近年來，印尼的電子商務發展越顯穩定，促使印尼成為全面朝向電子商務發展之潛力國家之一。不過對很多企業來說，發展電子商務是一項極大的挑戰。因此，為了保持競爭力，他們企圖透過廣告作為前導，希望藉此吸引更多的消費者，如拓展品牌在消費者心中的知名度、提升品牌形象等，並進而透過平台完成消費，促進企業的電子商務發展。

本研究的目的希冀以品牌知名度和品牌形象作為中介變數，探討非常規影音廣告對印尼電子商務平台使用意願之影響。本研究採用問卷調查法，針對曾經看過特定印尼電子商務廣告的印尼消費者進行調查並運用結構方程模式(SEM)–偏最小平方法(PLS)來分析。

研究結果顯示，非常規影音廣告對品牌知名度及品牌形象具有顯著且正向的影響，意即廣告有助於提升品牌在消費者心目中的知名度與形象，並能提高消費者對電子商務平台使用的意願。

E-commerce business in Indonesia has been steadily robust in the last few years, making Indonesia becomes one of the countries with potential chance for e-commerce business to grow. However, it is considered challenging to be in the business with a huge amount of companies. Therefore, in order to keep competing in the business, they use advertisements to attract more people to use their platforms.

This research aims to observe the influence of advertising, specifically eccentric video advertisement on usage intention of Indonesian e-commerce platform, using brand awareness and brand image as intervening variables. This research used the questionnaire as a tool to collect the data. Questionnaires were distributed to Indonesian participants who have seen the advertisements of a particular Indonesian e-commerce platform. The collected data were analyzed by using Partial Least Squares – Structural Equation Modelling (PLS – SEM) method.

It is concluded that eccentric video advertisement has a positive and significant effect on brand awareness and brand image, both of which have an important role to increase consumers’ usage intention of e-commerce platform.

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: Free Press.
Attitude. (n.d). In Cambridge online dictionary. Retrieved from https://dictionary.cambridge.org/dictionary/english/attitude#dataset-cacd
Bukalapak officially becomes Indonesia’s fourth unicorn startup. (2018, January 11). The Jakarta Post. Retrieved from http://www.thejakartapost.com
Bukalapak. (2015). Permohonan maaf CEO Bukalapak.com [YouTube video]. Retrieved from https://youtu.be/ayOM0-ZkSUE
Bukalapak. (2015). Seger... seger apa yang bikin enak? [YouTube video]. Retrieved from https://youtu.be/VtFdYpIA_uk
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4 (1), 135-144
Cooper, D. R., & Schindler, P. S. (2013). Business research methods (12th ed.). New York, NY: McGraw-Hill.
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior 49, 597-600.
Domestic e-commerce transactions reach value of $5.6b. (2017, August 10). The Jakarta Post. Retrieved from http://www.thejakartapost.com
E-commerce milestone [Editorial]. (2018, February 19). The Jakarta Post. Retrieved from http://www.thejakartapost.com
Eccentric. (n.d). In Cambridge online dictionary. Retrieved from https://dictionary.cambridge.org/dictionary/english/eccentric#dataset-cacd
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity on consumer reaction to advertisements and brands. Journal of Advertising, 29 (3), 43-54.
Gunawan, V. J., Sugiharto, S. (2016). Analisa pengaruh advertising awareness terhadap brand equity dengan brand awareness dan brand image sebagai variabel intervening dengan studi kasus iklan Indomie goreng kuah di YouTube. Jurnal Strategi Pemasaran, 3 (2).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19 (2), 139-151.
Hermansyah, A. (2016, January 16). Indonesians prefer comedy ads on YouTube. The Jakarta Post. Retrieved from http://www.thejakartapost.com
Identitas Brand Bukalapak. (2018). Retreived from https://www.bukalapak.com
Intention. (n.d.). In Cambridge online dictionary. Retrieved from https://dictionary.cambridge.org/dictionary/english/intention#dataset-cacd
Jamaludin, F. (2016, January 13). 10 iklan ini jadi favorit orang Indonesia di YouTube. Merdeka. Retrieved from https://www.merdeka.com
Keegan, W. J., & Green, M. C. (2011). Global marketing (6th ed.). Upper Saddle River, NJ: Pearson.
Keller, K. L. (2013). Strategic management: Building, managing, and measuring brand equity (4th ed.). Upper Saddle River, NJ: Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20 (4), 210-218.
Lutz, R.J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects: Theory, research and application (pp. 45-63). Hillsdale, NJ: Lawrence Erlbaum Associates.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130-143.
MacKenzie, S. B. & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48-65.
Most popular local video ads on YouTube revealed. (2018, May 14). The Jakarta Post. Retrieved from http://www.thejakartapost.com
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33 (3), 182-192.
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2009). Advertising and integrated brand promotion (5th ed.). Mason, OH: Cengage Learning.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9 (4), 263-274.
Rahmiasri, M. (2017, January 27). Google Indonesia announces most popular YouTube ads in Q3 and 4 2016. The Jakarta Post. Retrieved from http://www.thejakartapost.com
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management 27 (3), 459-469.
Sanjaya, A. (2016, February 20). Bos bukalapak cerita ide iklan uniknya, transaksi tembus Rp 20 miliar/hari. Tribunnews Bogor. (Vovo Susatio, Eds.). Retrieved from http://bogor.tribunnews.com
Shimp, T. A., & Andrews, J. C. (2012). Advertising, promotion, and other aspects of integrated marketing communications (9th ed.). Mason, OH: Cengage Learning.
Triwijanarko, R. (2017, March 20). Kenapa kampanye bukalapak selalu unik dan nyeleneh. Marketeers. (Sigit Kurniawan, Eds.). Retrieved from http://marketeers.com
Venkatesh, V., & Davis, F. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46 (2), 186-204.
Xu, H., Oh, L. B., & Teo, H. H. (2009). Perceived effectiveness of text vs. multimedia location-based advertising messaging. International Journal of Mobile Communications, 7 (2), 154-177.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods (9th international ed.). Mason, OH: Cengage Learning.