“Pop-up Ads, Skip, or Strike?” Studi Efektifitas Format Pop-up Ads terhadap Web User’s Attitude
Abstract
Seiring dengan berkembangnya penggunaan dan akses media berbasis internet, in- dustri periklanan juga menlakukan akselerasi media melalui pemanfaatan situs website sebagai media periklanan yang dianggap potensial untuk mendistribusikan informasi sekaligus menghadirkan tantangan unik bagi setiap pengiklan (Seyedghorban et al., 2016). Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan Teknik non probability sampling di- mana tidak seluruh anggota populasi mempunyai kesempatan yang sama untuk dipilih (Krismiyati, 2017). Dalam penetapan sampel dilakukan dengan metode purposive yaitu ditetapkan berdasarkan kriteria yaitu Web User’s IDLIX yang mengikuti akun Instagram IDLIX dan aktif mengakses IDLIX minimal 1 kali dalam 1 minggu. Sampel kemudian dihitung dan ditetapkan dengan perhitungan rumus Lemeshow (1997) Dari hasil pengumpulan data dengan kuisioner terstruktur yang disebar menggunakan google form didapatkan responden sebanyak 100 orang. Seluruh responden dalam penelitian ini adalah pengikut Web streaming IDLIX di Instagram.Berdasarkan hasil penelitian ini dapat disimpulkan bahwa format Pop-up Ads terbukti efektif dalam mempengaruhi sikap pengguna website IDLIX. Format Pop-up Ads dinilai efektif dalam mengarahkan sikap positif pengguna website apabila tepat sasaran (Strike) dan tidak dilewatkan (Skip). Peneitian ini juga membuktikan bahwa ada tiga faktor yang harus diperhatikan untuk membuat Format Pop-up Ads menjadi efektif dalam membentuk sikap pengguna website, antara lain Entertainment, Information dan Irritation. Ketiga faktor tersebut akan sangat menentukan sikap pengguna website. Apabila IDLIX ingin menawarkan format Pop-up Ads pada pengguna websitenya maka IDLIX harus secara hati-hati mempertim- bangkan ketiga faktor tersebut.
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