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Analisis Perilaku Penghindaran Iklan Internet Oleh Konsumen

Author

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  • Endang Hariningsih
  • Eni Munarsih

Abstract

Penelitian ini bertujuan untuk menguji pengaruh variabel persepsi tingkat penghindaran tujuan, persepsi kekacauan dan persepsi pengalaman masa lalu yang negatif terhadap penghindaran iklan internet. Data dikumpulkan dengan menyebarkan kuesioner kepada responden dengan cara teknik purposive sampling, yaitu pelanggan yang telah sering menggunakan internet. Sementara itu, data diambil dengan menggunakan teknik convenience method. Terdapat 190 kuesioner yang disebarkan kepada responden tetapi hanya 184 kuesioner yang digunakan untuk analisis. Alat analisis yang digunakan adalah Structural Equation Model dengan metode PLS aplikasi program Smart PLS. Hasil analisis menunjukkan bahwa persepsi tingkat penghindaran tujuan memiliki pengaruh positif dan signifikan terhadap penghindaran iklan internet. Namun persepsi pengalaman masa lalu yang negatif dan persepsi kekacauan tidak signifikan terhadap penghindaran iklan internet.Kata kunci: persepsi tingkat penghindaran tujuan, persepsi kekacauan, persepsi pengalaman masa lalu yang negatif dan penghindaran iklan internet

Suggested Citation

  • Endang Hariningsih & Eni Munarsih, 2014. "Analisis Perilaku Penghindaran Iklan Internet Oleh Konsumen," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 18(2), pages 180-189.
    • Handle: RePEc:uii:jsbuii:v:18:y:2014:i:2:p:180-189:id:3817
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