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.
This study aims to determine whether the cognitive response’s dimensions,which consists of the product / message thought, source-oriented thought, and adexecution thought, having an influence on purchase intention by attitude towardads, frequency of clicking ads, and ads recall as mediating variables. This studyonly measures the effectiveness of internet advertising in general manifold bannerads in Indonesia. The sample was an Indonesian internet users over the age of 18years, a number of 167 respondents. Data processing was performed usingStructural Equation Modeling (SEM) with LISREL 8.70 software.Most of the hypotheses in this study are proved in accordance with previousstudies that demonstrated the effectiveness of internet advertising and intent topurchase (purchase intention) and supported by internet users’ attitudes towardsadvertising and frequency of clicking ads. In contrast, the analysis shows thatsome significant effects were not proven which are product / message thought tothe 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, alsocan be seen that effect between product / message thought to attitude toward ads,ad-execution thought to frequency of clicking ads, frequency of clicking ads toads recall, and attitude toward ads to purchase intention which had the strongestpositive effects among latent variables. |
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