Pengaruh Efektifitas Level Negatif Two-sided Persuasion dalam Ekpose Terhadap Niat Pembelian.  

Oleh:

Ruswanti, Endang

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Widya: Majalah Ilmiah vol. 27 no. 304 (Jan. 2011), page 34-40.
Topik: Communication; Marketing; Effectiveness of A Two-Side Message;

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM47.29 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk
Perpustakaan PKPM Nomor Panggil: W36.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk

Isi artikel

Communication is a unique tool used by marketing in influencing consumers to interact as desired such as a consumer in choosing a product or service. The two-sided persuasion have been introduced by some researchers that there are other variable that influence the effectiveness of a two-side message, which includes the positive and negative side. The problem is why the Two-sided communication persuasion is rarely used in advertising strategies. The purpose of this paper is to discuss the proscess of how to persuade cunsumers through messages conveyed through the media in order to influence attitudes and behavior in the purchase. The methods used literature studies and other related data. It is concluded that two-sided messages seem to be more effective than a one-sided communication in persuasion.

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