PENGARUH IKLAN ONLINE TERHADAP SIKAP DAN MINAT BELI KONSUMEN SECARA ONLINE DI KOTA PALOPO (Survei pada Pengguna Internet di Kota Palopo)

Muhammad Aqsa

Sari


Penelitian ini merupakan studi empiris pada pengguna internet dikota Palopo bagaimana sikap dan minat beli konsumen secara online setelah melihat iklan online. Tujuan utama penelitian ini adalah menganalisis pengaruh antar variabel guna menjawab permasalahan bagaimana iklan online mempengaruhi sikap konsumen serta faktor-faktor apa saja pada iklan online yang mempengaruhi minat beli konsumen secara online. Penelitian ini memberikan implikasi manajerial faktor-faktor apa saja dalam iklan online yang mempengaruhi sikap dan minat beli, sehingga membantu untuk mengetahui apa saja yang harus menjadi perhatian dalam membuat iklan online sehingga dapat mempengaruhi sikap dan menumbuhkan minat beli konsumen. Populasi penelitian ini adalah para pengguna internet yang pernah melihat iklan online diinternet. Metode yang digunakan adalah analisis kuantitatif dengan menggunakan teknik pengambilan sampel purposive sampling method dengan jumlah sampel 340 orang. Dalam penelitian ini data diukur dari persepsi responden atas pertanyaan yang diajukan. Setiap responden diminta untuk menyatakan pendapatnya mengenai pertanyaan-pertanyaan yang diajukan. Data jawaban responden tersebut dianalisis kesesuaiannya dengan model penelitian yang dikembangkan dari kerangka pikir teoritis menggunakan analisis konfirmatori Smart PLS (Partial Lest Square) yang dioperasikan dengan komputer menggunakan software AMOS 21. Hasil penelitian secara deksriptif menunjukkan bahwa iklan online mendapat persepsi yang baik dari pengguna internet. Sedangkan hasil analisis verifikatif menunjukkan bahwa iklan online mempunyai pengaruh yang signifikan terhadap sikap dan minat beli konsumen secara online.
Kata Kunci: Iklan Online, Sikap Konsumen dan Minat Beli

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