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Generation Z in Jakarta's Attitude Towards COVID-19 Ad Distribution on YouTube

Generation Z in Jakarta’s Attitude Towards COVID-19 Ad Distribution on YouTube

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.3, pp.13-22
https://doi.org/https://doi.org/10.15722/jds.20.03.202203.13
CHRISTIAN, Michael (Management, Faculty of Social Sciences and Humanities, Universitas Bunda Mulia)
PARDEDE, Ratlan (Management Postgraduate Program, Universitas Bunda Mulia)
INDRIYARTI, Eko Retno (Faculty of Economics and Business, Universitas Trisakti)
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Abstract

Purpose: Thisstudy aims to measure the attitudes of Generation Z in Jakarta towards advertisements containingCOVID-19 information. Research design, data and methodology: This study is a quantitative method with partial least square structural equation modeling (PLS-SEM) with SMART PLS as an analytical tool. The sample size is 216 participants was obtained randomly through a questionnaire distributed online. This study consisted of exogenous variables (advertising content, value, irritation, and economic benefits), endogenous variables (attitudes towards advertising), and some moderating roles. Results: The results of thi study explain that this generation's attitude towards advertising is affected by the content and value aspects embedded in advertisements. Value can be formed from creativity in making advertising content as interesting and informative as possible. Interestingly, this study also found that the irritation aspect and economic benefits had no effect on the audience's attitude towards the advertisement. Neither the irritating aspect of advertising nor the economic value that is formed acts as a moderator of the content and the value of the ad. Conclusions: The ongoing pandemic and periodic adjustments to government policies regarding COVID-19, these results can be compared with other advertisements for future studies, especially those using the same variables as this study.

keywords
Distribution Management, Ad Content, Ad Value, Attitude, Economy Value

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