Hubungan Skeptisme remaja terhadap Iklan Televisi dengan Pengetahuan Remaja Tentang Taktik Pemasangan Iklan

ASTUTI, WIDHY TRI (Pembimbing:Sari Winahjoe, Dr., M.B.A.), Sari Winahjoe, Dr., M.B.A.

2012 | Tesis | S2 Management

Thesis ini adalah suatu penelitian cross-sectional yang meneliti mengenai pengetahuan tentang taktik pemasang iklan dan skeptisme terhadap iklan televisi dengan sampel remaja pada masa adolensi. Penelitian ini menduga bahwa skeptisme

terhadap iklan televisi akan berhubungan positif dengan pengetahuan tentang taktik iklan (hipotesis 1) dan self-esteem (hipotesis 2), dan akan berhubungan negatif dengan consumer susceptibility 10 interpersonal influence (hipotesis 3).

Tujuan dalam penelitian ini adalah : pertama, meneliti bagaimana remaja berpikir dan merasakan iklan televisi, lebih khusus lagi penelitian ini menfokuskan pada pengetahuan remaja tentang taktik persuasif pemasang iklan dan skeptisme remaja terhadap motif dan pesan periklanan. Tujuan kedua, meneliti bagaimana skeptisme dan pengetahuan tentang taktik pemasang iklan dihubungkan dengan self-esteem dan consumer susceptibility to interpersonal influence. Penelitian bermanfaat bagi : (1) pemasar, dalam berkomunikasi dengan target pasar tertentu (remaja), (2) kebijakan publik, dalam melindungi dan mendidik anak-anak dan remaja, (3) pengembangan kognitif dalam kerangka teoritis. Hasil penelitian menunjukkan bahwa pengetahuan tentang taktik pemasang iklan dan skeptisme remaja terhadap iklan televisi mempunyai mean rating yang tinggi, dimana semakin tinggi pengetahuan atau pemahaman tentang taktik pemasang iklan maka akan semakin skeptis terhadap periklanan. Hipotesis tersebut diuji dengan korelasi Pearson, dengan hasil : pengetahuan tentang taktik iklan berkorelasi positif dan signifikan dengan mistrust of advertiser motive dan berkorelasi positif dan signifikan pula dengan disbelief in advertising claims, yang berarti menerima hipotesis 1. Self-esteem berkorelasi positif dan signifikan dengan mistrust of advertiser motive dan berkorelasi positif dan signifikan pula dengan disbelief in advertising claims, yang berarti menerima hipotesis 2. Sedang consumer susceptibility to interpersonal influence berkorelasi negatif dan signifikan dengan mistrust of advertiser motive dan berkorelasi negatif dan signifikan pula dengan disbelief in advertising claims, yang berarti menerima hipotesis 3.

This thesis is a cross-sectional study examined knowledge about advertisers' tactics and skeptical toward advertising in a sample of young adolescents. The study

predicted that skepticism toward television advertising would positively related to knowledge about advertising tactics (hypothesis 1) and self-esteem (hypothesis 2), and would be negatively related to consumer susceptibility to interpersonal influence (hypothesis 3).

The purpose of the current study was to examine how adolescence think and

feel about television advertising. More specifically, it focused on adolescents' knowledge about tactics that advertiser use to persuade them and their skepticism toward advertisers' motives and claims. As a secondary issue, it examined how skepticism toward advertising related to two other individual differences, self- esteem and consumer susceptibility to interpersonal influence. This research may be of interest from (1) the marketing perspective of communicating with a specific target market, (2) the public policy perspective of protecting or educating children and youth, . (3) the theoretical perspective of cognitive development. -

Evidence showed that knowledge about advertiser tactics and skepticism toward television advertising had high mean rating. Having higher level of knowledge about advertiser tactics was positively related to being more skeptical of advertising. The predictions of this study were tested by using Pearson correlations. The knowledge about advertiser tactic was positively (r = 0,401) and significantly (p<0,05) related to mistrust of advertiser motives and was positively (r = 0,262) and significantly (p<0,05) related to disbelief in advertising claims, which provides clear support for hypothesis 1. Self-esteem was positively (r = 0,363) and significantly (p<0,05) related to mistrust of advertiser motives and positively (r = 0,292) and significantly (p<0,05) related to disbelief in advertising claims, which support hypothesis 2. The evidence relating hypothesis 3 showed that CSII was significantly (p<0,05) and negatively (r = - 0,341) related to mistrust of advertiser motives, and was significantly (p<0,05) and negatively (r = - 0,296) related to disbelief in advertising, which support for hypothesis 3.

Kata Kunci : iklan,iklan televisi,advertising