The Effect of Pop-Up Ads and Perceived Intrusiveness to Ads Avoidance With Advertisement Value as Moderating Factor (Study on Youtube Users)

BISATYA, Sanggya Gana (2018) The Effect of Pop-Up Ads and Perceived Intrusiveness to Ads Avoidance With Advertisement Value as Moderating Factor (Study on Youtube Users). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study is a study of the effect of pop-up ads and perceived intrusiveness to ads avoidance with advertisement value as a moderating variable, and the sample is a youtube user. This research is focused in pop-up ads that people encounter. This study was conducted for youtube viewers aged 17-35 years who are still active using youtube. This research takes the title: "The effect of pop-up ads and perceived intrusiveness to ads avoidance with advertisement value as moderating variable (study on youtube users)". This research is descriptive research with quantitative approach. Population in this research is youtube user. The number of respondents taken in this study is 141 respondents, and using questionnaires to retrieve data. Respondents from this study are youtube viewers who are still active using youtube with age 17-35 years. The sampling method used in determining the respondents is convenience method. Based on the results of research and data analysis using simple regression analysis and moderated regression analysis showed: (1) Pop-up Ads has negative effect on perceived intrusiveness, (2) Perceived Intrusiveness has positive effect to Ads Avoidance, (3) Advertisement Value moderating negative influence on Perceived Intrusiveness and Ads Avoidance.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C18112
Uncontrolled Keywords: Pop-up Ads, Perceived Intrusivness, Ads Avoidance, Advertisement Value.
Subjects: A > A74 Advertising
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Endang Kasworini
Date Deposited: 27 Jul 2020 03:48
Last Modified: 27 Jul 2020 03:48
URI: http://repository.unsoed.ac.id/id/eprint/4630

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