PENGARUH ADVERTISING APPEAL, ATTITUDE TOWARD BRAND, DAN ATTITUDE TOWARD ADVERTISING TERHADAP VARIABEL BRAND PREFEREENCE PADA OBYEK IKLAN POPMIE EDISI GADIS HONGKONG

Jessica Lidya Sasmita

Abstract


Kemajuan sosial ekonomi dan pertumbuhan informasi saat ini menyebabkan perubahan segala sesuatunya ke arah yang lebih praktis dan efisien. Pada sektor makanan pun juga seperti itu, konsumen mencari makanan yang praktis yang cepat saji untuk bisa dikonsumsi. Tujuan dari tugas akhir ini adalah untuk menguji pengaruh iklan TV produk popmie edisi cewek Hongkong pada brand prference. Dataset dari sampel menjalani serangkaian analisis statistik, yaitu uji reliabilitas, analisis faktor (penjajakan dan konfirmasi) dan pemodelan persamaan struktural (SEM). Faktor analisis diekstraksi tujuh dimensi, yaitu banding satu sisi, banding dua sisi, daya tarik humor, banding takut, banding komparatif, sikap terhadap iklan dan sikap merek. Semua indikator terkait diwujudkan konstruksi masing-masing

Keywords


Attitude Toward Advertising, Advertising Appeal, Brand Attitudes, Brand Loyalty

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