oleh : Kartika Imasari
Publikasi pada : Jurnal Bisnis dan Ekonomi (JBE), September 2010, Hal. 109 - 120 Vol. 17, No. 2 ISSN: 1412-3126
Publikasi pada : Jurnal Bisnis dan Ekonomi (JBE), September 2010, Hal. 109 - 120 Vol. 17, No. 2 ISSN: 1412-3126
Abstract
Advertising is one of the indicators to build a brand image in consumers' minds. Advertising can evolve through feedback or consumer attitudes toward advertising displayed and the brand image the company itself. Consumer’s acceptance or rejection of advertising will be very influential on the goods or services offered. Advertising is used as a stimulus to bring the response from consumers. Response referred in this research is the consumer attitude. In this case can be seen that the advertising is basically intended to build an customer’s attitude (affective and cognitive). Purpose of this research is to view the relationship between the effectiveness of promotions that have been conducted Maranatha Christian University with purchasing decisions of high school students in Bandung, which is moderated by consumer attitudes. The results obtained show that high school students' attitudes toward advertising and Maranatha Christian University itself have a good results as well as feelings of respondents toward advertising shows that advertising is able to remind, made an impression and encouraging respondents to continue their education at Maranatha Christian University.
Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix, advertising media.
Pendahuluan
Saat ini periklanan merupakan salah satu strategi yang banyak digunakan perusahaan dalam mempromosikan suatu produk atau jasa.
Periklanan dianggap mampu menstimulasi konsumsi dan aktivitas ekonomi serta memperagakan gaya hidup dan orientasi nilai tertentu. Dengan menggunakan periklanan, perusahaan dapat menonjolkan dan memamerkan kelebihan produknya secara detail kepada calon konsumennya. Setiap saat konsumen dihadapkan pada begitu banyak tampilan iklan dari berbagai media baik itu
media cetak, media elektronik maupun yang berbasis internet. Iklan selain dapat digunakan untuk membangun pencitraan merek suatu produk secara jangka panjang juga dapat menjangkau konsumen yang lebih luas tanpa terhalang oleh batas geografis. Konsumen percaya bahwa merek yang diiklankan secara . . . (baca_selengkapnya )
Advertising is one of the indicators to build a brand image in consumers' minds. Advertising can evolve through feedback or consumer attitudes toward advertising displayed and the brand image the company itself. Consumer’s acceptance or rejection of advertising will be very influential on the goods or services offered. Advertising is used as a stimulus to bring the response from consumers. Response referred in this research is the consumer attitude. In this case can be seen that the advertising is basically intended to build an customer’s attitude (affective and cognitive). Purpose of this research is to view the relationship between the effectiveness of promotions that have been conducted Maranatha Christian University with purchasing decisions of high school students in Bandung, which is moderated by consumer attitudes. The results obtained show that high school students' attitudes toward advertising and Maranatha Christian University itself have a good results as well as feelings of respondents toward advertising shows that advertising is able to remind, made an impression and encouraging respondents to continue their education at Maranatha Christian University.
Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix, advertising media.
Pendahuluan
Saat ini periklanan merupakan salah satu strategi yang banyak digunakan perusahaan dalam mempromosikan suatu produk atau jasa.
Periklanan dianggap mampu menstimulasi konsumsi dan aktivitas ekonomi serta memperagakan gaya hidup dan orientasi nilai tertentu. Dengan menggunakan periklanan, perusahaan dapat menonjolkan dan memamerkan kelebihan produknya secara detail kepada calon konsumennya. Setiap saat konsumen dihadapkan pada begitu banyak tampilan iklan dari berbagai media baik itu
media cetak, media elektronik maupun yang berbasis internet. Iklan selain dapat digunakan untuk membangun pencitraan merek suatu produk secara jangka panjang juga dapat menjangkau konsumen yang lebih luas tanpa terhalang oleh batas geografis. Konsumen percaya bahwa merek yang diiklankan secara . . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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