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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi International Journal of Economics, Business and Accounting Research (IJEBAR)
Ibnu Kuncoro Broto
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Economics, Econometrics & Finance Education Social Sciences

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WHAT FACTORS INFLUENCE AD ATTENTION AND AD AVOIDANCE ON SOCIAL MEDIA? STUDY: ON THE MILLENNIAL AND GENERATION Z Ibnu Kuncoro Broto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.11471

Abstract

Currently, online media has become a favorite for brands to introduce their products to the public. However, social media users pay little attention to advertisements and social media users block advertisements or avoid advertisements to maintain their privacy. This research aims to examine the factors that influence attention to advertising and avoidance of advertising. The sample in this research is the millennial generation and Generation Z as social media users on Instagram and Facebook. The number of samples in this study was 268 respondents, and the data analysis technique used SEM-PLS. The findings of the research are that ad relevance has a positive effect on attention to social emedia ads, and privacy concerns increase ad avoidance. This study also found that Ad engagement had a positive effect on ad attention and a negative effect on ad avoidance. Ad engagement also mediates the relationship between ad relevance, ad attention, and ad avoidance. It suggests that personalized advertising will further increase consumers' attention to the ad and reduce ad avoidance behavior if consumers are cognitively engaged with the ad.
PENGUKURAN DIGITAL DESTINATION BRANDING PADA DESTINASI WISATA POPULER DI SULAWESI TENGAH Kuncorobroto, Ibnu
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

This research specifically examines digital branding of tourism destinations. This research aims to measure factors that are considered significant for destination branding in the digital arena. The sample for this research is DMOs in the top 10 tourist destinations in Central Sulawesi Province. Measuring digital destination branding uses three pillars, namely social network presence (SNP), Social Network Content (SNC), and Digital Tourism Services (DTS). Data analysis uses content analysis using dichotomous data. The results of this research show that DMOs in Central Sulawesi have poor digital destination branding performance, except for Lore Lindu and Lembah Bada which are quite good at branding their destinations digitally. The other eight destinations show that the DDB score is in the bad category. This can be seen in the SNP, SNC and DTS pillars which are still low. The eight DMOs are still very poor in managing their social media in promoting their tourist destinations. This poor digital performance is a consequence of the inertial attitude of the well-known tourist destination DMO.
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