Gambaran persepsi mahasiswa Universitas Pelita Harapan tentang iklan rokok

Andung, Eunike and Silaen, Friska and Munaiseche, Shalomita (2021) Gambaran persepsi mahasiswa Universitas Pelita Harapan tentang iklan rokok. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Iklan rokok adalah media promosi yang menggambarkan rokok dengan gambaran keren, gaul, percaya diri, berjiwa petualang, dan setia kawan bertujuan meningkatkan sasaran konsumen untuk memiliki perilaku merokok. Persepsi iklan adalah sebuah proses yang dilakukan konsumen untuk memilih, mengelola, dan menginterpretasikan informasi pada sebuah produk di mana persepsi iklan dapat memengaruhi sikap, perilaku, gaya hidup individu dan paparan dalam jangka panjang. Tujuan penelitian ini adalah untuk mengetahui gambaran persepsi mahasiswa Universitas Pelita Harapan tentang iklan rokok. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan deskriptif. Teknik pengambilan sampel pada penelitian ini menggunakan non probability sampling dengan convenience/accidental sampling. Penelitian dilakukan pada bulan Maret sampai April 2021. Hasil analisis data univariat didapatkan bahwa 97 mahasiswa (50%) memiliki persepsi positif dan juga 97 mahasiswa (50%) memiliki persepsi negatif. Bagi mahasiswa diharapkan mampu meningkatkan pengetahuan dan pemahaman terkait tayangan iklan rokok sebelum mempersepsikan iklan yang ditayangkan, sehingga lebih selektif dalam memilih produk – produk yang ditawarkan dalam iklan di media apapun. / Cigarette advertisement is a promotional media that describe cigarettes as something that is impressive, popular, promote confident, adventurous, and loyal portrait of the smoker to increase consumer consumption to having smoking behavior. Advertising perception is a process carried out by the consumers to select, manage, and interpret information from a product that possibly affects attitudes, behavior, individual lifestyles and long-term exposure to smoking. The objective of this study is to describe Pelita Harapan University Students perception about cigarette advertisement. This study uses quantitative method with a descriptive approach. The sampling technique in this study uses a non probability sampling with convenience/accidental sampling. This study was conducted from March to April 2021. Based on the results of the univariate analysis test it was found that 97 (50%) students had positive perceptions and 97 (50%) students had negative perceptions. Students are expected to be able to increase their knowledge and understanding regarding cigarette advertising before perceiving that the advertisements displayed are more selective in choosing the products offered in advertisements in any media.

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