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Hasil Pencarian

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Hana Ria Ramadhan
Analisis Pengaruh Social Media Influencer Attributes terhadap Followers' Attitude dan Brand Link Click Behavior pada Brand Fashion Lokal di Jabodetabek = Analyzing the Influence of Social Media Influencer's Attributes toward Followers' Attitude and Brand-Link Click Behavior on Local Brand Fashion in Jabodetabek
"Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer attributes dan content esthetic terhadap attitude toward endorsed brand dan brand link click behavior pada brand fashion lokal dengan mediasi followers’ brand content engagement untuk pengguna Instagram berusia 17 – 35 tahun di Jabodetabek. Dalam penelitian ini, peneliti ingin menginvestigasi faktor social media influencer attributes apa yang mempengaruhi attitude toward endorsed brand dan brand link click behavior melalui followers’ brand content engagement. Penelitian ini merupakan penelitian kuantitatif dengan metode partial least square - structural equation modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa contributing dapat memediasi hubungan similarity dan followers’ attitude, trustworthiness dan content esthetic memberikan pengaruh terhadap followers’ attitude, followers’ attitude dapat memediasi hubungan antara contributing dan link click behavior, dan followers’ engagement memberikan pengaruh langsung terhadap terjadinya brand link click behavior. 
This research aims to analyze the influence of social media influencer attributes and content aesthetics on attitude toward endorsed brands and brand link click behavior in local fashion brands, mediated by followers' brand content engagement for Instagram users aged 17–35 in Jabodetabek. In this study, the researcher intends to investigate which social media influencer attributes affect attitude toward endorsed brands and brand link click behavior through followers' brand content engagement. This research is a quantitative study using the partial least square - structural equation modeling (PLS-SEM) method. The results of this study found that contributing can mediate the relationship between similarity and followers' attitude, trustworthiness and content aesthetics influence followers' attitude, followers' attitude can mediate the relationship between contributing and link click behavior, and followers' engagement directly affects brand link click behavior."
Depok: Fakultas Ekonomi Dan Bisnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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Rana Muthia Oktari
Analisis pengaruh social media influencer's source credibility terhadap brand attitude: studi pada social media influencer Rachel Vennya pada merek sate taichan "Goreng" = The impact of social media influencer's source credibility on brand attitude: study on Rachel Vennya as a social media influencer for the sate taichan "Goreng" brand
"ABSTRACT
Tujuan dari penelitian ini adalah menganalisis pengaruh kredibilitas social media influencer terhadap brand attitude (studi pada social media influencer Rachel Vennya pada Merek Sate Taichan Goreng). Sampel dalam penelitian ini adalah 100 responden yang terdiri dari pria dan wanita yang mengetahui social media influencer Rachel Vennya, yang mem-follow Rachel Vennya di Instagram, dan mengetahui Sate Taichan Goreng, dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen pada penelitian ini menggunakan kuesioner dan analisa data menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa social media influencers memiliki pengaruh positif yang signifikan terhadap brand attitude.
ABSTRACT
The aim of this study is to analyse the correlation between the Credibility of Social Media Influencer towards Brand Attitude (Study on Rachel Vennya as a Social Media Influencer for the Sate Taichan Goreng brand). 100 respondents that consist of men and women that knows social media influencer Rachel Vennya, follows Rachel Vennya on Instagram, and knows Sate Taichan goreng are used as the sample using the non-probability sampling method and purposive sampling techniques. The instrument used in this study is questionnaire through google form and the data is analysed using linear regression. The outcome of this study shows that social media influencer has a significant positive correlation towards brand attitude."
2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Qorry Seila Fauziyah
Pengaruh Perceived Influence, Brand Engagement in Self-Concept, dan Brand Expected Value Terhadap Intention to Purchase Recommended Brand (Studi pada Beauty Vlogger Sebagai Digital Influencer) = The Influence of Perceived Influence, Brand Engagement in Self- Concept, and Brand Expected Value on Intention to Purchase Recommended Brands (Study on Beauty Vlogger as Digital Influencer)
"Penelitian ini merupakan adaptasi dari penelitian yang sebelumnya pernah dilakukan di Spanyol. Penelitian ini bertujuan untuk mengetahui pengaruh perceived influence, brand engagement in self-concept, dan brand expected value terhadap intention to purchase recommended brand studi pada beauty vlogger sebagai digital influencer. Data dikumpulkan melalui self-administered questionnaire kepada responden yang berdomisili di Jakarta, Bogor, Depok, Tangerang, dan Bekasi yang aktif menggunakan media sosial YouTube dan mengikuti beauty vlogger di channel YouTube dan mendapatkan 405 responden. Peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari peran beauty vlogger terhadap brand engagement, brand expected value, dan purchase intention.
Hasil dari penelitian ini adalah perceived influence berpengaruh secara positif dan signifikan terhadap brand engagement in self-concept dan brand expected value. Perceived influence yang dirasakan responden tidak berpengaruh secara signifikan terhadap purchase intention. Hasil penelitian ini dapat dijadikan referensi untuk perusahaan makeup jika ingin menggunakan jasa beauty vlogger untuk endorsement sesuai dengan karakteristik brand dan beauty vlogger.
This research is an adaptation of research previously carried out in Spain. This study aims to determine the effect of perceived influence, brand engagement in self-concept, and brand expected value on intention to purchase recommended brand studies on beauty vloggers as digital influencers. Data was collected through a self-administered questionnaire to respondents who live in Jakarta, Bogor, Depok, Tangerang, and Bekasi who actively use YouTube social media and follow the beauty vlogger on the YouTube channel and got 405 respondents. Researchers used Structural Equation Modelling (SEM) to analyze the effect of the role of beauty vloggers on brand engagement, brand expected value, and purchase intention.
The results of this study are perceived influence positively and significantly influence brand engagement in self-concept and brand expected value. Perceived influence perceived by the respondent does not significantly influence purchase intention. The results of this study can be used as a reference for makeup companies if you want to use the services of a beauty vlogger for endorsement in accordance with brand characteristics and beauty vlogger."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Ricardo Taufano
Pengaruh endorsement selebriti CEO terhadap atribut brand perusahaan melalui media sosial = The effect of CEO celebrity endorsement on corporate brand attributes through social media
"Upaya membangun brand melalui individu-individu yang ada dalam perusahaan seperti CEO dan karyawan memunculkan fenomena baru, yaitu selebriti CEO. Sebagai seorang CEO dan pendiri dari perusahaan Bukalapak, Achmad Zaky mendapat predikat sebagai selebriti CEO karena pemberitaan media terkait peran dan prestasinya dalam memimpin perusahaan. Pada Februari 2019, Achmad Zaky mengunggah konten di Twitter yang dinilai bermuatan politis sehingga memicu respon khalayak melalui tagar #UninstallBukalapak di media sosial. Menurut Scheidt et. al. (2017), selebriti CEO dilihat sebagai juru bicara yang merepresentasikan nilai perusahaan dengan suara yang mampu membuat publik ingin mendengarkan. Dengan memanfaatkan media sosial, seorang selebriti CEO dapat menyampaikan informasi terkait perusahaan maupun kehidupan pribadinya yang pada akhirnya membentuk persepsi khalayak. Penelitian kuantitatif ini menggunakan metode survei untuk membuktikan pengaruh selebriti CEO Achmad Zaky terhadap atribut Bukalapak melalui akun Instagram @achmadzaky. Populasi dalam penelitian ini merupakan irisan dari pengguna Instagram yang mengikuti baik akun @achmadzaky dan @bukalapak. Jumlah sampel yang diambil sebanyak 100 responden, dengan metode purposive sampling. Analisis data dilakukan melalui uji regresi menggunakan software SPSS. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh dari endorsement Achmad Zaky terhadap atribut brand Bukalapak melalui media sosial. Temuan dalam penelitian juga menunjukkan bahwa terdapat 15 dari 16 dimensi atribut yang berpengaruh dari Achmad Zaky ke brand Bukalapak. Atribut yang berpengaruh ini meliputi sukses, inovatif, toleran, dapat dipercaya, transparan, stabil, kreatif, progresif, disukai, kredibel, tangkas, profesional, internasional, bertanggungjawab, dan otentik, sedangkan atribut terkenal Achmad Zaky tidak memengaruhi perusahaan Bukalapak. Temuan juga menunjukkan bahwa aktivitas media sosial yang memengaruhi persepsi khalayak meliputi dimensi hiburan, interaksi, kustomisasi, tren, dan getok tular (word of mouth)
The endeavor to build the brand thorugh individuals in the organization such as CEO and workers brought up a new phenomenon, that is CEO celebrity. As a CEO and founder of Bukalapak, Achmad Zaky got the celebrity predicate from media coverage of his role and achievements in leading the company. On February 2019, Achmad Zaky post a content on Twitter that is percived as political which triggered responses through #UninstallBukalapak hashtag on social media. According to Scheidt et al. (2017), a CEO celebrity is perceived as a spokesperson who represents a companys value with a voice that is capable to make the public to listen. Through social media, a CEO celebrity can convey information about the company or their personal life which in the end shape the audiences perception. This quantitative research uses survey methodology to prove CEO celebrity Achmad Zaky effects on Bukalapaks attribute through Instagram account @achmadzaky. The research population is people who follow both Instagram accounts, @achmadzaky and @bukalapak. The sample of this research consist of 100 respondents, using porposive sampling technique. The data were analyzed through regression analysis using SPSS software. The result shows that there is a significant effect from Achmad Zaky endorsement on Bukalapaks brand attributes through social media. The findings in this research shows that there are 15 from 16 attributes from CEO clebrity Achmad Zaky that affect Bukalapak. The attributes that affect the brand attributes include success, innovative, tolerant, trustworthy, transparent, stable, creative, progressive, likeable, credible, agile, professional, international, responsible, and authentic, while famous attribute is not being transferred from Achmad Zaky to Bukalapak. Dimensions of social media activity that play in CEO celebrity effect includes entertainment, interaction, customization, trend, and word of mouth."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2020
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UI - Tesis Membership  Universitas Indonesia Library
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Nafis Hafiyyan Ahmad
Analisis pengaruh influencer attributes terhadap intensi untuk membeli produk perawatan kulit (skincare) dalam social media influencer marketing = The analysis of impacts of influencer attributes towards intention to buy skincare products in social media influencer marketing
"Penelitian ini bertujuan untuk menganalisis faktor-faktor influencer attributes (attitude homophily, physical attractiveness, social attractiveness) memiliki pengaruh terhadap faktorfaktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) dan juga faktor-faktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) memiliki pengaruh terhadap intensi konsumen untuk membeli produk perawatan kulit (skincare). Penelitian ini menggunakan analisis deskriptif dengan menggunakan Google Form sebagai metode pengumpulan data kepada 250 responden di Indonesia yang memenuhi kriteria yang telah ditentukan seperti mengikuti salah satu influencer di media sosial, aktif. Metode sampling pada penelitian ini menggunakan non-probability sampling. Kemudian data tersebut diolah dan dianalisis dengan menggunakan aplikasi perangkat lunak SmartPLS 3.0. Penelitian ini menghasilkan temuan bahwa faktor influencer attributes (physical attractiveness) memiliki pengaruh terhadap faktor-faktor perceived characterizations )trustworthiness, perceived expertise, parasocial relationship). Namun, untuk faktor influencer attributes/attitude homophily dan social attractiveness) tidak berpengaruh terhadap perceived expertise.
This study aims to analyze the influencer attributes (attitude homophily, physical attractiveness, social attractiveness) that have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) as well as the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) has an influence on consumer intentions to buy skin care products (skincare). This study uses descriptive analysis using Google Form as a data collection method to 250 respondents in Indonesia who meet predetermined criteria such as following one of the influencers on social media, being active. The sampling method in this study uses non-probability sampling. Then the data was processed and analyzed using the SmartPLS 3.0 software application. This study resulted in the findings that the influencer attributes (physical attractiveness) have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship). However, the influencer attributes (attitude homophily and social attractiveness) have no effect on perceived expertise."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Hasibuan, Rayhana Maimanah
Impact of Influencer Attributes on Purchase Intention with Characterizations as Mediator: A Study of Social Media Beauty Influencer Marketing on a Gen-Z TikTok Users in Indonesia = Dampak Atribut Influencer Terhadap Niat Pembelian dengan Karakterisasi sebagai Mediator: Studi Sosial Media Influencer Kecantikan Pemasaran pada Pengguna TikTok Gen-Z di Indonesia
"Penelitian ini fokus untuk menemukan apakah atribut influencer dapat menyebabkan niat pengikut mereka untuk membeli dengan karakterisasi sebagai mediator. Penelitian ini mengembangkan model penelitian berdasarkan teori persuasi yang diciptakan untuk meneliti kepentingan relatif hubungan para-sosial (PSR). Penelitian tersebut memperhitungkan tiga karakterisasi (kepercayaan, keahlian yang dirasakan, dan PSR) serta tiga karakteristik pribadi (sikap homofili, kecantikan fisik, dan daya tarik sosial) sebagai anteseden niat beli. Pengumpulan data dilakukan melalui kuesioner kepada responden Gen Z yang tinggal di wilayah Jabodetabek serta mereka yang sudah membeli setidaknya satu barang atau jasa setelah menonton video di TikTok dari influencer kecantikan favoritnya. Ada 200 responden yang dikumpulkan, dan data dianalisis dengan alat Smart PLS. Studi ini menemukan bahwa PSR memiliki dampak positif paling signifikan terhadap niat beli relatif terhadap karakterisasi lainnya dan hubungan para-sosial secara signifikan terkait dengan tiga atribut pribadi. Survei menunjukkan bahwa strategi pemasaran influencer media sosial perlu disesuaikan berdasarkan atribut dan karakteristik pribadi.
This research focus on finding whether influencer attributes could lead to intention of their followers to purchase with characterizations as a mediator. This research developed the research model based on the theory of persuasion, which was created to research the relative importance of para-social relationship (PSR). The research took into account three characterizations (trustworthiness, perceived expertise, and PSR) as well as three personal characteristics (attitude homophily, physical beauty, and social attractiveness) as antecedents of purchase intention. Data were collected through a questionnaire of respondents for Gen Z who live in Jabodetabek area as well as those who already buy at least one good or service after watching a video in TikTok from their favorite beauty influencer. There were 200 respondents collected, and the data was analyzed using Smart PLS tools. The study found that PSR has the most significant positive impact on purchase intention relative to other characterizations and para-social relationship was significantly related to the three personal attributes. The surveys show that social media influencer marketing strategies need to be adjusted based on personal attributes and characteristics. "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Skripsi Membership  Universitas Indonesia Library
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Dhita Agistya
Peran Antropomorfisme pada Human-Like Virtual Influencer Sebagai Social Media Endorser Terhadap Kepuasan Pengalaman dan Intensi Pembelian di Media Sosial = The Role of Anthropomorphism in Human-Like Virtual Influencer as Social Media Endorser Towards Satisfaction With Experience and Purchase Intention on Social Media
"Perkembangan teknologi tengah mengalami kemajuan pesat di seluruh dunia termasuk Indonesia khususnya di integrasi Artificial Intelligence (AI) di berbagai sektor, salah satunya adalah penggunaan virtual influencer sebagai social media endorser. Penelitian ini menganalisis pengaruh Virtual Influencer’s Perceived Anthropomorphism terhadap Satisfaction With Experience dan Purchase Intention yang dimediasi oleh Social Presence, Cognitive Response (Credibility dan Perceived Usefulness), dan Affective Response (Perceived Enjoyment dan Flow) pada konsumen kalangan Gen Z di Indonesia. Dengan fokus penelitian pada Arbie Seo, virtual influencer yang sedang tren di Indonesia, penelitian ini menggunakan 479 sa­­mpel data responden melalui penyebaran kuesioner online kepada responden yang pernah melihat konten Arbie Seo sebagai virtual influencer di media sosial. Hasil penelitian menunjukkan bahwa Virtual Influencer’s Perceived Anthropomorphism, Social Presence, Perceived Usefulness, dan Perceived Enjoyment yang memiliki pengaruh signifikan terhadap Satisfaction With Experience. Begitu juga Satisfaction With Experience yang memiliki pengaruh signifikan terhadap Purchase Intention. Sedangkan, Credibility dan Flow tidak berpengaruh signifikan terhadap Satisfaction With Experience. Temuan dalam penelitian ini dapat digunakan perusahaan untuk mempertimbangkan aspek dan karakteristik virtual influencer sebagai endorser produk mereka di kalangan Gen Z.
The rapid advancement of technology, particularly in Indonesia, has led to the integration of Artificial Intelligence (AI) across various sectors, such as the use of virtual influencers as social media endorsers. This study aims to analyze the impact of Virtual Influencer's Perceived Anthropomorphism towards Satisfaction With Experience and Purchase Intention, mediated by Social Presence, Cognitive Response (Credibility and Perceived Usefulness), and Affective Response (Perceived Enjoyment and Flow) among Gen Z consumers in Indonesia. Focusing on Arbie Seo, a trending virtual influencer in Indonesia, the study employs 479 respondent data samples collected through an online questionnaire to specific respondents who have watch Arbie Seo's content as a virtual influencer on social media. The findings show that Virtual Influencer's Perceived Anthropomorphism, Social Presence, Perceived Usefulness, and Perceived Enjoyment have significant effect on Satisfaction With Experience. In turn, Satisfaction With Experience also affect Purchase Intention significantly. However, Credibility and Flow do not have significant effect on Satisfaction With Experience. These findings can help companies in considering aspects and characteristics of virtual influencers as endorsers for their products among Gen Z consumers."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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Elisabeth Yektiomi
Pengaruh penggunaan Celebrity Endorsement pada brand image dalam industri fashion = Celebrity endorsements influence on brand image in the fashion industry
"ABSTRAK
Jurnal ini membahas mengenai pengaruh penggunaan celebrity endorsement pada brand image dalam industri
fashion. Celebrity endorsement adalah salah satu strategi pemasaran yang paling banyak digunakan pada saat
ini. Daya tarik yang dimiliki oleh para selebriti memberikan banyak pengaruh untuk membangun dan
menyampaikan brand image yang kredibel dan selaras dengan minat konsumen dan memberikan peluang bagi
perusahaan atau brand untuk dikenal secara lebih luas agar memengaruhi tingkat pembelian. Keterkaitan yang
dimiliki oleh para selebriti dengan industri fashion secara umum menjadikan strategi ini banyak digunakan oleh
setiap brand, mulai dari brand kecil hingga yang telah dikenal secara internasional dengan setiap model
bisnisnya yang berbeda-beda. Industri fashion adalah salah satu bagian dari bidang bisnis manufaktur yang
berkembang dengan sangat pesat di dunia. Untuk terus bertahan dengan banyaknya jumlah kompetitor yang
terus bertambah, brand secara kompak menggunakan dukungan para selebriti untuk menonjolkan dirinya.
Walaupun demikian, penggunaan strategi celebrity endorsement pada kenyataannya tidak hanya memberi
keuntungan tetapi juga membawa kerugian yang besar.
ABSTRACT
This journal analyzes the influence of using celebrity endorsement on brand image in the fashion industry.
Celebrity endorsement is one of the most widely used marketing strategies at the moment. The appeal that
celebrities have has a lot of influence in building and delivering a credible brand image thats suitable with the
consumers interests and provides an opportunity for the company or brand to be extensively known to increase
the level of purchase. The relationship between the celebrities and the fashion industry in general make this
strategy widely used by every brand, from independent brands to those that are known internationally with their
respective business models. The fashion industry takes part of a rapidly growing manufacturing business in the
world. To continue and survive from the growing number of competitors, brands simultaneously uses the
support of celebrities to assert themselves. Nevertheless, the use of celebrity endorsement strategies in fact not
only gives benefits but also brings huge possibility of loses."
2019
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Hanny Fitri Halimah
Analisis Pengaruh Endorser dan Brand Credibility Terhadap Repurchase Intention Konsumen: Efek Mediasi dari Attitude Towards Brand dan Brand Credibility. Studi Kasus: Wardah = The Impact of Endorser and Brand Credibility On Customer's Repurchase Intention: The Mediating Effect of Attitude Towards Brand and Brand Credibility. Study Case: Wardah
"Penelitian ini bertujuan untuk menguji hubungan antara endorser credibility, brand credibility, attitude towards brand, attitude towards brand credibility, dan repurchase intention pada merek Wardah. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei yang disebarkan secara online kepada pengguna merek Wardah di Indonesia yang berusia minimal 17 tahun, mengetahui celebrity endorser Wardah, serta pernah melihat iklan Wardah melalui televisi atau media sosial dan membeli produk Wardah dalam rentang waktu bulan April 2020 s.d. Maret 2021. Sebanyak 522 responden terkumpul yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Hasil penelitian ini menunjukkan bahwa endorser credibility dan brand credibility secara positif mempengaruhi attitude towards brand dan brand credibility, serta attitude towards brand secara positif mempengaruhi repurchase intention. Attitude towards brand credibility tidak mempengaruhi repurchase intention dan tidak memediasi hubungan antara endorser credibility dan brand credibility dengan repurchase intention.
The purpose of this study was to examine the relationship between endorser credibility, brand credibility, attitude towards brand, attitude towards brand credibility, and repurchase intention on the Wardah brand. The data was collected by purposive sampling method using a survey distributed online to users of the Wardah brand in Indonesia who are at least 17 years old, know the celebrity endorser of Wardah, and have watched Wardah’s advertisement from the television or social media as well as bought Wardah products within April 2021 until March 2021. A total of 522 respondents were collected which were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results of this study indicate that endorser credibility and brand credibility positively affect attitudes towards the brand and brand credibility, and attitudes towards the brand positively affect repurchase intentions. On the other hand, attitude towards brand credibility does not affect repurchase intention and does not mediate the relationship between endorser credibility and brand credibility with repurchase intention. "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Ageng Tantular
Pengaruh Kongruensi dan Asosiasi Gender Spesifik pada Iklan atas Sikap Terhadap Iklan, Sikap Terhadap Merek, dan Minat Membeli = Influence of Congruence and Specific Gender Association in Advertisements over Attitude toward Advertising, Attitude toward Brand, and Purchase Intention
"Penelitian ini bertujuan untuk mempelajari pengaruh dari brand association yang spesifik pada asosiasi gender (specific gender association) dalam sebuah iklan, serta pengaruh kongruensi antara iklan dengan media kepada sikap terhadap iklan, sikap terhadap merek, dan minat membeli partisipan. Untuk dapat meneliti pengaruh specific gender association dan kongruensi tersebut maka dalam penelitian ini digunakan desain eksperimen faktorial 2 (Non-specific Gender Association/Specific Gender Association) x 2 (Congruent / Incongruent). Hasil dari penelitian ini menunjukan bahwa pria pada kondisi kongruen lebih menyukai iklan yang memiliki specific gender association dengan pria dibandingkan iklan non-specific gender association.
Research is aimed to study the influence of brand association that specify on association of gender in an advertisement, and the influence of congruence between advertising and the media over the attitude toward the advertising, attitude toward the brand, and purchase intention of the participants. To be able to examine the influence of specific gender association and congruence in this study used a factorial experimental design 2 (Non-specific Gender Association/Specific Gender Association) x 2 (Congruent / Incongruent). The results of this research show that the male on the condition of congruent prefer ads that have specific gender association with men than non-gender specific ad association. "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013
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UI - Tesis Membership  Universitas Indonesia Library
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