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All Journal Indonesian Journal of Community Services International Journal of Economics, Business and Accounting Research (IJEBAR)
Broto, Ibnu Kuncoro
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Humanities Economics, Econometrics & Finance Social Sciences

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WHAT FACTORS INFLUENCE AD ATTENTION AND AD AVOIDANCE ON SOCIAL MEDIA? STUDY: ON THE MILLENNIAL AND GENERATION Z Broto, Ibnu Kuncoro
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.
Pelatihan Produksi Video Berbasis Android dan Pelatihan Tiktok Afiliate untuk Mempromosikan Destinasi Wisata Tubing di Desa Beruk, Kecamatan Jatiyoso Muttaqin, Hermansyah; Broto, Ibnu Kuncoro; Jauhari, Jauhari; Yudhanto, Sigied Himawan
Indonesian Journal of Community Services Vol 7, No 2 (2025): November 2025
Publisher : LPPM Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ijocs.7.2.192-203

Abstract

Desa Beruk di Kecamatan Jatiyoso, Kabupaten Karanganyar, terdapat potensi wisata alam berupa aliran sungai Kali Jlantah yang dimanfaatkan destinasi wisata tubing yang diberi nama Tubing Muslim 06. Untuk meningkatkan promosi destinasi wisata Tubing Muslim 06 diperlukan pelatihan produksi dan editing video berbasis Android dengan menggunakan aplikasi CapCut serta pemanfaatan TikTok Affiliate. Pelatihan tersebut menggunakan metode Participatory Action Research (PAR) yang berorientasi pada pemberdayaan masyarakat dan bertujuan untuk memberdayakan pengelola wisata dalam menciptakan konten kreatif dan efektif, sehingga dapat meningkatkan daya tarik wisatawan dan meningkatkanpendapatan komunitas secara ekonomi. Melalui rangkaian solusi tersebut, diharapkan mitra dapat meningkatkan keterampilan digital mereka dalam produksi video promosi, memanfaatkan TikTok Affiliate sebagai sumber pendapatan tambahan, serta mengembangkan strategi pemasaran digital yang efektif. Dengan implementasi yang tepat, wisata tubing di Desa Beruk dapat semakin dikenal dan menarik lebih banyak wisatawan, sehingga berkontribusi terhadap pertumbuhan ekonomi lokal.Beruk Village in Jatiyoso District, Karanganyar Regency, has natural tourism potential in the form of the Kali Jlantah river flow, which is used as a tubing tourist destination called Tubing Muslim 06. To increase the promotion of Muslim 06 Tubing tourist destinations, training in Android-based video production and editing is needed using the CapCut application and the TikTok Affiliate. The training uses the Participatory Action Research (PAR) method, which is oriented towards community empowerment and aims to empower tourism managers in creating creative and compelling content so as to increase tourist attraction and increase community income economically. Through this series of solutions, partners are expected to improve their digital skills in promotional video production, utilize TikTok Affiliate as an additional source of income, and develop effective digital marketing strategies. With proper implementation, tubing tourism in Beruk Village can be increasingly recognized and attract more tourists, thus contributing to local economic growth.
Co-Authors Hermansyah Muttaqin, Hermansyah Jauhari Jauhari, Jauhari Yudhanto, Sigied Himawan