The Effect of Advertising Values towards Consumer Attitudes Survey of the Effect of Advertising Values in iPhone YouTube Ads “Privacy. That’s iPhone.” towards Indonesian iPhone User Attitudes

SCHIAVON SARA I, Syaifa Tania, S.IP., M.A.

2023 | Skripsi | S1 ILMU KOMUNIKASI

Penelitian ini bertujuan untuk mengetahui pengaruh nilai iklan terhadap sikap konsumen Indonesia terhadap iklan Apple iPhone YouTube. Menggunakan pendekatan kuantitatif, data dikumpulkan dari 452 responden melalui survei online. Studi tersebut menganalisis empat dimensi nilai iklan, termasuk keinformatifan, hiburan, kurangnya iritasi, dan kredibilitas, serta pengaruhnya terhadap sikap konsumen. Hasil penelitian menunjukkan bahwa kredibilitas memiliki skor rata-rata tertinggi 3,62, diikuti oleh keinformatifan, hiburan, dan kurangnya iritasi. Studi ini juga menemukan bahwa dimensi nilai iklan memiliki tingkat persetujuan dan kepuasan yang sedang di antara responden. Selain itu, menurut temuan penelitian, nilai iklan menyumbang 35,6% pengaruh terhadap sikap pelanggan tentang iklan Apple iPhone YouTube. Namun ada faktor lain selain nilai iklan yang dapat mempengaruhi sikap konsumen dengan persentase sebesar 63,5%. Oleh karena itu, dapat disimpulkan bahwa meskipun nilai iklan penting, faktor lain seperti kualitas produk, persepsi kualitas, dan nilai pribadi juga harus diperhitungkan dalam membentuk sikap konsumen terhadap suatu produk. Kesimpulannya, penelitian ini menyoroti pentingnya nilai iklan dalam membentuk sikap konsumen terhadap merek dan iklannya, dengan kredibilitas sebagai faktor yang paling berpengaruh. Penelitian ini juga menyoroti perlunya perusahaan mempertimbangkan faktor lain selain nilai iklan untuk memahami sepenuhnya sikap dan perilaku konsumen. Studi ini memberikan wawasan berharga bagi pemasar untuk menciptakan strategi periklanan yang efektif yang dapat secara positif memengaruhi sikap konsumen terhadap produk mereka.

This research aims to investigate the effect of advertising value on Indonesian consumer attitude towards Apple iPhone YouTube advertising. Using a quantitative approach, data was collected from 452 respondents through an online survey. The study analyzed the four dimensions of advertising value, including informativeness, entertainment, lack of irritation, and credibility, as well as their impact on consumer attitude. The results showed that credibility had the highest mean score of 3.62, followed by informativeness, entertainment, and lack of irritation. The study also found that the advertising value dimensions had a moderate level of agreement and satisfaction among the respondents. Moreover, according to the findings of the study, advertising value accounts for 35.6% of the influence on customer attitudes about Apple iPhone YouTube advertising. However, there were other factors besides advertising value that could influence consumer attitude, with a percentage of 63.5%. Therefore, it can be concluded that although advertising value is important, other factors such as quality of the product, quality perception, and personal values should also be taken into account in shaping consumer attitude towards a product. In conclusion, this study sheds light on the importance of advertising value in shaping consumer attitude towards a brand and its advertisement, with credibility being the most influential factor. This research also highlights the need for companies to consider other factors besides advertising value to fully understand consumer attitudes and behaviors. This study provides valuable insights for marketers to create effective advertising strategies that can positively influence consumer attitudes towards their products.

Kata Kunci : Advertising value, Consumer attitude, Credibility, Informativeness, Apple iPhone YouTube advertising