Analisis Hubungan Antara Karakteristik Iklan Online, Sikap Konsumen, Flow, dan Minat Membeli

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PDF (Bahasa Indonesia)
Published Jan 8, 2020
DOI https://doi.org/10.21632/kbi.2.1.69-86

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Maria Jessica Christie
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta
Amelia Regina Pamuji
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta
Handyanto Widjojo
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya
Krishnamurti Murniadi
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta

Abstract

Perkembangan Internet di Indonesia yang pesat mendorong munculnya perilaku masyarakat yang instan dan serba digital. Fenomena ini menyebabkan semakin maraknya media periklanan digital di Indonesia serta banyaknya iklan digital yang terpapar kepada konsumen. Penelitian ini bertujuan mengetahui hubungan antara karakteristik iklan (informativeness, entertainment, dan credibility), sikap konsumen dan minat membeli terhadap iklan online yang muncul pada platform Youtube, dan mengetahui faktor yang paling mempengaruhi minat membeli antara attitudes toward online advertising, subjective norm dan flow. Structural Equation Modelling digunakan sebagai metode pengolahan data.  Penelitian ini melibatkan 181 responden pria dan wanita pengguna Youtube usia 19 - 34 tahun yang berdomisili di Jabodetabek dan belum pernah melihat iklan Coca-Cola Brotherly Love. Hasil penelitian menunjukkan bahwa entertainment, informativeness dan credibility mempengaruhi consumer attitude toward online advertising secara signifikan, demikian juga consumer attitude toward online advertising mempengaruhi purchase intention secara positif dan signifikan. Implikasi manajerial dari penelitian ini ialah untuk dapat meningkatkan purchase intention konsumen terhadap suatu produk melalui media iklan, maka penting untuk memastikan bahwa konsumen memiliki sikap yang positif terhadap iklan yang didapatkan melalui komponen karakter iklan online yaitu entertainment, informativeness dan credibility.

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How to Cite
CHRISTIE, Maria Jessica et al. Analisis Hubungan Antara Karakteristik Iklan Online, Sikap Konsumen, Flow, dan Minat Membeli. Kajian Branding Indonesia, [S.l.], v. 2, n. 1, p. 69-86, jan. 2020. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/362>. Date accessed: 21 nov. 2024. doi: https://doi.org/10.21632/kbi.2.1.69-86.
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Issue
Vol 2 No 1 (2020): Kajian Branding Indonesia
Section
Articles
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