PENGARUH DIGITAL ADVERTISING DAN BRAND RECALL TERHADAP MINAT BELI PADA PRODUK SMARTPHONE DI INDONESIA

Abstract

Using a methodical literature review approach, this study investigates the impact of digital advertising and brand recall on Indonesian consumers' purchase intentions for smartphone devices. This study summarises findings from ten peer-reviewed journals published within the last ten years, drawing on theoretical underpinnings from Kotler & Keller (2016) on digital marketing and purchase intention, Aaker (1991) on brand recall, and on digital advertising dimensions. Three main conclusions are identified by the review. First, four aspects of digital advertising perceived attitude towards advertising, amusement, informativeness, and credibility have a positive impact on purchase intention. Second, five markers of brand recall ease of recall, speed of recall, memory strength, top-of-mind awareness, and brand familiarity significantly influence purchase intention. Third, both factors have an impact on purchase intention at the same time, especially for Gen Z customers who frequently utilise social media sites like TikTok. Three repeats is the ideal frequency of advertising exposure; skippable advertisements are better at increasing brand recall, while non-skippable advertisements are better at increasing brand salience. For cognitive processing, ad design that combines text, graphics, and price information works well. This study advances knowledge of how digital advertising and brand recall influence customer behaviour in Indonesia's fiercely competitive smartphone market