Sukoco, Badri Munir and Ayu, Melinda Ratna Puspa (2013) Pengaruh Message Framing dan Endorser pada Sikap Konsumen terhadap Bank Syariah. Jurnal Manajemen Usahawan Indonesia, 42 (3). pp. 185-199. ISSN 0302-9859

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Abstract

Even though Indonesian people are mostly Moslem, but their proportion who use sharia banking services and also share of wa//etremainssmall compare to conventional ones. We argue that the condition due to less effective advertisement to increase consumers' attitude toward the ad and brand of sharia banks. We focused on two variables, message framing and endorser, to guide marketers how to design an effective ads This study used an experimental method participated by 240 51 students in one of the departments at a famous universities in Surabaya, East Java. In this study, researchers used a fictitious endorser and banks, namely AI-Baraka. The message was packaged with a religious message positive and negative framing. Each message delivered by the endorser, whether expert or celebrity. Expert endorser was visualized as a bearded man and dressed as chaplain. While the celebrity endorser visualized by a handsome man faced Arab, wearing 'koko'. The endorser's appearance was made to look as Islamic. The message framing and the endorser combined into four different ads. The results indicate that positive framing is more effective to deliver the message than negative framing. That is, positively framed ad persuasion is more effective. Celebrity endorser indicates its superiority than expert endorser to enhance participants' attitude toward the brand. Expert has the appeal solely on its domain expertise, so that the expected positive impacts have a limited effect. Interestingly, the combination of positive framing and celebrity endorser reach the highest impact on participants' attitudes compare to other combinations. Celebrity endorser, which delivers a negative message, will make consumer attitudes fell drastically. Managerial and academic implications are further presented in this article.

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