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All Journal Indonesian Journal of Business Analytics (IJBA)
Indriani Sandi Putri Nainggolan
Universitas Pelita Harapan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Attitude of Generation Z Towards YouTube Skippable Ads: An Empirical Study on Lokalate Ads Indriani Sandi Putri Nainggolan
Indonesian Journal of Business Analytics Vol. 1 No. 1 (2021): April, 2021
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (371.389 KB) | DOI: 10.55927/ijba.v1i1.2

Abstract

As businesses’ marketing activities have migrated to various social media platforms, competition between advertisers to attain market’s attention is getting more intense. As a result, marketers began to involve manipulative and provocative strategies to steal market’s attention. This, however, lead to a boomerang effect where consumers develop negative attitude towards advertisement—especially among Generation Z as one of the biggest demographic groups. Aimed to fill in the knowledge gap regarding this issue, specifically in Medan, this research investigates how attitude towards advertisement is affected by several antecedents, namely informativeness, entertainment, and irritation. Multiple linear regression analysis is employed to assess the relationship between variables. The result shows that informativeness along with entertainment have positive effect on attitude towards advertisement, whereas irritation has negative effect. This indicates that marketers should consider these factors to create an effective advertisement that can evoke positive attitude among audiences.
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