Analisis perilaku penghindaran iklan internet oleh konsumen

Abstract

This research aims to test the effect of perceived goal impediment, perceived ad clutter, and prior negative experiences with internet ad avoidance. Data were collected by distributing questionnaires to respondents determined by means of a purposive sampling technique, namely customers that have frequently used internet. Meanwhile, the data were drawn by means of a convenience method. There were 190 exemplars of questionnaire distributed to the respondents but only 184 exemplars were used for analysis. A Structural Equation Model was used to analyze the data by means of a PLS alternative method aided by an application program of SmartPLS. The perceived goal impediment, perceived ad clutter, and prior negative experiences were tested using a first order factor approach.Results of the analysis showed that the perceived goal impediment had a positive and significant relation to the internet ad avoidance. But the prior negative experiences and perceived ad clutter had no significant relation to the internet ad avoidance.