AD IRRITATION PADA IKLAN YOUTUBE LAYANAN E-COMMERCE DALAM MEMPENGARUHI ONLINE PURCHASE INTENTION MELALUI ADVERTISING VALUE

Wahyudin Zulfikar, - (2023) AD IRRITATION PADA IKLAN YOUTUBE LAYANAN E-COMMERCE DALAM MEMPENGARUHI ONLINE PURCHASE INTENTION MELALUI ADVERTISING VALUE. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Penelitian ini bertujuan untuk melihat pengaruh dari ad irritation terhadap online purchase intention melalui advertising value pada audiens iklan YouTube Lazada “Pengiriman Cepat & Gratis Ongkir”. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif dan verifikatif dengan metode survey menggunakan kuesioner kepada sampel yang berjumlah 380 orang dengan menggunakan purposive sampling yaitu audiens iklan YouTube Lazada “Pengiriman Cepat & Gratis Ongkir” dikalangan mahasiswa aktif di Kota Bandung. Data diolah menggunakan metode analisis jalur dengan hasil penelitian menunjukan bahwa ad irritation berpengaruh negatif signifikan terhadap advertising value, advertising value berpengaruh signifikan terhadap online purchase intention, ad irritation tidak berpengaruh signifikan terhadap online purchase intention, dan ad irritation berpengaruh terhadap online purchase intention melalui advertising value sebagai variabel mediasi. Temuan ini diharapkan mampu membantu dalam perihal perencanaan strategi periklanan melalui layanan YouTube Advertising. This study aims to see the effect of ad irritation on online purchase intention through advertising value in the audience of Lazada's YouTube ad "Fast Delivery & Free Shipping". This research is a quantitative study with a descriptive and verification design with a survey method using a questionnaire to a sample of 380 people using purposive sampling, namely on Lazada's YouTube ad "Fast Delivery & Free Shipping" among active students in Bandung. The data were processed using the path analysis method with the results showing that ad irritation has a significant negative effect on advertising value, advertising value has a significant effect on online purchase intention, ad irritation has no significant effect on online purchase intention, and ad irritation affects online purchase intention through advertising value as a mediating variable. These findings are expected to be able to help in planning advertising strategies through YouTube Advertising services.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Vanessa Gaffar : 5993246 Eka Surachman : 5979141
Uncontrolled Keywords: Advertising Value, YouTube Advertisement, YouTube Video Ads, Online Purchase Intention
Subjects: L Education > L Education (General)
Depositing User: Wahyudin Zulfikar
Date Deposited: 03 Oct 2023 05:09
Last Modified: 03 Oct 2023 05:09
URI: http://repository.upi.edu/id/eprint/108885

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