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"Masyarakat kini sangat bergantung pada segala kemudahan karena kacanggihan teknologi yang ada. Salah satu bukti adalah semakin besarnya jumlah penduduk Indonesia yang terhubung oleh internet. Peningkatan jumlah pengguna internet tentunya mendukung perkembangan e-commerce. Oleh karena itu, perusahaan di bidang e-commerce melakukan berbagai bentuk penawaran dan promosi secara efektif dan efisien dengan maksud untuk mendapatkan konsumen dan menghasilkan keuntungan semaksimal mungkin. Penelitian ini menggunakan online behavioral advertising yang terbaru dan mengukur pengaruh iklan tersebut terhadap attitude toward the ads dan niat pembelian pada e-commerce kategori e-marketplace di Indonesia. Metode penelitian yang diguanakan adalah survei dalam bentuk pengisian kuisioner oleh responden yang pernah mengunjungi situs web e-marketplace. Responden diperlihatkan contoh online behavioral advertising yang telah diimplementasikan oleh e-marketplace di Indonesia dalam bentuk gambar maupun video terlebih dahulu sebelum pengisian kuisioner. Hasil penelitian menunjukkan bahwa online behavioral advertising berpengaruh positif pada perceived creepiness, threat, dan reactance sehingga menghasilkan attitude toward the ad dan niat pembelian yang negatif. Selain itu, hasil penelitian juga membuktikan bahwa perceived ad intrusiveness meningkatkan ancaman yang diarasakan oleh konsumen.

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Society is becoming very dependent on all the convenience of sophistication of existing technology. One of proof is greater the number of people in Indonesia have been connected with internet. The increase of internet user certainly support the growth of e-commerce. So the companies perform various forms of offerings and promotions effectively and efficiently with the intent to get consumers and generate profits as much as possible.

This study uses newer online behavioral advertising techniques and measures the effect of online behavioral advertising (OBA) implementation on attitude towards ads and purchase intention in e-commerce categorized as e-marketplace in Indonesia.

The research method used is survey context in the form of questionnaire to respondent which ever visited e-marketplace website. Respondent were showed by author the example of OBA using picture and video before answer the quitionnaire.

The finding shows online behavioral advertising led to increased perceived creepiness, which led to increased threat, increased reactane so overall have a negative effect on attitude toward the ad and purchase intention. In addition, the results also prove that perceived ad intrusiveness increase perceived threat on consumers."

"Masyarakat kini sangat bergantung pada segala kemudahan karena kacanggihan teknologi yang ada. Salah satu bukti adalah semakin besarnya jumlah penduduk Indonesia yang terhubung oleh internet. Peningkatan jumlah pengguna internet tentunya mendukung perkembangan e-commerce. Oleh karena itu, perusahaan di bidang e-commerce melakukan berbagai bentuk penawaran dan promosi secara efektif dan efisien dengan maksud untuk mendapatkan konsumen dan menghasilkan keuntungan semaksimal mungkin. Penelitian ini menggunakan online behavioral advertising yang terbaru dan mengukur pengaruh iklan tersebut terhadap attitude toward the ads dan niat pembelian pada e-commerce kategori e-marketplace di Indonesia. Metode penelitian yang diguanakan adalah survei dalam bentuk pengisian kuisioner oleh responden yang pernah mengunjungi situs web e-marketplace. Responden diperlihatkan contoh online behavioral advertising yang telah diimplementasikan oleh e-marketplace di Indonesia dalam bentuk gambar maupun video terlebih dahulu sebelum pengisian kuisioner. Hasil penelitian menunjukkan bahwa online behavioral advertising berpengaruh positif pada perceived creepiness, threat, dan reactance sehingga menghasilkan attitude toward the ad dan niat pembelian yang negatif. Selain itu, hasil penelitian juga membuktikan bahwa perceived ad intrusiveness meningkatkan ancaman yang diarasakan oleh konsumen.

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Society is becoming very dependent on all the convenience of sophistication of existing technology. One of proof is greater the number of people in Indonesia have been connected with internet. The increase of internet user certainly support the growth of e commerce. So the companies perform various forms of offerings and promotions effectively and efficiently with the intent to get consumers and generate profits as much as possible.

This study uses newer online behavioral advertising techniques and measures the effect of online behavioral advertising OBA implementation on attitude towards ads and purchase intention in e commerce categorized as e marketplace in Indonesia.

The research method used is survey context in the form of questionnaire to respondent which ever visited e marketplace website. Respondent were showed by author the example of OBA using picture and video before answer the quitionnaire.

The finding shows online behavioral advertising led to increased perceived creepiness, which led to increased threat, increased reactane so overall have a negative effect on attitude toward the ad and purchase intention. In addition, the results also prove that perceived ad intrusiveness increase perceived threat on consumers."

"Penelitian ini bertujuan untuk mengeksplorasi bagaimana konsumen di Indonesia menghadapi online behavioral advertising (OBA). Sebagai salah satu negara dengan pengguna internet terbesar di Asia, praktek pemasaran digital di Indonesia dianggap sebagai cara yang paling efektif untuk mempromosikan produk dan penggunaan online behavioral advertising merupakan salah satu tehnik yang paling umum digunakan pada pemasaran digital. Penerapan online behavioral advertising dianggap memberikan banyak keuntungan bagi para pengiklan terutama dalam hal efisiensi biaya dan efektifitas suatu kegiatan promosi. Namun di sisi lain, praktik OBA dalam pemasaran menimbulkan kekhawatiran serius mengenai privasi konsumen karena sifatnya yang terselubung. Pada prakteknya, OBA melacak dan merekam setiap perilaku konsumen di internet tanpa meminta izin konsumen terlebih dahulu. Kurangnya kesadaran dan pengetahuan konsumen terhadap praktek OBA ini akan mengakibatkan risiko bagi privasi konsumen itu sendiri. Penelitian kuantitatif ini ingin mengkaji bagaimana konsumen menghadapi online behavioral advertising dengan menggabungkan dua pendekatan yaitu berdasarkan Persuasion Knowledge Model (PKM) dan Protection Motivation Theory (PMT). Pengumpulan data dilakukan dengan cara menyebarkan kuesioner online kepada pengguna internet di seluruh Indonesia dengan memanfaatkan media sosial (Whatsapp, Facebook, Instagram dan Twitter)

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This study examines how consumer knowledge about online behavioral advertising (OBA) tactics affects ad avoidance behavior in display ads and video ads on Instagram social media platforms. The study combines two theoretical approaches, the Persuasion Knowledge Model (PKM) and the Protection Motivation Theory (PMT). The online survey examined how consumers cope with OBA based on their persuasion knowledge, cognitive appraisal, and cognitive processing variables. Structural equation modeling was used to analyze the data collected from 211 consumers aged 18-34 years who are active Instagram users. The results reveal that from the cognitive appraisal variables, the perceived risks were indirectly associated with ad avoidance throughout privacy concerns without being related to persuasion knowledge, perceived benefits were significantly associated with persuasion knowledge. Still, it was not associated with privacy concerns, persuasion knowledge was indirectly associated with ad avoidance throughout self-efficacy, and privacy concerns partially mediated such associations with ad avoidance. From the cognitive processing variables, reactance was significantly associated with ad avoidance without being related to persuasion knowledge, and perceived personalization was associated with persuasion knowledge and significantly related to ad avoidance."