THE IMPACT OF COPYWRITING AND FACEBOOK ADS CONTENT DESIGN ON INDONESIAN PURCHASE INTENTIONS

Abstract

The study explores the impact of copywriting and content design in Facebook Ads on consumer purchasing intention in Indonesia. Employing a Facebook Ads A/B test, this research observes audience response to ads, focusing on copywriting and content design elements. Despite significant link clicks, findings indicate that variations in ads with complex copywriting and content design or those lacking such elements do not significantly influence purchasing intention. Moreover, challenges in the purchasing phase, such as product mismatch, suboptimal user experience, and absence of incentives, also impact consumer decisions. In conclusion, campaign effectiveness relies not solely on click quantity, but on factors encompassing product relevance, user comfort, trust, and purchase incentives.