The aim of this article is to find out the effectiveness of the interactive
advertising in the contact of social media and also the attitude of consumer towards
the interactive advertising. A descriptive research was conducted to address the
research objective. The survey research was undertaken among the user of kaskus
online community.
The adopted sampling method was convenience sampling. There were 100
usable questionnaires which were analysed with the AMOS Software version 22. The
results of this research indicate all of the hypotheses are supported and have
significant effects.
Since the inherent limitation of the research, it is suggested to increase the
sampling selection and adoption of other factors for the future research.
Keyword : effectiveness of interactive advertising, attitude toward advertising,
attitude toward advertised brand, purchase intention, time of exposure to
advertisement