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"Personalized advertising yang dikirimkan melalui Short Message Service (SMS) kepada konsumen menjadi kesempatan yang baik bagi pemasar. Namun, dalam studi sebelumnya menunjukkan bahwa terdapat empat anteseden yang dapat mengakibatkan advertising avoidance pada personalized advertising, yaitu privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.Penelitian ini bertujuan untuk membandingkat advertising avoidance pada dua jenis pengiriman pesan iklan melalui SMS yaitu SMS iklan location-based dan SMS iklan unsolicited. Studi dilaksanakan dengan metode survey dan dianalisa dengan pendekatan multigrup SEM dengan bantuan software LISREL 8.72.Hasil penelitian menunjukkan bahwa anteseden perceived personalization, advertising irritation, dan advertising skepticism dalam mempengaruhi advertising avoidance adalah berbeda antara SMS iklan location-based dan SMS iklan unsolicited.

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Personalized advertising sent via Short Message Service (SMS) to the consumers is a good opportunity for marketers. However, the previous study shows that there are four antecedents that caused personalized advertising avoidance, which are privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.

This study aims to compare personalized advertising avoidance sent via two different methods of SMS: location-based SMS advertising and unsolicited SMS advertising. This study is done using survey method and analyzed using SEM with multi group approach. LISREL 8.72 is used to analyze the data.

The results shows that the effect perceived personalization, advertising irritation, and advertising skepticism on advertising avoidance are different between location-based SMS advertising and unsolicited SMS advertising.

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"Di era digital ini media sosial telah menjadi salah satu sarana pilihan bagi banyak perusahaan untuk berpromosi. Untuk mendukung hal ini berbagai platform media sosial, termasuk Instagram, memberikan kesempatan untuk para pengiklan melakukan personalisasi terhadap iklan agar iklan menjadi lebih sesuai dengan pemirsa target. Tujuan dari penelitian ini adalah untuk mengetahui apakah personalisasi terhadap iklan dapat membantu perusahaan dalam meningkatkan perceived quality dan brand loyalty dari generasi Z terhadap merek yang diiklankan di Instagram. Data dikumpulkan melalui survei yang dilakukan terhadap 310 responden yang merupakan pengguna Instagram berusia 16-25 tahun dan pernah melihat iklan yang telah dipersonalisasi di Instagram. Analisis dalam penelitian ini menggunakan structural equation modelling (SEM) dengan perangkat lunak AMOS 22. Hasil penelitian memperlihatkan terdapat pengaruh positif dari perceived personalization terhadap consumer brand engagement dan brand attachment, yang mana keduanya berpengaruh positif terhadap perceived quality dan brand loyalty.

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In this digital era, social media has become a means of promotion for companies. To support that, social media platforms, including Instagram, allow advertisers to have personalized advertisements in order to match better with the target audience. This research aims to understand whether personalized advertising can be done to enhance Generation Z’ perceived quality and brand loyalty for brands advertised on Instagram. Data for this research were collected from 310 Instagram users age 16-25 that had encountered a personalized advertisement on Instagram. Analysis was done by structural equation modelling (SEM) using AMOS 22 software. Results show that perceived personalization has positive influence on consumer brand engagement and brand attachment, both positively influence perceived quality and brand loyalty."

"Seiring dengan meningkatnya penetrasi internet di Indonesia, peningkatan tersebut juga turut mendorong orang-orang di Indonesia untuk    menggunakan berbagai macam produk dan layanan berbasis internet khususnya media sosial seperti Instagram. Di tengah peluang yang tersedia ini, bisnis yang sekarang sedang diminati untuk menunjang gaya hidup seperti merek sepatu lokal dapat memanfaatkan peluang tersebut dengan menggunakan fitur iklan yang dipersonalisasi yang ada di Instagram. Penelitian kuantitatif ini dilaksanakan untuk menganalisis pengaruh iklan yang dipersonalisasi melalui variabel perceived personalization dan self-expressive brand yang mana diprediksi dapat mempengaruhi perceived quality dan brand loyalty merek sepatu lokal yang beriklan di Instagram. Sebanyak 386 responden yang merupakan pengguna Instagram dan juga konsumen dari empat merek sepatu lokal diperoleh menggunakan metode purposive sampling dan dianalisis menggunakan permodelan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa perceived personalization dan self-expressive brand dalam konteks iklan yang dipersonalisasi berpengaruh terhadap consumer brand engagement dan brand attachment yang dimana kedua faktor ini juga mempengaruhi perceived quality, dan juga hasil penelitian ini menunjukkan brand attachment dan perceived quality mempengaruhi brand loyalty.

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Along with the increasing level of internet penetration in Indonesia, the current developments encourage people to familiarize and adopts variety of internet-based products and service especially Instagram as social media in Indonesia. Amidst these opportunities, businesses that are particularly preferred in current lifestyle like local footwear brand can take advantage by being present on Instagram to foster their relationship with their consumers through personalised advertisement. This quantitative research is constructed to analyse the effectiveness of personalised advertisement by proposing key driver namely perceived personalization and selfexpressive brands that predicts consumer brand engagement, brand attachment and its effect towards perceived quality and brand loyalty. A total of 386 respondents that are Instagram users and consumers of four local footwear brand were collected using purposive sampling method and the data was processed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). The findings suggest that perceived personalization and self-expressive brand within personalised advertisement affect the consumer's brand engagement and brand attachments. Whereby, consumer brand engagement and brand attachment play an important role on affecting the perceived quality. Lastly Brand attachment and perceived quality also found to influence the consumer's loyalty toward a brand."

"ABSTRAKPerkembangan dan inovasi tehnologi dalam memproses informasimemungkinkan pengiklan atau pemasar dapat merubah strategi kampanyepemasaran yang mereka lakukan dari bentuk iklan massal secara tradisionalkedalam bentuk iklan personal untuk mengirimkan pesan iklan kepada konsumensecara individual. Tetapi karena iklan personal dapat menginvasi konsumensampai kepada wilayah paling pribadi, konsumen cenderung beranggapan bahwainformasi personal yang mereka miliki dapat saja disalahgunakan sehinggakonsumen cenderung merasa terganggu dan tidak percaya dengan berbagaiinformasi persuasif dari pengiklan dan cenderung akan menghindari paparaniklan-iklan tersebut.Penelitian ini bertujuan untuk menganalisis faktor-faktor potensial yangdapat mempengaruhi terjadinya perilaku atau sikap menghindari iklan personalmenggunakan pendekatan Psychological Reactane Theory dalam kontek mobilesadvertising berbasis SMS (spam) di Indonesia. Penelitian menggunakan metodedekriptif dengan single cross sectional design, dan hasil uji analisis modelmenggunakan analisis Structural Equation Model (SEM).Berdasarkan hasil penelitian, diketahui bahwa konstruk Ad Skeptiscmberpengaruh positif dan signifikan terhadap ad avoidance, sedangkan PerceivedPersonalization terbukti mengurangi pengaruh negatif iklan personal terhadap adskepticsm, selain itu Perceived Privacy Concern, Ad Intrusiveness jugaberpengaruh positif terhadap ad avoidance, sementara itu Frequency of AdExposure secara signifikan memoderasi hubungan antara Ad Intrusiveness dan AdAvoidance. Sedangkan konstruk yang tidak terbukti memiliki hubungan positifadalah Perceived Personalization dan Ad Irritation terhadap Ad Avoidance.

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ABSTRACTThe advanced development of information-processing technology allowsadvertiser to shift the focus of their effort from traditional mass advertising topersonalized advertising to deliver messages tailored to individual preferences. Sincepersonalized advertising could intrude into consumers private domains, consumerstended to perceive their personal information as threatened, became annoyed anddistruful of persuasive efforts and therefore avoided such messages.This study attempts to identify potential determinants of personalizedadvertising avoidance also provide an integrated theoritical approach to resistance forunderstanding the dynamics of consumer avoidance of personalized advertising. Ofthese stand point of resistance the dominant view is the motivation to resist, as thepsychological reactane theory mentioned, in the context of mobiles advertisingmedia. One of the new style of mobiles advertising medium is via SMS (ShortMessages Service) to handled devices, especially on mobiles phones. SMS ads hasbecome technological buzzword in transmitting B2C messages to such wirelessdevices as mobile phones. The study used descriptive research method with a singlecross sectional designs, and the proposed model is tested with Strcutural EquationModel Analysis.The findings indicate that construct of Ad Skepticsm, Perceived PrivacyConcern, Ad Intrusiveness, potentially influenced of an SMS advertising avoidance.Percieved Personalization negatively influenced ad intrusiveness. HoweverPerceived Personalization and ad irritation of an SMS advertising that hyphotesizedto influence the ad avoidance were nor significant. While Frequency of ad Exposurepositively moderates the relationship between the perceived level of SMS adintrusiveness and ad avoidance."

"Tujuan dari iklan personalisasi online adalah untuk menyesuaikan konten online agar sesuai dengan kebutuhan pengguna sehingga konsumen dapat mengembangkan pengalaman positif dengan merek. Namun, penelitian mengenai perceived personalization pada perilaku konsumen masih sedikit, terutama pada konteks media sosial. Penelitian mengenai bagaimana iklan personalisasi memengaruhi ekuitas merek juga masih sedikit. Penelitian ini menganalisis bagaimana perceived personalization konsumen memengaruhi ekuitas merek melalui mekanisme consumer brand identification dan self-brand connection dan bagaimana peningkatan dari ekuitas merek memotivasi konsumen untuk mengadopsi atau menggunakan merek yang diiklankan di Instagram. Penelitian ini bersifat kuantitatif dan menggunakan Structural Equation Modelling (SEM) untuk pengolahan data berdasarkan data dari 857 responden yang diperoleh melalui penyebaran kuesioner terhadap pengguna aktif Instagram minimal dua jam per hari yang berada di Indonesia, berusia di antara 18–34 tahun, pernah melakukan pencarian mengenai suatu merek di internet, dan mendapati iklan personalisasi dari merek tersebut di Instagram (iklan berlabel "sponsored" pada IG Story, IG Suggested Post, atau IG Explore Page) dalam satu minggu terakhir sebelum menerima pertanyaan kuesioner. Penelitian ini menunjukkan hasil bahwa perceived personalization berpengaruh secara positif terhadap consumer brand identification dan self-brand connection. Selain ituconsumer brand identification dan self-brand connection berpengaruh secara positif terhadap brand equity, baik perceived quality, brand loyalty, dan brand association dan awareness. Selanjutnya, brand equity, baik perceived quality, brand loyalty, dan brand association dan awareness berpengaruh secara positif terhadap brand usage intent. Terakhir, consumer brand identification dan self-brand connection juga memediasi hubungan antara perceived personalization dan brand equity, baik perceived quality, brand loyalty, dan brand association dan awareness. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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The purpose of online personalization advertising is to tailor online content to suit the needs of users by adapting to these needs so that consumers can develop a positive experience with the brand. However, there is little research on perceived personalization in consumer behavior, especially in the context of social media. There is also little research on how personalized advertising affects brand equity. This study analyzes how consumer’s perceived personalization affect brand equity through consumer brand identification mechanisms and self-brand connection and how the brand equity motivates consumers to adopt or use brands advertised on Instagram. This research is quantitative and uses Structural Equation Modeling (SEM) for data processing based on data from 857 respondents obtained through distributing questionnaires to active Instagram users at least two hours per day who are in Indonesia, between 18-34 years old, conducted a prior search on a brand on the internet, and found personalized ads from that brand on Instagram (ads labeled "sponsored" on IG Stories, IG Suggested Posts or IG Explore Pages) in the past a week to receiving the questionnaire questions. This study prove that perceived personalization has a positive effect on consumer brand identification and self- brand connection. In addition, consumer brand identification and self-brand connection have a positive effect on brand equity: perceived quality, brand loyalty, brand association and brand awareness. Furthermore, brand equity: perceived quality, brand loyalty, brand association and brand awareness have a positive effect on brand usage intention. Lastly, consumer brand identification and self-brand connection also mediate the relationship between perceived personalization and brand equity: perceived quality, brand loyalty, brand association and brand awareness. The managerial implications and suggestions for further research will be discussed further in this study."