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- W4246772433 abstract "In English,
 Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions
 
 Dalam Bahasa Indonesia,
 Pemasaran saat ini telah berkembang dari pemasaran yang berfokus pada konsep pertukaran menjadi konsep integrated marketing communication (IMC) atau komunikasi marketing yang terintegrasi dan berfokus pada hubungan dengan konsumen perkembangan teknologi informasi dan internet berperan besar dalam dunia IMC, terutama dalam bagian dunia periklanan, dimana teknologi informasi dan internet mengembangkan iklan menjadi iklan digital. Penelitian ini bertujuan untuk membuat model penelitian sebagai solusi atas permasalahan bagaimana membuat sikap konsumen pada iklan digital di Indonesia menjadi lebih positif. Penelitian ini mengangkat sikap konsumen pada iklan digital di Indonesia sebagai variabel yang memberikan solusi, yaitu variabel entertainment (hiburan), informativenes (keinformatifan), dan credibility (kredibilitas) sebagai variabel anteseden dari Sikap konsumen terhadap iklan digital (ATDID), dan variabel niat membeli sebagai dampak dari Sikap konsumen terhadap iklan digital . Hasil dari penelitian ini adalah framework model penelitian, dan operasionalisasi variabel yang dapat digunakan untuk melakukan penelitian kuantitatif, dengan tujuan untuk mencari hubungan antara variabel tersebut, yang nantinya dapat dibuat sebagai acuan dalam meningkatkan sikap konsumen pada iklan digital yang diharapkan dapat meningkatkan intensi membeli." @default.
- W4246772433 created "2022-05-12" @default.
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- W4246772433 date "2020-03-25" @default.
- W4246772433 modified "2023-10-18" @default.
- W4246772433 title "ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA" @default.
- W4246772433 doi "https://doi.org/10.37365/it.v5i1.55" @default.
- W4246772433 hasPublicationYear "2020" @default.
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