PENGARUH TERPAAN INSTAGRAM ADS TERHADAP PEMBENTUKAN PERILAKU KONSUMTIF (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS TIDAR ANGKATAN 2019)

Kisna Hesti Ningrum, Anisa Haura Salsabila, Ela Meliyanti

Abstract


One form of the development of the internet as a medium of information and communication is the presence of social media. In recent years, social media has been widely used by business people as an advertising medium. One of the social media platforms that is widely used as an advertising medium is Instagram. This study aims to determine how much influence Lazada's Instagram Ads exposure has on the formation of consumptive behavior in Tidar University Communication Science students batch 2019. This research method uses a positivistic paradigm with a quantitative approach. Based on the results of the research, it can be concluded that there is an influence between the exposure of Lazada's Instagram Ads to the consumptive behavior of Tidar University Communication Studies Students Batch 2019.

 


Keywords


Instagram ads; Advertising Expossure; Consumptive Behavior

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