Faktor-faktor Yang Memengaruhi Sikap Pelanggan Generasi Milenial Terhadap Iklan Online Fashion di Kota Makassar - Abdullah, Wahidah -; Aprilia, Lia; Rahman, Muh. Akil (Universitas Islam Negeri Alauddin Makassar, Indonesia, 2021)
ABSTRAKPenelitian ini bertujuan untuk menguji bagaimana faktor-faktor yang memengaruhi sikap pelanggan generasi millenial terhadap iklan online fashion di Kota Makassar Penelitian ini juga menganalisis faktor mana saja yang memiliki pengaruh paling kuat terhadap sikap pelanggan generasi milenial terhadap iklan online fashion di Kota Makassar. Penelitian ini merupakan jenis penelitian kuantitatif dengan menggunakan data primer yang dikumpulkan melalui sebaran kuisioner kepada 100 responden generasi milenial di Kota Makassar. Analisis data menggunakan analisis regresi berganda Hasil penelitian menunjukkan bahwa credibility, informatiness, entertainment, dan incentive secara parsial berpengaruh positif dan signifikan terhadap sikap pelanggan milenial terhadap iklan online fashion. Selain itu, credibility dan incentive merupakan dua faktor yang berpengaruh paling dominan terhadap sikap pelanggan milenial terhadap iklan online fashion di Kota Makassar dengan koefisien regresi masing-masing 0,600 (60%) dan 0,846 (84.6%).Kata Kunci: Credibility, Entertainment, Incentive, Informativeness, Iklan Online Fashion ABSTRACT This study aims to test how the factors that affect the attitude of millennial customers towards online fashion advertising in Makassar City This study also analyzed which factors had the most powerful influence on millennial customers' attitudes towards online fashion advertising in Makassar City. This research is a type of quantitative research using primary data collected through the distribution of questionnaires to 100 millennial respondents in Makassar City. Data analysis using multiple regression analysis Results show that credibility, informatiness, entertainment, and incentives partially positively and significantly affect millennial customers' attitudes toward fashion online advertising. In addition, credibility and incentive are the two factors that influence the most dominant attitude of millennial customers towards online fashion advertising in Makassar City with regression coefficients of 0.600 each and 0.846.Keywords: Credibility, Entertainment, Incentive, Informativeness, Iklan Online Fashion