ANALISIS AD AVOIDANCE YANG DIMODERASI OLEH PERSONALITY TRAITS

Regina Aulia Ramadhani, . (2025) ANALISIS AD AVOIDANCE YANG DIMODERASI OLEH PERSONALITY TRAITS. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the relationship between ad relevance, perceived intrusiveness, and ad engagement on ad avoidance among Instagram users, with personality traits as a moderating variable. The research adopts a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data collected from 210 respondents residing in Jakarta. The results indicate that ad relevance has a negative and significant effect on ad avoidance, while perceived intrusiveness has a positive and significant effect. Conversely, ad engagement does not significantly influence ad avoidance. Furthermore, personality traits do not moderate the relationship between ad relevance or ad engagement and ad avoidance, but significantly moderate the relationship between perceived intrusiveness and ad avoidance. These findings contribute theoretically to the understanding of consumer behavior on social media and offer practical implications for digital marketers in designing relevant and non-intrusive ads tailored to users' personality characteristics.

Item Type: Thesis (Tesis)
Additional Information: [No. Panggil : 2310121039] [Pembimbing: Alfatih S. Manggabarani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Yudi Nur Supriadi]
Uncontrolled Keywords: Ad Avoidance, Ad Relevance, Perceived Intrusiveness, Ad Engagement, Personality Traits
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: REGINA AULIA RAMADHANI
Date Deposited: 25 Aug 2025 06:44
Last Modified: 25 Aug 2025 06:44
URI: http://repository.upnvj.ac.id/id/eprint/39004

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