Pengaruh Penilaian Etis Iklan Kontroversial di Media Sosial: Youtube pada Niat Beli
Keywords:
Iklan Kontroversial, Penilaian Etis, Niat BeliAbstract
Kemajuan teknologi saat ini membuatnya sangat mudah untuk berkomunikasi antara seseorang dan orang lain, dan antara merek dan konsumen, salah satunya adalah melalui iklan. Penelitian ini bertujuan untuk menguji pengaruh penilaian etis iklan kontroversial pada niat beli. Desain penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data yang digunakan adalah purposive sampling. Sampel pada penelitian ini yaitu responden yang melihat iklan Grab-Bike pada media sosial Youtube. Teknik analisis yang digunakan adalah SEM-PLS dengan menggunakan aplikasi WarpPLS edisi 6. Hasil penelitian ini menunjukan bahwa penilaian etis iklan kontroversial berpengaruh pada niat beli. Secara empiris, penelitian ini menambah kajian penelitian terkait iklan kontroversial, khususnya pada konteks di Indonesia dimana masih terdapat hasil yang beragam pada topik penelitian tersebut.
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