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All Journal International Journal of Economics, Accounting, and Management
Denni Tri Yunardi
Unknown Affiliation
Economics, Econometrics & Finance

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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