The Effect of Entertainment, Informativeness, Personalization, Credibility, Irritation on Attitude of Advertising and its Implications on Purchase Intention in the Milenial Generation in Manado City

Abstract

The internet can provide the conveniences needed by today's society, and is one of the most influential promotional media for big companies. Youtube is the most frequently used social media in Indonesia, where the largest users are aged 25-40 years or are the Millennial generation. This study aims to examine the effect of Entertainment, Informative, Personalization, Credibility, Irritation on Attitudes towards Advertising and their implications for Purchase Intentions on Millennial Generation in Manado City. This type of research uses the type of associative research method, with a total sample of 291 respondents using a purposive sampling method, namely a sampling method by establishing certain criteria. Data were analyzed descriptively and statistically using linear regression. The results showed that Entertainment, Informativeness, Personalization, Credibility, Irritation had a positive effect both partially and simultaneously on Attitudes towards Advertising. The research found that there was a positive effect of Attitudes on Advertising on Purchase Intentions from the Millennial Generation in the City of Manado.