Pengaruh Online Behavioural Advertising (Oba) Terhadap Sikap Dan Dampaknya Pada Minat Beli (Survei Pada Pengguna Situs Jejaring Sosial Facebook.com Yang Pernah Melihat Tampilan Oba)

Abstract

This researcheaims to clarify the influence of online behavioural advertising (OBA) to attitude, the influence of online behavioural advertising (OBA) to purchase intention, and the influence of attitude to purchase intention. This type of research is explanatory with quantitativeeapproach. Variableein this research is online behavioural advertising (OBA), attitude, and purchase intention. Populationein this researcheis Facebook users who have seen impression of OBA aged above 18 years old and evereonline shopping in past six months. The sampleeused in thiseresearch was 145 people chosenewith purposive sampling and data collection methids in questionnaire. Analysis of data used descriptive analysis and path analysis. The resulteof path analysis shows that OBA significantly influence the attitude, OBA significantly influence the purchase intention, attitude significantly influence the purchase intention. Based on thid research's result Facebook should consider about users's privacy that related tracking and profiling for OBA purpose, the display of OBA must be improved to attract attention and reach high click-through-rate