Evaluation of advertising effectiveness using the information processing model :: An empirical study on Master of Management Gadjah Mada University

SINAGA, Christine, Prof.Dr. Basu Swastha Dharmmesta, MBA

2006 | Tesis | Magister Manajemen

Tujuan penelitian adalah untuk menentukan efektivitas dari efek sumber, pesan dan media yang digunakan di iklan media cetak MM-UGM terhadap proses informasi oleh konsumen yang dibagi menjadi perhatian-pemahaman, kesukaan dan retensi. Efek sumber dibedakan menjadi sumber profesional dan sumber mahasiswa. Efek pesan dibedakan menjadi efek emosional dan efek rational. Efek struktur pesan dibedakan menjadi satu macam struktur dan dua macam struktur. Media cetak yang dianalsis adalah majalah dan surat kabar. Penelitian ini menggunakan 6 tipe iklan yaitu iklan yang memuat testimoni dari sumber profesional, iklan yang memuat testimoni dari sumber mahasiswa, iklan yang menggunakan efek emosional, iklan yang menggunakan efek rasional, iklan berstruktur satu macam dan iklan berstruktur dua macam. Jumlah responden dalam penelitian ini adalah 212 orang. Terdapat 12 hipoteses yang selanjutnya ditest dengan menggunakan uji beda rata-rata t-test untuk sample berpasangan dan t-test untuk sample independen. Hasil penelitian menunjukkan bahwa tidak ada beda nyata antara professional testimoni dan mahasiswa testimoni terhadap perhatian-pemahaman, kesukaan dan retensi dari konsumen. Professional testimoni dan mahasiswa testimoni sama efektif terhadap proses informasi konsumen. Untuk efek pesan ditemukan bahwa ada perbedaan yang signifikan antara efek emosional dan efek rasional yang digunakan di iklan MM-UGM terhadap perhatian-pemahaman, kesukaan dan retensi dari konsumen. Untuk target market dengan pendidikan tinggi, Efek emosional diduga lebih efektif daripada efek rational. Efektivitas media menunjukkan bahwa tidak ada perbedaan yang signifikan antara majalah dan surat kabar terhadap perhatian-pemahaman dan kesukaan dari konsumen tapi majalah dan surat kabar memiliki efek beda nyata terhadap retensi konsumen. Surat kabar diduga memiliki efektivitas lebih besar dari pada majalah.

The research objectives were to determine the effectiveness of source, message and media effect used in MM-GMU print advertising on consumers’ information processing which were attention-comprehension, liking and retention. Sources effect defined as expertise and non-expertise source. Message effect distinguished into message appeal which were emotional and rational and message structure which were one-sided and two-sided presentation. Media effect differentiated into magazine and newspaper. This research used six type of advertising which were define as ad with expertise testimonial, ad with MM-GMU student testimonial, ad with emotional appeal, ad with rational appeal, ad with one-sided positive presentation, and ad with two-sided presentation. There were 212 samples used in this research. There were 12 hypotheses addressed testing by paired sample t-test and independent sample t-test. The results indicated for source effect effectiveness that there is no significant different effect between expertise and non-expertise testimonial in MM-GMU ads on consumers’ attention-comprehension, liking and retention. Expertise was as effective as non-expertise for consumers information processing. For message appeal effectiveness indicate that there is significant different between emotional and rational appeal in MM-GMU ads on consumers attentioncomprehension, liking and retention. Emotional appeal more effective than rational appeal for educated consumers. The message structure effectiveness showed that there is significant different between one-sided positive and twosided presentation in MM-GMU ads on consumers’ attention-comprehension, liking and retention. Two-sided presentation considered effective compare to oneside presentation for educated consumers. Media effect effectiveness research resulted that there is no significant different between magazine and newspaper for MM-GMU ads for consumers attention-comprehension and liking but it had significant different on consumers retention where newspaper was the most effective one.

Kata Kunci : Iklan,Efektivitas,Information Processing Model, Advertising effectiveness, Information processing model, Source effect, Message effect, and Media effect