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Jurnal Efektivitas Iklan Seluler
Jurnal Efektivitas Iklan Seluler
Oleh:
Nugrahani Adi Cahyaningtyas
D1218033
Abstract
Mobile advertisement refers to the dissemination of advertising messages via mobile
devices, which is growing in line with the high ownership of mobile devices, such as cell
phones. Unfortunately, the development of mobile advertisement has received a negative
response from mobile device users. Mobile ads are considered irrelevant, intrusive and
irritating by mobile device users. These perceptions hinder mobile ads performance so that
this method is considered ineffective. Therefore, the right strategy is needed to improve the
mobile ads effectiveness to achieve the advertising goals. The objective of this research is to
determine the effect of advertisement creativity, elements of humor, and the quality of
advertisement messages toward Gojek “Cerdikiawan” mobile advertisement effectiveness.
This research is a quantitative study using the survey method. The sampling technique
used was quota sampling with 100 respondents as the research sample. The analysis was made
using multiple linear regression analysis technique which was processed using IBM SPSS 25.
The results showed that: (1) partially, advertisement creativity positively influenced the mobile
advertisement effectiveness; (2) partially, the element of humor positively influenced mobile
advertisement effectiveness; (3) partially, the quality of advertisement messages positively
influenced mobile advertisement effectiveness; (4) simultaneously, advertising creativity,
elements of humor, and the quality of advertisement messages positively influenced mobile
advertisement effectiveness.