Essraningtiyas, Maharani (2017) Iklan Online Di Media Sosial: Risiko Dan Kepercayaan Pengguna Terhadap Iklan Online Di Line@ Dengan Metode Structural Equation Modelling (SEM) Studi Kasus: Line@ Berrybenka. Sarjana thesis, Universitas Brawijaya.
Abstract
Iklan online merupakan media yang digunakan oleh organisasi ataupun perorangan untuk mengenalkan produk ataupun layanan kepada masyarakat melalui media internet. Penelitian ini membahas mengenai dampak positif dan negatif iklan online. Model yang digunakan adalah TAM (Technology Acceptance Model) digabungkan dengan variabel trust dan perceived risk menggunakan metode Structural Equation Modelling (SEM) pada studi kasus Line@ dengan data sampel sebanyak 229. Hasil menunjukkan bahwa niat pengguna untuk bertransaksi online tidak ditentukan oleh manfaat dari iklan online serta kemudahan dalam menggunakan sistem tetapi karena mereka menerima dan mengembangkan sikap positif terhadap iklan online. Selain itu niat pengguna untuk bertransaksi online juga dipengaruhi oleh perceived risk karena selain mempertimbangkan dampak positif, pengguna juga mempertimbangkan dampak negatif iklan online sebelum melakukan transaksi di line@.
English Abstract
Online advertising is a media used by organizations or individuals to introduce products or services to the public on the internet. This study discusses the positive and negative impacts of online advertising. The model used is TAM (Technology Acceptance Model) combined with trust and perceived risk and analyzed by Structural Equation Modeling (SEM) in Line@ as a case study with 229 sample data. The results shows that user intention to transact online is not determined by the usefulness of online advertising as well as the ease of use of the system but because they accept and develop a positive attitude towards online advertising. In addition, the intention of users to transact online is also influenced by perceived risk because a part from considering the positive impact, users also consider the negative impact of online advertising before doing transactions on Line@.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2017/504/051707826 |
| Uncontrolled Keywords: | Iklan Online, Line, Technology Acceptance Model, Perceived Risk, Trust, Structural Equation Modelling |
| Subjects: | 000 Computer science, information and general works > 006 Special computer methods > 006.7 Multimedia systems |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 04 Sep 2017 07:43 |
| Last Modified: | 01 Oct 2020 04:44 |
| URI: | http://repository.ub.ac.id/id/eprint/2047 |
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