ANALISIS HUBUNGAN ANTECEDENT ADVERTISING CHARACTERS TERHADAP AD VALUE DAN ATTITUDE TOWARD ADVERTISING PADA IKLAN DI SURAT KABAR

Prabasari, Ery (2010) ANALISIS HUBUNGAN ANTECEDENT ADVERTISING CHARACTERS TERHADAP AD VALUE DAN ATTITUDE TOWARD ADVERTISING PADA IKLAN DI SURAT KABAR. Other thesis, Universitas Sebelas Maret.

[img] PDF
Download (1213Kb)

    Abstract

    This study is a replication of previous research. The purpose of this study was to determine the factors that influence consumer attitudes to advertising in print media. The hypothesis to be investigated is that there is a positive relationship between informativeness and ad value, there is a positive relationship between informativeness and attitude toward advertising, there is a positive relationship between entertainment and ad value, there is a positive relationship between attitude toward entertainment and advertising, there is a relationship between irritaion and ad negative value, there is a negative correlation between irritation and attitude toward advertising, there is a positive relationship between credibility and ad value, there is a positive relationship between credibility and attitude toward advertising, and there is a positive relationship between advertising value and attitude. This study is testing the hypothesis with field study design. The population in this study are all members of the community in Surakarta who read the Daily Solopos. Through non-probability sampling technique with a convenience sampling method, sample taken 150 respondents. The researcher distributed questionnaire to the five districts throughout the city of Surakarta. Through the analysis methods Structural Equation Model (SEM), this study shows that the informativeness and irritation has a significant relationship to attitude toward advertising, while the entertainment and credibility are not. Informativeness negatively related to ad value, entertainment has a significant relationship to the ad value, while the irritation and credibility has no direct relationship to the ad value and advertising value has no direct relationship to the attitude toward advertising. From this study, the researchers suggest that both of the advertisers and the Daily Solopos itself should be more selective in terms of advertiser's ad presents an informative and follow the development (up-to-date) and to defend the credibility of the contents of the ad. So the ads in The Daily Solopos remains a reference for consumers in the purchase of the product. Keywords : informativeness, entertainment, irritation, credibility, advertising value, attitude toward advertising

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Muhammad Yahya Kipti
    Date Deposited: 15 Jul 2013 17:11
    Last Modified: 15 Jul 2013 17:11
    URI: https://eprints.uns.ac.id/id/eprint/4533

    Actions (login required)

    View Item