JOURNAL OF CONSUMER BEHAVIOR

 

 Title Research

EFFECT OF ATTITUDES AND ATTITUDE TOWARD BRAND ADVERTISING ON CONSUMER BUYING INTEREST

Bibliography Name: Arfian Suwito
Student Number: B 100 030 170
FACULTY OF ECONOMICS
UNIVERSITY MUHAMMADIYAH
SURAKARTA
2007

Sources Journal / URL
http://library.um.ac.id free-contents savedocpub.php to.doc

Issues / themes / topics1. Is there any effect of attitude toward the brand and attitude toward the influence of advertising on consumer buying interest Lifebuoy soap products to the community in the district Wonosari, Klaten partially?2. Is there any influence attitudes toward advertising influences and attitude towards the brand in consumers to buy the product at the Lifebuoy soap in sub Wonosari, Klaten simultaneously?3. Which factors are more dominant influence on consumers to buy the product at the Lifebuoy soap in sub Wonosari, Klaten?Research Objectives1. To determine whether there was an effect on brand attitudes and attitudes toward advertising on consumers to buy products district community Lifebuoy soap Wonosari partially.2. To determine whether there is influence attitudes toward the ad and attitude towards the brand in consumers to buy products district community Lifebuoy soap Wonosari simultaneously.The theories used- Trade, Asynchronous- Correction Against Bias- Factors affecting the stock betaHypothesis1. Allegedly no influence attitudes toward the brand and attitude toward advertising on consumers to buy the product in sub Wonosari Lifebuoy soap, partially Klaten district.2. Allegedly no influence attitudes toward the ad and attitude towards the brand in consumers to buy the product in sub Wonosari Lifebuoy soap, Klaten districts simultaneously.3. Attitudes Toward Advertising alleged to have greater influence on consumers to buy the product in sub Wonosari Lifebuoy soap, Klaten districts.Research MethodsSubjects and AttractionsSubject and object of this study is people in sub Wonosari, Klaten districts. 've seen and know of exposure (exposure) of television advertising Lifebuoy brand soap products.Type of DataThis study used data derived from primary data is data obtained directly from respondents and secondary data on population data from BPS in sub Wonosari, Klaten district.Data Collection TechniquesThe data collection technique used was a questionnaire. Given the type of data to be analyzed quantitative, questionnaire using a Likert scale with 5 choices from strongly agree, agree, neutral, disagree, strongly disagree.Test Instrument Research
 a. Test ValidityValidity test is used to measure whether or not the research is valid or invalid. Test validity using Pearson correlation analysis, decision to know whether or not valid instrument items. If at the 5% significance level count value r> r variables, it can be concluded that the clause was valid instrument.b. Test ReliabilityReliability tests to determine whether the instrument has a good confidence index when tested repeatedly. Reliability tests in this study using Cronbach alpha formula, to determine the level of reliability of the instrument of the four variables of the study if the instrument reliability test results of the four variables of the study if the reliability test results provide alpha values> 0.6 (Gozali, 2001).Analysis / outcomesValidity a.UjiTest validity in this case intended to test the accuracy of instruments to measure variables brands, advertising and buying interest. Calculation of instrument validity using Pearson correlation analysis with the help of computer program SPSS. Decisions on grain items declared valid by comparing the value of r count r value table, if the count r> r table then points the item is declared valid.Berdasarkan instrument validity test results of the three variables, namely brand, advertising and buying interest as the table above shows that of whole grains are all valid, because the value of r count (correlation) is greater than r table.b. Test ReliabilityInstrument reliability test aims to determine the magnitude of the confidence index of the variable instrument brands, advertising and buying interest. Having tested the validity and obtained a valid point declaration, further reliability testing using Cronbach Alpha formula. The decision to know that the instrument is reliable if the Alpha value of r> 0.6. Instrument reliability of the test results showed that all three variables, namely brand, advertising and buying interest is reliable because the value of r Alpha> 0.6.Conclusions and KeterbatatasanConclusion1. The independent variable in this case is the attitude of the consumers to buy the brand berpengaruhpada Lifebuoy soap products in District Wonosari Klaten that the first hypothesis is accepted.2. The independent variable in this case is the attitude toward advertising affect consumer buying interest Lifebuoy soap products in District Wonosari, Klaten that the second hypothesis is accepted.3. The independent variable in this case is the attitude toward the brand and attitude toward the ad together affect the consumers to buy the product in District Wonosari Lifebuoy soap, so Klaten third hypothesis is accepted.4. The coefficient of determination (R ²) of 0.732 or equal to 73.2%. This means that 73.2% variation in the dependent variable that buying interest can be explained by the independent variable is the brand and advertising while the remaining 26.8% explained by other variables outside the model.
Limitation1. This study is limited to attitudes toward the brand and attitude toward advertising alone, whereas there are still many things that influenced buying interest, such as price, quality, and other products.2. This study does not fit with the theory because there are other factors that influence the buying interest sepert prices and quality brands caused a negative influence on consumer buying interest.3. Confined to the sub Wonosari, Klaten.

Nama : Dwi Ambarini

Kelas : 3ea10

Npm : 12210164