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Abstrak :
Penelitian ini bertujuan untuk memahami advertising avoidance di Instagram pada generasi milenial dengan menggunakan advertising invasiveness. Penelitian sebelumnya menyimpulkan bahwa attention dan space invasiveness sebagai dimensi dalam advertising invasiveness. Perusahaan memperkenalkan produk mereka melalui iklan media sosial. Sebaliknya, non pemasar merasa diserbu ketika iklan muncul berulang kali. Data dikumpulkan dengan purposive sampling dari 280 pengguna Instagram kategori milenial di Indonesia. Structural equation model partial least square (PLS-SEM) digunakan untuk menganalisis hubungan antar variabel dan hubungannya terhadap advertising avoidance. Hasil penelitian menunjukkan bahwa pemasar perlu meminimalkan advertising invasiveness pada iklan di Instagram, dikarenakan terbukti signifikan positif terhadap advertising irritation, kemudian berpengaruh pada advertising avoidance. Selanjutnya, pemasar perlu memperhatikan advertising irritation, advertising skepticism dan sikap positif pengguna Instagram yang memediasi hubungan pengaruh antara advertising irritation dan advertising avoidance. Lebih jauh, space invasiveness dapat dipengaruhi oleh social influence yang signifikan positif. Namun, social influence tidak berhubungan terhadap attention invasiveness. Selain itu, Variabel psychological ownership juga tidak berpengaruh terhadap attention dan space invasiveness. Penelitian ini memberikan saran untuk penelitian selanjutnya dan implikasi manajerial untuk meminimalkan penghindaran iklan oleh non pemasar. ......The research aims to study advertising avoidance on Instagram in the millennial generation by using advertising invasiveness. Previous research proposed attention and space invasiveness as the dimension of advertising invasiveness. Companies introduce their products through social media advertising. In contrast, non- marketers feel invaded when advertising appears repeatedly. Data were collected with purposive sampling from 280 millennial users from Instagram in Indonesia. The structural equation model partial least square (PLS-SEM) was used to analyze the relationship between variables and their influence on advertising avoidance. The results show that marketers need to emphasize advertising invasiveness, because it is proven significant to advertising irritation, then leading the advertising avoidance. Furthermore, marketers need to pay attention to advertising irritation, advertising skepticism and positive attitudes of Instagram users which mediate the relationship between advertising irritation and advertising avoidance. Furthermore, space invasiveness can be influenced by social influence. However, social influence was not related to attention invasiveness. Furthermore, the psychological ownership variable also has no effect on both attention and space invasiveness. The article provides for the manager to minimize ad avoidance by non-marketer users and also suggestions to further research.

Abstrak :
Indonesia ditahun ini menampati peringkat ke lima jumlah startup terbanyak diDunia. Diera digitalisasi yang terus berkembang startup Indonesia menjadi harapan untuk landasan Ketahanan Ekonomi ditengah pandemi COVID-19. Banyak startup yang bertahan dimasa Pandemi misalkan Aplikasi Halodoc, Aplikasi Sayurbox dan munculnya aplikasi lainnya yang membantu aktifitas ditengah COVID seperti Fashlab, tidak heran startup Indonesia terus mendapatkan investor / pendanaan untuk dunia startup hampir 60 triliun ditahun 2021. Penelitian ini dilakukan dengan tujuan meneliti pengaruh marketing intelijen yang dilakukan PT Astra Digital Internasional terhadap aktifitas marketing Instagram Ads yang memiliki pengaruh baik terhadap peningkatan pelanggan, sehingga dapat menjadi landasan starategi marketing untuk dunia stratup terus berkembang demi terciptanya ketahanan ekonomi Nasional. Hasil penelitian ini menggunakan metode kuantitatif dan diolah menggunakan Smart PLS, hasil penlitian yaitu intelijen marketing memiliki pengaruh positif dan signifikan terhadap Instagram Ads maupun terhadap Peningkatan Pelanggan pada PT Astra Digital Internasional sehingga Marketing Intelijen (market research dan customer relationship) berdasarkan data terbukti berpengaruh positif terhadap peningkatan pelanggan melalui Instagram Ads. ......Indonesia ranked fifth for largest startups in the world. In this digitalization era that continues grow, Indonesian startups hopefully become a turning point for Economic Resilience during pandemic COVID-19. Many startups have survived during the Pandemic, for example the Halodoc, Sayurbox Application and the emergence of other applications that help activities amid COVID such as Fashlab, no wonder Indonesian startups continue to get investors / funding from angel investor for almost 60 trillion in 2021. This research was conducted with the aim of examining the influence of marketing intelligence carried out by PT Astra Digital Internasional on Instagram Ads marketing activities that have a good influence on increasing customers, so that it can become the basis for marketing strategies for the startup in Indonesia to continue to develop for the creation of national economic resilience. The results of this study use quantitative methods and the processed using Smart PLS, the results of the research are marketing intelligence has a positive and significant influence on Instagram Ads and and succeed to increase customer at PT Astra Digital Internasional. Hence, marketing intelligence (market research and customer relationship) based on data has proven to have a positive effect to increase subscribers customers through Instagram ads.

Abstrak :
ABSTRAK Perkembangan era global dimana teknologi, sarana dan infrastruktur, hingga sistem informasi saat ini berkembang sangat pesat, dan telah merubah cara-cara tradisional yang biasa digunakan dalam melakukan pemasaran. Seiring dengan perkembangan teknologi hingga sistem informasi, kemudahan dalam mengakses suatu konten telah membawa konsumen kepada penggunaan media digital berbasis online. Dalam beberapa tahun terakhir, media sosial menjadi semakin populer sebagai alat bisnis dan komunikasi. Instagram merupakan salah satu jejaring sosial yang paling cepat perkembangannya sejak pertama kali diluncurkan, hal inilah yang membuat Instagram menjadi alat pemasaran yang efektif bagi perusahaan. Penelitian ini bertujuan untuk mengetahui attitude dan menganalisa faktor-faktor yang dapat mempengaruhi attitude pengguna Instagram terhadap aktivitas komunikasi pemasaran Instagram ads. Selain itu penelitian ini juga betujuan untuk mengetahui pengaruh attitude toward brand dan attitude toward the Instagram ads dapat mempengaruhi behavioral intention. Penelitian ini merupakan penelitian kuantitatif dengan desain cross sectional descriptive research. Berdasarkan hasil penelitian ini, diketahui bahwa baik brand attitude maupun attitude toward instagram ads sama-sama memiliki pengaruh positif yang signifikan antara keduanya, dan untuk brand attitude dan attitude toward instagram ads yang memiliki pengaruh positif yang signifikan terhadap behavioral intention. Dan untuk model 2, diketahui bahwa Ad Perception, Ad Credibility, Informativeness, Irritation, dan Mood memiliki pengaruh yang signifikan terhadap attitude toward the ads pada media sosial instagram.

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ABSTRACT The development of the global era where technology, facilities and infrastructure, to information systems is currently developing very rapidly, and has changed the traditional ways commonly used in marketing. Along with the development of technology to information systems, the ease of accessing a content has brought consumers to the use of online-based digital media. In recent years, social media has become increasingly popular as a business and communication tool. Instagram is one of the fastest growing social networks since it was first launched, this is what makes Instagram an effective marketing tool for the company. This study aimed to determine attitude and analyze the factors that can influence the attitude of Instagram users towards Instagram ads marketing communication activities. Moreover, this study also aimed to determine the effect of attitude towards the brand and attitude towards Instagram ads may affect behavioral intention. This is a quantitative research with cross sectional descriptive research design. Based on the results of this study, it is known that both brand attitudes as well as attitude towards Instagram ads have a significant positive effect between the two, and that brand attitude and attitude towards Instagram ads have a significant, positive effect on behavioral intention. And for model 2, it is known that Ad Perception, Ad Credibility, Information, Irritation, and Mood have a significant influence on attitude toward the ads on social media instagram

Abstrak :
Penelitian ini bertujuan untuk menguji pengaruh iklan media sosial terhadap niat beli. Penelitian ini menggunakan pendekatan kuantitatif. Data penelitian dikumpulkan melalui survei dengan total 97 responden. Instrumen dalam penelitian ini menggunakan kuesioner dan analisis data menggunakan regresi linier. Hasil perhitungan data penelitian menunjukkan bahwa terdapat pengaruh langsung antara iklan media sosial dengan minat beli sebesar 0,504 atau 50,4%. Hasil penelitian menunjukkan bahwa iklan Instagram media sosial berpengaruh positif terhadap minat beli untuk semua produk yang diiklankan oleh e-commerce pada iklan Instagram, kepada generasi milenial di Jakarta, Banten, dan Jawa Barat. ...... This study aims to examine the effect of social media advertising on purchase intention. This study uses a quantitative approach. The research data was collected through a survey with a total of 97 respondents. The instrument in this study used a questionnaire and data analysis used linear regression. The results of the calculation of research data show that there is a direct influence between social media advertising and purchase intention of 0.504 or 50.4%. The results showed that social media Instagram ads had a positive effect on buying interest for all products advertised by e-commerce on Instagram ads, to the millennial generation in Jakarta, Banten, and West Java.

Abstrak :
ABSTRAK Tesis ini membahas tentang implementasi pengoptimalan digital marketing dan implementasi strategi peningkatan exposure pada UMKM yang bergerak pada industri edukasi yaitu lembaga kelas persiapan Ultimate Education. Pemetaan yang telah dilakukan pada UMKM membuktikan bahwa segmentasi pasar yang dilakukan oleh Ultimate Education belum optimal dan juga saluran pemasaran yang digunakan juga belum optimal. Diharapkan Ultimate Education dapat menggunakan sosial media mereka dengan optimal dan mendapatkan exposure yang lebih besar pada segmentasi pasar. Metode yang dilakukan adalah penelitian kualitatif pengoptimalan saluran pemasaran dengan menggunakan sosial media Ads, Google Ads dan juga perbaikan website dan struktur Instagram feed. Selain itu, pengembangan segmentasi pasar juga dilakukan terhadap Ultimate Education.

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ABSTRACT This thesis discusses the implementation of digital marketing optimization and the implementation of strategies to increase exposure to MSMEs engaged in the education industry, namely the Ultimate Education preparation class. The mapping that has been done on MSMEs proves that the market segmentation carried out by Ultimate Education is not optimal and that the marketing channel used is also not optimal. It is expected that Ultimate Education can use their social media optimally and get greater exposure to market segmentation. The method used is qualitative research on marketing channel optimization using social media Ads, Google Ads and also improving websites and Instagram feed structures. In addition, the development of market segmentation was also carried out on Ultimate Education.