Sikap konsumen terhadap suatu produk ditinjau dari bentuk iklan humor-non humor di media cetak dan need for cognition

MANGESTUTI, Retno, Dr. Marcham Darokah, MA

2002 | Tesis | S2 Psikologi

Penelitian ini bertujuan untuk mengetahui perbedaan sikap konsumen terhadap suatu produk (dalam penelitian ini produk yang dimaksud adalah handphone) ditinjau dan bentuk iklan humor - non humor di media cetak dan need for cognition (NFC). Penelitian ini merupakan penelitian eksperimental yang menggunakan desain faktorial (factorial design). Subjek penelitian terdiri dari 120 siswa SMU Negeri 1 Malang yang diambil melalui teknik random sampling. Subjek dibagi dalam empat kelompok, masing-masing kelompok terdiri dari 30 orang. Instrumen yang digunakan dalam penelitian ini terdiri dari skala Sikap terhadap Produk dan skala Need for Cognition, serta gambar iklan humor - non humor. Data yang terkumpul dianalisis menggunakan analisis varians dua jalur (ANAVA AE3) dengan program SPSS versi 10.0. Berdasarkan hasil analisis statistik, ditemukan 1). terdapat perbedaan sikap konsumen terhadap produk yang sangat signifikan ditinjau dari bentuk iklan; 2). terdapat perbedaan sikap konsumen terhadap produk yang sangat signifikan ditinjau dari need for cognition, serta 3). terdapat perbedaan sikap konsumen terhadap produk yang sangat signifikan ditinjau dari interaksi antara bentuk iklan humor - non humor dan need for cognition.

The purposed of this research is to examined differences in consumer attitude towards the product of humorous and non humorous advertising in the print ad and need for cognition (NFC) of Handphone product. The method of the experimental research is factorial design. The subjects in this research were 120 students of Sekolah Menengah Umum Negeri 1 (SMU N1) Malang using random sampling technique. The subject is divided into four groups with 30 students in each group. The instrument used in the research are questionnaire and advertising picture. The questionnaire are consumer attitude towards the product scale, and need for cognition scale. The advertising picture consist of humor advertising picture and non humor advertising picture. Data were analyzed using two way analysis of variance (ANOVA) with SPSS verssion 10.0 The result of the research are as follows : (1). there was a very significant difference in consumer attitude toward the product using conformity humorous - non humorous advertising, (2). there was a very significant difference in consumer attitude toward the product using need for cognition (NFC), (3). there was a very significant difference in consumer attitude toward the product using interaction between advertising form (humorous advertising - non humorous advertising) and need for cognition (NFC)

Kata Kunci : Sikap Konsumen,Bentuk Iklan,Humor dan Non Humor, consumer attitude toward the product, advertising form, humorous adv, and need for cognition.