The effect of informativeness, entertainment, irritation and credibility of Youtube skippable ads on generation Z attitude (A case study of buy 1 get 1 Lokalate kopi alpukat)

Nainggolan, Indriani Sandiputri (2021) The effect of informativeness, entertainment, irritation and credibility of Youtube skippable ads on generation Z attitude (A case study of buy 1 get 1 Lokalate kopi alpukat). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

With the rising popularity of various social media, business marketing activities are migrating to these online platforms to connect with their market better. Competition between advertisers to attain market’s attention, as a result, is inevitably getting more intense. Daring and provocative advertising strategies are often involved to steal market’s attention and counteract this issue. This, however, leads to boomerang effect in which consumers develop a negative attitude towards advertisement. This is especially true for Generation Z as one of the currently biggest demographic groups. As there is still a knowledge gap regarding this issue, particularly in Medan, this study investigates how attitude towards advertisement can be affected by several antecedents, namely Informativeness, Entertainment, Irritation along with Credibility. By employing purposive sampling, data from 205 respondents were gathered to evaluate the causal relationship between variables. These data are analyzed with the help of AMOS 26.0 through Structural Equation Model (SEM). The result reveals that Informativeness, Entertainment and Credibility affect Attitude towards Advertisement positively with a coefficient regression value of 0.199, 0.508 and 0.29 consecutively. In contrast, Irritation affects negatively with coefficient regression value of -0.755. This indicates that marketers should consider these factors in order to create an effective advertisement that is capable to evoke positive attitude from the audiences/Dengan meningkatnya popularitas berbagai media social, aktivitas pemasaran bisnis bermigrasi ke platform daring ini agar bisa tetap terhubung dengan pasar mereka dengan lebih baik. Akibatnya, persaingan diantara para pemasar dalam mendapatkan perhatian pasar menjadi semakin ketat. Strategi periklanan yang berani dan provokatif sering digunakan untuk mencuri perhatian pasar dan mengatasi masalah ini. Namun, ini menyebabkan efek boomerang dimana konsumen membudayakan sikap negatif terhadap iklan. Hal ini terutama berlaku untuk Generasi Z sebagai salah satu kelompok demografis terbesar saat ini. Karena masih adanya kesenjangan penegtahua mengenai masalah ini, khususnya di Medan, penelitian ini menyelidiki bagaimana sikap terhadap iklan dapat dipengaruhi oleh beberapa faktor penyebab, yaitu Keinformatifan, Hiburan, Iritasi, dan Kredibilitas. Dengan menggunakan purposive sampling, data dari 205 responden dikumpulkan untuk mengevaluasi hubungan kausal antar variable. Data tersebut dianalsis dengan bantuan AMOS 26.0 melalui Model Persamaan Struktural (SEM). Hasil penelitian menunjukkan bahwa Keinformatifan, Hiburan dan Kredibilitas berpengaruh positif signifikan terhadap Sikap terhadap Iklan dengan nilai koefisien regresi sebesar 0.199, 0.508 dan 0.29 secara berturut-turut. Sebaliknya, Iritasi berpengaruh negative dengan nilai koefisien regresi sebesar - 0.755. Hal ini menunjukkan bahwa pemasar harus mempertimbangkan faktor- faktor ini agar menciptakan iklan efektif yang mampu menimbulkan sikap positif dari para penonton.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Nainggolan, Indriani SandiputriNIM3011180071indrianispn@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSembiring, GenesisNIDN0325019201genesissembiring@gmail.com
Uncontrolled Keywords: informativeness; entertainment; irritation; credibility; attitude towards advertisement; Youtube ads; generation Z
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 19007 not found.
Date Deposited: 02 Mar 2022 10:08
Last Modified: 15 Mar 2022 06:41
URI: http://repository.uph.edu/id/eprint/46971

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