ANALISIS PENGARUH ADS INTRUSIVENESS DAN ADS IRRITATION TERHADAP ADS AVOIDANCE MELALUI ATTITUDE TOWARD ADS SEBAGAI VARIABEL MEDIASI DI PLATFORM TIKTOK

MUHAMMAD ALFATIH, . (2025) ANALISIS PENGARUH ADS INTRUSIVENESS DAN ADS IRRITATION TERHADAP ADS AVOIDANCE MELALUI ATTITUDE TOWARD ADS SEBAGAI VARIABEL MEDIASI DI PLATFORM TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text 1. PDF Cover.pdf Download (976kB)
	Text 2. PDF Chapter 1.pdf Download (601kB)
	Text 3. PDF Chapter 2.pdf Restricted to Registered users only Download (663kB) | Request a copy
	Text 4. PDF Chapter 3.pdf Restricted to Registered users only Download (482kB) | Request a copy
	Text 5. PDF Chapter 4.pdf Restricted to Registered users only Download (720kB) | Request a copy
	Text 6. PDF Chapter 5.pdf Restricted to Registered users only Download (454kB) | Request a copy
	Text 7. PDF Bibliography.pdf Download (419kB)
	Text 8. Lampiran.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ads intrusiveness dan ads irritation terhadap ads avoidance dengan attitude toward ads sebagai variabel mediasi, khususnya dalam konteks iklan di platform TikTok. Fenomena meningkatnya eksposur iklan digital yang bersifat tiba-tiba dan mengganggu mendorong perlunya pemahaman terhadap faktor-faktor psikologis yang memengaruhi sikap dan perilaku pengguna. Pendekatan kuantitatif digunakan dalam penelitian ini dengan metode survei kepada 100 responden pengguna TikTok yang pernah terpapar iklan, dan data dianalisis menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa ads irritation memiliki pengaruh signifikan terhadap ads avoidance, yang menegaskan peran kuat dari faktor emosional negatif dalam mendorong penghindaran iklan. Sementara itu, ads intrusiveness secara signifikan memengaruhi attitude toward ads, namun tidak secara langsung berdampak pada ads avoidance. Temuan ini juga memperlihatkan bahwa attitude toward ads memediasi hubungan antara ads intrusiveness dan ads avoidance, menunjukkan bahwa persepsi negatif terhadap intrusiveness baru berdampak pada penghindaran iklan apabila membentuk sikap negatif terlebih dahulu. Dengan demikian, sikap terhadap iklan terbukti sebagai variabel penting dalam menjelaskan perilaku pengguna terhadap iklan digital. Penelitian ini memberikan implikasi bagi pemasar digital untuk merancang iklan yang tidak hanya relevan dan tidak mengganggu, tetapi juga mampu membangun sikap positif pengguna guna meminimalkan ads avoidance ***** This study aims to analyze the influence of ad intrusiveness and ad irritation on ad avoidance, with attitude toward ads as a mediating variable, specifically in the context of advertising on the TikTok platform. The phenomenon of increasing exposure to sudden and disruptive digital advertising encourages the need to understand the psychological factors that influence user attitudes and behavior. A quantitative approach was used in this study with a survey method to 100 TikTok user respondents who had been exposed to ads, and the data were analyzed using Structural Equation Modeling (SEM) techniques based on Partial Least Squares (PLS). The results showed that ad irritation has a significant influence on ad avoidance, confirming the strong role of negative emotional factors in driving ad avoidance. Meanwhile, ad intrusiveness significantly influenced attitude toward ads, but did not directly impact ad avoidance. These findings also show that attitude toward ads mediates the relationship between ad intrusiveness and ad avoidance, indicating that negative perceptions of intrusiveness only impact ad avoidance if a negative attitude is formed first. Thus, attitude toward ads is proven to be an important variable in explaining user behavior towards digital advertising. This research provides implications for digital marketers to design ads that are not only relevant and non-intrusive, but also able to build positive user attitudes to minimize ad avoidance.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D. ; 2). Shandy Aditya, BIB, MPBS.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Muhammad Alfatih .
Date Deposited:	12 Aug 2025 02:22
Last Modified:	12 Aug 2025 02:22
URI:	http://repository.unj.ac.id/id/eprint/58142

Actions (login required)

View Item