Perbedaan Persepsi Audience pada Konten Native Advertising dan Banner Advertising Terkait Ad Attitude, Ad Credibility, dan Understanding of Message Intent (Studi Eksperimen Remaja Pembaca Berita Otomotif)

⭐ Perdana Putra, Aditya (2022) Perbedaan Persepsi Audience pada Konten Native Advertising dan Banner Advertising Terkait Ad Attitude, Ad Credibility, dan Understanding of Message Intent (Studi Eksperimen Remaja Pembaca Berita Otomotif). Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Perkembangan teknologi berpengaruh terhadap perubahan model bisnis media, tidak hanya di Indonesia namun juga dunia. Salah satu produk dari bisnis media digital ini adalah digital advertising, seperti native advertising atau banner advertising. Namun munculnya native ads dan banner ads justru berpotensi negatif terhadap audiens. Mereka yang mengkonsumsi berita reguler, belum tentu dapat membedakan antara konten berita asli dengan yang mengandung ads. Maka dari itu, penelitian ini memiliki rumusan masalah bagaimana perbedaan persepsi audiens tentang konten native ads dan banner ads terkait ad attitude, ad credibility, dan understanding of message intent di kanal berita otomotif. Penelitian ini menggunakan persuasion knowledge theory dengan metode penelitian yakni metode eksperimen yang melibatkan 60 responden remaja laki-laki dan perempuan dengan rentang usia 18-28 tahun yang berdomisili di Jabodetabek. Hasil penelitian ini menunjukkan bahwa kedua jenis iklan tersebut tidak memiliki perbedaan yang signifikan terhadap nilai variabel yang diteliti yaitu ad attitude, ad credibility, dan understanding of the message intent, namun memang native ads memiliki nilai kualitas atau daya tarik serta kredibilitas hingga selling intent dan informational intent yang lebih tinggi sedikit jika dibandingkan dengan banner ads.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Perdana Putra, Aditya (00000026589)
Contributors:	Panji, Yearry (0031128202)
Keywords:	Persepsi, Digital Advertising, Banner Ads, Native Ads, Konten Berita, Otomotif, Media Online
Subjects:	000 Computer Science, Information and General Works > 070 News Media, Journalism and Publishing > 070 News, mass media, journalism, and publishing 200 Religion > 260 Social and ecclesiastical theology > 261 Social theology and interreligious relations and attitudes 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 04. Ensure inclusive and equitable quality education and promote lifelong learning Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Digital Journalism
Date Deposited:	25 Nov 2022 01:38
URI:	https://kc.umn.ac.id/id/eprint/20131

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