Pambudi, Ardhika Setyo (2017) Pengaruh Daya Tarik Pesan Iklan Terhadap Brand Equity (Studi Pada Iklan Oppo Smartphone Versi Raisa dan Isyana Dengan Menggunakan Teori Elaboration Likelihood Model. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh secara parsial dan simultan antara daya tarik rasional dan daya tarik emosional pada iklan terhadap brand equity produk Oppo smartphone dengan menggunakan analisis Elaboration Likelihood Model. Daya tarik rasional mempunyai karakteristik informasi yang bersifat logis dan rasional, sehingga daya tarik rasional diprediksi akan diolah melalui rute sentral karena membutuhkan usaha kognitif untuk mengolah informasi tersebut. Sedangkan, informasi yang bersifat afektif seperti kredibilitas sumber pesan dan atmosfir yang ada pada iklan akan lebih cenderung diolah melalui rute periferal dikarenakan penerima pesan tersebut tidak memerlukan usaha kognitif untuk mengolahnya. Metode penelitian yang digunakan ialah kuantitatif eksplanatif dengan menggunakan kuesioner yang disebarkan secara online kepada 272 responden yang pernah melihat iklan Oppo smartphone F3 plus versi Raisa dan Isyana. Berdasarkan hasil penelitian, ditemukan bahwa daya tarik rasional pada iklan berpengaruh signifikan terhadap brand equity, sedangkan daya tarik emosional tetap berpengaruh namun tidak signifikan. Konsumen akan lebih cenderung memperhatikan informasi yang logis dan rasional dikarenakan smartphone merupakan barang yang masuk dalam kategori high-involvement product, sehingga penerima pesan cenderung lebih berhati-hati dalam menentukan sikap atau mempersepsi produk tersebut dikarenakan resiko yang mereka ambil dalam proses pembelian cenderung tinggi. Sedangkan daya tarik emosional berfungsi sebagai penarik perhatian yang memicu adanya biased effect pada proses awal avaluasi informasi.
English Abstract
This study aims to identify and analyze the partial and simultaneous effect between rational message appeals and emotional message appeals on Oppo smartphone’s advertising to brand equity using Elaboration Likelihood Model analysis. Rational message appeals has logical and rational information characteristic, thus, rational message appeals is predicted to be processed on central route because this kind of message needs a cognitive effort from receiver to be able to understand it. Meanwhile, affective information such as source credibility and the atmosphere in ads are tend to be processed on periferal route because its receiver doesn’t really need a cognitive effort to understand it. This research was using quantitative explanative methods with form that spreaded throughout 272 online respondent who ever watch Oppo smartphone F3 plus Raisa and Isyana version advertising. Based on this research, it was found that rational message appeals plays huge role on brand equity. On the other hand, emotional message appeals still have an impact on brand equity but not as significant as rational message appeals. Consumers tend to scrutinize logical and rational information considering smartphone is a high-involvement product, thus the receiver is tend to be careful to evaluate the message considering the risks that consumer has to take on forming an attitude or in the process of buying the product is considerably high. Meanwhile, emotional message appeals has a role to attract receiver by triggering biased effect in the early process of message evaluation.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/860/051711193 |
| Uncontrolled Keywords: | elaboration likelihood model, brand equity, message appeals , Oppo smartphone, advertising. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Nov 2017 07:08 |
| Last Modified: | 04 Aug 2020 04:41 |
| URI: | http://repository.ub.ac.id/id/eprint/5664 |
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