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Pengaruh cognitive responses dalam internet advertising terhadap purchase intention : studi efektivitas banner ADS di Indonesia = Effect of cognitive responses to the internet advertising on purchase intention : study effectiveness of banner ADS in Indonesia

Fathimah Zahra R.; M. Gunawan Alif, supervisor; Adi Zakaria Afiff, examiner; Harryadin Mahardika, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013)

 Abstrak

Penelitian ini bertujuan untuk mengetahui apakah dimensi respon kognitif,
yang terdiri dari product/message thought, source-oriented thought, dan ad
execution thought, memiliki pengaruh terhadap purchase intention dengan
attitude toward ads, frequency of clicking ads, dan ads recall sebagai variabel
mediasi. Penelitian ini hanya mengukur keefektivitasan iklan internet berjenis
banner ads secara umum di Indonesia. Sampel penelitian ini adalah pengguna
internet berkewarganegaraan Indonesia yang berusia di atas 18 tahun, sejumlah
167 orang. Pengolahan data dilakukan menggunakan metode Structural Equation
Modelling (SEM) dengan software LISREL 8.70.
Sebagian besar hipotesis pada penelitian ini terbukti sesuai dengan
penelitian sebelumnya bahwa keefektivitasan internet advertising ditunjukkan dan
adanya keinginan pembelian (purchase intention) dan didukung oleh sikap
pengguna internet terhadap iklan (attitude toward ads) dan frekuensi mengklik
iklan (frequency of clicking ads). Sebaliknya, hasil analisis menunjukkan bahwa
beberapa hubungan tidak terbukti signifikan adalah product/message thought
dengan frequency of clicking ads, source-oriented thought dengan attitude toward
ads, serta ads recall dengan purchase intention. Dari hasil pengolahan data pada
penelitian ini juga terlihat hubungan antara product/message thought dengan
attitude toward ads, ad execution thought dengan frequency of clicking
ads,frequency of clicking ads dengan ads recall, dan attitude toward ads dengan
purchase intention memiliki hubungan positif yang paling kuat di antara
hubungan antar variabel laten yang setara lainnya.

This study aims to determine whether the cognitive response’s dimensions,
which consists of the product / message thought, source-oriented thought, and ad
execution thought, having an influence on purchase intention by attitude toward
ads, frequency of clicking ads, and ads recall as mediating variables. This study
only measures the effectiveness of internet advertising in general manifold banner
ads in Indonesia. The sample was an Indonesian internet users over the age of 18
years, a number of 167 respondents. Data processing was performed using
Structural Equation Modeling (SEM) with LISREL 8.70 software.
Most of the hypotheses in this study are proved in accordance with previous
studies that demonstrated the effectiveness of internet advertising and intent to
purchase (purchase intention) and supported by internet users’ attitudes towards
advertising and frequency of clicking ads. In contrast, the analysis shows that
some significant effects were not proven which are product / message thought to
the frequency of clicking ads, source-oriented thought to the attitude toward ads,
and ads recall to purchase intention. From the data processing in this study, also
can be seen that effect between product / message thought to attitude toward ads,
ad-execution thought to frequency of clicking ads, frequency of clicking ads to
ads recall, and attitude toward ads to purchase intention which had the strongest
positive effects among latent variables.

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T-pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xix, 122 pages : illustration + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T-pdf 15-23-08642288 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20350017
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