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All Journal COMMED: Jurnal Komunikasi dan Media Semiotika: Jurnal Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Pengabdian dan Kewirausahaan
Yudhi, Lim
Prodi Ilmu Komunikasi Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Jurnal Pengabdian dan Kewirausahaan

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MEASURING MILLENNIALS' BEHAVIOR IN AVOIDING ADVERTISING ON YOUTUBE CHANNELS: A PUBLIC SERVICE ADVERTISEMENT REGARDING COVID-19 Henilia Yulita; Lim Yudhi
Jurnal Pengabdian dan Kewirausahaan Vol 6, No 2 (2022): Jurnal Pengabdian dan Kewirausahaan
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jpk.v6i2.3749

Abstract

The pandemic of COVID-19 has had an impact on society and business. This includes the impact on people's information, product, and service consumption patterns. People spend more time at home because of social restrictions imposed to limit the spread of COVID-19. This is also gradually indicating opportunities for industry participants to deliver advertisements for their products or services via online media. The purpose of this study is to identify and analyze the determinants of attitudes toward advertising using ad content and advertising value. As an analytical tool, this quantitative study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) with SMART PLS. This study included 150 millennial YouTube users as participants. According to the findings of this study, ad content has a significant impact on advertising value. Furthermore, this study explains how ad content influences consumer attitudes toward advertising. The study's next finding explains that advertising value has no effect on attitudes toward advertising. This study explains, on the indirect effect, that advertising value does not mediate the relationship between ad content and attitude toward advertising. Other variables, such as advertising provider credibility and public saturation of COVID-19, can be suggested for future research.
Co-Authors Christina, Christina Henilia Yulita Sadono, Teguh Priyo Teguh Priyo Sadono