TELAAH KENISCAYAAN IKLAN DI KANAL YOUTUBE SEBAGAI PERILAKU KHALAYAK DI KALANGAN MILENIAL

Michael Christian

Abstract


ABSTRACT

The act of avoiding or inevatibility perception of advertisements formed from the simple concept of leaving the room the ad is displayed to change the program channel. Internet users avoid advertisements caused by 3 (three) factors, namely internet media is intended as a media that is more oriented to a specific destination other than entertainment. The second factor is that internet users feel that regular advertisements will slow down access speeds and download processes. The third factor is advertising on the internet at any time can make users click links that appear intentionally or not. This study aims to analyze the determinants of the attitude of avoiding advertisements on Youtube. This research uses quantitative methods with SMART PLS 3.0. The research involving 100 samples found that the act of Avoiding Adverts was not directly affected by the perception of the user's goal being obstructed in enjoying the shows on Youtube and also by the user's skepticism as a moderating effect; Actions to avoid ads are influenced by the clutter of the advertisement when enjoying shows on Youtube, and previous negative experiences both directly and by using the moderation effect. As a recommendation in this study, the use of more specific sample characters (channel owners or hobbyist favourite channel lovers) can contribute more diverse results.

Keywords;  inevatibility; advertising; scepticism; experience; youtube.

                                                                                                                      ABSTRAK

Tindakan menghindari atau persepsi keniscayaan iklan terbentuk dari konsep sederhana yaitu meninggalkan ruangan yang iklan yang ditayangkan sampai kepada mengganti kanal program. Pengguna internet menghindari iklan disebabkan oleh 3 (tiga) faktor yaitu media internet lebih ditujukan sebagai media yang lebih berorientasi pada tujuan tertentu selain hiburan. Faktor kedua yaitu pengguna internet merasa iklan yang tampil secara berkala akan memperlambat kecepatan akses dan proses unduh. Faktor ketiga yaitu iklan di internet sewaktu-waktu dapat membuat pengguna mengklik tautan yang muncul secara sengaja atau tidak. Penelitian ini bertujuan untuk menganalisis determinan sikap tindakan menghindari iklan di Youtube. Penelitian ini menggunakan metode kuantitatif dengan Structural Equation Modelling – Partial Least Square dengan menggunakan SMART PLS 3.0. Penelitian yang melibatkan 100 sampel ini menemukan bahwa tindakan menghindari Iklan tidak dipengaruhi secara langsung oleh persepsi terhambatnya tujuan pengguna dalam menikmati tayangan yang ada di Youtube dan juga dengan sikap skeptis pengguna sebagai efek pemoderasi; Tindakan menghindari Iklan dipengaruhi oleh kesemrawutan iklan yang ada pada saat menikmati tayangan yang ada di Youtube, dan pengalaman negatif sebelumnya baik secara pengaruh langsung maupun dengan menggunakan efek moderasi.  Sebagai rekomendasi dalam penelitian ini, penggunaan karakter sampel yang lebih spesifik (pemilik kanal atau penikmat kanal favorit hobi) bisa memberikan kontribusi hasil yang lebih beragam.

Kata Kunci; keniscayaan; iklan; skeptisisme; pengalaman; youtube.


Keywords


inevatibility; advertising; scepticism; experience; youtube

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DOI: http://dx.doi.org/10.30813/bricolage.v5i02.1890

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