Rofifah, Jihan (2025) Mediasi Advertising Attitude Antara Advertising Value Iklan Video Online Dan Niat Membeli Pada Ibu Zillennial Untuk Produk Makanan Dan Minuman. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Teknologi digital telah mengubah cara konsumen berinteraksi dengan iklan, khususnya ibu Zillennial yang menjadi pengambil keputusan utama dalam rumah tangga. Penelitian ini menganalisis pengaruh Advertising Value (relevance, duration, engagement, context, informativeness, entertainment, irritation) terhadap Advertising Attitude dan Purchase Intention pada kategori makanan dan minuman di Indonesia. Data dari 218 responden dianalisis menggunakan PLS-SEM untuk menguji hubungan langsung dan mediasi antar variabel. Hasil menunjukkan bahwa relevance, context, informativeness, dan entertainment memiliki pengaruh positif signifikan terhadap Advertising Attitude dan Purchase Intention, sedangkan irritation berpengaruh negatif terhadap Advertising Attitude dan tidak signifikan terhadap Purchase Intention. Variabel Advertising Attitude menjadi mediator penting yang memperkuat hubungan antara Advertising Value dan Purchase Intention. Penelitian ini menyoroti pentingnya iklan yang relevan, informatif, dan menghibur untuk meningkatkan sikap positif konsumen dan mendorong niat beli. Duration dan engagement memengaruhi sikap konsumen tetapi tidak secara langsung meningkatkan niat beli. Penelitian ini memberikan panduan strategis bagi pengiklan dalam merancang kampanye digital yang efektif dengan mengoptimalkan elemen nilai iklan dan meminimalkan elemen gangguan. Selain memperkaya literatur pemasaran digital, penelitian ini berkontribusi pada strategi pemasaran segmen ibu Zillennial yang berperan penting dalam keputusan konsumsi rumah tangga.
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Digital technology has transformed how consumers interact with advertisements, particularly among Zillennial mothers who play a crucial role as primary decision-makers in household consumption. This study analyzes the impact of Advertising Value (relevance, duration, engagement, context, informativeness, entertainment, irritation) on Advertising Attitude and Purchase Intention in the food and beverage category in Indonesia. Data from 218 respondents were analyzed using PLS-SEM to examine direct and mediated relationships between variables. The results show that relevance, context, informativeness, and entertainment have significant positive effects on Advertising Attitude and Purchase Intention, while irritation negatively affects Advertising Attitude but does not significantly influence Purchase Intention. Advertising Attitude serves as an essential mediator that strengthens the relationship between Advertising Value and Purchase Intention. The findings highlight the importance of delivering advertisements that are relevant, informative, and entertaining to enhance positive consumer attitudes and drive purchase intention. While duration and engagement improve consumer attitudes, they do not directly influence purchase intention. This study provides strategic guidance for advertisers in designing effective digital campaigns by optimizing advertising value elements and minimizing irritations. Beyond enriching digital marketing literature, this research contributes to strategies targeting Zillennial mothers, who play a pivotal role in household consumption decisions.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Iklan Video Online, Advertising Value, Advertising Attitude, Purchase Intention, Ibu Zillennial |
| Subjects: | H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. |
| Divisions: | Faculty of Business and Management Technology > Business Management |
| Depositing User: | Jihan Rofifah |
| Date Deposited: | 03 Feb 2025 04:32 |
| Last Modified: | 03 Feb 2025 04:32 |
| URI: | http://repository.its.ac.id/id/eprint/117795 |
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