PENGARUH SIKAP KONSUMEN TERHADAP IKLAN KOMPARATIF DAN NON-KOMPARATIF PADA NIAT BELI PRODUK Sebuah studi tentang iklan Bintang Toedjoeh masuk angin dan Tolak Angin
| Main Authors: | , Rizqi Bayu Aji Pradana, , Prof. Dr. Basu Swastha Dharmmesta, M.B.A. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2014
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/133559/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=74260 |
Daftar Isi:
- Advertising is an activity to communicate the value of a product to the community. One way to advertise is to make comparison (comparisons) to competitor�s products (comparative advertising). The opposite way is advertising by showing the features and benefits of products without making comparisons with other products (non-comparative advertising). This study focused on the comparison between the effect of comparative advertising and non-comparative in creating purchase intention of the product. Ads that are compared are the low involvement product that cold medicine. For comparative advertising use Bintang Toedjoe Masuk Angin while non-comparative advertising use Tolak Angin. There are three variables used were attitude toward the ad (AAd), attitude toward the brand (AB), and purchase intention (PI). The results of this study show that Tolak Angin (non-comparative) have a more positive influence on those three variables compared with the Bintang Toedjoe Masuk Angin (comparative). Another finding is a comparative ads result in greater influence in creating purchase intentions than non-comparative advertising. That is, if consumers liked the comparative advertising that is displayed, then the consumer�s purchase intention will also be greatrer than the ads that are served by non-comparative advertising. Conversely, if consumers do not like comparative advertising that is displayed, the intention to not buy the product is also greater than the ads that are served by the non-comparative advertising.