Pengaruh implementasi online behavioral advertising terhadap purchase intention dimediasi oleh attitude toward advertising

Suherman, Eric Saputra and Saputra, Lorenz and Anggraeni, Wahyu Dewi (2020) Pengaruh implementasi online behavioral advertising terhadap purchase intention dimediasi oleh attitude toward advertising. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penerapan personalisasi iklan online diharapkan dapat mengurangi tingkat gangguan dari kehadiran sebuah iklan, dapat membantu dalam pencarian informasi yang dilakukan konsumen sebelum membeli suatu produk. Di era digital pelaku usaha terus berinovasi, untuk memasarkan produknya dengan teknologi internet yaitu salah satunya dengan menggunakan e-commerce. Oleh karena itu, penelitian ini dilakukan untuk menganalisis pengaruh implementasi online behavioral advertising terhadap purchase intention, pengaruh attitude toward ad sebagai variabel mediasi antara behavioral tailoring terhadap creepiness, pengaruh behavioral tailoring terhadap threat, creepiness terhadap affective dan cognitive reactance, pengaruh threat terhadap affective dan cognitive reactance, pengaruh affective dan cognitive reactance terhadap variabel mediasi attitude toward ad dan pengaruh variabel mediasi attitude toward ad terhadap purchase intention. Terdapat sembilan hipotesis yang diuji dalam penelitian lain yaitu Behavioral tailoring pada e-commerce berpengaruh positif terhadap creepiness, behavioral tailoring pada e-commerce berpengaruh positif terhadap threat, creepiness pada e-commerce berpengaruh positif terhadap affective reactance, creepiness pada e-commerce berpengaruh positif terhadap cognitive reactance, threat pada e-commerce berpengaruh positif terhadap affective reactance, threat pada e-commerce berpengaruh positif terhadap cognitive reactance, affective reactance pada e-commerce berpengaruh negatif terhadap attitude toward ad, cognitive reactance pada e-commerce berpengaruh negatif terhadap attitude toward ad, dan attitude toward ad pada e-commerce berpengaruh positif terhadap purchase intention. Penelitian ini merupakan penelitian kausal dan menggunakan data primer yang diperoleh dari 404 responden melalui kuesioner. Kuesioner yang digunakan terdiri dari 30 pertanyaan dengan Skala Likert 6 poin (1-6). Responden yang digunakan berdomisili di wilayah Bogor. Data yang dikumpulkan dianalisis menggunakan Structural Equation Modeling melalui SmartPLS. Dari hasil penelitian,dapat disimpulkan bahwa online behavioral advertising berdampak negatif kepada purchase intention yang dimediasi oleh creepiness, threat, psycological reactance, dan attitude toward advertising. / The application of online advertising personalization is expected to reduce the level of interference from the presence of an ad, can help in the search for information by consumers before buying a product. In the digital era, businesses continue to innovate, to market their products with internet technology, one of which is by using e-commerce. Therefore, this study was conducted to analyze the effect of online behavioral advertising implementation on purchase intention, the effect of attitude toward ad as a mediating variable between behavioral tailoring to creepiness, behavioral tailoring influence on threats, creepiness towards affective and cognitive reactance, influence of threat to affective and cognitive reactance, the effect of affective and cognitive reactance on attitude toward ad mediation variables and the effect of attitude toward ad mediation variables on purchase intention. To achieve these research objectives, there are 9 hypotheses tested in this study, namely behavioral tailoring in e-commerce has a positive effect on creepiness, behavioral tailoring in e-commerce has a positive effect on threats, creepiness in e-commerce has a positive effect on affective reactance, creepiness in e-commerce has a positive effect on cognitive reactance, the threat to e-commerce has a positive effect on affective reactance, the threat to e-commerce has a positive effect on cognitive reactance, affective reactance on e-commerce has a negative effect on attitude toward ad, cognitive reactance on e-commerce negative effect on attitude toward ad, and attitude toward ad on e-commerce has a positive effect on purchase intention. In accordance with his hypothesis, because this study examines the relationship of influence between research variables, this study is a causal study. The data used in this study are primary data obtained from 400 respondents through a questionnaire consisting of 30 questions. Respondents used live in the Bogor area. After the data is collected, an analysis is carried out using Structural Equation Modeling through SmartPLS. From the results of the study, it can be concluded that online behavioral advertising negatively impacts purchase intention mediated by creepiness, threat, psycological reactance, and attitude toward advertising.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Suherman, Eric SaputraNIM01619180032eric_cargloss@rocketmail.com
Saputra, LorenzNIM01619180031saputralorenzdaily@gmail.com
Anggraeni, Wahyu DewiNIM01619180056wdewi.anggraeni@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAntonio, FerdiNIDN0321026802UNSPECIFIED
Thesis advisorHermawan, AsepNIDN0317085801UNSPECIFIED
Thesis advisorWidjaja, Anton W.NIDN0311116501UNSPECIFIED
Uncontrolled Keywords: behavioral tailoring ; creepiness ; threat ; affective reactance ; cognitive reactance ; attitude toward ad ; purchase intention ; online behavioral advertising
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Eric Saputra Suherman
Date Deposited: 29 Feb 2020 07:28
Last Modified: 03 Aug 2020 03:36
URI: http://repository.uph.edu/id/eprint/8044

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