Digital Business Tren Bisnis Masa Depan
Vol. 14 No. 2 (2023): September: Bussines, IT, Finance

Influence of skippable, non-skippable and product knowledge advertisements on consumer responses in purchasing products that appear in advertisements

Sinaga, Savrina Oktaviana (Unknown)
Leonardo, Austin (Unknown)
Anisa, Nurul (Unknown)
Diana, Febi Nur (Unknown)

Article Info

Publish Date
03 Oct 2023

Abstract

The purpose of this study is to find out how skippable, non-skippable advertising and product knowledge affect customer response. The theory of advertising value (informativeness, credibility, entertainment, irritation) and consumer response theory (awareness, knowledge, likes, preferences, beliefs, purchases) are used. This study uses a quantitative approach and uses a survey as a type of explanatory research. fifty people answered using the Slovin formula. Closed-ended questionnaires, observations, literature, and literature studies are data collection methods. Data analysis was carried out through the data processing stage using SPSS, and statistical formulas were used to analyze the data. The results of this study indicate that there is an insignificant effect between YouTube advertisements and customer responses.

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Journal Info
Digital Business Tren Bisnis Masa Depan
Website

Abbrev

db

Publisher

Central Research Institute for Agriculture

Subject

Economics, Econometrics & Finance

Description

Digital Business Tren Bisnis Masa Depan is a journal that is generally integrated in the fields of economics, management and business. This journal encourages writers or lecturers and students engaged in economics, management and business to be able to submit their manuscripts for publication. The ...