PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN
Abstract. Personalized online advertisement is expected to minimize irritation of the advertisements, and it may be beneficial to help consumers in searching information before they are making a purchase decision. At present, consumers are having a diverse attitude toward the personalized online adv...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Mercu Buana
2017-03-01
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| Series: | MIX: Jurnal Ilmiah Manajemen |
| Subjects: | |
| Online Access: | http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1277 |
| _version_ | 1831741372531474432 |
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| author | Dini Agustina Mukhamad Najib Budi Suharjo |
| author_facet | Dini Agustina Mukhamad Najib Budi Suharjo |
| author_sort | Dini Agustina |
| collection | DOAJ |
| description | Abstract. Personalized online advertisement is expected to minimize irritation of the
advertisements, and it may be beneficial to help consumers in searching information
before they are making a purchase decision. At present, consumers are having a diverse
attitude toward the personalized online advertising, some are in favor, some are neutral
and some are actually opposed to. Consumer's attitude play an important role consumer
purchase intention. Therefore, it is very critical for the personalized online advertising
to provide more value added to the consumer based on their purchase behavior by
giving the relevant information, while at the same time keeping the consumer's privacy.
Despite of a lot of effort has been put in place to improve the effectiveness of
personalized online advertising, it has yet gained more positive response from the
consumer. This research is using the survey method that involving 200 respondents and
data analysis is using SEM (Structural Equation Modeling). |
| first_indexed | 2024-12-21T14:15:32Z |
| format | Article |
| id | doaj.art-397a10db5d30421c9b6406044649175f |
| institution | Directory Open Access Journal |
| issn | 2088-1231 2460-5328 |
| language | English |
| last_indexed | 2024-12-21T14:15:32Z |
| publishDate | 2017-03-01 |
| publisher | Universitas Mercu Buana |
| record_format | Article |
| series | MIX: Jurnal Ilmiah Manajemen |
| spelling | doaj.art-397a10db5d30421c9b6406044649175f2022-12-21T19:00:55ZengUniversitas Mercu BuanaMIX: Jurnal Ilmiah Manajemen2088-12312460-53282017-03-01631194PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMENDini AgustinaMukhamad NajibBudi SuharjoAbstract. Personalized online advertisement is expected to minimize irritation of the advertisements, and it may be beneficial to help consumers in searching information before they are making a purchase decision. At present, consumers are having a diverse attitude toward the personalized online advertising, some are in favor, some are neutral and some are actually opposed to. Consumer's attitude play an important role consumer purchase intention. Therefore, it is very critical for the personalized online advertising to provide more value added to the consumer based on their purchase behavior by giving the relevant information, while at the same time keeping the consumer's privacy. Despite of a lot of effort has been put in place to improve the effectiveness of personalized online advertising, it has yet gained more positive response from the consumer. This research is using the survey method that involving 200 respondents and data analysis is using SEM (Structural Equation Modeling).http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1277Keywords: personalized, online advertisement, consumer's attitude, privacy concern |
| spellingShingle | Dini Agustina Mukhamad Najib Budi Suharjo PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN MIX: Jurnal Ilmiah Manajemen Keywords: personalized, online advertisement, consumer's attitude, privacy concern |
| title | PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN |
| title_full | PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN |
| title_fullStr | PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN |
| title_full_unstemmed | PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN |
| title_short | PENGARUH PERSONALISASI IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN |
| title_sort | pengaruh personalisasi iklan online terhadap sikap dan minat beli konsumen |
| topic | Keywords: personalized, online advertisement, consumer's attitude, privacy concern |
| url | http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1277 |
| work_keys_str_mv | AT diniagustina pengaruhpersonalisasiiklanonlineterhadapsikapdanminatbelikonsumen AT mukhamadnajib pengaruhpersonalisasiiklanonlineterhadapsikapdanminatbelikonsumen AT budisuharjo pengaruhpersonalisasiiklanonlineterhadapsikapdanminatbelikonsumen |