Image of Peran Attitude towards Skippable Ads di Youtube pada Brand Awareness dan Purchase Intention

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Peran Attitude towards Skippable Ads di Youtube pada Brand Awareness dan Purchase Intention

This study aims to examine the factors that influence attitude towards skippable ads and their effect on brand awareness and purchase intention. With the Structural Equation Model technique using Lisrel software, this study found that informativeness, entertainment, and emotional appeal have a significant positive effect on attitude towards advertising. On the other hand, irritation has a negative effect, and credibility and personalization have no significant effect on attitude towards advertising. Attitude towards advertising itself has a positive and significant effect on brand awareness and purchase intentions. Lastly, brand awareness has a significant positive effect on purchase intentions..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13659PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Advertising
Purchase intention
Brand awareness
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik x, 204 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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