Kartasasmita, Garlianka and Dibia, Merinda Abduh and Pasasa, Linus (2016) Consumer Attitude Towards Online Video Advertising: A Case Study of Youtube ADS Consumer Goods Among Generation Y in Indonesia. Bachelor thesis, Swiss German University.

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Abstract

Purpose – The purpose of this research is to investigate the consumers attitude towards online advertising, specifically online video advertising and identify the most significant indicator that influence consumers attitudes towards online video advertising. Design/methodology/approach – The study examines the performance of all variables that influence consumer attitude. In this research questionnaire will be used and distributed in Indonesia. Then, the data develop a research model from the literature review and used statistical tools to analyze the data. Findings – The finding indicates that personalization, entertainment, and credibility had significant influences on consumer attitude towards online video advertising. Another findings that indicate attitude influence on consumer’s intention, and intention had significant influence on acceptance behavior. Research limitation/implication – the data collected data will only represent generation Y category, not other generation categories.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Consumer Attitude; Consumer Goods; Generation Y; Online Advertising; YouTube Online Video Advertising.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5801 Advertising H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	03 Nov 2020 12:33
Last Modified:	03 Nov 2020 12:33
URI:	http://repository.sgu.ac.id/id/eprint/1335

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