GDL

Skripsi, 019 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-10 11:53:44
Oleh : : Mohammad Geraldi Nugraha NIM: 165624021 (mohammad.geraldi.mpem416@polban.ac.id)
Dibuat : 2021-02-10, dengan 4 file

Keyword : Attitudes Towards Online Advertising; Instagram Stories; Informativeness; Credibility; Brand Awareness; Purchase Intention; Generation Y and Z

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Deskripsi Alternatif :

This research was conducted to determine attitudes towards online advertising on Instagram Stories ads consumer attraction generation Z and Y. This study analyzes four dimensions of Instagram Stories ads (i.e., Informativeness, Entertainment, Credibility, and Irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. An online questionnaire was used to collect data from 440 Instagram users. The results show that these four dimensions have a positive influence on building brand awareness and can shape consumers' purchase intentions when they see the advertised on Instagram Stories. It was found that Informativeness and Credibility were the strongest positive drivers in building brand awareness of ads on Instagram Stories. On the other hand, Brand awareness that has been built with four dimensions of attitudes online advertising has a positive influence on purchase intention. This research can provide a contribution to become a guideline for brands or marketers when they advertise on Instagram Stories. Keywords: Attitudes Towards Online Advertising; Instagram Stories; Informativeness; Credibility; Brand Awareness; Purchase Intention; Generation Y and Z.

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