Pengaruh Format Iklan Komparatif dan Non Komparatif Terhadap Respon Kognitif dan Niat Perilaku

Bikorin Bikorin, Indah Fatmawati

Abstract


This research aimed to analyze the influence of comparative advertisement format and non comparative toward cognitive responses and behavioral intentions. In this research, the writer chooses the participants who used mobile cards XL Axiata (XL and Axis) in Special Region of Yogyakarta area. In analyzing the data, the writer uses the quantitative and experiment method conducted by survey. In this research, the writer uses questionnaire for collecting the data. The samples of this research are card mobile users of XL Axiata (XT and Axis) who live in Special Region of Yogyakarta area and fulfill criteria set by the researcher. The number of the samples in this research is 80 participants. The analysis tool in this research, the writer uses the analysis of independent sample t test, two ways anova dan simple regression.Some of the research findings are; there are difference influences between cognitive response of consumers who receive comparative advertising stimuli and noncomparative ads. Then there are average differences between the cognitive responses by stimuli comparative advertising/non-comparative and NFC low/high. The last, a cognitive response effects on consumer behavioral intentions.


Keywords


Comparative ads, Non comparative ads, Need for cognition (NFC), Cognitive response, Behavioral intentions

Full Text:

PDF

References


Adryanto, K., Pradekso, T., & Setiabudi, D. (2013). Efektivitas Format Iklan Komparatif dan Non Komparatif Merek Market Leader. Interaksi Online, 1(4).

Ajzen, I., Fishbein, M.,(1980), Understanding Attitudes and Predicting Social Behavior. Prentice-Hall, Englewood

Belch, George & Belch Michael, (2004),Advertising and Promotion-An Integrated Marketing Communication Perspective. New York: McGraw-Hill/Irwin

Cacioppo, J. T.,Petty, R. E and Haugtvedt, C. P.,(1992), Need for Cognition and Advertising: Understanding The Role of Personality Variables in Consumer Behavior

Cacioppo, J. T.,Petty, R. E and Kao, C. F.,(1984), The Efficient Assessment of Need 7 For Cognition. Journal of Personality Assesement, 48(3):306-307

Chang, Chingching. (2007). The Relative Effectiveness of Comparative and Noncomparative Advertising: Evidence for Gender Differences in Information-Processing Strategies. Journal of Advertising, Vol. 36 No. 1 (Spring): 21-35

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003 505

Deng, X., Doll, W. J., Hendrickson, A. R., dan Scazzero, J. A. (2005). A Multi -Group Analysis of Structural Invariance: An Illustration Using The Technology Acceptance Model. Information & Management, 42(5), 745-759

Dewi, S. U., (2009), Pengaruh Sikap Pada Iklan Cetak Kepada Keputusan Pembelian (studi kasus pada iklan cetak Twinings Tea Varian Four Red Fruits di Majalah Cosmopolitan edisi Januari 2009),Universitas Indonesia Fakultas Ilmu Sosial dan

Ilmu Politik.

Fatmawati, I, (2015),Pembingkaian Pesan Persuasif Untuk Mendorong Perubahan Perilaku. (LP3M) Universitas Muhammadiyah Yogyakarta

Hartono, J., (2007),Sistem Informasi Keperilakuan. Andi. Yogyakarta

Kamus Besar Bahasa Indonesia, (2012), Kbbi.web.id. 31 Maret 2016

Paramadina Public Policy Institute,(2003), http://www.pppi.or.id/. 2 Mei 2016

Ryu, K., Han, H., & Jang, S. 2010. “Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry”. International Journal of Contemporary Hospitality Management, 22(3), 416-432.

Santoso, S.,(2006),Seri Solusi Bisnis Berbasis TI: Menggunakan SPSS Untuk Statistik Multivariat. Jakarta: Elex Media Komputindo

Sekaran, U, (2011),Metode Penelitian Untuk Bisnis, edisi 4 buku 1. Jakarta. Salemba Empat.

Tjiptono, F,(2011),Pemasaran Jasa. Sleman. Bayumedia Publishing

Yudantara, I. G. A. P. (2014). Analisis Penelitian Niat Perilaku dan Perilaku Penggunaan Sistem Informasi Berbasis Teknologi di Hotel (Sebuah Kajian Literatur). JINAH (Jurnal Ilmiah Akuntansi dan Humanika), 4(1).


Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Jurnal Manajemen Bisnis




Office: 

Ruang Jurnal Manajemen Bisnis, 
Gedung Ki Bagus Hadikusuma (E4) Lantai 2, Kampus Terpadu Universitas Muhammadiyah Yogyakarta,
Jalan Brawijaya (Lingkar Selatan), Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia, 55183
Website: journal.umy.ac.id/index.php/mb - E-mail: mabis@umy.ac.id
Phone: +62 274 387 656 (ext: 118)

Jurnal Manajemen Bisnis is licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)