PENGARUH IKLAN ROKOK TERHADAP PENGETAHUAN, PERSUASI, SIKAP, DAN NORMA SUBYEKTIF SISWA SMU NEGERI DI KABUPATEN JEMBER (studi kasus iklan rokok Sampoerna Hijau pada Siswa SMU Negeri 2 Jember)

JAYANTI DIAN EKA SARI, 090810411 M (2010) PENGARUH IKLAN ROKOK TERHADAP PENGETAHUAN, PERSUASI, SIKAP, DAN NORMA SUBYEKTIF SISWA SMU NEGERI DI KABUPATEN JEMBER (studi kasus iklan rokok Sampoerna Hijau pada Siswa SMU Negeri 2 Jember). Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Spending on cigarette advertising in Indonesia is far greater than public service advertising with anti-cigar theme. It made cigar ad is easy to find in various form and package conveyed through almost any existing media. Recently there is increase of active juvenile smoker number in Indonesia reaching 13,2% (highest in the world). This research was aimed to analyze effect of cigarette ad on knowledge, persuasion, subjective norm, and Public High Senior School student attitude in Jember regency as determining factor of attitude in accord with Theory Reasoned Action (TRA). This research used combination of the two theories: Jagdish N. Shets’s advertising effectiveness theory and Ajzen’s TRA. The observational research was performed by collecting questionnaire data from 200 samples in Public High Senior School 2 Jember. This research showed that there was significant effect (encouraging to smoke) of Sampoerna Hijau cigarette ad message delivery on knowledge, cognitive persuasion and non cognitive persuasion (significance 0.000) indicating that the cigar ad had important role in influencing one’s knowledge and persuasion as a base to perform any action/behavior (smoking) as adoption term of the received ad message. In contrast, this research showed there was no effect between ad message delivery on attitude and student subjective norm of Public High Senior School 2 Jember (a > 0.05). It was caused by subjective norm and attitude which basically was influenced by environment surrounding the individual such as family, teacher, friend, religion, prevailing rule/norm (customs) and so on.

Item Type: Thesis (Thesis)
Additional Information: KKC KK TKM 07 / 10 Sar p
Uncontrolled Keywords: Cigarette ad, Knowledge, Persuasion, Subjective Norm, Attitude
Subjects: H Social Sciences > HF Commerce > HF5801-6182 Advertising
L Education > LB Theory and practice of education > LB5-3640 Theory and practice of education > LB1603-1696.6 Secondary education. High schools
L Education > LB Theory and practice of education > LB5-3640 Theory and practice of education > LB3602-3640 School life. Student manners and customs
Divisions: 10. Fakultas Kesehatan Masyarakat
Creators:
CreatorsEmail
JAYANTI DIAN EKA SARI, 090810411 MUNSPECIFIED
Contributors:
ContributionNameEmail
ContributorOedojo Soedirham, dr.,M.PH.,MA.,PhDUNSPECIFIED
ContributorImam S. Mochny, Dr.,dr.,M.PH.UNSPECIFIED
Depositing User: Nn Anisa Septiyo Ningtias
Date Deposited: 29 Jun 2016 06:45
Last Modified: 29 Jun 2016 06:45
URI: http://repository.unair.ac.id/id/eprint/38283
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