FACTORS DRIVING CONSUMER TO CLICK BANNER ADVERTISING ON THE WEBSITE

Abstract

In this globalization era, internet become the part of people’s life where there are many people spend their time on the internet start in social networking, news reading, shopping, streaming, downloading, online gaming and in fact many people earning money through Internet. Moreover, there are 2.4 billion internet users worldwide in 2012. It’s fair if internet become one of the best places to advertise products or services. One of the best tools to advertise on the internet is banner advertising where banner advertising is effective when it got click from the internet users. The objective of this research is to analyze factors driving consumer to click banner advertising on the website especially the internet users in Manado City, Indonesia. The population in this research is the internet users in Manado City with sample as many as 115 respondents. This research used quantitative method where this research spread questionnaire to obtain the primary data. Because of this research is factoring and quantitative, this research used CFA (Confirmatory Factor Analysis) where the variables of this research is based on the previous research and theories. This research the researcher found there are five factors driving consumer to click banner advertising on the website. Those are: design, eye-catching, offer, trustworthy, and quality.

Keywords: banner advertising/consumer