What is it about?
This study looks at how online loan advertisements affect young adults in Indonesia, particularly their decision to download loan applications. It focuses on Generation Z (ages 18-27), the group most frequently targeted by these ads. The research evaluates how different elements in the ads—such as the information they provide, their entertainment value, how irritating they are, and any incentives offered—impact the overall value of the advertisements. It finds that incentives, like special offers or discounts, are the strongest drivers encouraging young adults to download loan apps. Additionally, the study shows how perceived risk and trust play key roles in determining whether a person will act on the ads and download the apps.
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Why is it important?
This research is important because it provides insight into how advertisers can better connect with young audiences, especially in the growing financial technology sector. It highlights the importance of building trust and minimizing risk when marketing online loans, particularly since many young consumers are skeptical about the security and reliability of these services. The study’s findings can help businesses create more effective, responsible advertisements, while also guiding policymakers in understanding the influence of digital ads on consumer behavior.
Perspectives
As the co-author of this research, I believe our study addresses a crucial gap in understanding how digital advertisements for financial products influence the younger generation. With the rapid rise of fintech in Indonesia, it’s important to explore the psychological and behavioral factors that drive engagement with online loans. Our findings provide not only valuable insights for advertisers but also call for a more ethical approach to promoting financial products to vulnerable groups like Generation Z.
Assist. Prof. Imam Salehudin
Universitas Indonesia
Read the Original
This page is a summary of: Impact of Exposure to Online Advertising on The Intention to Download Online Loan Applications Among Young Adults (18-27 Years) in Indonesia, Journal of Marketing Innovation (JMI), September 2024, Politeknik Negeri Bandung,
DOI: 10.35313/jmi.v4i2.171.
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