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

• Main Authors: Mentari Septynaputri Widodo, -, Masmira Kurniawati, -
• Format: Article PeerReviewed
• Language: Indonesian; Indonesian
• Published: Departemen Manajemen FEB Universitas Airlangga 2020
• Subjects: H Social Sciences; HF Commerce; HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://repository.unair.ac.id/113848/1/Masmira_Artikel401_Pengaruh%20Ad%20Relevance.pdf; https://repository.unair.ac.id/113848/2/Masmira_Peer%20Review401.pdf; https://repository.unair.ac.id/113848/; https://e-journal.unair.ac.id/JMTT/article/view/14483; http://dx.doi.org/10.20473/jmtt.v13i2.14483
• Institution: Universitas Airlangga

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...