ANALYZING THE IMPACT OF INTERNET ADVERTISING CONTENT DESIGN ON ONLINE PURCHASE INTENTIONS. CASE STUDY: TIKET.COM BANNER ADVERTISEMENT

Purpose: The objective of this paper is to analyze the visual cues used by Tiket.com's banner advertisement on the internet such as picture, colour, brightness, quality and size proportion against the website they advertised, on purchase intention within the framework of an integrated model. To support the goal of this research, eight hypotheses were developed. Methodology: The questionnaires were distributed through social media and obtained 456 respondents. Collected data were analyzed empirically under structural equation model (SEM)- Lisrel. Findings: The result of this research shows that there is a direct influence between Tiket.com banner advertisement on purchase intention, even though the value generated is much smaller when compared to indirect relationships through advertising attitude, attitude towards the brand, and internet advertising effect. Originality/value: The novelty of this paper resides in the analysis of Tiket.com banner advertisement, which displayed on Indonesian websites by identifying the influence of its visual design on purchase intention. Practical implications: The results of this study can help Tiket.com and other companies who wants to advertise through the internet to understand the impact of attitudes of internet users in Indonesia in seeing advertisements to purchase intention, and could improve their digital advertisement accordingly. Research limitations: The respondents of this study were Indonesian citizens. The use of respondents with different backgrounds, such as citizenship or culture, might help Tiket.com expanding their business and develop their digital advertising with broader consideration.