Rosalinda, Ressy Meydelani (2017) Pengaruh Online Advertising Via Online Behavioural Advertisisng (Oba) Mechanism Terhadap Sikap Dan Keputusan Pembelian Online (Survei Pada Mahasiswa Universitas Brawijaya Angkatan Tahun 2013 Yang Pernah Melihat Iklan Online Dan Pernah Berbelanja Online). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari variabel-variabel OBA yaitu (1) targeted visible ads, (2) advertisement characteristic, (3) “AdChoices”, (4) cookies, dan (5) customers segment profile terhadap sikap konsumen dan keputusan pembelian. Serta mengetahui dan menjelaskan pengaruh dari sikap konsumen mengenai OBA terhadap keputusan pembelian. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif. Variabel dalam penelitian ini merupakan targeted visible ads (X1), advertisement characteristic (X2), “AdChoices” (X3), cookies (X4), customers segment profile (X5), sikap konsumen (Z) dan keputusan pembelian (Y). Populasi pada penelitian ini adalah mahasiswa Universitas Brawijaya angkatan tahun 2013 yang pernah melihat iklan online dan pernah melakukan belanja online. Sampel dari penelitian ini adalah 116 orang responden dengan teknik pengambilan sampel purposive sampling dan metode pengumpulan data melalui kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path). Hasil analisis jalur (path analysis) menunjukkan bahwa variabel-variabel OBA berpengaruh signifikan terhadap sikap konsumen dan keputusan pembelian, serta sikap konsumen mengenai OBA berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan hasil penelitian ini sebaiknya pengiklan memberikan edukasi yang lebih mengenai OBA dan mekanisme OBA kepada konsumen agar dapat menciptakan sikap yang positif yang dapat meningkatkan impuls keputusan pembelian.
English Abstract
This research is intended to know and explain the influence of OBA variables which are (1) targeted advertisement, (2) advertisement characteristics, (3) "AdChoices", (4) cookies, and (5) customer segment profile toward consumer attitudes and purchasing decisions And to know and explain the influence of consumer attitudes of OBA toward purchasing decisions. The type of this research is explanatory research with quantitative approach. The variables in this study are targeted visible ads (X1), advertisement characteristics (X2), "AdChoices" (X3), cookies (X4), customer segment profiles (X5), consumer attitudes (Z) and purchasing decisions (Y). Population in this research is student of Universitas Brawijaya class of 2013 who have seen online advertisement and have done shopping online. The sample of this research is 116 respondents with purposive sampling sampling technique and data collection method through questionnaire. Data analysis used in this research is descriptive analysis and path analysis. Path analysis results show that OBA variables have significant influence toward consumer attitudes and purchasing decisions, as well as consumer attitudes toward OBA has significant influence toward purchasing decisions. Based on the results of this study visual advertisers provide more education about OBA and OBA mechanisms to consumers in order to adorn a positive attitude that can improve impulse buying decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/788/051708475 |
| Uncontrolled Keywords: | Online behavioral advertising (OBA), targeted visible ads, advertisement characteristic, “AdChoices”, cookies, dan customers segment profile, sikap konsumen, dan keputusan pembelian. |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 11 Sep 2017 04:52 |
| Last Modified: | 01 Dec 2021 04:14 |
| URI: | http://repository.ub.ac.id/id/eprint/2340 |
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