Aspek Informatifitas, Hiburan, Iritasi, Kredibilitas, Nilai dan Pengukuran Sikap Pada Iklan COVID-19 di Kanal YouTube

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Published Nov 1, 2022
https://doi.org/10.37339/e-bis.v6i2.979
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Vol. 6 No. 2 (2022)

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Henilia Yulita
Universitas Bunda Mulia , Jakarta, Indonesia
Michael Christian
Universitas Bunda Mulia , Jakarta, Indonesia
Fabianus Fensi
Universitas Bunda Mulia , Jakarta, Indonesia

Abstract

Perilaku konsumen khususnya di kalangan generasi milenial dipengaruhi oleh YouTube dan tayangan iklan yang terkait dengan medianya yang cenderung bervariasi. Tindakan yang diambil untuk menghindari iklan di platform ini memiliki pengaruh pada kemampuan merek untuk menjangkau audiens yang dituju. Tujuan dari penelitian ini adalah untuk menjelaskan dan menganalisis sikap pengguna YouTube dari generasi milenial terhadap iklan Halodoc's COVID-19. Ini adalah studi kuantitatif yang menggunakan pemodelan struktural parsial (PLS-SEM). SMART PLS digunakan dalam alat analisis penelitian ini. Ukuran sampel pada penelitian ini sebanyak 170 partisipan generasi millenial. Hasil penelitian ini menunjukkan bahwa secara efek langsung maupun mediasi, aspek keinformatifan tidak berpengaruh signifikan terhadap nilai iklan dan perilaku audiens. Hal ini berbeda dengan aspek hiburan dimana menunjukan adanya pengaruh yang signifikan. Aspek iritasi dan kredibilitas masing-masing menunjukan tidak adanya pengaruh yang signifikan pada nilai iklan dan perilaku audiens.

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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

LPPM Politeknik Piksi Ganesha Indonesia

How to Cite
Henilia Yulita, Christian, M., & Fabianus Fensi. (2022). Aspek Informatifitas, Hiburan, Iritasi, Kredibilitas, Nilai dan Pengukuran Sikap Pada Iklan COVID-19 di Kanal YouTube. Jurnal E-Bis, 6(2), 386-395. https://doi.org/10.37339/e-bis.v6i2.979

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