INDONESIAN CONSUMER ACCEPTANCE OF CHANGES IN THE CONSTRUCTION OF ADVERTISING CHILDREN’S PRODUCTS ON YOUTUBE

ABSTRACT : Digital technology has changed the nature of media and the relationship between media andconsumers. Media content has also undergone changes, one of which is a change in advertising construction.But this change is not perfectly understood by consumers. This incomprehension and ignorance createsineffectiveness of advertising impressions in online media. Online media with social media facilities You Tubehas an active consumer response menu. This study seeks to understand how the acceptance of Indonesianconsumers from various layers of consumers in understanding changes in advertising construction. The researchwas reinforced by Stuart Hall’s theory of receiving communication messages. The population is Indonesianconsumers, the sample is selected in a purposive manner based on criteria, selecting informants with incidentaltechniques from several levels of society. The research data used in-depth interviews and interactive analysis ofMiles and Huberman. The results of this study are findings of message reception that vary according to thebackground of the consumer environment. Future studies so that there are media literacy and advertisingactivities to increase consumer knowledge about marketing pillars

Keywords -Consumer Acceptance, Construction Change, Advertising, Children’s Products, You Tube