The Effect on the Information Quality of Mobile Advertising on Brand Attitudes and Purchase Intention in Instagram

  • Egan Evanzha Yudha Amriel Management, Economic and Business Faculty, Universitas Airlangga, Indonesia.
Keywords: information quality of mobile advertising, ads attitudes advertising, brand attitude, purchase intentions


In this study, social media Instagram is an application to share the photos and video that is currently widely used for culinary business purposes accessible in the mobile channel. This study aims to determine the effect on the information quality of mobile advertising on brand attitudes and purchase intention. Media research used a third party, namely the culinary @wenaktok in displaying advertising
information of a food product because the third party has a better effect in advertising rather than a corporate account. The approach used in this study is the quantitative approach. Type sampling technique of non-probability sampling in this study was convenience sampling.Respondents in this study were 152 respondents who are users of Instagram. Analysis technique used in this study is
Partial Least Squares (PLS). This study has shown that the information quality of mobile advertisinghas a significant influence on ads attitudes, brand attitude, and purchase intention. The ads attitude has a significant influence on purchase intentions and brand attitudes. The brand attitude has an influence on consumers' purchasing intentions.The conclusion was that the information quality of mobile advertising in @wenaktok account has a significant influence on the ads attitudes, brand attitudes, and purchase intentions of consumers in food products advertised on social media Instagram through culinary account. So that @wenaktok culinary accounts has information quality mobile advertising that is good to used to advertise in Instagram.


Aaker, Jennife L. (1999). The Malleable Self: The Role of Self-expression in Persuasion. Journal of Marketing Research; 36: 45-57.Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior.The Handbook of Attitudes,173, 221.

Alba, J., Lynch, J., Weitz,B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping:consumer, retailer, and manufacturer incentives to participate in electronic marketplaces.The Journal of Marketing, 38-53.

Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the ad and brand choice.Journal of Advertising,21(3), 19-36.

Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes.Journal of Advertising Research,41(5), 23-32.

Ducoffe,R. H. (1996). Advertising Value and Advertising on the Web.Journal of Advertising Research,36(5), 21-21.

Durianto, D., & Sugiarto, T. S. (2001). Strategi menaklukan pasar.Gramedia Pustaka Utama. Jakarta.

Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to Web sites and their influence on advertising effectiveness.Internet Research,12(4), 318-328.

Instagram. (2015). April16,2016.

Janben, V. (2001). Effectiveness in Advertising-Concept, Planning and Evaluation. RetrievedDecember5, 2005, from

Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014).Marketing management 14/e. Pearson.

Kotler, P., & Armstrong, G. (2013).Principles of Marketing 15th Global Edition. Pearson.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi Ketiga Belas, Jilid Pertama.Jakarta, Erlangga.

Law, R. & Hsu, C.H., (2005). Customers' perceptions on the importance of hotel web site dimensions and attributes.International Journal of Contemporary Hospitality Management,17(6), 493-503.

Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: aconceptual model.International Journal of Mobile Communications,3(3), 197-213.

Malhotra, N. (2005).Marketing research: An applied orientation, 5/e. Pearson Education, Inc. New Jearsey: Prentice Hall.

MMA UK (2003). MMA Code for Responsible Mobile Marketing. A code of Conduct and Guidelines to BestPractice. Retrieved on February 23, 2008 from

Mitra, Wyndo. (2014). Mari Mengenal Lebih Dalam Cara Memanfaatkan Penggunaan Instagram Bagi Brand Anda.RetrievedNovember10,2015 from

Saadeghvaziri, F., Dehdashti, Z., & Reza Kheyrkhah Askarabad, M. (2013). Web advertising: Assessing beliefs, attitudes, purchase intention and behavioral responses.Journal of Economic and Administrative Sciences,29(2), 99-112.

Saadeghvaziri, F., & Hosseini, H. K. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African journal of Business Management,5(2), 394.

Sallam, M. A. A., & Wahid, N. A. (2012). Endorser credibility effects on Yemeni male consumer's attitudes towards advertising, brand attitude and purchase intention: The mediating role of attitude toward brand. International Business Research, 5(4), 55.

Schiffman, G. L., & Kanuk, L.L. (2004). Consumer Behavior (Eight Edition). New Jersey: Prentice Hall, Pearson Education Inc.

Sekaran, U. (2007).Research methods for business: A skill building approach. John Wiley & Sons.

Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender.Computers in Human Behavior,60, 622-634.

Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice.Journal of Advertising,10(2), 9-48.

Shimp, T. A. (2003). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu Jilid 1-5/E.

Sugiyono, D. (2010). Metode penelitian kuantitatif kualitatif dan R&D. Penerbit Alfabeta.

Wang, R. Y., & Strong, D. M. (1996). Beyond accuracy: What data quality means to data consumers.Journal of management information systems,12(4), 5-33.
How to Cite
Amriel, E. (2018, October 31). The Effect on the Information Quality of Mobile Advertising on Brand Attitudes and Purchase Intention in Instagram. Journal of Economics, Business, and Government Challenges, 1(2), 83-92.