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Abstrak :
Studi ini memberikan pemahaman komprehensif tentang periklanan online UKM adopsi sebelum dan selama Pandemi Covid-19. Di antara sampel homogen bertujuan UKM di Belanda, kami menemukan bahwa sebelum pandemi, UKM masih perlu ditingkatkan tentang pengetahuan tentang manfaat potensial dari periklanan online. Manfaat, bagaimanapun, miliki menjadi lebih jelas bagi UKM di tengah pandemi. Kami menunjukkan UKM dengan manajer yang tinggi kesadaran dan periklanan online yang intens dalam lanskap kompetitif dan konsumen mereka perilaku lebih cenderung mengadopsi periklanan online; namun, UKM dengan teknologi rendah, manusia, dan sumber daya keuangan cenderung tidak melakukannya. Kami juga menemukan situs web perusahaan, social media, dan iklan video online sebagai alat periklanan online paling efektif untuk UKM. Untuk Sepengetahuan penulis terbaik, makalah ini adalah yang pertama memberikan kontribusi untuk menangkap efek Covid-19 Pandemi pada iklan online UKM di Belanda. ......This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands in the NetherlandsThis study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands.This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands.

This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands.

Abstrak :
ABSTRAK
Promosi pada produk digunakan untuk memberikan informasi, mempengaruhi, membujuk, dan meningkatkan perhatian konsumen. Promosi yang dilakukan secara online merupakan tantangan tersendiri bagi pengiklan. Media iklan pada internet mendorong berkembangnya jenis iklan yang ditawarkan. Salah satu perkembangan jenis iklan online merupakan Owned Media, dimana Owned Media merupakan media iklan yang dimiliki perusahaan untuk mengoptimalkan promosi perusahaan itu sendiri. Klasifikasi Owned Media ini yang dimanfaatkan oleh Spotify Indonesia. Sebagai aplikasi streaming musik bermodelkan freemium, dimana konsumen bisa mendapatkan layanan akses penuh tanpa dikenai biaya, namun konsumen akan mendapatkan iklan sebagai pengganti biaya subscription. Iklan tersebut digunakan Spotify untuk mempromosikan keuntungan Spotify Premium agar konsumen mendapatkan kognisi, sikap, juga perilaku konsumen, sejalan dengan hierarchial response theory hingga konsumen dapat menentukan keputusan ingin berpindah dari layanan gratis ke layanan berbayar. Hasilnya, iklan Owned Media Spotify tersebut cenderung tidak disukai konsumen dan berpengaruh terhadap kognisi, sikap, nilai yang dirasakan, dan juga intensi pembelian. Kata kunci: Periklanan Online, Owned Media, Freemium, Intensi Pembelian.

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ABSTRACT
Promotion in product is used to giving the information, influence, persuading, and increasing the awareness of the consumer. The online promotion is challenging for the advertiser. Advertising media based on internet motivates the development of advertisement type itself. One of the development in online type advertising is Owned Media, which is the company owned advertising media and used for optimizing the company rsquo s promotion itself. This classification of online advertising media was executed by Spotify Indonesia. As a music streaming application with a freemium business model, where the consumer does not have to pay subscription cost to get the full access, but consumer is obtained an advertising material which can interrupted their service as a substitution for a subscription cost. This advertising section used by Spotify Indonesia for promoting their Premium Access. Consumer can get the information about the benefits and features which is cognitive process, attitude, behavior, similar to Hierarchial Response Model so they can decide whether they want to pay the premium version or stay in free service. The result, Owned Media advertising is lead to be dislike by consumer and its impacted with cognitive system, attitude, intention to pay, also the perceived value.

Abstrak :
Dari sekian banyak cara untuk membangun brand image di dunia maya, penempatan iklan online pada suatu website telah menjadi suatu cara yang paling jitu dan paling banyak digunakan oleh para pengiklan. Meskipun penggunaannya telah sangat sering dan meluas, belum diketahui dengan jelas bahaya dan kerugian yang diakibatkan terhadap website yang menjadi host suatu iklan, khususnya dari sudut pandang pengakses situs yang dapat mempengaruhi sikap mereka atas website tersebut. Penelitian ini berusaha untuk menelaah isu tersebut dengan mengkaji lebih dalam pada aspek kongruitas iklan online terhadap sikap kinsmen. Penelitian ini menggunakan pendekatan kuantitatif dengan penggunaan regresi sederhana sebagai metode analisisnya. Data primer dikumpulkan melalui metode survey terhadap 100 responden dengan menggunakan pendekatan purposive sampling. Hasil dari penelitian ini mengindikasikan bahwa, meskipun terdapat pengaruh kongruitas iklan online terhadap sikap konsumen, pengaruh yang ditimbulkan sangatlah sedikit atau dengan kata lain tidak begitu signifikan. ......Of the many approaches to build a brand image on the internet, the placement of online advertising on the website has become one of the best way to enhance it. While the usage of online advertisement has been high and widespread, it is unclear whether the placement will cause harm or disadvantage for it's host website, especially from the way of visitor look at it in the way it could resulted in the change of their attitude towards the host website. This study addresses this issue by investigating the impact of online advertising placement and it?s congruity with the host website towards consumer attitude. This research used quantitative approach. As for the research analysis, simple regressions method was used. The primary data were collected through survey method with purposive sampling method using questionnaire given to 100 respondents. The result of this research indicate that online advertising congruity has such an insignificant impact towards consumer attitude. In addition of that, online advertising congruity indeed has some effect towards consumer attitude.

Abstrak :
Dalam perkembangan web, monetisasi adalah kemampuan untuk mendapatkan keuntungan dari website. Perkembangan teknologi yang pesat telah menghasilkan beragam cara untuk memonetisasi Hak Cipta. Salah satu aspek terpenting Hak Cipta adalah Hak Ekonomi, yang mana adalah hak eksklusif Pencipta atau Pemegang Hak Cipta untuk menerima keuntungan ekonomi dari Ciptaan mereka. Jikalau ada pihak yang ingin menggunakan Hak Ekonomi tersebut, maka mereka haruslah membayarkan royalti terhadap Pencipta atau Pemilik Hak yang bersangkutan. Karena Internet telah memberikan metode distribusi Ciptaan yang mudah dan murah, peran perantara Internet menjadi sangat signifikan. Salah satu perantara internet yang paling populer adalah Youtube. Youtube memungkinkan penggunanya untuk memperoleh uang melalui iklan online via Google Adsense. Seperti karya audiovisual lainnya, video yang diupload ke Youtube dilindungi Hak Cipta. Sebagai perantara Internet, Youtube tidak bebas dari masalah Hak Cipta di Internet. Sifat Internet membuat sulit untuk pemilik Hak Cipta untuk mengetahui secara pasti saat Ciptaan mereka dimonetisasi oleh orang lain tanpa izin atau imbalan yang layak. Tanpa teknologi yang memadai yang akan memungkinkan Pemegang Hak untuk mengidentifikasi secara akurat, penggunaan Ciptaan mereka, Internet akan selalu rentan terhadap pelanggaran Hak Cipta. Karena itu, untuk memastikan Hak Ekonomi Pencipta dan Pemegang Hak terlindungi, Pemerintah harus melaksanakan pengawasan terhadap perantara internet. ......In web development, monetization refers to the ability to generate revenue from a website. Rapid technological advancements have resulted in multiple ways in which Copyright can be monetized. One of the most important aspect of Copyright is Economic Rights, which is the exclusive right of the Creator or Copyright holder to obtain economic benefit of their works. Should anyone wish to utilize said Economic Rights, they must pay royalty to the respective Creator or Rightsholder. As the Internet have enabled easy and low cost distribution of works, the role of internet intermediaries becomes very significant. One of the most popular internet intermediary is Youtube. Youtube allows its users to make money from their videos through advertising revenue via Google AdSense. Just like other audiovisual works, videos uploaded to Youtube is subject to Copyright. By virtue of being an internet intermediary, Youtube is not free from the issues of Copyright on the Internet. The nature of the Internet makes it difficult for Copyright owners to know precisely when their works are being monetized by other people without proper authorisation and remuneration. Without the adequate technology that would enable rightsholder to accurately identify the use of their works, the Internet will always be a place that is susceptible to Copyright infringement. Therefore, to make sure that the Economic rights of Creators or rightsholders are protected, the government must conduct oversight towards internet intermediaries.