ANALISIS SIKAP PEMIRSA TERHADAP IKLAN INTERNET SERVICE PROVIDER SMARTFREN DI TELEVISI
Wahyu Gigih Prakoso
Program Studi Manajemen FEB UMM
The research objective was to analyse the attitude of internet advertising Smart-fren service provider. Respondents were students who had intended to watch television. Data were collected from students of Muhammadiyah University of Malang by using questionnaires. The sum of respondents were 100 students who were selected by using accidental sampling method. Analysis technique used logistic regression analysis. The result of result show that the structure of the message and the format of messages significantly influence positively to attitudes. While the message content and frequency of advertising serving significant negative influence on attitudes.
Keywords: message, message structure, format messages, ad frequency, attitude.