Logo

Pusat Sumber Belajar FEB UI

  • FAQ
  • Berita
  • Rooms
  • Bantuan
  • Area Anggota
  • Pilih Bahasa :
    Bahasa Inggris Bahasa Indonesia
  • Search
  • Google
  • Advanced Search
*sometimes there will be ads at the top, just scroll down to the results of this web
No image available for this title

Text

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

Agung Nugroho, S.E., M.Mgt. (Pembimbing/Promotor) - ; Alia, Afla Azka - ;

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
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022
Edisi-
SubjekAdvertising
Purchase intention
Brand awareness
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikx, 204 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

Pencarian Spesifik
Where do you want to share?