Penelitian ini bertujuan untuk menguji secara empiris pengaruh sikap responden terhadap iklan perbandingan dan iklan perbandingan. Sikap tersebut diukur dengan variabel tingkat kepercayaan, persepsi kualitas, sikap terhadap merek dan minat pembelian.

Desain faktorial 2x2 digunakan dalam eksperimen untuk mengukur pengaruh iklan perbandingan. Iklan perbandingan dan iklan bukan perbandingan yang dijadikan treatment berdasarkan penelitian Miniard (1993) Uji Independent-T Test digunakan untuk menguji hipotesis.

Penelitian menunjukan bahwa semua hipotesis terbukti. Iklan perbandingan memiliki pengaruh pada tingkat kepercayaan, persepsi kualitas, sikap terhadap merek dan minat pembelian.

The purpose of the research is to test empirically respondent's attitude toward comparative advertising and non-comparative advertising. Those attitudes were measured by consumer's belief, quality perception, attitude toward the brand and consumer's intention to buy.

Factorial design 2x2 was used in the experiment to measure the influence of comparison advertising. Comparison advertising and non-comparison advertising made as treatment based on Miniard (1993) Independent T-Test was used to test the hypothesis.

Research indicates that the entire hypothesis was supported. Comparison advertising influence consumer's belief, quality perception, attitude toward the brand, and consumer's intention to buy.

Kata Kunci : tingkat kepercayaan, persepsi kualitas, sikap terhadap merek, minat pembelian, iklan perbandingan, iklan bukan perbandingan.