Factors affecting consumers attitudes towards a brand that uses digital advertising

Abstract

This research focus is to analyze digital consumers millennial in Indonesia attitude toward a brand that uses digital advertising in Indonesia or a brand attitude. This research proposes three antecedent’s variable that are entertainment, personalization, and trust to the digital influencer. The analysis was based on online questionnaires with 430 data respondents. Data in this research was analyzed using SEM Lisrel. The analysis result indicates that a brand attitude has a positive and significant effect on purchase intention, entertainment doesn't have an impact on a brand attitude, while trust to digital influencer and personalization have an impact on a brand attitude, and trust to digital influencer doesn’t have an impact on purchase intention.