Artikel Ilmiah : C1K009015 a.n. SRI PRASASTI AYUNG SARI
| NIM | C1K009015 |
|---|---|
| Namamhs | SRI PRASASTI AYUNG SARI |
| Judul Artikel | FACTORS AFFECTING ATTITUDE TOWARD ADVERTISING ON SOCIAL MEDIA (Perception of Young Consumer in Purwokerto) |
| Abstrak (Bhs. Indonesia) | Tujuan dari penelitian ini adalah untuk menganalisis efek entertainment, informativeness, irritation, serta credibility terhadap advertising value dan attitude toward advertising on social media, untuk menganalisis efek dari advertising value, emotional feelings, serta advertisement content terhadap attitude toward advertising on social media. Pada akhirnya akan menganalisis pengaruh attitude toward advertising on social media pada purchase intention. Penelitian ini menggunakan metode survei. Populasi dari penelitian ini adalah pengguna media sosial di Purwokerto. Penelitian ini menggunakan 230 responden. Teknik sampling yang digunakan adalah convenience sampling. Teknik analisis data yang digunakan adalah Structural Equaltion Modelling (SEM). Mengacu pada hasil analisis SEM, dapat disimpulkan bahwa entertainment, informativeness, serta credibility berpengaruh positif terhadap advertising value dan attitude toward advertising sementara irritation berpengaruh negatif; advertising value, emotional feelings serta advertisement content berpengaruh positif terhadap attitude toward advertising dan attitude toward advertising berpengaruh positif terhadap purchase intention. |
| Abtrak (Bhs. Inggris) | The purposes of research were to analyze the effects of entertainment, informativeness, irritation, as well as credibility on advertising value and attitude toward advertising on social media, to analyze the effects of advertising value, emotional feelings, as well as advertisement content on attitude toward advertising on social media. In the end, to analyze the effects of attitude toward advertising on purchase intention. Type of this research was a survey method. Population of this research was user of social media in Purwokerto. This research used 230 respondents. Sampling technique used was convenience sampling. The technique of data analysis used was Structural Equaltion Modelling (SEM) analysis. Refers to the result of SEM analysis, it can be concluded that entertainment, informativeness, as well as credibility have positive effect on advertising value and attitude toward advertising while irritation has negative effect; advertising value, emotional feelings as well as advertisement content have positive effect on attitude toward advertising and so attitude toward advertising has positive effect on purchase intention. |
| Kata kunci | Entertainment, informativeness, irritation, credibility, advertising value, emotional feelings, advertisement content, attitude toward advertising, purchase intention. |
| Pembimbing 1 | Prof. Dr. H. Agus Suroso, M.S |
| Pembimbing 2 | Weni Novandari, S.E., M.M |
| Pembimbing 3 | Dr. Suliyanto, S.E., M.M |
| Tahun | 2014 |
| Jumlah Halaman | 21 |
| Tgl. Entri | 2014-11-16 15:44:21.021545 |