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Abstrak :
Penelitian ini bertujuan untuk mengetahui variabel yang berpengaruh positif secara signifikan pada respon konsumen terhadap suatu iklan yang terdapat di suatu website dan mengambil studi kasus iklan Pizza Hut di website detik.com. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode (cross sectional design).Peneliti menggunakan sampel 198 orang yang pernah melihat iklan Pizza Hut pada bulan November 2012 dengan metode nonprobability sampling. Metode analisis data yang digunakan adalah uji reliabilitas, validitas, dan analisis regresi. IBM SPSS Statistics 15.0 digunakan sebagai alat bantu penelitian. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif yang signifikan antara cognitive response terhadap website attitude, cognitive response terhadap brand attitude, cognitive response terhadap purchase intention, website attitude terhadap brand attitude, dan brand attitude terhadap purchase intention. Selain itu, tidak terdapat pengaruh positif antara affective response terhadap website attitude, affective response terhadap brand attitude dan affective response terhadap purchase intention meskipun terdapat pengaruh yang signifikan. ...... This study aims to know positively variable influence significantly on consumer response against an advertising websites and take a case study advertising Pzza Hut at detik.com website. This research uses exploratory and descriptive design research conducted one time in one period (cross sectional design). Researcher uses sample of 198 people who have seen the advertising Pizza Hut at detik.com website in November 2012 using nonprobability sampling method. Data analysis methods used are frequency distribution, reliability test, validity test, and regression analysis. IBM SPSS Statistics 15.0 used as a research tools. The results of this study indicate that there is a significant positive influence between cognitive response to the website attitude, cognitive response to the brand attitude, cognitive response to purchase intention, website attitude to the brand attitude, and brand attitude to the purchase intention. Whereas, there was no positive influence of affective response to the website attitude, affective response to the brand attitude, and affective response to the purchase intention although there is a significant influence.

Abstrak :
Industri online retailing semakin berkembang pesat di Indonesia, dengan produk pakaian menjadi salah satu kategori produk yang paling sering dibeli secara online. Saat mengunjungi apparel website, konsumen terpapar desain website dan informasi produk. Warna merupakan salah satu elemen desain website. Sedangkan tampilan produk berperan sebagai informasi bagi konsumen karena konsumen tidak dapat melihat dan menyentuh pakaian secara langsung. Tampilan produk dan warna menjadi stimulus bagi konsumen. Karya akhir ini bertujuan untuk menganalisa apakah tampilan produk dan warna menghasilkan respon konsumen yang berbeda-beda setelah mengunjungi website, yang dapat dilihat melalui emosi, sikap konsumen terhadap website, dan niat pembelian melalui website. Dari penelitian ini dapat disimpulkan bahwa terdapat perbedaan emosi dan sikap konsumen berdasarkan tampilan produk dan warna suatu website, yang akhirnya mempengaruhi niat beli konsumen. ......Online retailing industry is growing rapidly in Indonesia, with clothing products become one of the most frequently purchased online. When visiting an apparel website, consumers exposed to website design and information regarding the product. Color is one of the elements of the website design. Whereas the product presentation serves as information for consumer because they can’t see and touch the clothes directly. Product presentation and color become a stimulus for consumers. This thesis aims to analyze whether the product presentation and colors generate different consumer response after visiting the website, which can be seen through the emotion, consumer attitude toward the website, and purchase intention through the website. From this study, it can be concluded that there is a difference of emotion and consumer attitude based on product presentation and color of an apparel website, which ultimately affects their purchase intention.