Faktor-faktor yang Mempengaruhi Sikap Konsumen Terhadap Iklan Video Online YouTube Di Indonesia

Santoso, David Mulya and Margaretha, Silvia and Indarini, Indarini (2019) Faktor-faktor yang Mempengaruhi Sikap Konsumen Terhadap Iklan Video Online YouTube Di Indonesia. In: SENIMA 4, October 5, 2019 – October 6, 2019, Jurusan Manajemen-Fakultas Ekonomi Universitas Negeri Surabaya.

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Abstract

This reaserch aims to analyze how consumer attitudes on social media, especially YouTube and the factor consumer’s attitudes towards online video advertisement on YouTube. This type of research is basic research with causal purposes and uses a quantitative research approach. This study also uses a purposive sampling approach which is a sampling technique based on the purpose of getting a sample of people who have met the criteria that have been set. The analysis in this study is SEM (Structural Equation Modeling), which data processing uses the help of SPSS version 18.0 software and Graphics version 22.0 which is used for testing Measurement Models and Structural Models. The results of this study suggest that advertisements on YouTube can develop existing ads about information from a product or service advertised with the aim of consumers better understanding the information conveyed through the ads they watch and consumers focusing on advertisements that are watched so that it is profitable for YouTube because consumers will provide good attitude and behavior to YouTube

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	YouTube, Consumer attitudes, Theory of reasonal action, Flow theory, Online video advertisement
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Indarini 3127
Date Deposited:	04 Jun 2024 09:33
Last Modified:	04 Jun 2024 09:33
URI:	http://repository.ubaya.ac.id/id/eprint/46480

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