Sikap terhadap merek yang dikondisikan secara klasik

APSARI, F. Yuni, Dr. Thomas Dicky Hastjarjo

2006 | Tesis | S2 Psikologi (Psikologi Industri dan Organisasi)

Penelitian ini merupakan penelitian eksperimen dengan tujuan untuk mengkaji sikap terhadap merek yang dikondisikan secara klasik melalui kombinasi tiga prosedur pengkondisian (short delayed conditioning-SDC, backward conditioning-BC, prosedur kontrol secara random-RC) dan jumlah percobaan pengkondisian (6 dan 12 pengkondisian). Lebih lanjut penelitian ini mengkaji ketahanan sikap terhadap merek setelah satu minggu perlakuan pengkondisian klasik. Rancangan eksperimen yang digunakan adalah post test only design, dengan enam kelompok yang mendapatkan perlakuan menonton rangkaian iklan pengkondisian klasik. Rangkaian iklan pengkondisian ini didesain melalui kombinasi antara prosedur dan jumlah pengkondisian yaitu SDC-6 pengkondisian, SDC-12 pengkondisian, BC-6 pengkondisian, BC-12 pengkondisian, RC-6 pengkondisian, dan RC-12 pengkondisian. Sikap terhadap merek diukur dengan skala tujuh lawan kata sikap terhadap merek yang memiliki 16 aitem dengan reliabilitas 0.871. Ketahanan sikap terhadap merek diukur melalui delay (penundaan waktu) satu minggu setelah perlakuan dengan skala yang sama. Data dianalisis dengan menggunakan SPSS 13.0 for windows. Hasil analisis menunjukkan hipotesis pertama terbukti dengan F = 16.625, p = 0.00, mean SDC>BC>RC berarti ada perbedaan sikap terhadap merek yang dikondisikan melalui prosedur pengkondisian, dan sikap terhadap merek yang dikondisikan melalui prosedur short delayed conditioning paling positif dibanding backward conditioning dan prosedur kontrol secara random. Hipotesis kedua tidak terbukti, dengan F = 0.541 dan p = 0.463 menunjukkan tidak ada perbedaan sikap terhadap merek yang dikondisikan dengan 6 dan 12 pengkondisian, ini berarti dengan enam pengkondisian sudah cukup untuk menimbulkan efek pengkondis ian. Hipotesis ketiga tidak terbukti, dengan F = 0.145 dan p = 0.865 menunjukkan tidak ada perbedaan sikap terhadap merek yang dikondisikan secara klasik melalui kombinasi prosedur dan jumlah pengkondisian. Lebih lanjut hasil penelitian ini menunjukkan adanya ketahanan sikap terhadap merek yang dikondisikan melalui prosedur short delayed conditioning dan backward conditioning, dan tidak ada ketahanan sikap terhadap merek pada prosedur kontrol secara random setelah satu minggu perlakuan.

This experimental research aims to analyze brand attitude of classical conditions through the combination of three conditioning procedures (short delayed conditioning-SDC, backward conditioning-BC, random control procedure-RC), and number of conditioning trial (6 and 12 conditioning). Furthermore, this reseach is to analyze the persistence of brand attitude after one week of classic conditioning treatment. Experiment design is post test only, with 6 groups that got treatment of watching series of advertisements which were classically conditioned. These series of conditioned advertisements are designed through combination between procedures and number of conditioning which are SDC-6 conditioning, SDC-12 conditioning, BC-6 conditioning, BC-12 conditioning, RC-6 conditioning, RC-12 conditioning. Brand attitude is measured within scale 7 opposite brand attitude that has 16 items with reliability of 0.871. Persistence of brand attitude is measured through one week delay after treatment with the same scale (time postponement). Data are analyzed using SPSS 13.0 for windows. The result shows that the first hypothesis is proven by F = 16.625, p = 0.00, mean SDC > BC > RC which means there is difference between brand attitude which is conditioned by conditioning procedures, and brand attitude which is conditioned by short delayed conditioning procedures the most positive compared backward conditioning and random control procedures. The second hyp othesis is not proven, by F = 0.541 and p = 0.463 shows that there is no brand attitude difference than is conditioned by 6 and 12 conditioning, this means 6 conditioning is enough to create conditional effect. The third hypothesis is not proven also by F = 0.145 and p = 0.865 shows that there is no brand attitude difference which is classicaly conditioned through procedures and number of conditioning combinations. Furthermore, this research shows persistence brand attitude which is conditioned through short delayed conditioning and backward conditioning, and there is not persistence brand attitude in random control procedures after one week of treatment.

Kata Kunci : Sikap, Merek, brand attitude, persistence brand attitude, short delayed conditioning procedures, backward conditioning procedures, random control procedures, number of conditioning trial.