The Role of Attitude and Knowledge in Predicting Ads Platform Use Behavior: An Application of the Theory of Planned Behavior (TPB) in Indonesia
DOI:
https://doi.org/10.20527/jwm.v13i2.375Keywords:
Attitude, Behavior Intention, Credibility Influencer, Knowledge, Online AdvertisingAbstract
The increasingly tight competition in online trading encourages business actors to utilize online advertising (platform ads) to reach consumers more widely. However, the dynamics of digital trends make consumer behavior change rapidly, so the effectiveness of using this platform needs to be evaluated. The purpose of the study is to analyze consumer attitudes towards the use of platform ads services in several major cities in Indonesia, concerning the Theory of Planned Behavior (TPB). This study uses a quantitative approach and data processing through Structural Equation Modeling (SEM) with 200 respondents. Data analysis uses SPSS 26 and AMOS Graphics 26 software. The study results showed that influencer credibility did not significantly affect consumer attitudes, while the knowledge variable had a significant effect. Adding the knowledge variable as an extension of TPB is a new contribution that has not been widely explored in using platform ads. These findings provide practical implications for companies in designing digital marketing strategies more adaptive to consumer behavior
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