PENGARUH ENTERTAINMENT, IRRITATING DAN INFORMATIVENESS TERHADAP NILAI IKLAN DAN SIKAP TERHADAP PERIKLANAN DI WEB DI KALANGAN MAHASISWA DI JAKARTA BARAT

M. ARY BUDI YUWONO; FAUZIYAH HAYATI SYAHIR

doi:10.34208/jba.v4i3.553

PENGARUH ENTERTAINMENT, IRRITATING DAN INFORMATIVENESS TERHADAP NILAI IKLAN DAN SIKAP TERHADAP PERIKLANAN DI WEB DI KALANGAN MAHASISWA DI JAKARTA BARAT

Authors

M. ARY BUDI YUWONO Program Pascasarjana Universitas Trisakti
FAUZIYAH HAYATI SYAHIR STIE Trisakti

DOI:

https://doi.org/10.34208/jba.v4i3.553

Keywords:

Advertising value, Attitude towards advertising, Entertainment, Informativeness, Irritating

Abstract

The growth of advertising on the World Wide Web requires research on users' general perceptions since these attitudes toward individual advertisements. This article presents results of a survey among university students focusing on the perceived value of Web Advertising in the general media. Both the hypothesized model of advertising value and its role as an antecedent of overall audience attitudes are confirmed.

Published

2019-11-06

How to Cite

M. ARY BUDI YUWONO, and FAUZIYAH HAYATI SYAHIR. 2019. “PENGARUH ENTERTAINMENT, IRRITATING DAN INFORMATIVENESS TERHADAP NILAI IKLAN DAN SIKAP TERHADAP PERIKLANAN DI WEB DI KALANGAN MAHASISWA DI JAKARTA BARAT”. Jurnal Bisnis Dan Akuntansi 4 (3):213-28. https://doi.org/10.34208/jba.v4i3.553.