Analisis sikap terhadap iklan, sikap terhadap merek dan niat pembelian produk pada iklan komparatif tidak langsung dan iklan non komparatif
Djasmy, Roby Chairon (Pemb : Dra. Sari Winahjoe S., MBA), Dra. Sari Winahjoe S., MBA
Penelitian ini bertujuan untuk menguji secara empiris sikap responden terhadap iklan komparatif tidak langsung dan nonkomparatif. Sikap tersebut diukur dengan variabel sikap terhadap iklan, sikap terhadap merek, dan niat pembelian.
Desain Eksperimen Statistis 2 level digunakan untuk mengukur respon sikap terhadap iklan cetak. Iklan komparatif tidak langsung dan nonkomparatif sebagai treatment berdasarkan penelitian Droge (1989). Uji z 2 sampel independen diterapkan untuk menguji model.
Penelitian menunjukkan seluruh hipotesis signifikan. Sikap responden terhadap iklan lebih positif pada iklan nonkomparatif dibandingkan iklan komparatif tidak langsung. Sementara itu, sikap responden terhadap merek dan niat pembelian lebih positif pada iklan komparatif tidak langsung dibandingkan iklan nonkomparatif.
The purpose of this research is to test empirically respondents' attitude toward indirect comparative and noncomparative advertising. Those attitude were measured by attitude toward the ad, attitude toward the brand, and purchase intention.
Statistical Experimental Design (Completely Randomized) 2 treatment levels was used to measure the attitude responses of respondents toward print ads indirect comparative and noncomparative as treatment based on Droge's (1989) indicators. A z-Test 2 independent samples was used to test the model.
Research indicates that all of the hypotheses are supported Respondents' attitude toward the ad are more positive to noncomparative ad than indirect comparative ad On the other hand, respondents' attitude toward the brand and purchase intention are more positive to indirect comparative ad than noncomparative ad
Kata Kunci : sikap terhadap iklan, sikap terhadap merek, niat pembelian, iklan komparatiftidak langsung, iklan nonkomparatif ; attitude toward the ad, attitude toward the brand, purchase intention, indirect comparative ad, noncomparative ad
