ANTESEDEN EFEKTIVITAS IKLAN POP-UP DI MEDIA SOSIAL YOUTUBE

Advertising is one of the special form of communication to meet the marketing function. Therefore, companies are now trying hard to create effective advertising. Advertising in the form of pop-ups in social media Youtube was chosen as one of the advertising media. This study will analyze the antecedent variables into the effectiveness of popup ads on social media Youtube. Data retrieved by using a questionnaire submitted to the 300 respondents. Data will be analyzed by simple regression analysis and multiple regression. The analysis showed that the attitude toward the ad, attitude toward the brand, purchase intention, and the intensity of seeing ads have a positive influence on the effectiveness of pop-up ads on social media Youtube. The results of this study can be considered for companies that will advertise in the form of pop-up ads on social media Youtube