A STUDY ON PADANG MILLENNIALS’ ATTITUDE TOWARDS ONLINE ADVERTISEMENTS: THE CASE OF GOJEK YOUTUBE ADVERTISEMENT VIDEOS

Nindi, Filzah (2019) A STUDY ON PADANG MILLENNIALS’ ATTITUDE TOWARDS ONLINE ADVERTISEMENTS: THE CASE OF GOJEK YOUTUBE ADVERTISEMENT VIDEOS. Other thesis, Universitas Andalas.

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Abstract

The purpose of this research is to exploring the influence of perceived advertising values and personalization of Gojek advertisement videos on YouTube Ads as the independent variable, on Padang Millennials’ attitude towards advertisement dependent variable. The sample criteria in this research are millennials who lived in Padang, who born in the year of 1980 – 2000, which are 19 to 39 years old range of age and they could reviewing the variable provided according to proposed frameworks, with sample collected is 120 respondents. The sampling technique of this research is Non-Probability Sampling. This research used questionnaire to collect the data by using exiting likert scare. The data analyzed by using Ms Excel fo characteristic respondent, SPSS 17 for descriptive analysis and to analyze the indicators and hypothesis. The result of this research indicates that perceived advertising values which are credibility and entertainment of Gojek advertisement videos on YouTube Ads has a positive and significant influence on Padang Millennials’ attitude towards advertisement. Irritation and informativeness of Gojek advertisement videos on YouTube Ads has a negative and insignificant influence on Padang Millennials’ attitude towards advertisement, while personalization of Gojek advertisement videos on YouTube Ads has a positive and insignificant influence on Padang Millennials’ attitude towards advertisement.

Item Type: Thesis (Other)
Primary Supervisor: Dr. Dessy Kurnia Sari, SE, M.Bus, (Adv)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: S1 Manajemen Fakultas Ekonomi
Date Deposited: 26 Oct 2019 10:59
Last Modified: 26 Oct 2019 10:59
URI: http://scholar.unand.ac.id/id/eprint/52794

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