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Respon Konsumen pada Mobile Advergames: Intrusiveness dan Irritation

Sony Kusumasondjaja


Abstrak. Meningkatnya penggunaan mobile advergames untuk menyampaikan pesan pemasaran belum diikuti dengan bukti empiris efektivitasnya. Penelitian ini bertujuan menguji pengaruh mobile advergames intrusiveness terhadap consumer irritation, sikap pada iklan, sikap pada produk yang diiklankan, dan niat beli konsumen. Pengujian efektivitas mobile advergames ini didasarkan pada fenomena meningkatnya penggunaan media mobile untuk menyampaikan pesan pemasaran pada konsumen dari kelompok demografis yang berbeda. Kerangka konseptual penelitian dibangun berdasarkan Advertising Avoidance Theory. Untuk pengumpulan data, self-administered survey dilakukan dengan menerapkan purposive sampling dan melibatkan 213 responden yang berdomisili di Surabaya dan pernah memainkan mobile games. Hasil penelitian menunjukkan bahwa semakin konsumen merasa bahwa iklan yang muncul pada mobile advergames mengganggu kenyamanan mereka (intrusive), semakin kuat perasaan marah (irritation) yang terbentuk pada diri konsumen. Perasaan marah konsumen berpengaruh negatif dalam pembentukan sikap pada mobile advergames dan sikap pada produk yang diiklankan. Semakin baik sikap pada mobile advergames berpengaruh pada semakin positif sikap konsumen pada produk yang diiklankan. Begitu pula semakin positif sikap konsumen pada produk yang diiklankan, semakin positif pula niat konsumen untuk membeli. Menariknya, sikap pada mobile advergames tidak berpengaruh terhadap niat beli. Hasil penelitian ini memberikan kontribusi bagi praktisi pemasaran yang menggunakan mobile advergames sebagai media placement dalam strategi periklanan mereka.

Kata kunci: intrusiveness, irritation, mobile advergames, sikap, iklan

Abstract. Increasing adoption of mobile advergames to deliver marketing messages has not been followed by empirical findings to support its effevtiveness. This research attempts to examine the effect of mobile advergames intrusiveness on consumer irritation, attitudes, and purchase intention. This investigation on mobile advergame effectiveness was based on the increasing use of mobile media to deliver marketing messages to consumers from different demographic background. Conceptual framework was developed based on Advertising Avoidance Theory. For data collection, self-administered survey was conducted by adopting purposive sampling involving 213 respondents residing in Surabaya who have had experience in playing mobile game as respondents. Results indicate that intrusiveness positively affects consumer irritation. Consumer irritation negatively affects attitude towards the mobile advergames and attitude towards the advertised product. The better the consumer attitude towards the mobile advergames, the more positive the attitude towards the advertised product. Moreover, the more positive the attitude towards the advertised product, the greater the consumer intention to purchase. Interestingly, consumer attitude toward the mobile advergames has insignificant influence on purchase intention. Findings of the study offer significant contribution to marketing practices using mobile advergames as media placement in their advertising strategy.

Keywords: intrusiveness, irritation, mobile advergames, attitude, advertising


intrusiveness; irritation; mobile advergames; advertising; attitude

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