THE IMPACT OF CREDIBILITY, INFORMATIVE, AND HEDONIC/PLEASURE ON YOUTH CONSUMERS’ ATTITUDE TOWARDS ADVERTISING: STUDY OF MOBILE ADVERTISING
Abstract: The mobile media
will be the primary focus of this study due to the rapid growth of mobile
devices users each year and simply the huge number of mobile devices users
which already in the billions of users. Because of this number of user, it
results in huge number of advertisement delivered. That is why it is important to
understand the consumers’ attitude towards advertising. Based on previous
research regarding attitude towards advertising, a questionnaire was created to
identify the relationships between independent and dependent variables. 100
youth participated in the survey. The results show that, generally, youth
mobile users have moderate attitude towards advertising. Users have neutral
perception regarding the credibility of advertisement. The most important
aspect is how informative the advertisement is and how entertaining that advertisement
is. Recommendations are advertiser should provide useful information and try to
be entertaining in advertisements.
Author: Sondakh David Reynaldo
Sebastian, Merinda Pandowo
Journal Code: jpmanajemengg160082
