SIKAP DAN PERILAKU KONSUMEN TERHADAP NATIVE ADVERTISING

Siti Aisyah

doi:10.30829/ajei.v5i1.7948

SIKAP DAN PERILAKU KONSUMEN TERHADAP NATIVE ADVERTISING

Siti Aisyah

Abstract

The marketing strategy continues to develop. Internet advertising is commonly referred to as e-marketing. Various e-marketing strategies can be done now, for example online advertising. Advertising that used to be offline is now utilizing the internet. One of the formats for online advertising is native ad. Native advertising is a digital advertising format that is still relatively new for online advertising. This study aims to explain how native advertising is used and see how consumers' attitudes towards evaluating native ads. It is recommended to see more than where the original ad can be effectively approved according to marketing objectives. This research uses descriptive analysis technique with random sampling data collection techniques to 420 respondents online. Obtained results from native advertisements that are supported and able to produce positive attitudes and behaviors that benefit marketers or ad owners. Respond to native ads that can provide good information, fun, useful, credible, and do not disturb.

Full Text:

PDF

References

Boshoff, L. (2015). A Comparative Study Between Native Advertising and Display Advertising on CNBCAFRICA. COM (Doctoral dissertation, The IIE).

Campbell, C., & Marks, L. J. (2015). Good native advertising isn’ta secret. Business Horizons, 58(6), 599-606.

Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice. Pearson Education.

Deziel, M. (2014). Women inmates: Why the male model doesn’t work. The New York Times.

Ducoffe, R. (1996), “Advertising value and advertising on the web”, Journal of Advertising Research, Vol. 36 No. 5, pp. 21-35.

Iab.com. (2013, 4 Desember). The Native Advertising Playbook: Six Native Ad Categories, Six Marketplace Considerations, And Iab Recommended Disclosure Principles. Diakses pada 25 Oktober 2019 dari https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf

Indrawan, R., & Yaniawati, P. (2014). Metodologi Penelitian Kuantitatif, Kualitatif, Dan Campuran Untuk Manajemen, Pembangunan, Dan Pendidikan. Bandung: PT Refika Aditama.

Kasali, R. (2005). Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia, Cet. V, Jakarta: PT Temprint.

Kim, C., Kwon, K., & Chang, W. (2011). How to measure the effectiveness of online advertising in online marketplaces. Expert Systems with Applications, 38(4), 4234-4243. Mareck, M. Native Advertising. Research World. Research World, 2014 No. 45, h. 23

Kotler, P., & Keller, K. L. (2006). Marketing management 12e. New Jersey.

Manic, M. (2015). The Rise of native advertising. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(1), 53.

Nielsen.com. (2019, 18 September). Belanja Iklan Digital Menyumbang Porsi 6% Dari Total Belanja Iklan. Diakses pada 25 Oktober 2019, dari https://www.nielsen.com/id/id/press-releases/2019/belanja-iklan-digital-menyumbang-porsi-6-dari-total-belanja-iklan/

Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen & Strategi Pemasaran. Jakarta: Salemba Empat.

Russell, H., Staffaroni, J. and Fox, A. (1994), “The missing measures of copy testing”, Journal of Advertising Research, Vol. 34 No. 3, pp. 46-56.

Seligman, T. J. (2015). Native advertising: The old is new again. The Computer & Internet Lawyer, 32(7), 1-9.

Tankosić, A., & Trnavčevič, A. (2008). Internet marketing communication and schools: The Slovenian case study. Organizacija, 41(4).

Wang, Y., & Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333-344. https://doi.org/10.1016/j.ibusrev.2010.01.004

Wasserman, Todd. Sep. 26, 2012. What is Native Advertising?. www.mashable.com

Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (1989). Advertising: Principles and practice (Vol. 328). Englewood Cliffs, NJ: Prentice Hall.

Wyer Jr, R. S., & Albarracín, D. (2005). Belief Formation, Organization, and Change: Cognitive and Motivational Influences.

DOI: http://dx.doi.org/10.30829/ajei.v5i1.7948