:: UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Analisis pengaruh overall advertising involvement terhadap brand attitude serta dampaknya terhadap consumer behavior = Analysis of the effect of overall advertising involvement on brand attitude and its impact on consumer behavior

Fajar Nurrohman Haryadi; M. Gunawan Alif, supervisor; Rizal Edy Halim; Gita Gayatri, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

[ABSTRAK
Tesis ini membahas pengaruh overall advertising involvement yang merupakan
second order latent construct yang dibentuk oleh message involvement, media
involvement, dan creative involvement terhadap brand attitude serta dampaknya
terhadap consumer behavior. Dalam penelitian ini, terdapat dua studi, yakni studi
terhadap iklan pada majalah elektronik, dan studi terhadap iklan pada tayangan
televisi. Penelitian ini adalah penelitian kuantitatif dengan jenis penelitian
preexperimental one-shot case study dengan metode survei. Hasil penelitian
secara umum menunjukkan bahwa terdapat pengaruh antara overall advertising
involvement terhadap brand attitude serta consumer behavior. Disarankan untuk
melaksanakan penelitian lanjutan untuk meneliti dengan iklan video yang
durasinya tidak terlalu lama sehingga perhatian responden dapat lebih terfokus
dari sejak awal sampai akhir penayangan iklan.

ABSTRACT
This thesis discusses the effect of overall advertising involvement ? which is the
second order latent construct that is formed by message involvement, media
involvement, and creative involvement ? on brand attitude and its impact on
consumer behavior. There are two studies in this research. The first study focuses
on an advertisement on an e-magazine, and the second one focuses on an
advertisement on a television. This is a quantitative and preexperimental one-shot
case study research with survey method. The result shows that overall advertising
involvement gives effect to brand attitude and consumer behavior. Based on this
result, it is suggested that future research observe more on the shorter video
advertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement ? which is the
second order latent construct that is formed by message involvement, media
involvement, and creative involvement ? on brand attitude and its impact on
consumer behavior. There are two studies in this research. The first study focuses
on an advertisement on an e-magazine, and the second one focuses on an
advertisement on a television. This is a quantitative and preexperimental one-shot
case study research with survey method. The result shows that overall advertising
involvement gives effect to brand attitude and consumer behavior. Based on this
result, it is suggested that future research observe more on the shorter video
advertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement – which is the
second order latent construct that is formed by message involvement, media
involvement, and creative involvement – on brand attitude and its impact on
consumer behavior. There are two studies in this research. The first study focuses
on an advertisement on an e-magazine, and the second one focuses on an
advertisement on a television. This is a quantitative and preexperimental one-shot
case study research with survey method. The result shows that overall advertising
involvement gives effect to brand attitude and consumer behavior. Based on this
result, it is suggested that future research observe more on the shorter video
advertising so that respondents can stay focused on the advertisement., This thesis discusses the effect of overall advertising involvement – which is the
second order latent construct that is formed by message involvement, media
involvement, and creative involvement – on brand attitude and its impact on
consumer behavior. There are two studies in this research. The first study focuses
on an advertisement on an e-magazine, and the second one focuses on an
advertisement on a television. This is a quantitative and preexperimental one-shot
case study research with survey method. The result shows that overall advertising
involvement gives effect to brand attitude and consumer behavior. Based on this
result, it is suggested that future research observe more on the shorter video
advertising so that respondents can stay focused on the advertisement.]

 File Digital: 1

Shelf
 T43430-Fajar Nurrohman Haryadi.pdf :: Unduh

LOGIN required

 Metadata

No. Panggil : T43430
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : x, 85 pages : illustration ; 28 cm. + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T43430 15-18-108383780 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20403434