6 ABSTRACT The purpose of this research is to analyse the influence of e-advertising on con- sumers. The case study was conducted on culinary product by performing litera- ture study method and questionnaires. Purposive sampling technique was used with two criteria namely age and location of residence. The questionnaires was distributed among 100 respondents with age ranging from 18 to 24 years old and resided in Bandung. The results show that advertisement in social media or e- advertisements is effective to influence consumers, this is indicated by most of re- spondents stated that they know the product from social media, not only conven- tional media. In addition, the coverage of e-advertisement exposure is very exten- sive. This is also supported by the fact that young adults tend to use social media and other online platforms to find information regarding product. This research contribute recommendation to integrate online means in their advertisement meth- od. Keywords: e-advertising, product sales, social media advertising, culinary prod- uct. Received: 22 June 2020 ; Accepted: 18 May 2021 ; Publish: December 2021 How to Cite: Luckyardi, S, et.al. (2021). Analysis of e-Advertising Influence Case Study on Culi- nary Product. Journal of Business and Behavioural Entrepreneurship, 5(2), 6-12. https://doi.org/10.21009/JOBBE.005.2.02. Analysis of e-Advertising Influence Case Study on Culinary Product S Luckyardi Departemen Manajemen, Universitas Komputer Indonesia C N Albar Departemen Sastra Inggris, Universitas Komputer Indonesia N N Supriatna Departemen Akuntansi, Universitas Komputer Indonesia Email: timkonferensi4@gmail.com https://doi.org/10.21009/JOBBE.004.2.01 7 INTRODUCTION Alalwan (2017) stated that people are aware that social media influences their lives. Customers easily engage in interactions using social media such as Facebook, Instagram, Twitter, etc. Duffet said that advertising on social media could be a solution for companies that wanted to increase their sales value. By advertising, companies can achieve marketing goals. Advertising makes potential customers more familiar with the company's products and motivate the consumers to buy products (Duffett, 2015). The popularity of social media is growing rapidly as a new advertising platform, which allows users to meet and interact with brands. On the other hand, online market has a significant increase due to the growing number of online users aged 18 to 35. The re- sults reveal that brand awareness has an impact on users' attitudes towards social me- dia advertising, which then influenced their behavioural responses to social media ad- vertising and interest in buying luxury goods (Chu, et al., 2013). Marketing science stated that social media has become an important platform that is closely related to the product marketing (Lund, 2019). In this term, entrepreneurship that emphasizes busi- ness activities on technology is coined as Technopreneurship (Soegoto, 2014). Social media is useful for knowing about competitors' movements and analyzing communication trends that are exchanged within the scope of individual consumers. It is making it easier for companies to develop solutions according to their target custom- ers and prospects (Liu, et al., 2019). In addition, the use of advertising on social media becomes an important thing that must be done in marketing luxury branded products. This is because consumers who have an understanding of a brand have a high interest in advertising on social media and will act according to the information they get. In addition, previous studies have shown that people who understand brands will feel anxious about people's views of them if they do not use goods with these luxury brands (Chaudhry, et al., 2019). The use of advertisements on Facebook pages and other social media show that global brands are updating their information daily. In addition, the company use social media to ask satisfaction ratings from consumers or share testimonial of their experi- ence when using the products. This method is called electronic Word of Mouth (e- WOM). e-WOM is done to maintain a good relationship with consumers (Quesenberry, et al., 2019). Electronic Word of Mouth (e-WOM) is define as the dis- semination of information on a product in the form of recommendations distributed by one consumer to another consumer that can be trusted more than the company directly promotes the product. Although some of the consumers do not have many contacts to forward the message, this method should simplify the advertisers when trying to reach other consumers who are easily affected (Reichstein & Brusch, 2001). In addition, on social media, Display ads are the most preferred advertisement for marketers. It is de- fined as graphic advertisements on websites appearing next to the content of web pag- es, instant messaging applications, e-mail messages, and other forms of communica- tion on a website (Davis & Cameau, 2020). However, analysis of e –advertising, speci- fied on culinary product is still rare to be found. Therefore, this research is important to be performed. The purpose of this research is to analyse the increase in product sales using social media advertising. The research was conducted using literature study methods and questionnaires. Luckyardi, S, et.al. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 6-12 Analysis of e-Advertising Influence Case Study on Culinary Product. https://doi.org/10.21009/JOBBE.005.2.02 https://doi.org/10.21009/JOBBE.004.2.01 8 RESEARCH METHODS The method used in this research is mix method by distributing questionnaires using Google Form. Other than that, we also used literature review to support research data analysis. We took the case study on culinary product. Purposive sampling tech- nique was used with two criteria namely age and location of residence. It was distribut- ed among 100 respondents with age ranging from 18 to 24 years old and resided in Bandung, the respondents are decided using Slovin Formula. Young adults are chosen as the respondent because culinary businesses tend to focus their products for young adults. RESULTS AND DISCUSSIONS In this statement, the respondents may check more than one option. The results of the questionnaire show that 95 respondents are exposed to culinary advertisement through social media and other media such as pamphlet/brochure, video streaming platform, television and billboard. Meanwhile, 5 respondents know culinary product information not from social media. The results is in line with the previous study con- ducted by Saravanakumar, M., & SuganthaLakshmi, T. (2012). They stated that com- panies can create a communication channel with its customers through social media. In addition it is easier tools to market their products, build brand equity, and improve consumer loyalty. Social media is a two-way channel which allows to response con- sumers faster. In the other hands, it requires effort and care to manage two way chan- nel communication tools. The results of the research shown in Figure 1 also in accord- ance with the statement of Oktaviani, F., & Rustandi, D. (2018) stated that the concept of digital marketing is to take advantage of a wide area of media, where the media will provide infographics about various products marketed by companies, especially the emphasis on the brand of a product or service. Figure 1. Source of Information Source: Research data questionnaires Figure 2 shown that, 64 respondents (64%) stated that they are often exposed to culinary e-advertisement, while 33 respondents (33%) stated that they are occasionally exposed to the ads, and 3 respondents (3%) stated that they are rarely exposed to food advertisement. The results is supported by previous research of Andini, N. P., & Su- Luckyardi, S, et.al. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 6-12 Analysis of e-Advertising Influence Case Study on Culinary Product. https://doi.org/10.21009/JOBBE.005.2.02 https://doi.org/10.21009/JOBBE.004.2.01 9 haryono, S. (2014) stated that information on social media allows marketing to spread in a short time (wide reach), without promotional efforts and large costs. Figure 2. Advertisement Exposure Frequency and Effectivity Source: Research data questionnaires Figure 3 shown that text in culinary advertisement is an important aspect in adver- tisement. The answer of 59 respondents have proven it. The textual element in the ad- vertisement clarify the figure in the advertisement with product information including offers, shop location, or persuasion attempt. 39 respondents (39%) stated that both vis- ual and textual aspects in advertisement are important (See Figure 3). According to this, customers tend to read the additional information other than figures/pictures in the advertising text. However, some consumers just do not pay attention to the textual ele- ment including the redundancy and the length of the words. This is in line with the re- sults of previous study, which show that literal speech acts in fast food advertisements on television have various communicative functions. Textual elements can attract con- sumers by providing offers by involving various expressions of feelings and infor- mation about menus offered via text (Prasetya, R. A. 2017). In addition young people is a generation that has great curiosity. They tend to believe what they seeing and they analyze purchasing decision from textual and visual advertisement. Textual element in the advertisement has a strong relation with the copywriting theory. According to advertising expert, Frank Jefkins, the definition of copywriting is a written work in the form of an advertising essay and is made as attractive and crea- tive as possible. Person who make copywriting or creative writing is called a copywrit- er. Usually, copywriters make creative ideas by processing words in the form of inter- esting, impressive, easy to understand and persuasive writing (Agustrijanto, 2001). Luckyardi, S, et.al. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 6-12 Analysis of e-Advertising Influence Case Study on Culinary Product. https://doi.org/10.21009/JOBBE.005.2.02 https://doi.org/10.21009/JOBBE.004.2.01 10 Figure 3. The most Important Aspect in Food Ads Source: Research data questionnaires Figure 4. Source of Advertisement Exposure Source: Research data questionnaires From Figure 4, we can find out that 31% of respondents were exposed by the adver- tisement in social media. By using advertisements, online businessmen or respondents can reach more targeted potential customers so they can increase sales of their prod- ucts. This results is in accordance with the previous research conducted by Owen, R., & Humphrey, P. (2009) who stated that online marketing communications creates in- teractions between producers and consumers rather than one direction from a produc- ers to masses of consumers. It is enable producers to broadcast information to con- sumers in extensive area. Luckyardi, S, et.al. (2021). Journal of Business and Behavioural Entrepreneurship, 5(2), 6-12 Analysis of e-Advertising Influence Case Study on Culinary Product. https://doi.org/10.21009/JOBBE.005.2.02 https://doi.org/10.21009/JOBBE.004.2.01 11 CONCLUSION From the results of the research above, it can be concluded that e-advertising is very effective in influencing consumers. It can be seen from the terms of source infor- mation which indicated that social media has a very broad impact on information ex- posure toward consumer. In addition, advertisement exposure frequency and source of advertisement exposure indicated the similar results. 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