Satria, Bangsawan and Pandjaitan, Dorothy Rouly H. (2020) Effectiveness of Pop - Up Youtube Advertising Towards Purchase Intention Through Characteristics of Millennial Attitudes. International Journal of Economics and Management Studies. ISSN 10.14445/23939125/IJEMS-V7I2P122

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Nowadays, Youtube provides space for business people who want to advertise their products on Youtube. Ads displayed on Youtube are pop-up ads. Pop-up ads are advertisements that appear suddenly on the screen in front of the website's opening page This study aims to examine the effectiveness of pop-up advertisements on the Youtube site against purchase intention. The data used in this study are primary data. The data was collected through a questionnaire. The population in this study are people who have accessed the Youtube site, while the sampling technique uses purposive sampling with 200 respondents. To see the relationship between variables used through statistical tests and data processing is done using Partial Least Square (smart PLS 3.0). The results showed that: advertising is significantly related to attitude, attitude is not significantly related to purchase intention, and advertising is significantly related to purchase intention. This proves that the higher the intensity of seeing the ad, the higher the consumer's purchase intention.

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Date Deposited: 23 Nov 2020 05:42
Last Modified: 23 Nov 2020 05:42

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