Pengaruh Entertainment, Irritating dan Informativeness Iklan di Website di Kalangan Mahasiswa

Authors

  • Edy Supriyadi Universitas Pancasila
  • Lies Putriana Universitas Pancasila

DOI:

https://doi.org/10.21512/tw.v11i2.694

Keywords:

informativeness, entertainment, irritation, advertising value, attitude towards web advertising

Abstract

There are several advantages and disadvantages and advertising via the Internet. The appeal of advertising may also arise from given information element, the element of comfort but also sometimes lead to disturbing or irritation elements. The limited number of Internet users in Indonesia and the different backgrounds of individual Internet users in Indonesia certainly provide a different assessment of the advertisements contained on the Internet. There are 3 factors which was the starting point to explain how consumers interpret the value of advertising, namely: informativeness, entertainment and irritation. This research aims to discover whether there is a relationship between entertainment, informativeness, and irritation toward advertising values and whether there is a relationship between entertainment and advertising values toward attitude towards web advertising using statistics tools of path analysis and multiple regression. The research shows that there is a significant relationship between independent variables such as informativeness, entertainment and irritation simultaneously toward the advertising value but there are no significant relationship between entertainment and informativeness toward the advertising value individually.  In the other model there is a significant relationship between informativeness, irritation and advertising values with the attitude towards web advertising.

Dimensions

Plum Analytics

Author Biographies

Edy Supriyadi, Universitas Pancasila

Jurusan Manajemen, Fakultas Ekonomi

Lies Putriana, Universitas Pancasila

Jurusan Manajemen, Fakultas Ekonomi

References

Belch, E George & Belch, Michael E.Introducing to Advertising & Promotion: an Integrated Marketing Communications Perspective (3rd Ed.). Chicago: Irwin, 1995. p. 202-205

Ducoffe, RH (1996). Advertising value and advertising on the web. J. Advertising Res. 36(5): 21-35.

Heise, D. R. (1969). Problems in path analysis and causal influence in E. F. Borgatta (Ed.), Sociological methodology (pp. 38-73). San Francisco: Jossey Bass.

Kinnear, T. C., & Taylor, J. R. (1996). Marketing research an applied approach 5th edition. Mc-Graw-Hill.

Schiffman, L. G., dan Kanuk, L.L. (2000), Consumer Behavior, 7th ed., Prentice Hall: International

Shimp, T, A, (2000) Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). Florida: The Dryden Press.

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Published

2010-09-30
Abstract 443  .
PDF downloaded 460  .