Application of the Tam Model on Instagram Ads

Arop Ria Saulina Panjaitan; Janny Rowena; Tessa Handra

doi:10.34306/itsdi.v6i2.685

Authors

Arop Ria Saulina Panjaitan Universitas Esa Unggul https://orcid.org/0000-0003-0633-854X
Janny Rowena Universitas Bunda Mulia
Tessa Handra Universitas Multimedia Nusantara https://orcid.org/0009-0004-5375-708X

DOI:

https://doi.org/10.34306/itsdi.v6i2.685

Keywords:

Technology Acceptance Model, Instagram Ads, Perceived Ease of Use, Perceived Usefulness, Trustworthiness

Abstract

Indonesia fashion industry is rapidly growing, driven by high household consumption and widespread social media use. Instagram Ads, a popular tool for digital marketing, provides targeted advertising features. However, limited research explores user perceptions influencing its adoption, particularly in the fashion sector. This study investigates factors affecting the intention to use Instagram Ads by applying constructs from the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), including perceived ease of use, perceived usefulness, trustworthiness, and attitudes toward Instagram Ads. A quantitative approach was used with Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from Instagram Ads users in the fashion industry, testing nine hypotheses to assess relationships between key variables. The results indicate that perceived ease of use positively influences perceived usefulness (H1), trustworthiness (H2), and attitudes toward Instagram Ads (H3). Perceived usefulness impacts trustworthiness (H4), attitudes (H5), and intention to use Instagram Ads (H6). While trustworthiness affects attitudes (H7), it does not directly influence intention to use Instagram Ads (H8). Attitudes significantly determine intention to use Instagram Ads (H9). This study extends previous research by highlighting the role of ease of use and perceived usefulness in shaping user attitudes and trust. The findings offer practical implications for businesses looking to optimize digital marketing strategies and theoretical contributions by integrating TAM and TPB in a social media advertising context.

Downloads

Download data is not yet available.

References

H. Nugroho and F. Lestari, “Effect of digital engagement on consumer trust in social media advertising,” Journal of Digital Commerce, vol. 7, no. 1, pp. 45–58, 2024.

D. Hernandez, L. Pasha, D. A. Yusuf, R. Nurfaizi, and D. Julianingsih, “The role of artificial intelligence in sustainable agriculture and waste management: Towards a green future,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 150–157, 2024.

R. Pradipta and B. Wicaksono, “Consumer behavior analysis in social media marketing: A tam perspective,” Journal of Business and Marketing Research, vol. 5, no. 2, pp. 99–112, 2021.

A. Pambudi, O. Wilson, and J. Zanubiya, “Exploring the synergy of global markets and digital innovation in business growth using smartpls,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 1, pp. 106–113, 2024.

M. Hidayat and R. Fauziah, “The role of perceived credibility in enhancing trust in instagram ads,” Journal of Digital Branding, vol. 9, no. 1, pp. 65–80, 2023.

F. Alfiana, N. Khofifah, T. Ramadhan, N. Septiani, W. Wahyuningsih, N. N. Azizah, and N. Ramadhona, “Apply the search engine optimization (seo) method to determine website ranking on search engines,” International Journal of Cyber and IT Service Management, vol. 3, no. 1, pp. 65–73, 2023.

Y. Maulana and R. Kusnadi, “Factors influencing consumer attitude toward instagram advertising,” Journal of Digital Marketing Science, vol. 5, no. 1, pp. 78–90, 2021.

S. Andhella, H. Djajadikerta, and M. Y. Marjuka, “Technopreneurship in pro-environmental behavior for sustainable carbon emission reduction in central kalimantan,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 2, pp. 254–269, 2024.

I. Setyawan and S. Hardjono, “Consumer behavior in digital advertising: A study on social media engagement,” International Journal of Digital Advertising Research, vol. 7, no. 1, pp. 120–135, 2024.

T. Firmanda and D. Lestari, “Trust and its influence on social media advertising effectiveness,” Journal of Consumer Behavior, vol. 4, no. 1, pp. 65–80, 2020.

M. Johansen and H. Abdullah, “Perceived usefulness and consumer trust in digital marketing strategies,” International Journal of Digital Marketing, vol. 9, no. 1, pp. 78–92, 2024.

J. Siswanto, V. A. Goeltom, I. N. Hikam, E. A. Lisangan, and A. Fitriani, “Market trend analysis and data based decision making in increasing business competitiveness,” Sundara Advanced Research on Artificial Intelligence, vol. 1, no. 1, pp. 1–8, 2025.

A. Santoso and F. Wijaya, “Social media advertising: Analyzing the impact of trust and brand loyalty,” Digital Business Review, vol. 8, no. 2, pp. 110–125, 2023.

R. Fauzan and P. Handayani, “The role of perceived trust in enhancing digital marketing effectiveness,” Journal of Consumer Insights, vol. 5, no. 2, pp. 95–110, 2021.

H. Rinaldi and T. Prasetyo, “Engagement in social media advertising: A study on instagram users,” Journal of Interactive Marketing, vol. 4, no. 1, pp. 30–45, 2020.

V. Agarwal, M. Lohani, A. S. Bist, L. Rahardja, M. Hardini, and G. Mustika, “Deep cnn–real esrgan: An innovative framework for lung disease prediction,” in 2022 IEEE Creative Communication and Innovative Technology (ICCIT). IEEE, 2022, pp. 1–6.

D. Kusuma and P. Adi, “The impact of perceived usefulness and trust on digital purchase intentions,” E-Business and Digital Marketing Journal, vol. 8, no. 2, pp. 132–148, 2023.

L. Sanbella, I. Van Versie, and S. Audiah, “Online marketing strategy optimization to increase sales and e-commerce development: An integrated approach in the digital age,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 1, pp. 54–66, 2024.

J. Jones, E. Harris, Y. Febriansah, A. Adiwijaya, and I. N. Hikam, “Ai for sustainable development: Applications in natural resource management, agriculture, and waste management,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 143–149, 2024.

I. K. Mertayasa, U. Rahardja, M. Hardini, and E. P. Harahap, “Interior design alphabet incubator 3.0 based on planner 5d,” Technomedia Journal, vol. 8, no. 1 Juni, pp. 82–108, 2023.

K. Aditya and N. Suryani, “The impact of perceived ease of use on online advertising engagement,” Journal of Digital Marketing Research, vol. 7, no. 1, pp. 102–118, 2023.

R. Aprianto, R. Haris, A. Williams, H. Agustian, and N. Aptwell, “Social influence on ai-driven air quality monitoring adoption: Smartpls analysis,” Sundara Advanced Research on Artificial Intelligence, vol. 1, no. 1, pp. 28–36, 2025.

I. Maria et al., “Unlocking success: Human resource management for startupreneur,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 1, pp. 89–97, 2024.

P. Das, D. C. Dobhal, A. S. Bist, F. P. Oganda, I. S. Fadli, H. Nusantoro et al., “A review on feature selection approaches and few prominent research gaps for image classification,” 2022 IEEE Creative Communication and Innovative Technology (ICCIT), pp. 1–7, 2022.

S. Putri and F. Wahyu, “Digital advertising and consumer response: A study of instagram ads,” Marketing Research Journal, vol. 8, no. 1, pp. 45–60, 2022.

A. Rizky and W. Santoso, “Effect of online engagement on purchase decisions in social media advertising,” Journal of Online Marketing, vol. 6, no. 2, pp. 98–112, 2023.

D. Apriani, R. Afrijaldi, N. Auliya, and A. A. Darmawan, “Operating system and server integration for business effectiveness,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 5, no. 2, pp. 91–99, 2024.

A. Firmansyah and T. Nugrahini, “Trust as a mediator between perceived ease of use and consumer adoption of social media ads,” Social Media and Digital Business Review, vol. 4, no. 1, pp. 25–40, 2020.

K. Widjaja and L. Sari, “Digital marketing strategies and their impact on consumer trust in online advertising,” Journal of Digital Economy, vol. 6, no. 2, pp. 88–102, 2022.

B. Hendra and R. Suhartono, “Effectiveness of instagram ads in driving consumer purchase intention,” Advertising and Consumer Studies Journal, vol. 5, no. 2, pp. 88–102, 2021.

L. Rahmadani and M. Syafrizal, “Consumer trust and social media ads: The role of engagement and perceived usefulness,” Journal of Marketing Strategies, vol. 10, no. 1, pp. 55–70, 2024.