Pratama, Edo Arief (2019) Pengaruh Kredibilitas Sumber Dalam Iklan ‘Ladies First’ Bukalapak Terhadap Minat Beli Perempuan. Sarjana thesis, Universitas Brawijaya.
Abstract
Kajian mengenai elaboration likelihood model didasari oleh dua asumsi yaitu pemrosesan pesan melalui rute sentral dan rute periferal. Beberapa riset tentang kredibiltas sumber yang menggunakan teori ini menunjukkan bahwa sumber pesan diposisikan sebagai rute periferal (isyarat heuristik) meskipun ada beberapa riset yang menilai melalui rute sentral dan rute periferal. Sebagai isyarat heuristik, sumber pesan mampu memengaruhi minat beli audiens. Namun pada kondisi lain, audiens akan memproses pesan secara berbeda dan lebih mudah terpersuasi apabila argumen disampaikan oleh banyak sumber. Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas sumber dalam iklan ‘ladies first’ Bukalapak terhadap minat beli perempuan melalui teori elaboration likelihood model. Sumber pesan diposisikan sebagai isyarat heuristik pada rute periferal. Variabel independen pada riset ini yaitu kredibilitas sumber (X) dengan tiga dimensi antara lain attractiveness (X1), expertise (X2), dan trustworthiness (X3). Sedangkan variabel dependen pada riset ini yaitu minat beli (Y). Perempuan yang pernah menonton iklan ‘ladies first’ Bukalapak ditentukan sebagai populasi penelitian. Data yang diperoleh melalui 100 responden dari berbagai penjuru di Indonesia diolah menggunakan teknik analisis regresi berganda. Hasil penelitian menunjukkan adanya pengaruh signifikan antara kredibilitas sumber terhadap minat beli perempuan secara simultan. Secara parsial trustworthiness berpengaruh sangat signifikan terhadap minat beli, sedangkan expertise dan attractiveness tetap berpengaruh terhadap minat beli, namun tidak signifikan. Trustworthiness memberikan pengaruh yang paling dominan terhadap minat beli perempuan, sedangkan attractiveness memberikan pengaruh paling sedikit. Penelitian ini memberikan temuan baru mengenai kredibilitas sumber yang dikaji melalui rute periferal dalam teori elaboration likelihood model.
English Abstract
A study regarding elaboration likelihood model is based on two assumptions namely message processing through central and peripheral routes. Some research about source credibility who used this theory showed that the message source is positioned as peripheral route (heuristics gesture) despite there are some research that evaluate through a central and peripheral routes. As heuristics gesture, message source can significantly influence the consumers purchase intention. However, in another condition, the audiens or consumers will process the message differently and they will easily persuade if the arguments conveyed by many sources. This study intends to find out the influence of source credibility in Bukalapak ‘ladies first’ commercial film towards the female purchase intention using elaboration likelihood model. Message source was positioned as heuristics gesture in the peripheral route. The independent variable in this research was source credibility (X) with three dimension among others are attractiveness (X1), expertise (X2), and trustworthiness (X3). While, the dependent variable was purchase intention (Y). The research population was female consumers or audiences who watched the Bukalapak ‘ladies first’ commercial film. Data were taken through 100 respondents throughout Indonesia using multiple regression analysis. The results indicated that there is significant influence between source credibility and female purchase intention simultaneously. Trustworthiness significantly affects female purchase intention partially, while attractiveness and expertise do not significantly affect the purchase intention. Trustworthiness have significant influence to female purchase intention, whereas attractiveness have less significant influence. This research provides new findings about source credibility which is studied through peripheral route in the theory of elaboration likelihood model.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/722/051908141 |
| Uncontrolled Keywords: | Kredibilitas Sumber, Iklan, Minat Beli, Perempuan, Elaboration Likelihood Model, Source Credibility, Advertising, Purchase Intention, Female, Elaboration Likelihood Model |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) > 302.231 Digital media |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 18 Aug 2020 03:06 |
| Last Modified: | 19 Sep 2023 06:22 |
| URI: | http://repository.ub.ac.id/id/eprint/175008 |
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