Perbandingan Antara Format Iklan Online Native Advertising Dan Online Banner Advertising Terhadap Perilaku Konsumen Pada Iklan Online

Siti Aisyah, Maya Ariyanti

Abstract

Abstrak Di Indonesia format online banner advertising masih menjadi pilihan utama para pemasar untuk beriklan, namun di Eropa dan Amerika khususnya online banner advertising sudah tidak lagi dapat diandalkan dan mereka beralih kepada format online native advertising. Di Indonesia, online native advertising sudah mulai digunakan namun dalam frekuensi yang sangat sedikit dibandingkan dengan online banner advertising. Oleh karena itu, penelitian ini bertujuan untuk membandingkan efektivitas antara online native advertising dengan online banner advertising dengan menggunakan teori bahwa keyakinan tentang secara online iklan pengaruh pada sikap dan perilaku konsumen terhadap iklan online. Salah satu materi iklan di situs berita online Kompas.com akan digunakan sebagai objek penelitian . Survey dilakukan kepada 402 pembaca Kompas.com dan model persamaan struktural dari penelitian sebelumnya digunakan untuk mengukur pengaruh antar variabel. Hasil penelitian menunjukkan bahwa keyakinan terhadap iklan online berpengaruh positif signifikan terhadap sikap dan perilaku konsumen terhadap iklan online; sikap konsumen terhadap iklan online berpengaruh positif signifikan terhadap perilaku konsumen pada iklan online. Dibandingkan dengan online banner advertising, online native advertising dianggap lebih dapat diterima oleh responden. Kata Kunci: iklan online; iklan online native; iklan online banner; kepercayaan; sikap; perilaku _______________________________________________________________________________________ Abstract In Indonesia, online banner advertising remains a top choice for marketers in advertising, but through literature study it was known that in Europe and America online banner advertising is going to be obsolete and they have been switched to an online native advertising. In Indonesia, the native online advertising have been used but it is infrequent as compared with online banner advertising Therefore, the purpose of this study is to examine the effectiveness of online native advertising as compared to online banner advertising by using the theory that belief about online advertising influence on consumer attitudes and behavior toward online advertising. One of advertising in Kompas.com used as research object. Survey are conducted among 402 readers of Kompas.com and structural equation modeling from previous study was used to measure the influence among variables. The results showed that belief about online advertising is positive significant influence on consumer attitudes and behavior toward online advertising; consumer attitudes is positive significant influence on behavior toward online advertising . As compared to online banner advertising, online native advertising are more acceptable by respondents. Key Words: Online Advertising; Online Native Advertising; Online Banner Advertising; Belief; Attitude; Behavior

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