Anteseden dan konsekuensi dari intention to express empathy dalam iklan dan media sosial

Hadianti, Sisca (2017) Anteseden dan konsekuensi dari intention to express empathy dalam iklan dan media sosial. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh dari sebuah iklan untuk sebuah produk atau service yang ditawarkan kepada para masyarakat yang dipublikasikan melalui media sosial dimana media sosial yang dipakai adalah Facebook. Penelitian ini dilakukan karena mengingat semakin banyaknya iklan yang di pasang di media sosial (Facebook, Instagram, Path dan media digital lainnya) seiring dengan meningkatnya jumlah pengguna media sosial juga di Jakarta. Karena hal ini, para pemilik brand baik yang menawarkan produk atau jasa tidak hanya perlu beriklan di media cetak saja, tapi ada alternative media lain yang bisa digunakan untuk mempublikasikan produk atau jasa mereka. Variabel yang terdapat di dalam penelitian ini intuk mengetahui apa yang mempengaruhui sebuah iklan sehingga orang-orang yang melihatnya tertarik untuk melihatnya, memberikan likes pada iklan tersebut atau share video atau foto tersebut. Apakah ada unsur creativity, informativess atau emotional appeal didalam sebuah iklan sehingga membuat iklan tersebut menjadi semakin baik sehingga banyak masyarakat yang mau memberikan respon berupa likes atau share materi iklan tersebut. Variabel dependen pada penelitian ini adalah Emotional Appeal, Informativeness, Advertising Creativity, variabel moderat adalah Peceived Herd Behavior, Subjective Norm dan Privacy Concern dan variabel independen adalah Attitude toward Empathy Expression, Intention to Express Empathy, Purchase Intention to Express Empathy. Hasil penelitian yang ditemukan bahwa faktor yang mempengaruhi orang- orang untuk memberikan likes atau share adalah konten dari iklan itu sendiri apakah memberikan infomasi yang baik, unik dan kreatif. Maka orang-orang akan lebih tertarik untuk memberikan feedback. Sehingga akan membuat masyarakat jadi mengenal brand itu dan mau menggunakan atau membeli produk atau jasa yang ditawarkan / The objective of this research is to get a thorough understanding on the impact of the advertisement of a certain product or service that is posted / published through social media, Facebook, in this case. I was interested in doing this research since the number of advertisement posting in social media, including: Facebook, Instagram, Path, and other social media has grown significantly together with the increased number of social media users in Jakarta. In which, nowadays brand owners who sell either products or service have other alternative to publish their products/services on top of the traditional print media. All variables in this research are purpousely used to find out what are the affecting factors that encourage public to see, hit the “likes” button as well as share the video/photo of that advertisement in their social media account. I would like to find out if creativity, informativeness or emotional appeal factors in the advertisement are the desicive factors that encourage public to give their response, including likes and share. The dependant variables of this research are: Emotional Appeal, Informativeness, Advertising Creativity; while the moderate variables are: Peceived Herd Behavior, Subjective Norm dan Privacy Concern; and the independent variables are: Attitude toward Empathy Expression, Intention to Express Empathy, Purchase Intention to Express Empathy. The research result/outcome shows that the biggest factor that affects publics to respond by giving theirs likes or sharing the advertisement is the content of the advertisement itself. Public will be triggered to give their feedback if the advertisement provides a useful information that is presented in a unique and creative way. As the result, the brand will be publicly known and it is easier for people to use or buy the product/service advertised

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Hadianti, SiscaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
ContributorHermawan, AsepUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Advertising Creativity ; Informativeness ; Advertising Creativity ; Intention To Express Empathy ; Purchase Intention
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 26 Jun 2019 02:42
Last Modified: 03 Sep 2019 08:58
URI: http://repository.uph.edu/id/eprint/3804

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