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Faktor-faktor yang mempengaruhi ad avoidance pada personalized advertising studi pada mobile advertising berbasis sms di Indonesia = Factors that influence of ad avoidance on personalized advertising case study sms based mobile advertising in Indonesia / Tsulits Anna Mushlihatuns

Tsulits Anna Mushlihatuns; Bambang Wiharto, supervisor; Adi Zakaria Affif, examiner; Rizal Edy Halim (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

ABSTRAK
Perkembangan dan inovasi tehnologi dalam memproses informasi
memungkinkan pengiklan atau pemasar dapat merubah strategi kampanye
pemasaran yang mereka lakukan dari bentuk iklan massal secara tradisional
kedalam bentuk iklan personal untuk mengirimkan pesan iklan kepada konsumen
secara individual. Tetapi karena iklan personal dapat menginvasi konsumen
sampai kepada wilayah paling pribadi, konsumen cenderung beranggapan bahwa
informasi personal yang mereka miliki dapat saja disalahgunakan sehingga
konsumen cenderung merasa terganggu dan tidak percaya dengan berbagai
informasi persuasif dari pengiklan dan cenderung akan menghindari paparan
iklan-iklan tersebut.
Penelitian ini bertujuan untuk menganalisis faktor-faktor potensial yang
dapat mempengaruhi terjadinya perilaku atau sikap menghindari iklan personal
menggunakan pendekatan Psychological Reactane Theory dalam kontek mobiles
advertising berbasis SMS (spam) di Indonesia. Penelitian menggunakan metode
dekriptif dengan single cross sectional design, dan hasil uji analisis model
menggunakan analisis Structural Equation Model (SEM).
Berdasarkan hasil penelitian, diketahui bahwa konstruk Ad Skeptiscm
berpengaruh positif dan signifikan terhadap ad avoidance, sedangkan Perceived
Personalization terbukti mengurangi pengaruh negatif iklan personal terhadap ad
skepticsm, selain itu Perceived Privacy Concern, Ad Intrusiveness juga
berpengaruh positif terhadap ad avoidance, sementara itu Frequency of Ad
Exposure secara signifikan memoderasi hubungan antara Ad Intrusiveness dan Ad
Avoidance. Sedangkan konstruk yang tidak terbukti memiliki hubungan positif
adalah Perceived Personalization dan Ad Irritation terhadap Ad Avoidance.

ABSTRACT
The advanced development of information-processing technology allows
advertiser to shift the focus of their effort from traditional mass advertising to
personalized advertising to deliver messages tailored to individual preferences. Since
personalized advertising could intrude into consumers private domains, consumers
tended to perceive their personal information as threatened, became annoyed and
distruful of persuasive efforts and therefore avoided such messages.
This study attempts to identify potential determinants of personalized
advertising avoidance also provide an integrated theoritical approach to resistance for
understanding the dynamics of consumer avoidance of personalized advertising. Of
these stand point of resistance the dominant view is the motivation to resist, as the
psychological reactane theory mentioned, in the context of mobiles advertising
media. One of the new style of mobiles advertising medium is via SMS (Short
Messages Service) to handled devices, especially on mobiles phones. SMS ads has
become technological buzzword in transmitting B2C messages to such wireless
devices as mobile phones. The study used descriptive research method with a single
cross sectional designs, and the proposed model is tested with Strcutural Equation
Model Analysis.
The findings indicate that construct of Ad Skepticsm, Perceived Privacy
Concern, Ad Intrusiveness, potentially influenced of an SMS advertising avoidance.
Percieved Personalization negatively influenced ad intrusiveness. However
Perceived Personalization and ad irritation of an SMS advertising that hyphotesized
to influence the ad avoidance were nor significant. While Frequency of ad Exposure
positively moderates the relationship between the perceived level of SMS ad
intrusiveness and ad avoidance.

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 Metadata

No. Panggil : T38600
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiii, 124 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T38600 15-23-06535889 TERSEDIA
Ulasan:
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