Konsekuensi dari Ad Content Value dalam Industri Sport

Authors

  • Jesselin Florence D Universitas Trisakti, Indonesia
  • Syabina Dhiyahaura N Universitas Trisakti, Indonesia
  • Ainun Rizky Nur Ilahi Universitas Trisakti, Indonesia

Keywords:

Influencer, Content Value, Purchase Intention

Abstract

Penelitian ini mengeksplorasi pengaruh nilai konten iklan (Ad Content Value) terhadap niat beli (Purchase Intention) dalam industri olahraga. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui survei kepada responden yang aktif mengikuti influencer olahraga. Hasil penelitian menunjukkan bahwa nilai konten iklan memiliki pengaruh positif yang signifikan terhadap niat beli. Namun, kredibilitas influencer olahraga tidak memoderasi hubungan antara nilai konten iklan dan niat beli. Temuan ini memberikan implikasi penting bagi manajer pemasaran dalam meningkatkan kualitas konten iklan untuk mendorong niat beli konsumen. Penelitian ini juga mengidentifikasi keterbatasan dan menyarankan penelitian lebih lanjut untuk mengeksplorasi variabel lain yang mungkin mempengaruhi niat beli.

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Published

24-06-2024

How to Cite

D, J. F., N, S. D., & Ilahi, A. R. N. (2024). Konsekuensi dari Ad Content Value dalam Industri Sport. Jurnal Pendidikan Tambusai, 8(2), 25149–25167. Retrieved from https://jptam.org/index.php/jptam/article/view/16075

Issue

Vol. 8 No. 2 (2024)

Section

Articles of Research

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Copyright (c) 2024 Jesselin Florence D

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