PENGARUH TEMPORAL DISTANCE DAN CONSTRUAL LEVEL TERHADAP ATTITUDE TOWARD ADVERTISING, EXPECTED PRODUCT QUALITY, DAN PURCHASE INTENTION IKLAN GREEN COSMETICS PRODUCT

ADELIA ARIYANTI PUTRI (2019) PENGARUH TEMPORAL DISTANCE DAN CONSTRUAL LEVEL TERHADAP ATTITUDE TOWARD ADVERTISING, EXPECTED PRODUCT QUALITY, DAN PURCHASE INTENTION IKLAN GREEN COSMETICS PRODUCT. Skripsi thesis, Universitas Airlangga.

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Abstract

Penilitian ini menguji perbedaan temporal distance dan construal level terhadap attitude toward the advertising, expected product quality dan purchase intention iklan green cosmetics product menggunakan uji MANOVA yang kemudian dilanjutkan dengan menggunakan uji Regresi Linear Berganda dengan aplikasi SPSS 26.0. Penelitian ini menggunakan desain faktorial 2 (far temporal distance vs near temporal distance) x 2 (abstract construal level vs concrete construal level) dan mengumpulkan data dari 160 partisipan dari kalangan mahasiswa. Stimuli penelitian ini berupa skenario yang mana alur ceritanya teah dimanipulasi. Variabel terukur attitude toward the advertising (6 indikator), expected product quality (4 indikator), dan purchase intention (5 indikator) dikur dengan masing- masing skala Likert 5 poin. Dalam main effect penelitian ini ditemukan bahwa iklan dengan format yang berbeda akan memberikan pengaruh yang berbeda pada attitude toward advertising dan expected product quality. Pengaruh perbedaan jenis near temporal distance juga memberikan pengaruh yang berbeda pada attitude toward the advertising. Serta pengaruh perbedaan jenis near temporal distance juga memberikan pengaruh yang berbeda pada expected product quality. Penelitian ini juga menunjukkan bahwa tidak terdapat efek interaksi antara temporal distance dan construal level terhadap attitude toward the advertising. Tetapi penelitian ini menunjukkan bahwa terdapat efek interaksi antara temporal distance dan construal level terhadap expected product quality. Ditemukan pula bukti bahwa attitude toward the advertising dan expected product quality berpengaruh positif terhadap purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK B.99/19 Put p
Uncontrolled Keywords: temporal distance, construal level, attitude toward the advertising, expected product quality, dan purchase intention, MANOVA, Regresi Linear Berganda.
Subjects: H Social Sciences
H Social Sciences > HF Commerce > HF1-6182 Commerce
H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
H Social Sciences > HF Commerce > HF5801-6182 Advertising
Creators:
CreatorsNIM
ADELIA ARIYANTI PUTRINIM041611233064
Contributors:
ContributionNameNIDN / NIDK
Thesis advisorSONY KUSUMASONDJAJANIDN0001057604
Depositing User: Agung BK
Date Deposited: 02 Jul 2020 07:38
Last Modified: 02 Jul 2020 07:38
URI: http://repository.unair.ac.id/id/eprint/96148
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