Analisis hubungan antecedent advertising Characters terhadap ad value dan attitude Toward advertising pada iklan di surat kabar (studi pada pembaca harian solopos)

Oleh :
Ery Prabasari - F0206009 - Fak. Ekonomi dan Bisnis

ABSTRAKSI Penelitian ini merupakan penelitian replikasi penelitian terdahulu. Tujuan penelitian ini adalah untuk mengetahui faktor-faktor yang berpengaruh terhadap sikap konsumen pada iklan di media cetak. Hipotesis yang akan diteliti adalah terdapat hubungan yang positif antara informativeness dan ad value, terdapat hubungan yang positif antara informativeness dan attitude toward advertising, terdapat hubungan yang positif antara entertainment dan ad value, terdapat hubungan yang positif antara entertainment dan attitude toward advertising, terdapat hubungan yang negatif antara irritaion dan ad value, terdapat hubungan yang negatif antara irritation dan attitude toward advertising, terdapat hubungan yang positif antara credibility dan ad value, terdapat hubungan yang positif antara credibility dan attitude toward advertising, dan terdapat hubungan yang positif antara advertising value dan attitude. Penelitian ini merupakan penelitian pengujian hipotesis dengan desain studi lapangan. Populasi dalam penelitian ini adalah seluruh warga masyarakat Surakarta yang membaca Harian SOLOPOS. Melalui teknik non probability sampling dengan metode convenience sampling, Sampel yang diambil sebanyak 150 responden. Peneliti menyebarkan kuesioner ke 5 kecamatan di seluruh kota Surakarta. Melalui metode analisis Structural Equation Model (SEM), penelitian ini menunjukkan bahwa informativeness dan irritation mempunyai hubungan yang signifikan terhadap attitude toward advertising, sedangkan entertainment dan credibility tidak. Informativeness berhubungan negative terhadap ad value, entertainment mempunyai hubungan yang signifikan terhadap ad value, sedangkan irritation dan credibility tidak mempunyai hubungan langsung terhadap ad value serta advertising value belum mempunyai hubungan langsung terhadap attitude toward advertising. Dari penelitian ini, peneliti menyarankan bahwa baik dari sisi pengiklan dan Harian Solopos sendiri hendaknya lebih selektif dalam hal pemasang iklan dengan menyajikan iklan yang informatif dan mengikuti perkembangan (up-to-date) serta mempertahankan kredibilitas isi iklan tersebut. Sehingga iklan di Harian Solopos tetap menjadi acuan konsumen dalam melakukan pembelian produk. Kata kunci : informativeness, entertainment, irritation, credibility, advertising value, attitude toward advertis ABSTRACT F0206009 This study is a replication of previous research. The purpose of this study was to determine the factors that influence consumer attitudes to advertising in print media. The hypothesis to be investigated is that there is a positive relationship between informativeness and ad value, there is a positive relationship between informativeness and attitude toward advertising, there is a positive relationship between entertainment and ad value, there is a positive relationship between attitude toward entertainment and advertising, there is a relationship between irritaion and ad negative value, there is a negative correlation between irritation and attitude toward advertising, there is a positive relationship between credibility and ad value, there is a positive relationship between credibility and attitude toward advertising, and there is a positive relationship between advertising value and attitude. This study is testing the hypothesis with field study design. The population in this study are all members of the community in Surakarta who read the Daily Solopos. Through non-probability sampling technique with a convenience sampling method, sample taken 150 respondents. The researcher distributed questionnaire to the five districts throughout the city of Surakarta. Through the analysis methods Structural Equation Model (SEM), this study shows that the informativeness and irritation has a significant relationship to attitude toward advertising, while the entertainment and credibility are not. Informativeness negatively related to ad value, entertainment has a significant relationship to the ad value, while the irritation and credibility has no direct relationship to the ad value and advertising value has no direct relationship to the attitude toward advertising. From this study, the researchers suggest that both of the advertisers and the Daily Solopos itself should be more selective in terms of advertiser's ad presents an informative and follow the development (up-to-date) and to defend the credibility of the contents of the ad. So the ads in The Daily Solopos remains a reference for consumers in the purchase of the product. Keywords : informativeness, entertainment, irritation, credibility, advertising value, attitude toward advertising