ANTESEDEN DARI ATTITUDE TO VIDEO ADVERTISING SERTA DAMPAKNYA TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND ATTITUDE
STUDI PADA AUDIENS VIDEO ADVERTISING POLYGON
Abstract
Pesatnya perkembangan ekonomi digital telah berdampak pada strategi marketing menggunakan video advertising. Studi ini menganalisis anteseden yang dapat mempengaruhi suksesnya video marketing. Melalui sikap positif terhadap video iklan (attitude to video advertising) apakah berdampak pada sikap positif audiens terhadap brand (brand attitude) dan mempengaruhi niat beli (purchase intention) konsumen. Studi ini dilakukan dengan survei kuantitatif dengan metode analisis partial least squares equation modeling (PLS-SEM) terhadap 243 responden yang merupakan audiens video advertising brand Polygon di Jabodetabek dan sekitarnya. Hasil studi ini menunjukkan duration, music background, emotional content, informational content dan interesting content telah signifikan mempunyai pengaruh positif terhadap attitude to video advertising. Selanjutnya attitude to video advertising mempertahankan pengaruh positif terhadap purchase intention melalui mediasi brand attitude. Terakhir attitude to video advertising menunjukkan dampak langsung terhadap niat beli pelanggan.
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Ko, H., Cho, C. -H., & Roberts. (2005). Internet uses and gratifications: A structural equation models of interactive. Journal of Advertising, 57-70.
Lee, J., & Hong, I. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 360–373. doi:10.1016/j.ijinfomgt.2016.01.001
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Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2). https://doi.org/10.47263/jasem.4(2)01
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Pavlou, P. A., Huigang, L., & Yajiong, X. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS Quarterly: Management Information Systems, 31(1). https://doi.org/10.2307/25148783
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Published
2022-03-16
How to Cite
Ariana, I. M., & Antonio, F. (2022). ANTESEDEN DARI ATTITUDE TO VIDEO ADVERTISING SERTA DAMPAKNYA TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND ATTITUDE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(1), 519-548. https://doi.org/10.31955/mea.v6i1.1895
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Articles
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