Examining the Influence of Knowledge, Social Influence, Trust and Behaviour Factors on Digital Advertisement Based on Information Security Model

In this digital age where internet users in Indonesia are experiencing growth in internet users from year to year starting from the introduction of the internet where there are more than 75% of Indonesia's population already using the internet, and one of the most frequently used is social media where users can even reach tens of millions to hundreds of millions and one important aspect of these social media tools is digital advertising where it is also their main income. Previous research reported on digital advertising is one of the biggest frauds. This is why this research explores the information security model's influence on the interest in using digital advertising. The principal goal of this research is to explore the variables of knowledge, social influence, trust, and behavior on confidentiality, integrity, and availability (the information security model) on intention to use digital advertising. This quantitative research obtained 151 respondent data and was processed using the SmartPLS application. From the results of the study, it was found that out of a total of 15 hypotheses tested 6 have a significant effect. The result of this research hopefully can be useful for readers and sellers that use or plan to use digital advertising and also as a theoretical development.