Jurnal Manajemen, Vol 14, No 2 (2010)

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PENILAIAN SIKAP KONSUMEN TERHADAP IKLAN, MEREK, DAN NIAT BELI KONSUMEN PADA IKLAN KOMPARATIF TIDAK LANGSUNG DAN NON KOMPARATIF

Ari Setiyaningrum

Abstract


The objective of this study is to analyze how consumer attitude toward the advertisement, consumer attitude toward brands, and consumer purchase intention on indirect comparative advertising and non comparative advertising. This study used handphone products. As an experiment in which respondents were exposed with two print ads, that were indirect comparative advertising and non comparative advertising. 116 undergraduate students at Economy Faculty in Unika Atma Jaya were recruited in this study. The result indicated that consumer attitude toward non comparative advertising was more positive than indirect comparative advertising, consumer attitude toward the brand which advertised by indirect comparative advertising was not more positive than non comparative advertising, and consumer purchase intention toward the brand which advertised by indirect comparative advertising was not more positive than the brand which advertised by non comparative advertising. 


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