Persepsi Konsumen terhadap Unethical Advertisement
WIBOWO, GANI MUKTI (Adv.: Slamet Santoso Sarwono, Dr., MBA), Slamet Santoso Sarwono, Dr., MBA
Banyak iklan yang dirancang justru menyerang dan merugikan konsumen, sehingga diperlukan adanya etika yang berguna untuk melindungi hak-hak dan kepentingan konsumen. Penelitian ini bertujuan untuk mengetahui bagaimana persepsi konsumen mengenai pengaruh faktor lack of truthfulness and honesty, offensive, discriminate use of ad and unacceptable to society (surrogate), dan unfairness in competition terhadap unethical advertisement. Selain itu adalah untuk mengetahui sejauh mana perbedaan persepsi yang timbul mengenai unethical advertisement antara kelompok responden yang pernah mendapat mata kuliah etika bisnis secara khusus dengan responden yang tidak pernah mendapat mata kuliah etika bisnis. Responden dari penelitian ini berjumlah 200 responden, yang kemudian dibagi menjadi 2 kelompok besar berdasarkan pengalaman dalam mendapat mata kuliah etika bisnis. Responden lalu diberi kuesioner dengan jenis pertanyaan tertutup, dengan menggunakan likert scale.
Hasil dari penelitian ini ternyata menunjukkan perbedaan persepsi antara kelompok responden yang pernah mendapat etika bisnis dengan kelompok responden yang belum pernah mendapat etika bisnis mengenai unethical advertisement. Untuk kelompok yang pernah mendapat etika bisnis faktor yang signifikan dalam membentuk persepsi unethical advertisement adalah faktor discriminate use of ad and unacceptable to society (surrogate), dan faktor unfairness in competition. Sedangkan untuk kelompok yang belum pernah mendapat etika bisnis faktor yang signifikan adalah faktor lack of truthfulness and honesty, faktor offensive, dan faktor unfairness in competition.
Many advertisements are designed precisely to attack and harm consumers, so it requires the existence of ethics that is useful to protect the rights and interest of consumers. This study aims to determine how consumer perceptions about the impact factor of lack of truthfulness and honesty, offensive, discriminate use of ad and unacceptable to society (surrogate), and unfairness in competition against unethical advertisement. In addition, it is to know the extent to which differences in perceptions of unethical advertisement that arise between groups of respondents who had received the business ethics course specifically with respondents who have no business ethics courses. Respondents from this study amounted to 200 respondents, which is then divided into two major group based on experience in getting business ethics courses. Respondents were then given a questionnaire with closed-type questions, using Likert scale.
The result of this study revealed surprising differences in perception between groups of respondents who had received the business ethics with a group of respondents who have never received the business ethics of unethical advertisement. For the group who had received the business ethics a significant factor in shaping perceptions of unethical advertisement are discriminate use of ad and unacceptable to society (surrogate), and unfairness in competition. The significant factor as for the group who have never received a business ethics are lack of truthfulness and honesty, offensive, and unfairness in competition.
Kata Kunci : Persepsi, Iklan, Etika, Perception, advertisement, ethics, unethical advertisment.
