Wulandari, Diah Ayu (2019) Pengaruh Karakteristik Konten Pesan terhadap Attitudes toward In-App Advertising (Studi pada Pengguna Aktif Aplikasi Instagram di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Chang dan Villegas (2008) berpendapat bahwa mobile phone memiliki potensi luar biasa untuk menayangkan iklan dengan sukses karena tingkat penetrasi yang tinggi. Pemasar iklan mobile yang cerdas sekarang menghadapi sejumlah besar peluang iklan untuk dipilih. Jauh dari format push-based advertising yang sudah banyak diteliti pada literatur yang ada, ada sedikit penelitian yang hanya berfokus pada pull-based advertising terutama in-app advertising. Oleh karena itu, penelitian ini berfokus pada in-app advertising dalam kategori media sosial, yaitu Instagram. Untuk memenuhi kepuasan atau melampaui harapan konsumen sebagai penerima iklan sehingga penerima dapat mengapresiasi pesan, hal ini memberi kesadaran bagi pemasar akan kekayaan potensial dari iklan melalui karakteristik konten pesan pada iklan (Hashim, Normalini, dan Sajali, 2018). Penelitian ini bertujuan untuk menguji pengaruh karakteristik konten pesan yaitu entertainment, informativeness, irritation, dan credibility pada attitudes toward in-app advertising. Berdasarkan pada model Ducoffe dan Mackenzie & Lutz, beberapa karakteristik konten pesan pada iklan mobile yakni entertainment (konten pesan dapat menghibur, menyenangkan, dan menarik), informativeness (informasi pada konten pesan relevan dan muncul tepat waktu, irritation (apabila konten pesan menjengkelkan dan sering mengganggu), dan credibility (konten pesan dapat dipercaya dan terpercaya) (Zabadi, Shura, dan Elsayed, 2012, hal. 81). Convenience sampling digunakan dalam penelitian ini, dengan total sampel 100 orang. Sampel terdiri dari pengguna Instagram yang telah melihat iklan melalui mobile application dan di antara kelompok usia 18-29 yang tinggal di Indonesia. Data kuantitatif dikumpulkan dengan survei menggunakan kuesioner tertutup yang terstruktur. Data dianalisis menggunakan model regresi berganda untuk menguji hipotesis yang diajukan. Hasil menunjukkan bahwa entertainment, informativeness, credibility memiliki dampak positif terhadap attitudes toward in-app advertising, maka dapat dikatakan jika entertainment, informativeness, credibility meningkat, maka attitudes toward in-app advertising juga meningkat. Irritation memiliki dampak negatif pada attitudes toward in-app advertising, maka dapat dikatakan jika irritation meningkat, maka attitudes toward in-app advertising akan menurun.
English Abstract
Chang and Villegas (2008) argue that mobile phone has tremendous potential for delivering advertisements successfully because of its high penetration rate. The discerning mobile advertising marketer now faces a plethora of advertising opportunities to choose from. Far removed from push-based advertising format that has been widely studied in the literature, there is little research that focused solely on the pull-based advertising, especially in-app advertising. Therefore, this research focused on in-app advertising in the social media category, Instagram. To meet the satisfaction or exceed the expectations of consumers as recipients of mobile advertising so that recipients can appreciate the message, this gives marketers awareness of the potential wealth of advertising through the characteristics of message content (Hashim, Normalini, and Sajali, 2018, p. 3). This study aimed to examining the effect of entertainment, informativeness, irritation, and credibility on attitudes toward in-app advertising. Based on the Ducoffe and Mackenzie & Lutz models, some of the characteristics of message content in mobile advertising are entertainment (message content can be entertaining, enjoyable, and interesting), informativeness (information on the message content is relevant and provide timely information), irritation (if the message content is irritating and often annoying ), and credibility (message content can be beliveable and trustworthy) (Zabadi, Shura, and Elsayed, 2012). Convenience sampling was used in this study, with total sample of 100 people. The sample consisted of Instagram users who have seen ads through mobile application and among 18-29 age group that live in Indonesia. Quantitative data were collected by survey using the structured closed-ended questionnaires. Data are analysed using multiple regression model to test the proposed hyphotesis. The results show that entertainment, informativeness, credibility have a positive impact on attitudes toward in-app advertising, so it can be said if entertainment, informativeness, credibility increases, then attitudes toward in-app advertising also increases. Irritation has a negative impact on attitudes toward in-app advertising, so it can be said that if irritation increases, attitudes toward in-app advertising will decrease.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/927/051910019 |
| Uncontrolled Keywords: | Karakteristik Konten Pesan, Attitudes toward In-App Advertising, Mobile app, Charasteristics of Message Content, Attitudes toward In-App Advertising, Mobile apps |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Nov 2020 15:01 |
| Last Modified: | 12 Nov 2020 15:01 |
| URI: | http://repository.ub.ac.id/id/eprint/175094 |
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