Keberkesanan Periklanan Di Internet

This study is carried out to identify the potential of Internet as a medium to promote advertising in Malaysia. The objectives of this study are: first, to examine the relationship of the Internet users’ demographic background and their decision and acceptance of advertising through the Internet. Second, to identify the relationship of the unique features of Internet which includes interactive and
hypermedia, with the decision to expose oneself to Internet
advertisement. Third, to relate the advertising features such as message strategies and creative strategies with the decision and acceptance of Internet advertisement by the Internet users. And, forth, to relate features of goods advertised such as type, brand, price and safe guarantee with the decision and acceptance of Internet advertisements. Two types of the analysis were carried out
in connection with the contents of the advertisements in order to examine the features and types of advertisements promoted in the Internet and guided questionaire to extract information from the users. The advertisement content analysis has been carried out onto 120 advertisements in JARING and TMnet websites. At the same
time 150 of the identified users of Clustered Relative Random Sampling have been interviewed. Respondents are selected among the Internet users of Kuala Lumpur. Tests to analyse the datas are carried out through the SPSS package for descriptive and inferential analysis in order to determine the frequency, correlation and crosstabulation. Despite the vast potential, Malaysian Internet advertiser have to go to the extend in order to convince the Internet users of the safety and quality of the goods ordered through the Internet. The decision making process to any goods through the Internet is dependable to 1) advertisement attraction 2) social acceptance 3) unique features of the Internet which includes its ability to interact and hypermedia, and 4) quality of the product
promoted. Shopping through the Internet has yet to be recognised as a part of the Malaysian culture. But, it has a vast potential to compete with other advertisement medias including television and newspapers. Internet advertisements may serve as a tool to maintain their production image as well as to promote their goods.