Pengaruh Informativeness, Entertainment, Credibility, Dan Intrusiveness Iklan Pop-Up Terhadap Purchase Intention Produk Skincare

Rachmatullah, Bagas Triantoro (2026) Pengaruh Informativeness, Entertainment, Credibility, Dan Intrusiveness Iklan Pop-Up Terhadap Purchase Intention Produk Skincare. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan pemasaran digital mendorong perusahaan skincare untuk memanfaatkan berbagai bentuk iklan online, termasuk iklan pop-up. Meskipun iklan pop-up memiliki kemampuan untuk menarik perhatian konsumen, kemunculannya yang tiba-tiba juga dapat memengaruhi pengalaman dan evaluasi konsumen terhadap iklan. Oleh karena itu, efektivitas iklan pop-up tidak hanya bergantung pada kemampuannya dalam menyampaikan pesan, tetapi juga pada bagaimana konsumen menilai iklan tersebut sebelum membentuk niat pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Informativeness, entertainment, credibility, dan intrusiveness iklan pop-up terhadap attitude toward the ad serta menguji peran attitude toward the ad dalam memengaruhi purchase intention produk skincare. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data dikumpulkan melalui kuesioner dari 240 responden yang pernah terpapar iklan pop-up dan memiliki pengalaman atau ketertarikan terhadap produk skincare. Hasil penelitian menunjukkan bahwa seluruh dimensi iklan yang diuji berpengaruh signifikan terhadap attitude toward the ad. Sikap konsumen terhadap iklan juga terbukti menjadi faktor penting dalam mendorong purchase intention. Selain itu, attitude toward the ad terbukti memediasi hubungan antara Informativeness, entertainment, dan intrusiveness dengan purchase intention, sedangkan mediasi pada hubungan antara credibility dan purchase intention tidak terbukti signifikan. Temuan mengenai intrusiveness menunjukkan arah hubungan yang berbeda dari prediksi teoritis awal. Hasil ini menunjukkan bahwa persepsi terhadap iklan yang dianggap mengganggu tidak selalu menghasilkan respons negatif dan perlu dipahami berdasarkan konteks iklan serta karakteristik konsumen. Secara keseluruhan, penelitian ini menegaskan bahwa efektivitas iklan pop-up dalam mendorong purchase intention tidak hanya ditentukan oleh visibilitas iklan, tetapi terutama oleh proses evaluasi konsumen terhadap iklan tersebut. Bagi pelaku usaha skincare, hasil penelitian ini menunjukkan pentingnya merancang iklan pop-up yang informatif, menarik, dan mampu membangun evaluasi positif konsumen, dengan tetap mempertimbangkan konteks penggunaan serta pengalaman pengguna.
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The development of digital marketing has encouraged skincare companies to utilize various forms of online advertising, including pop-up advertisements. Although pop-up ads can attract consumers' attention, their sudden appearance may also influence consumers' experiences and evaluations of the advertisements. Therefore, the effectiveness of pop-up advertising depends not only on its ability to deliver information but also on how consumers evaluate the advertisement before forming purchase intentions. This study aims to analyze the effects of Informativeness, entertainment, credibility, and intrusiveness of pop-up advertisements on attitude toward the ad and to examine the role of attitude toward the ad in influencing purchase intention for skincare products. This study employed a quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected through questionnaires from 240 respondents who had been exposed to pop-up advertisements and had experience with or interest in skincare products. The results show that all advertising dimensions examined have a significant effect on attitude toward the ad. Consumers' attitudes toward advertisements also play an important role in encouraging purchase intention. In addition, attitude toward the ad significantly mediates the relationships between Informativeness, entertainment, and intrusiveness and purchase intention, while its mediating effect on the relationship between credibility and purchase intention is not significant. The finding regarding intrusiveness shows a relationship direction that differs from the initial theoretical prediction. This result indicates that perceptions of an advertisement as intrusive do not necessarily lead to negative consumer responses and should be understood within the context of the advertisement and consumer characteristics. Overall, this study demonstrates that the effectiveness of pop-up advertising in encouraging purchase intention is determined not only by the visibility of the advertisement but also by the consumer evaluation process. For skincare businesses, the findings highlight the importance of designing pop-up advertisements that are informative, engaging, and capable of generating positive consumer evaluations while still considering the context of use and user experience.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Iklan Pop-up, Attitude toward the ad, Purchase intention, Pop-up Advertising, Attitude toward the ad, Purchase intention.
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Bagas Triantoro Rachmatullah
Date Deposited:	28 Jul 2026 02:49
Last Modified:	28 Jul 2026 02:49
URI:	http://repository.its.ac.id/id/eprint/138408

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