The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable
DOI:
https://doi.org/10.33506/sl.v9i2.927Keywords:
Informativeness, entertainment, irritation, attitude toward advertising, niat beli online, e-mail marketingAbstract
Tujuan penelitian ini adalah menguji efektivitas e-mail marketing Traveloka dalam meningkatkan niat beli online konsumen. Penentu efektivitas sebuah iklan antara lain informativeness, entertainment dan irritation, yang nantinya akan membentuk sebuah sikap. Sikap konsumen terhadap iklan (attitude toward advertising) menjadi variabel mediasi yang mampu meningkatkan niat beli online. Teknik pengambilan sampel penelitian ini adalah nonprobability sampling dengan metode judgement sampling. Populasi dalam penelitian ini bersifat infinete, dimana jumlah populasi yang akan diteliti tidak diketahui jumlah pastinya. Responden yang digunakan yaitu 110 orang pengguna aplikasi Traveloka yang pernah membaca e-mail marketing Traveloka selama 2 minggu terakhir. Analisis data yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa informativeness dan entertainment berpengaruh positif dan signifikan terhadap niat beli online, sedangkan irritation berpengaruh secara negatif dan signifikan terhadap niat beli online. Begitu pula pengaruhnya pada sikap terhadap iklan (attitude toward advertising), informativeness dan entertainment berpengaruh secara positif dan signifikan terhadap attitude toward advertising sedangkan irritation berpengaruh negatif dan signifikan terhadap attitude toward adevrtising.
The purpose of this study is to examine the effectiveness of e-mail marketing in increasing consumer online buying intention. Determinants of the effectiveness of advertisements include information, entertainment and irritation, which in turn will form an attitude. Attitude toward advertising becomes a mediating variable that can increase online buying intentions. This study uses a nonprobability sampling technique with the type of judgment sampling. Respondents used were 110 users of Traveloka applications who have read Traveloka marketing e-mails for the past 2 weeks. Data analysis using path analysis. The results showed that information and entertainment had a positive and significant effect on online buying intention, while irritation had a negative and significant effect on online buying intention. Informativeness and entertainment have a positive and significant effect on attitude toward advertising, while irritation has a negative and significant effect on attitude toward advertising.
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