Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi
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...
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Departemen Manajemen FEB Universitas Airlangga
2020
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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 |
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id-langga.1138482022-03-01T01:06:06Z https://repository.unair.ac.id/113848/ Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi Mentari Septynaputri Widodo, - Masmira Kurniawati, - H Social Sciences HF Commerce HF5410-5417.5 Marketing. Distribution of products 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. Departemen Manajemen FEB Universitas Airlangga 2020 Article PeerReviewed text id https://repository.unair.ac.id/113848/1/Masmira_Artikel401_Pengaruh%20Ad%20Relevance.pdf text id https://repository.unair.ac.id/113848/2/Masmira_Peer%20Review401.pdf Mentari Septynaputri Widodo, - and Masmira Kurniawati, - (2020) Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi. Jurnal Manajemen Teori dan Terapan, 13 (2). pp. 178-197. ISSN 1979-3650, eISSN: 2548-2149; https://e-journal.unair.ac.id/JMTT/article/view/14483 http://dx.doi.org/10.20473/jmtt.v13i2.14483 |
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H Social Sciences HF Commerce HF5410-5417.5 Marketing. Distribution of products Mentari Septynaputri Widodo, - Masmira Kurniawati, - Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
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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. |
format |
Article PeerReviewed |
author |
Mentari Septynaputri Widodo, - Masmira Kurniawati, - |
author_facet |
Mentari Septynaputri Widodo, - Masmira Kurniawati, - |
author_sort |
Mentari Septynaputri Widodo, - |
title |
Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
title_short |
Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
title_full |
Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
title_fullStr |
Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
title_full_unstemmed |
Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi |
title_sort |
pengaruh ad relevance, ad saliance, ad engagement, perceived goal impediment terhadap advertising avoidance dengan motivasi sebagai variabel moderasi |
publisher |
Departemen Manajemen FEB Universitas Airlangga |
publishDate |
2020 |
url |
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 |
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