ABSTRAK
Perkembangan dan inovasi tehnologi dalam memproses informasimemungkinkan pengiklan atau pemasar dapat merubah strategi kampanyepemasaran yang mereka lakukan dari bentuk iklan massal secara tradisionalkedalam bentuk iklan personal untuk mengirimkan pesan iklan kepada konsumensecara individual. Tetapi karena iklan personal dapat menginvasi konsumensampai kepada wilayah paling pribadi, konsumen cenderung beranggapan bahwainformasi personal yang mereka miliki dapat saja disalahgunakan sehinggakonsumen cenderung merasa terganggu dan tidak percaya dengan berbagaiinformasi persuasif dari pengiklan dan cenderung akan menghindari paparaniklan-iklan tersebut.Penelitian ini bertujuan untuk menganalisis faktor-faktor potensial yangdapat mempengaruhi terjadinya perilaku atau sikap menghindari iklan personalmenggunakan pendekatan Psychological Reactane Theory dalam kontek mobilesadvertising berbasis SMS (spam) di Indonesia. Penelitian menggunakan metodedekriptif dengan single cross sectional design, dan hasil uji analisis modelmenggunakan analisis Structural Equation Model (SEM).Berdasarkan hasil penelitian, diketahui bahwa konstruk Ad Skeptiscmberpengaruh positif dan signifikan terhadap ad avoidance, sedangkan PerceivedPersonalization terbukti mengurangi pengaruh negatif iklan personal terhadap adskepticsm, selain itu Perceived Privacy Concern, Ad Intrusiveness jugaberpengaruh positif terhadap ad avoidance, sementara itu Frequency of AdExposure secara signifikan memoderasi hubungan antara Ad Intrusiveness dan AdAvoidance. Sedangkan konstruk yang tidak terbukti memiliki hubungan positifadalah Perceived Personalization dan Ad Irritation terhadap Ad Avoidance.

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ABSTRACT
The advanced development of information-processing technology allowsadvertiser to shift the focus of their effort from traditional mass advertising topersonalized advertising to deliver messages tailored to individual preferences. Sincepersonalized advertising could intrude into consumers private domains, consumerstended to perceive their personal information as threatened, became annoyed anddistruful of persuasive efforts and therefore avoided such messages.This study attempts to identify potential determinants of personalizedadvertising avoidance also provide an integrated theoritical approach to resistance forunderstanding the dynamics of consumer avoidance of personalized advertising. Ofthese stand point of resistance the dominant view is the motivation to resist, as thepsychological reactane theory mentioned, in the context of mobiles advertisingmedia. One of the new style of mobiles advertising medium is via SMS (ShortMessages Service) to handled devices, especially on mobiles phones. SMS ads hasbecome technological buzzword in transmitting B2C messages to such wirelessdevices as mobile phones. The study used descriptive research method with a singlecross sectional designs, and the proposed model is tested with Strcutural EquationModel Analysis.The findings indicate that construct of Ad Skepticsm, Perceived PrivacyConcern, Ad Intrusiveness, potentially influenced of an SMS advertising avoidance.Percieved Personalization negatively influenced ad intrusiveness. HoweverPerceived Personalization and ad irritation of an SMS advertising that hyphotesizedto influence the ad avoidance were nor significant. While Frequency of ad Exposurepositively moderates the relationship between the perceived level of SMS adintrusiveness and ad avoidance.