ANALISIS EFEKTIVITAS NATIVE ADVERTISING SEBAGAI MEDIA PERIKLANAN BERBASIS ONLINE
Abstract
Strategi pemasaran terus berkembang seiring dengan kemajuan teknologi internet. Iklan online sering disebut sebagai e-marketing. Ada banyak strategi pemasaran email yang tersedia saat ini, seperti iklan online. Iklan yang awalnya menggunakan media offline kini digunakan di Internet. Salah satu format periklanan online adalah native advertising. Native advertising masih merupakan format digital advertising yang lebih baru dibandingkan dengan online advertising. Penelitian ini bertujuan untuk menjelaskan bagaimana native advertising digunakan dan untuk mengetahui bagaimana sikap dan perilaku konsumen dalam mengevaluasi native advertising. Hal ini bertujuan untuk mengetahui sejauh mana native advertising dapat dianggap efektif dalam mencapai tujuan pemasaran. Penelitian ini menggunakan teknik analisis deskriptif dalam hubungannya dengan teknik random sampling dengan 420 responden online. Hasilnya menunjukkan bahwa native advertising dapat diandalkan dan dapat memunculkan sikap dan perilaku positif yang menguntungkan pemasar dan pengiklan. Responden percaya bahwa native advertising dapat memberikan informasi yang hebat, menyenangkan, bermanfaat, andal, dan tidak mengganggu.
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DOI: https://doi.org/10.17509/strategic.v22i2.43765
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