Comparative Study Between Online Native Advertising and Online Banner Advertising Consumerís Behavior Toward Online Advertising
In Indonesia, online banner advertising remains a top choice for marketers in advertising, but through literature study it was known that in Europe and America online banner advertising is going to be obsolete and they have been switched to an online native advertising. In Indonesia, the native online advertising have been used but it is infrequent as compared with online banner advertising Therefore, the purpose of this study is to examine the effectiveness of online native advertising as compared to online banner advertising by using the theory that belief about online advertising influence on consumer attitudes and behavior toward online advertising. One of advertising in Kompas.com used as researchobject. Survey are conducted among 402 readers of Kompas.com and structural equation modeling from previous study was used to measure the influence among variables. The results showed that belief about online advertising is positive significant influence on consumer attitudes and behavior toward online advertising; consumer attitudes is positive significant influence on behavior toward online advertising. As compared to online banner advertising, online native advertising are more acceptable by respondents.
Key Words- Online Advertising; Online Native Advertising; Online Banner Advertising; Belief; Attitude; Behavior