Effectiveness of Pop - Up Youtube Advertising Towards Purchase Intention Through Characteristics of Millennial Attitudes

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 10

Year of Publication : 2020

Authors : M. Fazrie Amalsyah, Satria Bangsawan, Dorothy Rouly

10.14445/23939125/IJEMS-V7I10P110

How to Cite?

M. Fazrie Amalsyah, Satria Bangsawan, Dorothy Rouly, "Effectiveness of Pop - Up Youtube Advertising Towards Purchase Intention Through Characteristics of Millennial Attitudes," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 10, pp. 55-58, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I10P110

Abstract:

Nowadays, Youtube provides space for business people who want to advertise their products on Youtube. Ads displayed on Youtube are pop-up ads. Pop-up ads are advertisements that appear suddenly on the screen in front of the website's opening page
This study aims to examine the effectiveness of pop-up advertisements on the Youtube site against purchase intention. The data used in this study are primary data. The data was collected through a questionnaire. The population in this study are people who have accessed the Youtube site, while the sampling technique uses purposive sampling with 200 respondents. To see the relationship between variables used through statistical tests and data processing is done using Partial Least Square (smart PLS 3.0). The results showed that: advertising is significantly related to attitude, attitude is not significantly related to purchase intention, and advertising is significantly related to purchase intention. This proves that the higher the intensity of seeing the ad, the higher the consumer's purchase intention.

Keywords:

advertisement, attitudes, purchase intention, pop - up

References:

[1] Shimp, Terence. 2014. “Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi”. Jakarta: Salemba Empat
[2] Basu, Swastha. 2012. Manajemen Penjualan, Edisi 3, Yogyakarta, BPFE
[3] Khasanah, Isnaini. 2012. Pengaruh Iklan Provider di Televisi Terhadap Sikap Pengakses Mobile Internet (Analisis Regresi Iklan Indosat Versi “3 Hari 3 Malam Lanjuuut” pada Siswa MAN Yogyakarta 2 Pengguna Kartu GSM Indosat).Skripsi. Yogyakarta: UIN Sunan Kalijaga
[4] Mo Mac Kenzie, S. B., & Richard J. L. (1989). “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”. Journal of Marketing 53, 2 pp. 48-65. riarty, Sandra, dkk. 2009. Advertising Edisi Kedelapan. Jakarta : Kencana Prenada Media Group.
[5] Mowen, John C dan Minor, Micheal. (2012). Perilaku Konsumen dialih bahasakan oleh Dwi Kartika Yahya. Jakarta : Erlangga.
[6] Moriarty, Sandra & Nancy Mitchells, William Wells. 2011. Advertising: 8th edition. Jakarta: Kencana.
[7] Setiadi, J. Nugroho (2003). Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Media.
[8] Siswanto. 2011. Pengantar Manajemen. Jakarta: PT. Bumi Aksara
[9] Mega Usvita.2013. Pengaruh Iklan dan Sikap Konsumen terhadap Keputusan Pembelian Cream Wajah POND’S Pada Mahasiswi Sekolah Tinggi Ilmu Ekonomi Yayasan Pendidikan Pasaman (STIE YAPPS) Vol. 1 No.1 Januari 2013
[10] Qolby, U.S. 2014. Pengaruh Iklan Terhadap Konsumen (Survei pad a Pengunjung yang Pernah Bermain Game Pro Evolution Soccer di Flux Capital Of Entertaiment Kecamatan Blimbing Kota Malang). Jurnal Administrasi Bisnis. 10(1).
[11] Yang et al. (2017), "Consumer attitudes toward online video advertisement: YouTube as a platform," Journal of Interactive Marketing, Vol. 46 Issue: 5, pp.840-853
[12] Zarrad, & Debabi. (, 2015). Analyzing the effect of Electronic Word of Mouth on Tourist attitude toward Destination and Travel Intention. International research journal of social sciences vol.4 (4), 53-60.
[13] Nida Tariq, Ayesha Imtiaz, Qalb E Abbas, "Impact of Celebrity Endorsement on Brand Image and Customers’ Purchase Intention A Case of Pakistani Customers" SSRG International Journal of Economics and Management Studies 5.10 (2018): 25-29.