Pengaruh Advertising Value Iklan Skintific di Instagram terhadap Purchase Intention Generasi Z di Indonesia melalui Attitude Toward Advertising sebagai Mediasi

The development of the use of social media as a marketing medium causes consumers to be exposed to digital advertising more often, so that the perceived value of an advertisement is important in shaping consumer responses. This study aims to analyze the influence of advertising value on Skintific Ads on Instagram on the purchase intention of Generation Z in Indonesia with attitude toward advertising as a mediating variable. This study uses the Theory of Advertising value proposed by Ducoffe (1995), which explains that advertising value is formed through informativeness, entertainment, and irritation. The research uses a quantitative approach with a survey method. Primary data was obtained through an online questionnaire with a four-point Likert scale to 136 Generation Z respondents aged 18–28 years who had an Instagram account and had seen Skintific Ads on Instagram. The sampling technique used purposive sampling, while the data analysis was carried out using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 3. The results of the study show that advertising value has a positive and significant effect on attitude toward advertising and purchase intention. Attitude toward advertising also has a positive and significant effect on purchase intention, and partially mediates the influence of advertising value on purchase intention.