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"Seiring dengan munculnya globalisasi, internet menjadi kebutuhan bagi masyarakat di seluruh dunia. Perkembangan internet tersebut, menjadi sarana yang ideal bagi para pebisnis untuk mempromosikan dirinya dan perangkat atau produknya. Salah satunya dengan menggunakan online banner ads. Akan tetapi terdapat suatu kecenderungan internet surfer tidak melihat online banner ads sehingga perlu dikaji efektivitasnya. Efektivitas suatu iklan dapat diukur dengan memory-based yang berasal dari besarnya atensi internet surfer pada online banner ads. Terdapat berbagai faktor yang mempengaruhi atensi surfer terhadap suatu online banner ads. Penelitian ini membahas dua faktor diantaranya, yaitu warna dan posisi dengan menggunakan Eye Tracking. Hasil penelitian ini meyatakan bahwa faktor warna tidak memiliki pengaruh yang signifikan terhadap atensi responden terhadap online banner ads sedangkan faktor posisi memiliki pengaruh yang signifikan. Oleh karena agar online banner ads memliki efektivitas yang baik, hal yang perlu diperhatikan adalah posisi online banner.

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Along with the emergence of globalization, internet becomes a precious need for people around the world. The development of internet becomes an opportunity for business men to promote their business and product. One of the advertising formats that they use is online banner ads. However there is an opinion that said the internet surfers don't see online banner ads, thus its efectiveness should be evaluate. There are a lot of factor that affect the internet surfer's attention to online banner ads.

This research examines 2 of them which are color and position using Eye Tracking method. Result of research shows that color has no significant effect to respondent's attention. However position has significant effect. Because of that, in order to make high efectiveness of online banner ads, the thing to note is the position of online banner ads."

"Penelitian ini bertujuan untuk mengetahui apakah dimensi respon kognitif,yang terdiri dari product/message thought, source-oriented thought, dan adexecution thought, memiliki pengaruh terhadap purchase intention denganattitude toward ads, frequency of clicking ads, dan ads recall sebagai variabelmediasi. Penelitian ini hanya mengukur keefektivitasan iklan internet berjenisbanner ads secara umum di Indonesia. Sampel penelitian ini adalah penggunainternet berkewarganegaraan Indonesia yang berusia di atas 18 tahun, sejumlah167 orang. Pengolahan data dilakukan menggunakan metode Structural EquationModelling (SEM) dengan software LISREL 8.70.Sebagian besar hipotesis pada penelitian ini terbukti sesuai denganpenelitian sebelumnya bahwa keefektivitasan internet advertising ditunjukkan danadanya keinginan pembelian (purchase intention) dan didukung oleh sikappengguna internet terhadap iklan (attitude toward ads) dan frekuensi mengklikiklan (frequency of clicking ads). Sebaliknya, hasil analisis menunjukkan bahwabeberapa hubungan tidak terbukti signifikan adalah product/message thoughtdengan frequency of clicking ads, source-oriented thought dengan attitude towardads, serta ads recall dengan purchase intention. Dari hasil pengolahan data padapenelitian ini juga terlihat hubungan antara product/message thought denganattitude toward ads, ad execution thought dengan frequency of clickingads,frequency of clicking ads dengan ads recall, dan attitude toward ads denganpurchase intention memiliki hubungan positif yang paling kuat di antarahubungan antar variabel laten yang setara lainnya.

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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."