HE EFFECT OF GENDER CONGRUITY AND EXPERTISE OF ENDORSER ON CONSUMERS' ATTITUDE TOWARDS THE AD AND BRAND EXPERIMENTAL STUDY OF AN ENDORSEMENT

RAHMA MAULIDA, B.M Purwanto, Dr., M.B.A.,

2020 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk menguji hubungan antara kesesuaian jenis kelamin pada konsumen-endorser dan keahlian endorser terhadap sikap iklan dan sikap merek di Indonesia. Variabel-variabel dalam model penelitian ini termasuk kesesuaian jenis kelamin, keahlian endorser, sikap terhadap iklan, sikap terhadap merek, dan jenis kelamin audiens. Metode kuantitatif digunakan untuk menentukan hubungan dalam variabel. Metode laboratory experiment digunakan dalam penelitian ini dengan 2 desain (jenis kelamin: laki-laki, perempuan) x 2 (keahlian: tinggi, rendah). Penelitian ini menganalisis 200 peserta eksperimen berusia antara 23-38 tahun (milenium) yang tahu tentang endorser yang digunakan dalam percobaan. Hasilnya menunjukkan bahwa semua hipotesis didukung. Kesesuaian gender memainkan peran penting dalam meningkatkan sikap konsumen terhadap iklan dan merek. Penelitian ini juga menunjukkan hasil bagaimana audiens pria dan wanita memiliki respon yang berbeda terhadap rangsangan. Selain itu, keahlian endorser terbukti memiliki pengaruh dalam meningkatkan sikap konsumen terhadap iklan dan merek.

This study aims to examine the relationship between gender congruity of consumer-endorser and expertise of endorser towards advertising attitude and brand attitude in Indonesia. The variables in this research model included gender congruity, expertise of endorser, attitude towards the ad, brand attitude, and gender of audience. Quantitative method is used to determine the relationships within variables. Laboratory experiment method is used in this research with 2 design (gender: male, female) x 2 (expertise: high, low). This research analyzed 200 participants of experiment aged between 23-38 years old (millennials) who know about the endorser used on the experiment. The results show that all hypotheses are supported. Gender congruity plays an important role in enhancing consumers� attitude towards the ad and brand. This study also shows the result of how male and female audience have different response towards the stimuli. Moreover, expertise of endorser was proved to have influence in enhancing consumers� attitude towards the ad and brand.

Kata Kunci : Endorsement, gender congruity, expertise, attitude towards the ad, brand attitude