What does it feel like to be in a crowded train when your eyes are unintentionally drawn to the glittering lights and colors of an advertisement screen?

In the rapidly evolving digital era, Digital-Out-of-Home (DOOH) advertising has transformed how brands communicate with consumers in public spaces. This study examines the influence of DOOH advertising on the KRL Commuterline on the information behavior and purchasing decisions of students at Universitas Indonesia, focusing on informativeness, entertainment, engagement, and targeting. Using a quantitative method, data was collected from 387 respondents through an online survey.

The results show that entertainment and relevant information significantly increase consumer attention and engagement, while precise targeting enhances perceived advertisement value. Attractive visual design and tailored content are crucial for optimizing these effects. These findings emphasize the importance of integrating interactive technology and targeted content into DOOH advertising campaigns. This study offers insights for designing effective DOOH advertisements that capture attention and provoke action.

This research broadens our understanding of DOOH advertising's potential in public transportation and provides guidance for future marketing strategies. Detailed insights into the methodology and data analysis procedures are provided to enhance transparency and reproducibility. Comparing these results with previous studies offers a broader context for understanding the impact of DOOH advertising on consumer behavior.

Authors:
Azlya Nada Andira, University of Indonesia, Indonesia
Rahmi Rahmi, University of Indonesia, Indonesia
Taufik Asmiyanto, University of Indonesia, Indonesia
Fuad Gani, University of Indonesia, Indonesia

About the Presenter(s)
Rahmi, an Assistant Professor at Universitas Indonesia, specializes in human-centered information behavior. She holds a Ph.D. from the University of Tsukuba and leads KSKI. Rahmi also heads Synergy & University Rankings at UI.

Connect on Linkedin
https://www.linkedin.com/in/phiwa-gumede-za

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