Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

Jurnal Manajemen Teori Dan Terapan

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Title Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi
 
Creator Widodo, Mentari Septynaputri
Kurniawati, Masmira
 
Subject advertising avoidance, ad relevance, ad salience, ad engagement, motivasi
 
Description The increase in internet users has made marketers move to online media. The existence of adertisements in online media has the potential to disturb consumers and cause them to avoid advertising. The purpose of this study is to find out the factors that marketers need to pay attention to in marketing their products so that the level of advertising avoidance is low. This study uses a quantitative survey, by distributing 200 questionnaires to Instagram users who have seen paid advertisements. This study uses SEM analysis techniques with the results showing that the level of ad relevance is one of the important things that must be considered by marketers, while the level of ad salience has no effect on advertising avoidance. The results also indicate the effect of ad relevance and ad salience towards advertising avoidance. The results of this study suggest that marketers need to pay attention to the level of relevance of advertisements with their users in making advertisements and also pay attention to the level of disruption of advertising by creating ads that do not interfere with someone's attention in conducting online activities.
 
Publisher Universitas Airlangga
 
Contributor
 
Date 2020-08-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://e-journal.unair.ac.id/JMTT/article/view/14483
10.20473/jmtt.v13i2.14483
 
Source Jurnal Manajemen Teori dan Terapan; Vol 13, No 2 (2020); 178-197
2548-2149
1979-3650
 
Language eng
 
Relation https://e-journal.unair.ac.id/JMTT/article/view/14483/pdf
 
Rights Copyright (c) 2020 Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management
 

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