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Detail
ArtikelPengaruh Perbedaan Penegasan Tertulis Dari Iklan Terhadap Sikap Konsumen : Suatu Telaah Dalam Periklanan Komputer di Surabaya  
Oleh: Pratomo, Endang Iryanti
Jenis: Article from Bulletin/Magazine
Dalam koleksi: Jurnal Manajemen Prasetiya Mulya vol. III no. 5 (1995), page 20-25.
Topik: Konsumen; penegasan tertulis; iklan; sikap konsumen
Ketersediaan
  • Perpustakaan Pusat (Semanggi)
    • Nomor Panggil: JJ10.2
    • Non-tandon: 1 (dapat dipinjam: 0)
    • Tandon: tidak ada
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Isi artikelThis is an explorative - experimental search with factorials design. The purpose is to test empirically the different influence of two presentation methods and three forms of verifiability of written advertisement towards consumer's attitude. An attempt is also made to find out the different influence of advertisement message towards male and female consumers. The subject of the study comprises of buyers / aspirant buyers of computers at surabaya which are determined through purposive random sampling. The number of respondents in the research totalled 211 which are divided into three experimental groups and the ratio between male and female equals 120 : 91. Data were obtained through a survey with 44 questions about attitudes towards advertisement message with five alternative selections. By using two - way factorial analysis, it is revealed that there is a different influence of written advertisement message towards consumer's attitude. The methods of conveying objective confirmations cause more positive attitude compared to subjective ones. Veriability of confirmation of confidence is better compared to verifiability of experience and search. The objective of methods of conveying advertisement confirmation does not cause different influence to male and female consumers. The empirical findings are of benefits to advertising pracitioners and computer businessmen as well as to those who are interested to deepen their insight in marketing and particularly in consumer behaviour.
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