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M. Fandhi Al-Baruu
Program MM Sekolah Bisnis dan Ekonomi Universitas Prasetiya Mulya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Sikap Pelanggan Millennial Indonesia Terhadap Iklan Online Elvani Marcelin P.; Marry Marry; Marvin Anggasta; M. Fandhi Al-Baruu; Prisa Ngadianto
Indonesian Business Review Vol 1 No 1 (2018): Indonesian Business Review
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (953.403 KB) | DOI: 10.21632/ibr.1.1.75-93

Abstract

The number of Internet users in Indonesia are increasing rapidly, especially among Millennial Generation. Nowadays, almost all the transactions can be done through online. The main purpose is to understand Indonesia millennial customer attitude towards online advertising, Thus, give the marketers knowledge for effective strategy for publishing online advertising. Conceptual framework designed with five independent variable hypotheses: entertainment, informativeness, irritation, credibility, and incentives, which might affect millennial user attitudes towards online advertising. The result of this research which conducted among 209 respondents: Informativeness, entertainment and credibility have shown a direct positive and significant impact on consumer attitudes toward online advertising.
Co-Authors Elvani Marcelin P. Marry Marry Marvin Anggasta Prisa Ngadianto