, D. , J. M. L. , & W. K. A. (2019). Jenis Penelitian Menurut Kedalaman Analisis Data.

Statista. (2021). Global social networks ranked by number of users 2021.

Sugiyono. (2011). Metode Penelitian Kombinasi (Mixed Methods). Alfabeta.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta. CV.

Teo, L. X. , L. H. K. , & P. Y. X. (2018). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 1–13.

Wardhani, P. K. , & A. D. M. (2018). The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and Purchase Intention in Instagram. . . Jurnal of Atlantis Press, 196–2014.

Zha, X. , Y. H. , Y. Y. , L. K. , & H. C. (2017). Exploring the effect of social media information quality, source credibility and reputation on informational fit-to-task: Moderating role of focused immersion. Journal of Computers in Human Behavior, 1–22.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email:

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.