The Influence of Algorithm-Based Advertising on Social Media on Millennial Consumer Behavior

Ade  Apriansyah; Muji  Gunarto; Sulaiman  Helmi

doi:10.55927/ajma.v4i1.13394

Authors

Ade Apriansyah Bina Darma University
Muji Gunarto Bina Darma University
Sulaiman Helmi Bina Darma University

DOI:

https://doi.org/10.55927/ajma.v4i1.13394

Keywords:

Algorithm-Based Advertising, Social Media, Millennial Consumer Behavior, Ad Relevance, Display Frequency

Abstract

This study aims to analyze the influence of algorithm-based advertising on social media on millennial consumer behavior. Algorithm-based advertising uses consumer behavior data to present relevant content, so it has great potential to influence purchase decisions. This research was conducted with a quantitative approach through a survey of millennial respondents who actively use social media. The results showed that the relevance of ads, display frequency, and trust in social media platforms had a significant relationship with consumer behavior. Recommendations are given for the optimization of algorithm-based marketing strategies.

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