Determinasi Minat Beli Melalui Integrasi Konsistensi Pesan dan Sikap Konsumen: Penerapan Elaboration Likelihood Model pada Iklan Animasi Digital
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Penelitian ini bertujuan untuk menganalisis determinan minat beli (purchase intention) pada iklan animasi digital dengan mengintegrasikan elemen visual dan informasional. Studi ini secara spesifik menguji peran mediasi dari konsistensi pesan (consistency) dan sikap konsumen (attitude) dalam menjembatani persepsi audiens dengan keputusan pembelian. Kerangka teoritis penelitian ini didasarkan pada The Elaboration Likelihood Model (ELM) of Persuasion. Model dikembangkan untuk menguji pengaruh variabel jalur periferal yaitu daya tarik fisik (physical attractiveness), kepercayaan (trustworthiness), keunikan (uniqueness), dan kehadiran diri (self-presence) serta variabel jalur sentral yaitu keinformatifan (informativeness), terhadap pembentukan konsistensi dan sikap konsumen. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan pengumpulan data melalui survei kuesioner daring menggunakan teknik purposive sampling, menargetkan 200 responden berusia 18-44 tahun yang merupakan pengguna aktif media sosial dan pernah terpapar iklan animasi produk FMCG. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS-SEM). Dari 12 hipotesis yang diuji, 10 hipotesis diterima dan 2 hipotesis ditolak. Attitude terbukti sebagai mediator paling dominan (? = 0,420) terhadap purchase intention, sementara Perceived Informativeness merupakan prediktor terkuat pembentukan attitude (? = 0,249). Consistency juga terbukti berpengaruh signifikan terhadap purchase intention (? = 0,320) dengan Perceived Trustworthiness sebagai prediktor utamanya.
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