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Abstrak :
The rapid growth of Social Media user in Indonesia has created a better chance for to advertise a brand that was previously on a general internet platform, into social media platforms. Social network is basically a two-way communication media, however it is not suitable if advertisement on social media only used as a one-way promotion tools. In this study, researcher use Instagram as the social media, knowing advertising feature on this platform offers more feature for users to engage compare to other social media. The findings indicate that users attitude toward the advertisement, which influenced by Informativeness, Irritation and Entertainment influence positively on users attitude toward the brand and users engagement behaviour. A total of 195 respondents who ever found an advertisement, and currently active using Instagram participated to fill out an online questionnaire and the data analyzed using SEM (Structural Equation Modeling). ...... Pesatnya pertumbuhan pengguna Media Sosial di Indonesia telah menciptakan peluang yang lebih baik untuk mengiklankan merek yang sebelumnya di platform internet umum, ke platform media sosial. Jejaring sosial pada dasarnya adalah media komunikasi dua arah, sehingga tidak cocok jika iklan di media sosial hanya digunakan sebagai alat promosi satu arah. Dalam studi ini, peneliti menggunakan Instagram sebagai media sosial, mengetahui fitur iklan pada platform ini menawarkan lebih banyak fitur bagi pengguna untuk terlibat dibandingkan dengan media sosial lainnya. Temuan menunjukkan bahwa sikap pengguna terhadap iklan, yang dipengaruhi oleh Informativeness, Irritation, dan Entertainment berpengaruh positif terhadap sikap pengguna terhadap perilaku keterlibatan merek dan pengguna. Sebanyak 195 responden yang pernah menemukan iklan, dan saat ini aktif menggunakan Instagram berpartisipasi untuk mengisi kuesioner online dan data dianalisis menggunakan SEM (Structural Equation Modeling).

Abstrak :
ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh e-lifestyle terhadap internet advertising avoidance. Selain itu juga, penelitian ini dilakukan untuk melihat manakah dari tiga dimensi internet advertising avoidance yang paling dipengaruhi oleh masing-masing dimensi e-lifestyle. Sampel pada penelitian ini adalah pengguna internet dengan durasi mengakses internet rata-rata minimal 2 jam dalam sehari. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukan bahwa e-lifestyle memiliki pengaruh positif terhadap internet advertising avoidance secara parsial. Hal ini karena hanya empat dari tujuh dimensi e-lifestyle yang berpengaruh signifikan terhadap internet advertising avoidance. Sedangkan dimensi internet advertising avoidance (cognitive avoidance, affective avoidance, behavioral avoidance) yang paling dipengaruhi oleh masing-masing dimensi e-lifestyle menunjukan hasil yang bervariasi.

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ABSTRACT
This study aims to analyze the effect of e-lifestyle on internet advertising avoidance. In addition, this study was conducted to see which of the three dimensions of internet advertising avoidance is most affected by the each dimension of e-lifestyle. Data for this research were collected from internet users who access the Internet at least 2 hours in a day. The data were analyzed using Structural Equation Modelling (SEM) method. The result of this research shows that e-lifestyle has a partially significant effect on internet advertising avoidance. This is because only four of the seven dimensions of e-lifestyle showed a significant effect on internet advertising avoidance. As for which dimension of internet advertising avoidance (cognitive avoidance, affective avoidance, behavioral avoidance) is most affected by the each of the e-lifestyle dimensions, the results varied.

Abstrak :
When it comes to copy, what works in the brick - and mortar world does not necessarily grab Web consumers...and with new developments like social networks, blogs, and YouTube, the strategies that worked even a few years ago, are unlikely to grab people's attention today. Completely updated for the current online marketplace, "Web Copy That Sells" gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. Featuring updated strategies for communicating and selling in the continually evolving landscape of Web 2.0, the second edition unlocks the secret to turning today's online prospects into paying customers!

Abstrak :
With the rise of social networks, "Twitterized" attention spans, and new forms of video content, the techniques that worked in crafting attention-grabbing, clickable, and actionable online copy a few years ago are simply not as effective today. Thoroughly revised, the third edition of "Web Copy That Sells" gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. They will learn to: use psychological tactics that compel Web surfers to buy; create effective, highly-targeted Facebook ads; test copy to maximize response; write online marketing video scripts that sell; craft compelling copy for interactive advertising banners; produce high-converting video sales letters; and more. Proven and practical, "Web Copy That Sells" shows how to quickly turn lackluster sites into "perpetual money machines," streamline key messages down to irresistible "cyber bites"...and ensure that Web copy, e-mail, and marketing communications pack a fast, powerful-and sales generating-punch.

Abstrak :
Google is not only the search engine of choice for millions of users, it is an immensely powerful tool for savvy businesspeople who know how to use its advanced features. "Go Google" is a comprehensive guide to everything readers need to know about Google's myriad applications, including Google Apps, Google Docs and Spreadsheets, Google SMS, Google Base, and other services that will help businesses get organized - and get noticed. Complete with information on research tools like Google Local, Google News, and Google Alerts, this is the ultimate guide for businesses of every size.

Abstrak :
Pada era industri 4.0, Pemerintah mendorong Industri Mikro dan Kecil (IMK) Indonesia untuk onboarding dengan mentransformasikan aktivitas usaha offline ke aktivitas usaha online melalui internet. Internet merupakan salah satu faktor yang mempengaruhi kinerja IMK. Sayangnya, persentase penggunaan internet untuk aktivitas usaha pada Industri Mikro dan Kecil masih rendah. Pandemi Covid-19 tanpa disadari mempercepat proses digitalisasi IMK meskipun penjualan IMK menurun signifikan sebagai dampak dari Pembatasan Sosial Berskala Besar (PSBB). Penelitian ini bertujuan menganalisis bagaimana peran penggunaan internet untuk aktivitas usaha pada kinerja IMK. Data yang digunakan adalah data cross section Survei IMK Tahunan 2020 dengan. Hipotesis pada penelitian ini adalah peran penggunaan internet untuk aktivitas usaha berhubungan positif dengan kinerja usaha Industri Mikro dan Kecil di masa pandemi Covid-19. Penggunan internet diuraikan sebagai penggunaan internet untuk aktivitas iklan, aktivitas penjualan produk, aktivitas pembelian bahan baku, infomasi pengembangan usaha  dan aktivitas fintech lending. Kinerja IMK  diukur dengan omset IMK pada bulan terakhir produksi di tahun 2020. Metode analisis yang digunakan adalah Propensity Scores Matching (PSM). Metode ini digunakan bertujuan untuk mengurangi selection bias karena variabel treatment bersifat tidak acak.Hasil studi ini menyatakan bahwa penggunaan internet untuk aktivitas iklan, aktivitas penjualan produk, aktivitas pembelian bahan baku, infomasi pengembangan usaha dan aktivitas fintech lending berpengaruh positif dan signifikan terhadap omset usaha IMK di masa Pandemi Covid-19 ......In the industrial era 4.0, the Government encouraged Indonesian Micro and Small Industries (IMK) to onboard by transforming offline business activities to online business activities via the internet. The Internet is one of the factors that affect the performance of IMK. Unfortunately, the percentage of internet use for business activities in Micro and Small Industries is still low. The Covid-19 pandemic has unwittingly accelerated the process of digitizing IMK even though IMK sales have decreased significantly due to the Large-Scale Social Restrictions (PSBB). This study aims to analyze the role of internet use for business activities on IMK performance. The data used is cross-section data for the 2020 Annual IMK Survey. The hypothesis in this study is that the role of internet use for business activities is positively related to the performance of Micro and Small Industry businesses during the Covid-19 pandemic. Internet use is described as Internet use for advertising activities, product sales, raw material purchasing, business development information, and financial lending activities. IMK performance is measured by IMK turnover in the last month of production in 2020. The analytical method used is Propensity Scores Matching (PSM). This method reduces selection bias because the treatment variable is not random. The results of this study state that the use of the internet for advertising activities, product sales activities, raw material purchasing activities, business development information and fintech lending activities has a positive and significant effect on IMK business turnover during the Covid-19 Pandemic.

Abstrak :
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. ......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.

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.

Abstrak :
Format iklan video di internet yang sedang popular saat ini adalah pre-roll video advertising, yang marak digunakan melalui situs YouTube, dalam bentuk dapat dihindari maupun tidak. Format iklan ini dikategorikan sebagai iklan intrusif yang dapat menimbulkan kejengkelan khalayak. Penelitian ini bertujuan untuk memetakan pendapat dan sikap khayalak terhadap penggunaan pre-roll video adversiting yang dilakukan dengan menggunakan metode analisis isi pada tweet. Peneliti mengumpulkan 839 tweet yang mengandung kata kunci di periode satu bulan. Analisa isi menunjukkan hasil bahwa mayoritas pengguna membangun sikap negatif terhadap bentuk iklan ini. Kemudian, dilakukan wawancara mendalam yang menemukan adanya faktor-faktor seperti eksekusi, konten, dan interaksi dua arah yang dapat mengurangi rasa terganggu dan sikap menghindar. ...... One popular format of online video advertising is pre-roll video advertising which now recurrently used in YouTube site, both in skippable and non-skippable forms. This form of advertising can be categorized as intrusive and could cause irritation and advertising avoidance behavior. This research aims to portray consumers’ opinion toward the using of pre-roll video advertising by utilizing content analysis method in analyzing tweets. Researcher gathers 839 tweets that contains the keywords within one month period. The findings show that majority of digital users have negative attitudes toward pre-roll video advertising. Subsequently, the study utilizes in-depth interviews which finds several factors, including: execution, content, and interactivity that could reduce irritation and advertising avoidance.