Factors Affecting Indonesian Custumer Attitude Toward TV Advertisment

[[abstract]]The objective of this research is to examine factors such as entertainment, informativeness, irritation, credibility, and materialism that affect customer attitude toward advertising. This research aim to investigate audience’s responses in different demographic groups in Indonesia. The data is collected from the three targeted regions in Indonesia (east, center, and west of Indonesia), then the results are tested using Statistical Package for the Social Sciences (SPSS). The modeling results are discussed based on Regression analysis and ANOVA. In this case study, a total of 307 customers completed and returned useable questionnaire to the researcher. This research concludes that for Indonesian customers, TV message content (entertainment, informativeness, irritation, credibility) and materialism affect their attitudes towards TV advertisement. Furthurmore, the findings of this study shows that there are no statistically significant differences among customers with different advertising frequency exposure, region and demographic groups in their attitude toward advertisement. Based on that, the result of this study will help managers and further researchers to have a better understanding and first hand information about Indonesian response when they applied to advertising campaign.Keywords: Indonesia, customer attitude, TV advertising, TV message content, materialism, linear regression, ANOVA