Perilaku Pengguna Youtube Pada Iklan Trueview In Stream Menggunakan Metode Structural Equation Model

Muhammad Rizki Lazuardi, Osa Omar Sharif

Abstract

Abstrak
Iklan video online adalah fenomena luas di internet yang memberikan peluang besar bagi perusahaan bisnis untuk dapat memasarkan produknya. Penyedia layanan situs web berbasis video seperti YouTube memiliki pendapatan utama berasal dari iklan. Hal itu juga diikuti dengan bertambahnya pengguna YouTube. Penelitian ini mengikuti jurnal terdahulu Yang et al. yang menggabungkan teori Brackett dan Carr Web Advertising Attitudes Model dan menggabungkannya dengan Theory Reasoned Action (TRA) dan teori Flow[1]. Penelitian ini menyelidiki pertimbangan faktor-faktor yang mempengaruhi Attitudes terhadap iklan dan pengaruh pada Intention dan Behavior. Metode yang digunakan menggunakan structural equation modeling (SEM). Temuan menunjukkan bahwa Entertainment, Informativeness, Irritation, dan Credibility pada iklan video online memiliki pengaruh positif terhadap Attitudes, begitu pula terdapat pengaruh positif Attitudes terhadap Intention. Flow, di sisi lain, memiliki pengaruh positif terhadap Behavior, namun tidak mempengaruhi pada variabel Intention. Dari hasil penelitian konteks pesan iklan Entertainment, Informativeness, Irritation, dan Credibility memiliki pengaruh positif, sehinggan perlu menjadi perhatian penting bagi YouTube dan perusahaan yang akan membuat konten video online pada YouTube. Diskusi dan kesimpulan telah dibahas lebih lanjut.
Kata kunci: structural equation modeling, iklan video online, konteks pesan iklan, youtube, theory reasoned action, flow theory.

Abstract
Online video advertising is a widespread phenomenon on the internet that provides great opportunities for business companies to be able to market their products. Video-based website service providers like YouTube have the main revenue generated from advertising. It was also followed by increasing YouTube users. This study follows the journal published et al. which discusses the theory of Brackett and Carr Web Models of Advertising Attitudes and their transfer with Theory Reasoned Action (TRA) and Flow theory [1]. This study considers factors that influence attitudes towards advertising and influence on intention and behavior. The method used uses structural equation modeling (SEM). Findings, Entertainment, Informativeness, Irritation, and Credibility in video advertising have a positive effect on attitude, as well as being associated with a positive attitude towards intention. Flow, on the other hand, has a positive influence on behavior, but does not affect the Intention variable. Entertainment, Informativeness, Irritation, and Credibility have a positive influence, so it needs to be an important concern for YouTube and companies that will create online video content on YouTube. Discussions and conclusions have been resolved further.Keywords: structural equation modeling, online video advertising, context of advertising messages, YouTube, theory of reasoned action, flow theory.

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