Comparative Study Between Online Native Advertising and Online Banner Advertising Consumer’s Behavior Toward Online Advertising
In Indonesia, online banner advertising remains a top choice for marketers in advertising, but through literature
study it was known that in Europe and America online banner advertising is going to be obsolete and they have been
switched to an online native advertising. In Indonesia, the native online advertising have been used but it is infrequent as
compared with online banner advertising Therefore, the purpose of this study is to examine the effectiveness of online native
advertising as compared to online banner advertising by using the theory that belief about online advertising influence on
consumer attitudes and behavior toward online advertising. One of advertising in Kompas.com used as researchobject.
Survey are conducted among 402 readers of Kompas.com and structural equation modeling from previous study was used to
measure the influence among variables. The results showed that belief about online advertising is positive significant
influence on consumer attitudes and behavior toward online advertising; consumer attitudes is positive significant influence
on behavior toward online advertising. As compared to online banner advertising, online native advertising are more
acceptable by respondents.
Key Words- Online Advertising; Online Native Advertising; Online Banner Advertising; Belief; Attitude; Behavior