Podcast Advertising : Intrusiveness and Attitude

Asaretkha Adjane Annisawati, Ratih Hurriyati, Puspo Dewi Dirgantari

Abstract


Podcast advertising  adalah strategi pemasaran yang menggunakan teknologi digital dan disalurkan menggunakan internet dalam format audio. Penelitian ini membahas mengenai gangguan (intrusiveness) dan sikap terhadap minat beli. Pengumpulan data menggunakan kuesioner yang melibatkan 160 responden generasi Z di kota Bandung. Hasil temuan penelitian menunjukan bahwa intrusiveness berpengaruh positif signifikan pada sikap dan niat beli.

Keywords


Attitude; Intrusiveness; Podcast Advertising; Purchase Intention

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References


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DOI: https://doi.org/10.17509/jbme.v8i2.52077

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