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Euis Soliha
Fakultas Ekonomika Dan Bisnis Universitas Stikubank
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Journal : Jurnal Manajemen dan Pemasaran Jasa

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The advertising effectiveness of higher education institutions reviewed from message framing Euis Soliha; Ajeng Aquinia; Suzy Widyasari; Kristina Anindita Hayuningtias
Jurnal Manajemen dan Pemasaran Jasa Vol. 15 No. 1 (2022): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (175.007 KB) | DOI: 10.25105/jmpj.v15i1.12933

Abstract

This study aimed to investigate the effect of message framing on prospective students' attitudes and the impact on their intention to select a college. Marketers often face difficulties expressing messages positively or negatively. This study was conducted on Vocational and High School students using an experimental laboratory design with positive and negative message framing advertisements. Manipulation checks were conducted on 30 participants to test whether they could differentiate between the two. The results showed a significant difference in belief and evaluation of advertisements using positive and negative message framing, indicating both can be differentiated. Furthermore, hypothesis tests using Smart PLS showed no difference in consumer attitudes in university advertisements using positive and negative message framing, resulting to have the same attitude. The second hypothesis test showed that consumer attitudes positively and significantly affect the prospective students’ intentions.
Co-Authors 04.05.51.0022 Gunung Setyo Drajat, 04.05.51.0022 09.05.51.0056 Kenny Rubiharyanto 10.05.51.0017 Arga Mulya Purwandika 10.05.51.0130 Maya Dewi Utami 11.05.51.0051 M Faisal Safrianto, 11.05.51.0051 11.05.51.0111 Khoirul Khamdi, 11.05.51.0111 12.05.51.0119 Alfiani Hidayat Bakhri, 12.05.51.0119 12.05.51.0154 Ahmad Junaidi, 12.05.51.0154 12.05.51.0188 Fajar Luthfi Maulana, 12.05.51.0188 12.520.20.206 Shinta Ratnawati, 12.520.20.206 13520220066 Dian Mariski, 13520220066 Achmat Rizkon Adi Suliantoro Adi Suliantoro Adji Nugroho, Adji Aina Uly Fitria Suprapto Ajeng Aquinia Ajeng Aquinia Aji Satriyo Akbar Maulana Setiawan Ali Maskur Ali Maskur Alimuddin Rizal Alvina Rahma Anggraeni Amelia Salsabila Amik Mariana, 15.05.51.0101 Andhi Wijayanto Andrian Kasfari Anita Dyah Wulandari, Anita Dyah Anjani, Ria anjar legowo Annur, Abdul Fattah Aquinia, Ajeng Arif, Shifa Safira Nur Arini, Ratih Dwi Arya Bagus Suryawan Askar Yunianto Ayu Cahyani Putri, 15.05.51.0255 B M Purwanto Bambang Heri Purwanto Bambang Heri Purwanto Basu Swastha Dharmmesta Bayu yudi Oktavian Bela Rani Safitri Belia Mulyaningtyas Berima Putra, Hermanda Bogy Febriatmoko Cahyo Dwi Laksono Cavalera, Niel Dhesta Chamidah Chamidah Damayanti, Lenny Dwi Darto Wahab Dea Nursalita Diah Ariefiana Diah Kartika Sari Dian Kris Diyantoro, 13.05.51.0251 Dian Kris Diyantoro, 13.05.51.0251 Dian Suprapti Dimas Dwi Kurniawan Dini Oktaviani, 15.05.51.0304 Dira Puspita Sari, 14.05.51.0008 Dita Adityasto, 14.05.51.0247 Eko Puji Lestari Endang Tjahjaningsih Erlanda Vauzand Erra Noviana, 13.05.51.0156 Erra Noviana, 13.05.51.0156 F.X Sulistiyanto W.S, F.X Sulistiyanto Faisal Bintang, 14.05.51.0096 Fania Mutiara Savitri Farikhan, Muhammad Khoirul Fatkhul Izar Febby Tiara Finna Azhara Jelita Gilang Dipa R., 12.05.51.0046 H. Sophiyanto Wuryan Hanna, Saskia Nadhila Haryunanto, Antonius Bertiyudho Hasan Abdul Rozak Hasibuan, P Erianto Hayuningtias, Kristina Anindita Helman Aris Rahmana Hendrik Dwi Helichonia, 12.05.51.0064 Hersugondo Hersugondo Hieronimus Wahyu Prapdto Adi Imam Prabowo, Imam Istanti, Fredianaika Iswiarto, Erwin Jannah Puji Astuti Jessica Widyaningrum Jihan Salsabella Ayu Andini Kasiyadi, Agus Kharisma Nawang Sigit Kristianti, Mei Kristina Anindita Hayuningtias Kristina Anindita Hayuningtias Kukuh Adi Sri Satyanto Kurnia Maharani Kurnia Maharani, Kurnia Laili Setianita Rizki Lenny Dwi Damayanti Lestaria Ningrum, Isniyanti Wahyu Mansyur, Anwar Marlien Marlien Marsanta, Viny Mohammad Abdul Ghoni Muchamad Azis Muhamad Arief Ardiansyah Muhammad Fajar Utomo, 13.05.51.0189 Muhammad Fajar Utomo, 13.05.51.0189 Muharam, Wifky Muharam, Wifky Muti Mutia Nafida Alfi Faeruza Naila Zulfa Nanang Handrian Nining Sulastri Nugroho, Gunawan Setio Nur Fadilah Zuniar Nuromavita, Inka Nuromavita, Inka Nursalim Nurul Fatmawati Nurul Khotimah, 15.05.51.0323 Pambudi, Bima Andrianto Pambudi, Bima Andrianto Pambudi, Triwijayantisekar Prameswara, Agtika Prananta, Widya Pratiwi, Intan Prihandono, Dorojatun Prima Andana Prima Kartika Sari Prima Kartika Sari, Prima Kartika Pudji Utomo Purwanto B.M. Putri, Ariesya Marsha R. Basiyo, R. RA Marlien Ramadhan, Gilang Amar Rastiavan Waluyo Jati Ratih Dwi Arini Ria Ega Mu’arotun Rifai, Syaiful Rihasto Mega Saputro Rina Widiastuti, 14.05.51.0015 Rizky Syamsidar Rochmani ., Rochmani Rochmani Rochmani Rokh Eddy Prabowo Rusminingsih Rusminingsih Rusyadi Yogo Kusumo, Rusyadi Yogo S Martono Salsa Naharani Nurjanah Santoso, Ignatius Hari Sapuan, Mohamad Sari, Dila Purnama Sari, Lidia Kurnia Sari, Lidia Kurnia Sarido, Sarido Septia Rahmawati, Afifah Dwi Sholikha, Mawaddah Umi Siti Munisih Soco Adi Wibowo Solechah ., Solechah Sophiyanto wuryan Sri Mulyani Endrawati, 15.05.51.0215 Sri Wartini Sri Wartini Sukmawati Setyo Putri SUMADI SUMADI SUMIYATI SUMIYATI Sunarto Sunarto Suprapti, Dian Suzy Widyasari Syafrudin Candra Prayikno Teguh Iman Sayekti, Teguh Iman Tristiana Rijanti Ujianto Purwanto Ujianto Purwanto, Ujianto Upik Handayani Wahyu Nugroho Wenny Megawati Wicaksari, Erisa Aprilia Wilujeng Handayani, Wilujeng Yaacob, Zulnaidi Yolanda Novi Dwiyanti Yudita Zafariana Ariani, 14.05.51.0166 Yundari, Yundari Yunita, Ika Yunnan Afgani Yusup Zahro, Fathimatuz Zamroni Yunika Sani Zulfa Naila