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Research Paper | Management | Indonesia | Volume 4 Issue 12, December 2015

Effect of Online Advertising towards Online Attitude of Adolescents in Indonesia

Erni Martini ^[6] | Sri Widaningsih

Abstract: The aim of this study was to determine the impact of the dimension of online advertising to adolescent attitude in Indonesia. The method use was descriptive research method by using simple regression analysis. Population of this study was adolescent who use internet. Sample collection technique was convenience sampling of 111 respondents. The result of simultaneous testing of this study shows that online advertising has significant effect on the attitude of adolescent as internet users in Indonesia. Based on partial testing, Advertising utility, Indignity, and Price perception positively affect the online attitude of adolescents. Trust negatively affects the online attitude of adolescent, whereas regulation does not affect the online attitude of adolescent in Indonesia.

Keywords: Online Advertising, Consumer Behavior, Online Attitude

Edition: Volume 4 Issue 12, December 2015,

Pages: 733 - 736

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