Instagram Advertising Value as a Driver of Behavioral Intentions toward Healthy Food Products: The Mediating Role of Customer Experience and Healthy Eating Value

Dominic Wong; Juniarty Juniarty

doi:10.61132/anggaran.v4i1.2652

Authors

Dominic Wong Universitas Pelita Harapan
Juniarty Juniarty Universitas Pelita Harapan

DOI:

https://doi.org/10.61132/anggaran.v4i1.2652

Keywords:

Advertising Value, Behavioral Intentions, Customer Experience, Healthy-Eating Value, Instagram Advertising

Abstract

This study examines how social media advertising stimuli shape advertising value, customer experience, healthy-eating values, attitude, and behavioral intentions in Indonesia. Grounded in the Stimulus-Organism-Response framework, the model tests 13 hypotheses comprising 18 structural paths. A quantitative cross-sectional online survey collected data through purposive sampling from January to July 2026. Of 455 responses, 400 were analyzed using partial least squares structural equation modeling in SmartPLS 4. The findings support 15 of the 18 paths. Informativeness was the strongest determinant of advertising value, followed by incentives, entertainment, credibility, and perceived personalization, whereas irritation had a negative effect. Advertising value improved customer experience, which enhanced utilitarian and hedonic healthy-eating values, attitude, and consumption intention. Both healthy-eating values strengthened attitude, while attitude increased interaction and consumption intentions. However, customer experience did not predict purchase intention, attitude did not influence purchase intention, and consumption intention did not translate into purchase intention. The respondent profile helps explain this pattern: most participants were young, urban, frequent Instagram users, while promotions attracted the greatest attention and long or non-skippable advertisements created the most irritation. The low explained variance in purchase intention indicates that favorable advertising responses are insufficient to generate transactions. Price, affordability, product availability, trust, perceived risk, and behavioral control may be required to bridge this gap. The study extends advertising-value and S-O-R research by positioning customer experience as a mechanism connecting advertising evaluation with healthy-eating responses. Practically, healthy-food marketers should combine credible information and incentives with transparent prices, accessible purchasing channels, and low-friction conversion mechanisms.

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