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Abstrak :
Saat ini banyak penelitian yang telah meneliti efek dari iklan personalisasi pada periklanan tradisional. Namun, masih sedikit yang meneliti efeknya terhadap iklan di media sosial khususnya Instagram. Dengan menggunakan metode PLS-SEM, penelitian ini memfokuskan efek dari iklan personalisasi yang dirasakan oleh konsumen di Instagram pada reaksi sikap dan perilaku konsumen (kredibilitas iklan, penghindaran iklan, skeptisisme iklan, sikap iklan, niat perilaku, dan keterlibatan pelanggan) terhadap iklan. Penelitian ini menggunakan data sampel pengguna Instagram generasi Z yang menggunakan aplikasi media sosial tersebut dalam satu minggu terakhir. Berdasarkan data sampel yang didapat, hasil temuan menunjukkan 14 dari 15 hipotesis didukung. Temuan ini membuktikan bahwa iklan personalisasi mampu meningkatkan respons positif konsumen (misalnya meningkatkan kredibilitas dan sikap iklan) dan mengurangi respons negatif mereka terhadap iklan (misalnya menurunkan skeptisisme iklan dan kecenderungan untuk menghindari iklan). Respons yang positif ini terbukti mampu meningkatkan kemungkinan konsumen untuk membeli serta keterlibatan mereka terhadap iklan personalisasi. ......Today many studies have examined the effect of personalized advertising on traditional advertising. However, few have examined the effect on advertising on social media, especially Instagram. By using the PLS-SEM method, this study focuses on the effects of personalized advertising felt by consumers on Instagram on the reaction of consumers' attitudes and behavior (ad credibility, ad avoidance, ad skepticism, attitude towards ad, behavioral intentions, and customer engagement) on advertising. This study uses sample data of Z generation Instagram users who had used the social media application in the past week. Based on the sample data obtained, the findings show that 14 of the 15 hypotheses are supported. This finding proves that personalized advertising can increase consumers' positive responses (e.g., increase the credibility and attitude of advertisements) and reduce their negative responses to advertisements (e.g., reduce advertising skepticism and tendency to avoid advertising). This positive response is proven to be able to increase the likelihood of consumers to buy and their involvement in personalized advertising.

Abstrak :
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. ......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.