Hasri, Meidy Nurindah and Silva, Noemi and Susanto, Y. Budi (2021) The Attitude toward The Programmatic Advertising on Click-Through Intention. In: Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, Lampung, Indonesia.
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Abstract
A new system called programmatic advertising has had a very high adoption rate. The problem is the lack of advertisers' education about programmatic advertising. The majority of those are due to retargeting or acquisition. Retargeting is an output from processing user personal data. This study was conducted on 110 respondents using simple random sampling that used a quantitative approach and SEM-PLS data analysis. This study explains 55,4% of the variance on click through intention. The result of modelling and hypothesis test is discovering the variables that perform the most to increase the attitude and intention of user through personalized advertising. The conclusion is advertiser most likely consider the attitude variable towards click through intention. The second highest level of importance is the intrusive variable on attitude. The third highest importance value is indirect surprise to click through intention through attitude. And the forth is surprise to personalization perception.
| Item Type: | Conference or Workshop Item (Paper) |
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| Keywords: | programmatic advertising personalised advertising click through intention personalization |
| Subjects: | 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations |
| Divisions: | Faculty of Business > Master of Technology Management |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 12 Sep 2022 02:45 |
| Last Modified: | 16 Sep 2022 01:57 |
| URI: | https://kc.umn.ac.id/id/eprint/22986 |
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