Anteseden dari click intention dalam online behavioral advertising di e-commerce
Info Katalog
File Repositori
Nomor Panggil : 022001801048
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Asep Hermawan
Subyek : Commerce - Marketing
Kata Kunci : online behavioral advertising relevance, online behavioral advertising credibility, online behaviora
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001801048_Halaman-Judul.pdf | -1 | |
| 2. | 2022_TA_SMJ_022001801048_Lembar-Pengesahan.pdf | -1 | |
| 3. | 2022_TA_SMJ_022001801048_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2022_TA_SMJ_022001801048_Bab-2-Tinjauan-Pustaka.pdf | 12 |
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| 5. | 2022_TA_SMJ_022001801048_Bab-3-Metode-Penelitian.pdf | 19 |
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| 6. | 2022_TA_SMJ_022001801048_Bab-4-Analisis-dan-Pembahasan.pdf | 11 |
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| 7. | 2022_TA_SMJ_022001801048_Bab-5-Kesimpulan.pdf | 6 |
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| 8. | 2022_TA_SMJ_022001801048_Daftar-Pustaka.pdf | 9 | |
| 9. | 2022_TA_SMJ_022001801048_Lampiran.pdf | 34 |
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P enelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Online Behavioral Advertising Relevance, Online Behavioral Advertising credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Acceptance, Online Behavioral Advertising Avoidance, dan Click Intention di e-commerce. Data dikumpulkan langsung melalui penyebaran kuesioner kepada 260 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji Instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan Structural Equation Model (SEM). Variabel Independen dalam penelitian ini adalah Online Behavioral Advertising Relevance, Online Behavioral Advertising Credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Avoidance untuk variabel intervening dalam penelitian ini adalah Online Behavioral Advertising Acceptance dan untuk variabel dependen dalam penelitian ini adalah Click Intention.Hasil penelitian menunjukan bahwa terdapat pengaruh positif Online Behavioral Advertising Relevance terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Credibility terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Perceived Usefulness terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh negatif Online Behavioral Advertising Avoidance terhadap Click Intention dan terdapat pengaruh positif Online Behavioral Advertising Acceptance terhadap Click Intention. Hasil penelitian ini diharapkan dapat menjadi acuan bagi perusahaan atau pemasar dalam meningkatkan Click Intention dengan menggunakan strategi Online Behavioral Advertising (OBA)
T he purpose of this research is to analyze the effect of Online Behavioral Advertising Relevance, Online Behavioral Advertising Credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Acceptance, Online Behavioral Advertising Avoidance, Click Intention on e-commerce. Transmit the data obtained by questionnaires to 260 respondents. Sample collections techniques using purposive sampling technique. Validity and reliability are used instrument tests. Structural Equation Model (SEM) is used for hypothesis tests. Independent variables in this study are Online Behavioral Advertising Relevance, Online Behavioral Advertising Credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Avoidance, for intervening variables in this study is Online Behavioral Advertising Acceptance. Moreover, the dependent variable that is used in this study is Click Intention.The results of the research show there is a positive effects of Online Behavioral Advertising Relevance towards Online Behavioral Advertising Acceptance, there is a positive effects of Online Behavioral Advertising Credibility towards Online Behavioral Advertising Acceptance, there is a positive effects of Online Behavioral Advertising Perceived Usefulness towards Online Behavioral Advertising Acceptance, there is a negative effects of Online Behavioral Advertising Avoidance towards Click Intention and there is a positive effects of Online Behavioral Advertising Acceptance towards online Click Intention. The results of this study are expected to be a reference for companies or marketers in increasing Click Intention by using Online Behavioral Advertising( OBA) strategies.
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