Pengaruh Penilaian Etis Iklan Kontroversial di Media Sosial: Youtube pada Niat Beli


  • Guruh Ghifar Zalzalah Universitas PGRI Yogyakarta


Iklan Kontroversial, Penilaian Etis, Niat Beli


Kemajuan teknologi saat ini membuatnya sangat mudah untuk berkomunikasi antara seseorang dan orang lain, dan antara merek dan konsumen, salah satunya adalah melalui iklan. Penelitian ini bertujuan untuk menguji pengaruh penilaian etis iklan kontroversial pada niat beli. Desain penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data yang digunakan adalah purposive sampling. Sampel pada penelitian ini yaitu responden yang melihat iklan Grab-Bike pada media sosial Youtube. Teknik analisis yang digunakan adalah SEM-PLS dengan menggunakan aplikasi WarpPLS edisi 6. Hasil penelitian ini menunjukan bahwa penilaian etis iklan kontroversial berpengaruh pada niat beli. Secara empiris, penelitian ini menambah kajian penelitian terkait iklan kontroversial, khususnya pada konteks di Indonesia dimana masih terdapat hasil yang beragam pada topik penelitian tersebut.


Allam, Y. (2013). “Impact of the Rise of Political Islam on TV Controversial Advertising”. The American University in Cairo.

Allen, M.W., Gupta, R. & Monnier, A. (2008), “The interactive effect of cultural symbols and human values on taste evaluation”, Journal of Consumer Research, Vol. 35 No. 2, pp. 294-308.

Arya Krisna Pramudya, Achmad Sudiro & Sunaryo Sunaryo. (2018). “The role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online”. Jurnal Aplikasi Manajemen, Vol 16, No 2

Bakar, A., Lee, R. & Rungie, C. (2013). “The effect of religious symbols in product packaging on Muslim consumer responses”, Australasian Marketing Journal, Vol. 21 No. 3, pp. 198-204.

Balmer, J., Fukukawa, K., & Gray, E. (2007). “The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics”. Journal of Business Ethics, 76(1), 7-15

Beltramini, R.F. (2006). “Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs”. Journal of Business Ethics. Volume 63, Issue 4, pp 333–343.

Berger, W. (2001). Advertising today. London & New York: Phaidon Press.

Bhattacharya, C., & Sen, S. (2003). “Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies”. Journal of Marketing, 67(2), 76-88

Bodo B. Schlegelmilch & Irene Pollach. (2005). “The Perils and Opportunities of Communicating Corporate Ethics”, Journal of Marketing Management, 21:3-4, 267-290

Brown, Mark & Bhadury, Roop & Pope, Nigel. (2010). “The Impact of Comedic Violence on Viral Advertising Effectiveness”. Journal of Advertising. 39. 10.

Chin, W. W., & Newsted, P. R. (1999). “Structural equation modeling analysis with small samples using partial least squares”. In R. H. Hoyle (Ed.), Statistical strategies for small sample research (pp. 307-341). Thousand Oaks: CA: Sage Publications.

Colliander, J. & Dahlén, M. (2011), “Following the fashionable friend: the power of social media”, Journal of Advertising Research, Vol. 51 No. 1, pp. 313-320.

Fereidouni, H. (2008). “Cultural Attitude Towards Print Media Advertising Of Controversial Products Among Female Consumers In Penang”. University Sains Malaysia. As cited in Abdul, Norsiah & Sabrina’s article (2016)

Fombrun, C.J. (1996). “Reputation: Realizing Value from the Corporate Image”. Harvard Business School Press, Harvard.

Frankfort-Nachmias, C., Nachmias, D., & Nachmias, D. (1992). “Research methods in the social sciences”. New York: St. Martin's Press.

Georgios Tsimonis & Sergios Dimitriadis. (2014). "Brand strategies in social media", Marketing Intelligence & Planning, Vol. 32 Issue: 3, pp.328-344

Hair, Joseph F., William C. Black, Barry J. Babin, & Rolph E, Anderson. (2010), “Multivariate Data Analysis”. (7th ed.)., Englewood Cliffs, NJ: Prentice Hall.

Heath, C., Bell, C., & Sternberg, E. (2001). “Emotional selection in memes: The case of urban legends”. Journal of Personality and Social Psychology, 81(6), 1028-1041.

Hyejoon Rim & Doori Song. (2013). “The Ability of Corporate Blog Communication to Enhance CSR Effectiveness: The Role of Prior Company Reputation and Blog Responsiveness”, International Journal of Strategic Communication, 7:3, 165-185.

Jagger, S. (2011). “Ethical sensitivity: A foundation for moral judgement”. Journal of Business Ethics Education, 8, 13–30.

Joe Phua & Jihoon (Jay) Kim. (2018). “Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands”. Telematics and Informatics, Volume 35, Issue 5, Pages 1524-1533.

Liu, J.H., North, M., & Li C. (2017). “Relationship building through reputation and tribalism on companies’ Facebook pages: A uses and gratification approach”. Internet Research, Vo. 27., No. 5:1149-1169.

Madni, A., R., Hamid N., A., & Rashid S., M. (2016).” Influence of Controversial Advertisement on Consumer Behavior”. The Journal of Commerce Vol.8, No.1&2 pp.14-24

Mohsen Akbari, Mohammad Hasan Gholizadeh, & Masoomeh Zomorrodi. (2018). "Islamic symbols in food packaging and purchase intention of Muslim consumers", Journal of Islamic Marketing, Vol. 9 Issue: 1, pp.117-131.

Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2016). “Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention”. Current Issues in Tourism, 1-30.

Paul A. Pavlou & David Gefen. (2004), “Building Effective Online Marketplaces with Institution-Based Trust”, Information Systems Research Vol. 15, No. 1, pp. 37–59

Paul C.S.Wu, Gary Yeong-YuhYeh & Chieh-RuHsiao. (2011). “The effect of store image and service quality on brand image and purchase intention for private label brands”. Australasian Marketing Journal (AMJ), Volume 19, Issue 1, Pages 30-39

Peters, Sara & Leshner, Glenn. (2013). “Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players' Processing of Brands Embedded in Advergames”. Journal of Advertising. 42. 10.1080/00913367.2013.774584.

Prendergast, G., & Hwa, H. C. (2003). “An Asian perspective of offensive advertising on the Web”. International Journal of Advertising, 22, 393–411.

Reidenbach, R., & Robin, D. (1990). “Toward the development of a multidimensional scale for improving evaluations of business ethics”. Journal of Business Ethics, 9(8), 639–653

Ruane, L. and Wallace, E. (2015), “Brand tribalism and self-expressive brands: social influences and brand outcomes”, Journal of Product & Brand Management, Vol. 24 No. 4, pp. 333-348.

Saadellaoui, I. (2018). “Ethical Judgment and Humorous Advertising”. Psychol Behav Sci Int J 9(1).

Saxton, W. O. (1998), “Quantitative comparison of images and transforms”. Journal of Microscopy, 190: 52-60.

Shafer, W.E., Fukukawa, K. & Lee, G.M. (2007). “Values and the Perceived Importance of Ethics and Social Responsibility: The U.S. versus China”. Journal of Business Ethics, 70: 265.

Sholihin, Mahfud dan Ratmono, Dwi. (2013). “Analisis SEM-PLS dengan WrapPLS 3.0 Untuk Hubungan Nonlinear dalam Penelitian Sosial dan Bisnis”. Yogyakarta: Penerbit ANDI.

Sun Joo (Grace) Ahn, Joe Phua & Yan Shan. (2017). “Self-endorsing in digital advertisements”. Journal Computers in Human Behavior, Volume 71 Issue C, Pages 110-121.

Sunde, J. K. (2014). “Attitudes and purchase intentions toward electric cars?: What types of advertising appeal and message are most effective?”. Norwegian School of Economics.

Tony Meenaghan, (1995). "The role of advertising in brand image development", Journal of Product & Brand Management, Vol. 4 Issue: 4, pp.23-34

Veloutsou, C. and Moutinho, L. (2009), “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, Vol. 62 No. 3, pp. 314-322.

Waller, D. S. (2005). “A Proposed Response Model for Controversial Advertising”. Journal of Promotion Management.

Wujin Chu , Beomjoon Choi & Mee Ryoung Song. (2005). “The Role of On-line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention”, International Journal of Electronic Commerce, 9:3, 115-127.

Yoon, Yeosun; Gürhan?canli, Zeynep ; Schwarz, Norbert. (2006). "The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations." Journal of Consumer Psychology, 16(4): 377-390.