Analisis Faktor-Faktor yang Memengaruhi Iritasi Iklan dan Dampaknya terhadap Penghindaran Iklan pada Youtube Live Streaming
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Iklan telah menjadi bagian yang tidak terpisahkan dari kehidupan masyarakat modern, namun paparan iklan dari berbagai media juga dapat menimbulkan rasa terganggu bagi penonton. Fenomena ini semakin terlihat salah satunya pada YouTube Live Streaming karena tingginya interaksi antara kreator dan audiens membuat penonton lebih sensitif terhadap gangguan seperti iklan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku penghindaran iklan dengan menempatkan iritasi iklan sebagai variabel mediasi antara ketertarikan terhadap kreator, konten, dan iklan, kebaikan timbal balik, keterlibatan penonton, serta persepsi kegunaan iklan. Penelitian menggunakan pendekatan kuantitatif melalui survei daring terhadap 297 responden aktif pengguna YouTube Live Streaming yang pernah terpapar iklan dalam satu bulan terakhir, dengan analisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa iritasi iklan berpengaruh positif terhadap penghindaran iklan, sementera persepsi kegunaan iklan menurunkan tingkat iritasi. Sedangkan kebaikan timbal balik secara signifikan mengurangi penghindaran iklan. Di sisi lain, keterlibatan penonton yang tinggi terindikasi dapat meningkatkan iritasi iklan, dan ketertarikan terhadap kreator, konten, dan iklan yang tinggi juga terindikasi mendorong penghindaran iklan, meskipun pengaruh keduanya relatif lemah. Temuan ini menegaskan bahwa strategi periklanan perlu memperhatikan kegunaan dan relevansi iklan, kenyamanan penonton, dan menonjolkan hubungan empati dan kebaikan timbal balik antara audiens dan kreator.
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