Survey of Millennial and Generation Z Response to Native Advertising Trends in Online News Portal

Saufika Enggar Garini, Zainuddin Muda Z Monggilo

Abstract


Native advertising is a commercial message wrapped in an informative article that borrows the credibility of the newsroom, which is a crucial issue in the realm of journalism and advertising. This research aims to determine the trend of audience response in the Millennial generation and Z generation in responding to native advertising content on online news portals. Using the Persuasion Knowledge Model theory, this study used a quantitative approach by surveying 401 respondents. The research results show that the audience response is positive towards native advertising, with a percentage of 76.16%. In addition, respondents also provided support for native advertising as an innovation in the field of advertising to continue to develop in Indonesia.

Native advertising adalah pesan komersial dibalut artikel informatif yang meminjam kredibilitas ruang redaksi yang menjadi isu krusial dalam ranah jurnalisme dan periklanan. Tujuan penelitian ini adalah untuk mengetahui kecenderungan respons audiens pada generasi Milenial dan generasi Z dalam menanggapi konten native advertising di portal berita daring. Dengan menggunakan teori Model Pengetahuan Persuasi, penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei kepada 401 responden. Hasil penelitian menunjukkan bahwa respons audiens positif terhadap native advertising dengan persentase sebesar 76,16%. Selain itu, responden turut memberi dukungan bagi native advertising sebagai inovasi dalam bidang periklanan untuk terus berkembang di Indonesia.


Keywords


Audience Survey; Generation Z; Generasi Z; Millennials; Milenial; Native Advertising; Survei Audiens

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References


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DOI: https://doi.org/10.24815/jkg.v11i2.28416

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