Surjandy Surjandy
ABSTRACT
Smartphones have become a part of everyday life for all individuals or a person. The use of smartphones as a means of delivering advertisements for the industry has been implemented, making it easier to deliver products or services directly to customers. Submission of advertisements via smartphones makes it easier for potential customers to share information with other colleagues (Resharing information). On the other hand, the use of social media can also be done to spread false advertisements and the impact of false advertising will be detrimental to the customer, this is still happening to this day so that customers become objects who are always harmed in the end. Several previous studies have been completed, but generally the information quality factor is associated with misinformation, no research has been found on how the influence of Information Quality and Hedonism factors on Intention to Reshare Information. This quantitative study uses the Structural Equation Model-Partial Lease Square technique to explore the relationship between the Information Quality factor and the Hedonism factor on the intention to reshare information factor. The respondents used were 512 smartphone users who had received digital advertisements and had retransmitted the information obtained. The results of this study found that 1 hedonism factor (enjoyment) influenced the intention to reshare information and 2 information quality factors (completeness and reliability information factors) influenced the intention to reshare information. The results of this research are very useful for scientific development, especially for digital advertising and useful for the industry as advertising users.
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