Penilaian keyakinan, sikap dan niat beli konsumen terhadap caused-related advertising

Khumas, Asmawati (Pembimbing:Dr. BM. Purwanto, MBA), Dr.BM.Purwanto,MBA

2006 | Tesis | S2 Management

Pasar sekarang ini dikarakteristikkan dengan banyak produk dari kualitas, harga, dan pelayanan yang sarna. Dengan meningkatnya kebutuhan untuk mendifferensiasikan diri dan produknya, perusahaan beralih ke penggunaan cause related marketing (CRM) sebagai suatu alat komunikasi. Peran komunikasi pemasaran adalah untuk menciptakan kesadaran merek, menghasilkan sikap merek yang favourable dan mendorong intensi pembelian. Perusahaan m~mandang cause¬related marketing sebagai suatu kesempatan untuk meningkatkan reputasi perusahaan, meningkatkan kesadaran merek, meningkatkan loyalitas pelanggan, membangun penjualan, dan menaikkan liputan pers. Kampanye iklan dengan suatu dimensi sosial mendapatkan media coverage dan reaksi konsumen yang lebih besar daripada kampanye periklanan yang standar. Oleh karena itu, penting untuk memaharni apakah strategi ini mungkin lebih efektif daripada te knik komunikasi tradisional untuk mencapai tujuan peningkatan sikap merek dan intensi pembelian.

Pene1itian ini bertujuan untuk menguji perbedaan keyakinan konsumen terhadap iklan, sikap konsumen terhadap iklan, sikap konsumen terhadap merek yang diiklankan, dan niat beli konsumen terhadap merek yang diiklankan me1alui cause¬related advertising dan iklan komersial biasa. Penelitian ini dilakukan di Makassar dengan laboratory experiment menggunakan dua treatment level yaitu iklan cause related dan iklan komersial biasa. Partisipan yang 1erlibat sebanyak 110 orang.

Analisis data dilakukan dengan menggunakan ANOVA untuk hipotesis 1, 2, 3, 4 dan SEM untuk hipotesis 5. Hasil pene1itian menunjukkan bahwa: 1) keyakinan konsumen terhadap cause-related advertising lebih kuat daripada iklan komersial biasa; 2) sikap konsumen teihadap cause-related advertising lebih kuat daripada iklan komersial biasa; 3) sikap konsumen terhadap meerek yang diiklankan melalui cause related advertising lebih kuat daripada iklan komersial biasa; 4) niat beli konsumen terhadap merek yang diiklankan me1alui cause-related advertising lebih kuat daripada iklan komersial biasa; dan 5) tipe iklan (cause-related advertising dan iklan komersial biasa) tidak memoderasi hubungan anta:~a keyakinan terhadap iklan, sikap terhadap iklan, sikap terhadap merek yang diiklankan dan niat be1i konsumen secara simultan. Implikasi penelitian ini dapat memberikan masukan bagi pemasar dan untuk pene1itian mendatang.

Today's, marketplace is characterized by a great many products of similar quality, price, and service. In their increasing need to differentiate themselves and their product, many companies are turning to the use of cause-related marketing (CRM) as a communications tool. The role of marketing communications is to create brand awareness, generate favorable brand attitudes, and stimulate purchase intention. Companies see cause-related marketing as an opportunity to enhance their corporate reputation, raise brand awareness, increase' customer loyal1y, build sales, and increase press coverage. Advertising with a social dimension have been found to receive greater media coverage and consumer reaction than standard advertising campaign. Therefore, it is important to understand whether this strategy may be more effective than traditional communication techniques to increase brand attitude and purchase intention.

The objective of this study is to examine the difference between the effect of cause-related advertising and conventional advertising on consumer belief toward the advertising, attitude toward the advertising, attitude toward the advertised brand, and intention to buy the advertised brand. This research study was done in Makassar with a laboratory experimental design. This study used two levels of treatment which are cause-related advertising and conventional advertising. One hundred and ten participants were participated in the experiment.

The data were analyzed using analysis of v8liance (ANOVA) and Structural Equation Modeling (SEM) to test the hypotheses. Results of this study show that: 1) belief toward cause-related advertising stronger than do conventional advertising; 2) attitude toward cause-related advertising stronger than do conventional advertising; 3) attitude toward the advertised brand through cauSe-related adVertising stronger than do conventional advertising; 4) consumers' purchase intention toward the advertised brand through cause-related advertising stronger than do conventional advertising; and 5) ad types (cause-related advertising and conventional advertising) do not moderate the causal relationship among consumers belief toward the advertising, attitude toward the advertising, attitude toward the advertised brand, and intention to buy the advertised brand. Implications of the study an: discussed for researchers and managers.

Kata Kunci : Cause-Related Advertising, Keyakinan, Sikap, dan Niat Beli Konsumen