Sri Hartini, - and Sylvana Rosa, - (2015) Relationship Between Advertising Intrusiveness, Advertising Irritation, Attitude toward the Ads, Attitude toward the Brand and Purchase Intention on the Youtube Videos Online. In: 3rd Tourism and Hospitality International Conference (THIC) 2015, 19 – 20 November 2015, Auditorium Universitas Ciputra.

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Abstract

Marketing communication is communication which is used by companies in order to inform, introduce, and persuade consumers about products or services they offered. Choosing a type of marketing communication is an important aspect in building consumers’ perception. Advertisement is one of marketing communication. The development of technology spreads in advertising area and makes it varied. Online mid-roll advertisement is one of them. It is an advertisement in the form of audio-visual which appears in the middle of you tube video. This study aimed to know the influence of interference (intrusiveness) on attitude toward the ad and attitude toward the brand and its impact on consumer purchase intention through consumer irritation. This study used quantitative approach and path analysis. The result showed that the intrusiveness significantly influenced attitude toward advertisement which continuously influenced attitude toward the brand. This also influenced consumers’ purchase intention.

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