Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Enrichment : Journal of Management
Novia Felicia Gozali
Universitas Pelita Harapan
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Antecedents of Advertising Value to Brand Awareness and Subscription Intention (Case of Disney+ Hotstar Ads on Youtube Ads) Novia Felicia Gozali; Pujianto Yugopuspito
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (776.91 KB)

Abstract

Each advertisement that is displayed has its own value (advertising value) for the audience which can be in the form of entertainment, informativeness, customization and irritation. With these four elements in an advertisement, it is hoped that the advertisement will further increase brand awareness and subscription intention. This study was conducted to determine the relationship between the variables of entertainment, informativeness, customization and irritation, advertising value, brand awareness & subscription intention. Based on the results of data analysis that has been carried out, it is concluded that, first, entertainment has a positive influence on advertising value. Second, informativeness has a positive effect on advertising value. Third, customization has a positive effect on advertising value. Fourth, irritation does not have a significant negative effect on advertising value. Fifth, advertising value has a positive influence on subscription intention. Sixth, advertising value has a positive influence on brand awareness. Seventh, brand awareness has a positive influence on subscription intention.
Co-Authors Yugopuspito, Pujianto