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All Journal International Journal of Economics, Accounting, and Management IJEMA
Denni Tri Yunardi
Universitas Mulawarman
Economics, Econometrics & Finance

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Analisis Faktor-Faktor Yang Mempengaruhi Sikap Terhadap Iklan (Attitude Towards Advertisement): Studi Kasus Video Iklan Pada Platform Tiktok Denni Tri Yunardi; Mery Citra Sondari
Indonesian Journal of Economics Management and Accounting Vol. 1 No. 8 (2024): IJEMA - Agustus 2024
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi sikap terhadap iklan (Attitude Towards Advertisement - ATA) pada platform media sosial TikTok, khususnya pada iklan video In-Feed. Faktor-faktor yang diteliti meliputi Hiburan (Entertainment - ENT), Informatif (Informativeness - INF), Iritasi (Irritation - IRT), Kredibilitas (Credibility - CRT), dan Personalisasi (Personalization - P). Metode penelitian yang digunakan adalah Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data dikumpulkan melalui survei yang disebarkan kepada pengguna TikTok di Indonesia yang berada pada generasi Z. Hasil penelitian menunjukkan bahwa faktor ENT, CRT, dan P berpengaruh positif dan signifikan terhadap ATA, sedangkan faktor IRT memiliki pengaruh negatif yang signifikan. Namun untuk faktor INF tidak memiliki pengaruh signifikan terhadap ATA
Analysis of Factors Influencing Attitude Towards Advertisement: Case Study of Video Advertisements on the TikTok Platform Denni Tri Yunardi; Mery Citra Sondari
International Journal of Economics Accounting and Management Vol. 1 No. 3 (2024): IJEAM - September 2024
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i3.744

Abstract

This study aims to analyze the factors that influence attitudes towards advertisements (Attitude Towards Advertisement - ATA) on the TikTok social media platform, especially on In-Feed video advertisements. The factors studied include Entertainment (ENT), Informativeness (INF), Irritation (IRT), Credibility (CRT), and Personalization (P). The research method used is Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected through a survey distributed to TikTok users in Indonesia who are in generation Z. The results showed that the ENT, CRT, and P factors had a positive and significant effect on ATA, while the IRT factor had a significant negative effect. However, the INF factor did not have a significant effect on ATA.
Co-Authors Mery Citra Sondari