Pengaruh Entertainment, Credibility, Informative, Dan Irritation Terhadap Sikap Konsumen

Evan Maulana Hascarya Pratama, Ira Dwi Mayangsari

Abstract

ABSTRAK
Youtube merupakan layanan untuk melihat berbagai video secara gratis yang di upload oleh semua
orang. Salah satu fitur yang dimiliki youtube adalah trueviews in-streams ads. trueviews instreams ads merupakan fitur yang dimiliki youtube untuk para pelaku usaha menampilkan video
iklan sebelum, sesudah, dan diantara video yang dapat di skip setelah 5 detik. Video iklan
trueviews in-streams ads memiliki 4 komponen yaitu entertainment, credibility, informative, dan
irritation yang dapat mempengaruhi penonton iklan melewati iklan atau tidak. Tujuan penelitian
ini adalah untuk mengetahui pengaruh entertainment, credibility, informative, dan irritation
terhadap sikap konsumen, Selain itu untuk mengetahui apakah ada perbedaan penilaian Antara
laki-laki dan perempuan dalam penilaian entertainment, credibility, informative, dan irritation
dalam trueviews in-stream youtube, dan terakhir untuk mengetahui apakah ada perbedaan sikap
menonton trueviews in-streams ads Antara perempuan dan laki-laki. Kesimpulan pada penelitian
ini adalah entertainment, credibility, informative, dan irritation memiliki pengaruh terhadap sikap
konsumen pada trueviews in-streams ads. Terdapat perbedaan penilaian dan sikap Antara
perempuan dan laki-laki pada variabel credibility, informative, dan irritation. Tetapi untuk
entertainment tidak ada perbedaan Antara laki-laki dan perempuan.
Kata kunci: entertainment, credibility, informative, irritation, trueviews in-streams ads, sikap
konsumen
ABSTRACT
Youtube is a service for viewing various videos for free which are uploaded by everyone. One of
the features that YouTube has is trueviews in-streams ads. true views in-stream ads is a feature
that YouTube has for business people to display video ads before, after, and between videos that
can be skipped after 5 seconds. True views in-streams ad videos have 4 components, namely
entertainment, credibility, informative, and irritation which can influence ad viewers through
advertisements or not. The purpose of this study was to determine the effect of entertainment,
credibility, informative, and irritation on consumer attitudes, in addition to knowing whether there
are differences in ratings between men and women in evaluating entertainment, credibility,
informative, and irritation in true views in-stream YouTube and finally to find out whether there
are differences in the attitude of watching trueviews in-streams ads between women and men. The
conclusion in this study is that entertainment, credibility, informative, and irritation have an
influence on consumer attitudes on true views in-stream ads. There are differences in assessment
and attitude between women and men on the variables credibility, informative, and irritation. But
for entertainment there is no difference between men and women.
Keywords: entertainment, credibility, informative, irritation, trueviews in-stream ads, consumer
attitudes

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