Perbedaan advertising appeals pada layanan kesehatan: studi perception of trust dan utilization intention konsumen dengan menggunakan metode eksperimental (between-subject design)

Tali, Ivana Elim (2016) Perbedaan advertising appeals pada layanan kesehatan: studi perception of trust dan utilization intention konsumen dengan menggunakan metode eksperimental (between-subject design). Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan ─ Semakin hari, kompetisi antara penyedia layanan kesehatan di Indonesia, khususnya di Jakarta semakin meningkat. Banyak cara mereka lakukan untuk menarik konsumen, salah satunya dengan menggunakan iklan. Dalam membuat sebuah iklan, tentu saja ada advertising appeals (daya tarik iklan) yang ingin ditonjolkan. Advertising appeals menjadi pusat dari iklan itu sendiri. Advertising appeals yang menjadi perhatian pada penelitian ini adalah emotional appeals khususnya harapan dan rational appeals. Tujuan dari penelitian ini adalah untuk melihat advertising appeals khususnya emotional appeals pada layanan kesehatan. Hal ini disebabkan karena unsur emosional yang ada dalam sebuah iklan mampu menciptakan perasaan positif sehingga cukup efektif untuk menarik konsumen. Desain/Metodologi ─ Penelitian ini merupakan penelitian eksperimental yang terdiri dari tiga buah studi. Media iklan yang digunakan pada penelitian ini adalah brosur cetak. Sebagai isi dari brosur ini, maka penyakit yang digunakan adalah kanker dan jantung. Total responden dalam studi ini adalah 200 orang yang terbagi kedalam tiga kelompok studi. Sampel diambil dengan menggunakan non- probability sampling. Hasil penelitian akan dianalisis menggunakan Multivariate analysis of variance (MANOVA). Hasil Penelitian ─ Berdasarkan hasil penelitian, diketahui bahwa, iklan emosional yang mengandung harapan lebih meningkatkan perception of trust dan utilization intention dibandingkan dengan iklan rasional yang menjelaskan fitur atau layanan kesehatan. Iklan emosional yang mengandung harapan lebih mendorong konsumen untuk menggunakan layanan kesehatan dibandingkan iklan rasional. Testimonial yang ditambahkan pada iklan rasional lebih banyak mendapatkan perception of trust dan utilization intention daripada iklan rasional tanpa testimonial. Hal ini tidak berlaku pada iklan harapan. Iklan harapan dengan testimonial tidak mendapatkan perception of trust dan utilization intention yang lebih tinggi dibandingkan iklan harapan tanpa testimonial. Implikasi ─ Agar kedepannya para penyedia layanan kesehatan tahu advertising appeals apa yang tepat digunakan untuk menarik konsumen menggunakan suatu layanan kesehatan / Purpose ─Todays, the competition among the healthcare service provider in Indonesia, especially Jakarta is increasing. They have so many ways to attract the consumer, one of them is advertising. In making the advertisement, there must be an advertising appeals.Advertising appeals are the center of the advertisement itself. The Advertising appeals concerned with this research is the emotional appeals, especially hope and rational appeals. This research purpose is to examine advertising appeals expecially emotional appeals in health care service. This is caused by the emotional element contained in the advertisement can create the positive feelings to effectively attract the consumer. Design/Methodology─The research is an experimental research consisting of three studies. The advertising media used in this research is printed brochure. As a content of the brochure, disease used in the research is cancer and heart disease. Total respondents in this studies are 200 respondents divided into three study groups. The sample is obtained with non-probability sampling. The results will be further analyzed with Multivariate analysis of variance (MANOVA). Findings ─ Based on the results, it is known that, emotional advertisement which contains hope further improves the perception of trust and utilization intention compared with rational advertisement which describes the feature and service of healthcare. The emotional advertisement which contains the hope further drives the consumers to use the health care service than the rational one. The testimonial added to the rational advertisement obtains more perception of trust and utilization intention compared to the rational advertisement without the testimonials. The hope advertisement with testimonial does not obtain the higher perception of trust and utilization intention than the hope advertisement without testimonials. Implication─ To make the healthcare provider understand the kind of advertising appeals should be used in the future to attract the consumer to use the healthcare service. Keywords ─ advertising, advertising appeals, emotional appeals, rational appeals, perception of trust, utilization intention, health care service, testimonial

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