PENGARUH ADS PERSONALIZATION PADA MEDIA WHATSAPP TERHADAP BRAND ATTITUDE TOKOPEDIA DENGAN PERCEIVED RELEVANCE SEBAGAI MEDIASI : Survei Terhadap Pengguna Tokopedia

    Tio Dysatrio, - and Mokh. Adib Sultan, - and Eka Surachman, - (2025) PENGARUH ADS PERSONALIZATION PADA MEDIA WHATSAPP TERHADAP BRAND ATTITUDE TOKOPEDIA DENGAN PERCEIVED RELEVANCE SEBAGAI MEDIASI : Survei Terhadap Pengguna Tokopedia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh ads personalization pada media WhatsApp terhadap brand attitude Tokopedia dengan perceived relevance sebagai variabel mediasi. Latar belakang penelitian ini berdasar dari meningkatnya persaingan e-commerce di Indonesia yang mendorong perusahaan untuk mengoptimalkan strategi pemasaran berbasis personalisasi pesan guna meningkatkan keterlibatan dan sikap positif konsumen terhadap merek. Penelitian menggunakan pendekatan kuantitatif dengan metode survei kepada 350 responden pengguna Tokopedia yang pernah menerima iklan Tokopedia melalui WhatsApp. Teknik pengambilan sampel dilakukan secara purposive sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa ads personalization berpengaruh positif dan signifikan terhadap perceived relevance serta brand attitude. Selain itu, perceived relevance terbukti berperan sebagai mediator parsial dalam hubungan antara ads personalization dan brand attitude. Temuan ini memberikan implikasi bagi praktisi pemasaran digital, khususnya dalam memanfaatkan personalisasi iklan pada platform perpesanan instan untuk meningkatkan relevansi pesan dan memperkuat sikap positif konsumen terhadap merek. This study aims to analyze the effect of ads personalization on WhatsApp media towards Tokopedia’s brand attitude, with perceived relevance as a mediating variable. The background of this research stems from the increasing competition among e-commerce platforms in Indonesia, which drives companies to optimize personalized message strategies to enhance consumer engagement and foster positive attitudes toward the brand. This research employed a quantitative approach using a survey method with 350 respondents who are Tokopedia users and had previously received Tokopedia advertisements via WhatsApp. The sampling technique was purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method to test the direct and indirect relationships among variables. The findings indicate that ads personalization has a positive and significant effect on both perceived relevance and brand attitude. Furthermore, perceived relevance is proven to partially mediate the relationship between ads personalization and brand attitude. These findings provide implications for digital marketing practitioners, particularly in leveraging personalized advertising on instant messaging platforms to enhance message relevance and strengthen consumers’ positive attitudes toward the brand.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=1 ID SINTA Dosen Pembimbing: Mokh. Adib Sultan: 6002446 Eka Surachman: 5979141
    Uncontrolled Keywords: Brand Attitude, Ads Personalization, Perceived Relevance.
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Tio Dysatrio
    Date Deposited: 29 Sep 2025 08:26
    Last Modified: 29 Sep 2025 08:26
    URI: http://repository.upi.edu/id/eprint/141133

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