[ABSTRAK
Tesis ini membahas pengaruh overall advertising involvement yang merupakansecond order latent construct yang dibentuk oleh message involvement, mediainvolvement, dan creative involvement terhadap brand attitude serta dampaknyaterhadap consumer behavior. Dalam penelitian ini, terdapat dua studi, yakni studiterhadap iklan pada majalah elektronik, dan studi terhadap iklan pada tayangantelevisi. Penelitian ini adalah penelitian kuantitatif dengan jenis penelitianpreexperimental one-shot case study dengan metode survei. Hasil penelitiansecara umum menunjukkan bahwa terdapat pengaruh antara overall advertisinginvolvement terhadap brand attitude serta consumer behavior. Disarankan untukmelaksanakan penelitian lanjutan untuk meneliti dengan iklan video yangdurasinya tidak terlalu lama sehingga perhatian responden dapat lebih terfokusdari sejak awal sampai akhir penayangan iklan.
ABSTRACT
This thesis discusses the effect of overall advertising involvement ? which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement ? on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement ? which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement ? on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement – which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement – on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement., This thesis discusses the effect of overall advertising involvement – which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement – on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.] |
T43430-Fajar Nurrohman Haryadi.pdf :: Unduh