Pengaruh Kreativitas Dalam Iklan, Reputasi Bintang Iklan Dan Waktu Penayangan Iklan Terhadap Efektivitas Iklan Serta Dampaknya Terhadap Minat Pembelian Konsumen

Bambang Setia Wibowo

Abstract


This study examined the influence of creative advertising, endorser, and advertising time to advertising effectiveness and its impact to consumer purchase intention. 100 university students who have ever seen shampoo advertisements on television participated in this reseach. There are several findings in this study. First, creativity in advertising has positive effect to advertising effectiveness. Second, endorser has positive influence to the advertising effectiveness. Third, advertising time has positive effect to advertising effectiveness. Fourth, advertising effectiveness has  positive effect on consumer purchase intention. Fifth, advertising effectiveness perfectly  mediate the effect of creativity in advertising, endorser and advertising time to the consumer purchase intention.


Keywords


Creative Advertising; Endorser; Advertising Time; Advertising Effectiveness; Consumer Purchase Intention

Full Text:

PDF

References


Ebren, Figen, Celik, Yesim. (2011). Television Advertisements: A Reception Study. Turkish Online Journal of Qualitative Inquiry.

Gharibi, Sahar., Danesh, Seyed Yahyah., Shahrodi, Kambiz. (2012). Explain the Effectiveness of Advertising using the AIDA Model. Interdisciplinary Journal Of Contemporary Research In Business. Vol 4, No 2.

Henningsen, Sina, Heuke, Rebecca, Clement, Michel. (2011). Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis. BuR Business Research Journal, Vol. 4, No. 2, pp. 193-239.

Hunt, James B. (2003). The Impact of Celebrity Endorsers on Consumers' Product Evaluations: A Symbolic Meaning Approach, University of North Carolina at Wilmington. Journal of Advertising Research.

Keller, Kevin Lane. (2003). “Brand Synthesis: The Multidimentionality of Brand Knowledge”. Journal of Customer Research 29 (March) p. 595-601.

Lafferty, John, Berger, Adam, and Beeferman, Dough. (1999). “Statistical Models For Text Segmentation” Kluwer Academic Publishers, Manufactured In The Netherlands. Machine Learning 34, 177-210.

Langrneyer, Lynn, and Walker, Mary. (1991). Assessing the Effects of Celebrity Endorsers: Preliminary Findings. Proceedings of the American Academy of Advertising : 32-43.

Limayem, M. & Khalifa, M. (2000). ‘What Makes Consumers Purchase from Internet? A Longitudinal Study of Online Shopping’, IEEE Transactions on Systems, Man & Cybernetics: Part A, 30(4), pp. 421-12.

Loef, Joost, Antonides, Gerrit, Raaij, W. Fred Van. (2011). The Effectiveness Of Advertising Matching Purchase Motivation: An Experimental Test. ERIM Report Series Reference No. ERS-2001-65-MKT.

Lowrey, Tina M, Shrum, L. J, McCarty, John A. (2010). The Future of Television Advertising. Journal of Consumer Affairs.

Mohammed, Ashraf Bany., Alkubise, Mohammed. (2012). How do Online Advertisements Affects Consumer Purchasing Intention: Empirical Evidence from a Developing Country. International Institute for Science, Technology and Education.

Niazi, Ghulam Shabbir Khan., Siddiqui, Javaria., Shah, Burhan Ali., Hunjra, Ahmed Imran. (2012). Efective Advertising and its Infuence on Consumer Buying Behavior. Munich Personal RePEc Archive.

Pratt, Andy C. (2006). Advertising and creativity a governance approach: a case study of creative agencies in London. LSE Research Online Journal. http://eprints.lse.ac.uk/20703/.

Ramalingam, V., Palaniappan, B., Panchanatham, N and Palanivel, S. (2006). Measuring advertisement effectiveness a neural network approach.Expert Systems with Applications, 31, 159–163.

Reinartz, Werner and Peter Saffert, Peter. (2013). Creativity in Advertising: When It Works and When It Doesn’t. Harvard Business Review.

Riyanto, Makmun, Ferdinand, Augusty, (2008), Analisis Pengaruh Efektivitas Iklan dan Implikasinya Terhadap Sikap Merek, Vol 1, Agustus.

Smith, Robert E, Yang, Xiaojing. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. SAGE Publication journal Volume 4(1/2): 31–58.

Shah, Syed Saad Hussain., Aziz, Jabran., Jaffari, Ahsan raza., Waris, Sidra., Ejaz, Wasiq., Fatima, Maira., Sherazi, Syed Kamran. (2011). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management 4(2): 105-110.

Wu, SL. (2003). ‘The relationship between and consumer characteristics and attitude toward online shopping’, Journal of Marketing Intelligence & Planning, 21(1), pp. 37-44.

Yulistiano, Muhammad, Retno Tanding Suryandari, (2003), “Pengukuran Avertising Response Modelling (ARM) iklan televisi Dengan Endorser Selebritis dan Non Selebritis”, Empirika, Vol .16 no.2 Desember 2003, UNS Surakarta.

Zhu, Bing. (2012). The Impact of Green Advertising on Consumer Purchase Intention of Green Products. Proceedings of World Business and Economics Research Conference.


Refbacks

  • There are currently no refbacks.


__________________________________________________

Program Magister Manajemen, Gd. Pascasarjana Lt. 2
Universitas Muhammadiyah Yogyakarta (UMY)
Jalan Lingkar Barat, Tamantirto, Kasihan, Bantul Yogyakarta 55183.

Telepon 0274 387656 Ext. 133
Mobile 0811 267 764
Email: jbtimm1@gmail.com

ISSN Cetak: 2085-7721

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.