STUDI EKSPERIMENTAL PENGARUH PENCITRAAN VISUAL IKLAN LABEL DESAINER TERHADAP SIKAP MENYUKAI IKLAN DAN NIAT BELI
Abstract
The current focus of this thesis is to determine, using the Stimulus-Organism-Response theory, (1) which type of user imagery (embodied imagery or static imagery) leads the consumer to greater hedonic and behavioral responses; (2) whether usage imagery intensifies this relationship; and (3) what strategies are best to designer label ads communication effectiveness on fashion magazine. 40 female consumers of fashion magazine and designer label were recruited to participate voluntarily in the study. Methodologically, participants were required to answers a series of questions after being exposed a stimuli of pictures. Influence variables evaluated in the model included: Imagery responses (Quantity, Vividness, Ease); Emotion as mediator; Advertising liking; Purchase intention; and Individual Characteristics. Consist of two study, study 1 of this thesis served as a pre-test to build the experimental material. Whereas, study 2 served as an experimental study that addresses the current focus of this thesis. Analyzed with series of Manova, results indicated that when presented independently of usage imagery, embodied user imagery can enhance consumer’s hedonic impressions and affect purchase intention. Usage imagery however failed to prove any influences. When presented together, such combinations of brand imagery as embodied user imagery and usage imagery as well as static user imagery and usage imagery didn’t bring the consumer to greater hedonic impressions and purchase intention. The findings could be used to predict purchase intention of designer label’s product. Retailers and marketers of designer labels or interested researchers could use the model based on consumer attitude and behavioral intentions.
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).