PENGARUH EFEKTIVITAS RETARGETED ADS DAN PERILAKU KONSUMEN TERHADAP PENINGKATAN CONVERSION RATE DIMODERASI DENGAN DEMOGRAFI: STUDI EMPIRIS PADA KAMPANYE DIGITAL LOVES SEMPRONG

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh retargeted ads dan perilaku konsumen terhadap conversion rate, dengan demografi sebagai variabel moderasi. Studi dilakukan pada kampanye digital merek lokal Loves Semprong yang telah menggunakan pendekatan pemasaran digital berbasis behavioral targeting. Pendekatan kuantitatif digunakan dengan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM). Data dikumpulkan dari 386 responden yang terpapar iklan digital Loves Semprong dan diolah menggunakan perangkat lunak SmartPLS. Hasil menunjukkan bahwa baik retargeted ads maupun perilaku konsumen memiliki pengaruh signifikan terhadap peningkatan conversion rate, namun pengaruh moderasi demografi tidak signifikan. Temuan ini menegaskan pentingnya pendekatan segmentasi berbasis perilaku dalam optimalisasi strategi pemasaran digital, serta menantang efektivitas pendekatan segmentasi demografis tradisional.

This study aims to analyze the effect of retargeted ads and consumer behavior on conversion rate, with demographics as a moderating variable. The research was conducted on the digital campaign of the local brand Loves Semprong, which has implemented behavioral targeting- based marketing strategies. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 386 respondents exposed to Loves Semprong digital advertisements and processed using SmartPLS software. The results show that both retargeted ads and consumer behavior significantly affect conversion rate, while demographics do not significantly moderate the relationship. These findings highlight the strategic value of behavior-based segmentation and challenge the utility of traditional demographic segmentation in digital marketing contexts.