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"Berkembangnya platform beriklan berpengaruh pada bagaimana konsumen berbelanja dan berinteraksi. Testimonial advertising atau kegiatan beriklan dengan memberikan opini dan rekomendasi oleh pihak ketiga kemudian menjadi populer kembali. Pihak ketiga yang digunakan oleh sebuah brand biasanya adalah influencers atau seseorang/lebih yang memiliki pengaruh sosial. Hal tersebut dikarenakan influencers cenderung mampu membentuk opini konsumen tentang suatu hal. Model atribusi dapat digunakan untuk melihat hubungan yang terjalin antara konsumen dengan influencers, iklan, atau produk/brand. Model atribusi yang umum digunakan adalah model atribusi Kelley. Model tersebut telah banyak diadopsi dan dikembangkan oleh banyak ilmuwan lainnya. Salah satunya oleh Han Kyoo-Hoon yang mengembangkan model atribusi milik Kelley. Han Kyoo-Hoon mengembangkan model atribusi milik Kelley menjadi lebih relevan untuk penelitian perilaku konsumen dan lebih terperinci. Penulis ingin memperlihatkan kontras antara kedua model tersebut dengan melakukan komparasi. Kedua model tersebut akan digunakan untuk melihat hubungan konsumen dengan influencers, iklan, produk/brand. Penulis akan memperlihatkan hubungan tersebut dalam bentuk kegiatan iklan testimonial.

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The growth of advertising platforms has an effect on how consumers shop and interact. Testimonial advertising or advertising activities by providing opinions and recommendations by third parties then become popular again. Third parties used by a brand are usually influencers or someone who has social influence. This is because influencers tend to be able to form consumer opinions about a thing. Attribution models can be used to see the relationships between consumers and influencers, advertisements, or products/brands. A commonly used attribution model is the Kelley attribution model. The model has been widely adopted and developed by many other scientists. One of them was Han Kyoo-Hoon who developed Kelley's attribution model. Han Kyoo-Hoon developed Kelley's attribution model to be more relevant for consumer behavior research and more detailed. The author wants to show the contrast between the two models by performing a comparison. Both models will be used to look at consumer relationships with influencers, advertisements, products/brands. The author will show the relationship in the form of testimonial advertising activities."

"Tesis ini menganalisis pengaruh tingkat kreativitas iklan, need for uniqueness dan need for cognition, terhadap sikap terhadap iklan (attitude toward the ad), sikap terhadap merek (attitude toward the brand), serta minat membeli (purchase intention) konsumen. Penelitian ini bersifat kuantitatif dan merupakan riset konklusif yang bersifat kausal dimana bertujuan untuk menguji hipotesis dan khususnya untuk memeriksa hubungan antara variabel - variabel dependen dan independen yang diuji. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh dan hubungan yang positif antara kreativitas iklan dan need for uniqueness terhadap sikap dan minat membeli konsumen. Disisi lain penelitian ini juga menunjukkan bahwa tidak terdapat pengaruh dan hubungan yang signifikan antara kreativitas iklan dan need for cognition terhadap sikap dan minat membeli konsumen. Sehingga dalam kaitannya dengan tingkat kreativitas iklan dapat dikatakan bahwa faktor need for uniqueness lebih mempengaruhi sikap dan minat membeli konsumen dibandingkan dengan faktor need for cognition.

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This paper analyze the effect level of advertisement creativity, need for uniqueness and need for cognition, towards attitude toward the ad, attitude toward the brand andpurchase intention. This study used quantitative methods and was a conclusive research with causal type, which its objective was to test the hypothesis and specially to verify the relationship between its independent and dependent variables.

This study showed that there is positive effect and relationship between the levels of advertisement creativity and need for uniqueness towards consumerspurchase intention and attitudes. On the other hand, this study also showed that there is no effect and significant relationship between advertisement creativity and need for cognition towards consumerspurchase intention and attitudes. So in relation with the level of advertisement creativity, the need for uniqueness factor gives more effect on consumer?s purchase intention and attitudes than the need for cognition factor."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari flow pada advergames terhadap purchase intention bagi para pemain game yang berasal dari generasi Z. Selain itu, tujuan lain dari penelitian ini adalah untuk menguji pengaruh dari lima prasyarat terjadinya flow, yaitu keterampilan, tantangan, interaktivitas, focused attention, dan telepresense pada pengaruh flow saat memainkan advergame. Sampel yang peneliti gunakan dalam penelitian ini merupakan penduduk Indonesia yang berasal dari generasi Z yang aktif bermain game dalam kurun waktu 6 bulan terakhir. Data penelitian ini dikumpulkan menggunakan media kuesioner daring dari Google form dan dilakukan dengan sampel sebanyak 244 responden yang berasal dari generasi Z dan secara aktif bermain game. Pengolahan data dalam penelitian ini dilakukan dengan metode structural equation (SEM) yang menunjukkan hasil bahwa flow akan berpengaruh terhadap purchase intention pada merek yang diiklankan menggunakan advergame bagi generasi Z.

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This study aims to determine the effect of flow on advergames on purchase intention for game players who come from generation Z. In addition, another purpose of this study is to examine the effect of the five prerequisites for flow, namely skills, challenges, interactivity, focused attention. , and telepresense on the effect of flow when playing advergames. The sample that the researchers used in this study were Indonesian residents from Generation Z who were actively playing games in the last 6 months. This research data was collected using an online questionnaire from Google form and was conducted with a sample of 244 respondents who came from generation Z and actively played games. Data processing in this study was carried out using the structural equation (SEM) method which showed the results that flow would affect purchase intention on brands advertised using advergames for generation Z."

"Dunia bisnis yang semakin kompetitif membuat perusahaan harus memikirkan berbagai cara untuk dapat menawarkan produk dan jasa mereka dengan cara yang lebih kreatif dan efesien. Seiring dengan perkembangan teknologi komunikasi maka munculah suatu jalur periklanan baru yang cukup mendapat perhatian, yaitu Mobile Advertising. Penelitian ini membahas mengenai faktor-faktor yang mempengaruhi sikap konsumen terhadap iklan di dalam aplikasi mobile (mobile application display advertising). Penelitian ini menggunakan metode survei dengan non-probability sampling dimana responden penelitian ini merupakan mahasiswa Universitas Indonesia yang berjumlah 154 orang. Metode analisis data menggunakan pengujian reabilitas dan validitas dengan SPSS dan pengujian Confirmatory Factor Analysis (CFA) dengan metode Structural Equation Modeling (SEM) melalui software SPSS AMOS. Hasil penelitian menunjukkan bahwa hiburan (entertainment), kredibilitas (credibility), informatif (Informativeness) berkorelasi positif terhadap sikap (attitude) dan keinginan (intention) responden untuk mendownload aplikasi yang ditawarkan dalam iklan. Sementara itu, gangguan (irritation) berkorelasi negatif terhadap sikap (attitude) dan keinginan (intention) responden untuk mendownload aplikasi.

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Increasingly competitive business world drives companies to think of ways in offering their products and services in a more creative and efficient way. Along with the development of communications technology, new advertising channels, which are getting enough attention, are emerged: Mobile Advertising. This study discusses the factors that influence consumer attitudes toward advertising in mobile applications (mobile application display advertising). This research uses survey method with non-probability sampling where the respondent of this research are the students of University of Indonesia which amounted to 154 people. Data analysis method used are reliability and validity test with SPSS and Confirmatory Factor Analysis (CFA) with Structural Equation Modeling (SEM) method through SPSS AMOS software. The results showed that entertainment, credibility , informativeness, positively correlating attitudes, and intention for the respondents to download the applications offered in the ad. Meanwhile, irritation is negatively correlated to attitude and intention of the respondents to download application."

"Untuk mencapai kesuksesan dalam diferensiasi produk, perusahaan menghabiskan jutaan dolar setiap tahunnya untuk menandatangani selebriti guna mendukung kontrak dukungan terhadap merek, sebagai sumber efek yang memainkan peran penting dalam komunikasi persuasif. Berdasarkan teori kredibilitas sumber dan teori diferensiasi produk, penelitian ini menguji hubungan kausal antara kredibilitas endorser, sikap merek, kredibilitas merek dan niat pembelian perusahaan yang menerapkan strategi dukungan selebriti. Data penelitian diolah menggunakan PLS-SEM. Hasilnya menunjukkan bahwa ada hubungan positif antara semua konstruksi yang dihipotesiskan. Oleh karena itu, selain memiliki selebriti yang baik untuk mendukung iklan yang berorientasi pada pelanggan, kredibilitas selebriti sama pentingnya dalam meningkatkan sikap merek, kredibilitas merek dan niat membeli.

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To achieve product differentiation, companies spend millions of dollars annually in signing celebrities to endorse their brands rsquo endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of companies that adopt a celebrity endorsement strategy.

The research data is run by PLS SEM. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention."

"Need for is a new construct in consumer bahavior and marketing management research . This construct is considerably robust to measure consumer's epistemic motivation. Epistemic motivation is a desire based action to obtain relevant knowledge to make judgment or buying decision. Previous study measures need for closure construct with reflective measurement model specification . Conceptual analysis shows that need for closure construct is a formative model due to the equality of its dimensions. This study shows strong evidence that formative measurement model specification is more robust than reflective model to test the model of influence of need for closure of online consumer and flow level in the internet environment."

"Persaingan industri minuman di Indonesia sangat ketat karena tingginya tingkat konsumsi produk siap minum, khususnya soft drink. Oleh karena itu, perusahaan berupaya memasarkan produknya lewat media televisi. Hambatan yang perusahaan hadapi adalah biaya periklanan yang tinggi dan perbedaan respon masyarakat Indonesia, khususnya generasi Y dan Z terhadap iklan tersebut. Hal ini mendorong perusahaan untuk menampilkan iklan yang inovatif dan kreatif, dengan berupaya untuk membuat iklan dengan metode pencarian ide iklan yang berbeda. Oleh karena itu, perlu diketahui bagaimana pengaruh iklan tersebut pada masyarakat. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling SEM dan kuesioner Positive and Negative Affect Scale PANAS . Berdasarkan penelitian yang telah dilakukan, ada beberapa variabel yang berpengaruh maupun tidak berpengaruh terhadap masyarakat generasi Y dan generasi Z.

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The competition of beverage industry in Indonesia is very high because of the high level of consumption of ready to drink products, especially soft drinks. Therefore, the company needs to promote its products through television media. But, there are problems that faced by company, there are high advertising costs and differences response of Indonesian's society, especially Y and Z generations to those ads. This encourages company to makes innovative and creative advertising, by creating ads with different idea generation methods. So, it is important to know how the influence of these ads on society. Methods that used in this research are Structural Equation Modeling SEM , and Positive and Negative Affect Scale PANAS questionnaire. Based on the research that has been done, there are several variables that have an effect and do not affect to the Y generation and Z generation."

"Penelitian ini bertujuan meneliti faktor-faktor apa saja yang mempengaruhi attitude towards skippable ads dan pengaruhnya terhadap brand awareness dan purchase intention. Dengan teknik Structural Equation Model menggunakan software Lisrel, penelitian ini menemukan informativeness, entertainment, dan emotional appeal memiliki pengaruh positif yang signifikan terhadap attitude towards advertising. Di sisi lain, irritation berpengaruh negatif serta credibility dan personalization tidak berpengaruh signifikan terhadap attitude towards advertising. Attitude towards advertising sendiri berpengaruh positif dan signifikan terhadap brand awareness dan purchase intention. Terakhir, brand awareness berpengaruh positif signifikan terhadap purchase intention.

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This study aims to examine the factors that influence attitude towards skippable ads and their effect on brand awareness and purchase intention. With the Structural Equation Model technique using Lisrel software, this study found that informativeness, entertainment, and emotional appeal have a significant positive effect on attitude towards advertising. On the other hand, irritation has a negative effect, and credibility and personalization have no significant effect on attitude towards advertising. Attitude towards advertising itself has a positive and significant effect on brand awareness and purchase intentions. Lastly, brand awareness has a significant positive effect on purchase intentions."