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All Journal Jurnal Ilmiah Psikologi Mind Set
Bertina Sjahbadhyni
Fakultas Psikologi, Universitas Indonesia
Neuroscience Public Health Social Sciences Other

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Pengaruh Penggunaan Selebriti pada Iklan Cetak terhadap Brand Awareness pada Konsumen Remaja Sri Maria Radeningsih; Bertina Sjahbadhyni
Jurnal Ilmiah Psikologi MIND SET Vol 1 No 02 (2010): Juni
Publisher : Fakultas Psikologi Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/mind set.v1i02.166

Abstract

Brand awareness is the first step to reach communication goal in advertising (Kelly in Wells, Burnett, Moniarty, 1998). To reach the goal, advertising should be created as interesting as possible to get viewer's attention by using, among others, celebrity endorsement. However, the use of celebrities in ads has often been argued by advertising practitioner and marketer. This study used quasi experimental method with 72 participants divided into two groups, i.e. experimental group and control group. Eight commercials samples using celebrities were given to the first group, while the other group got ad samples without celebrities. Selection of celebrity was based on Q rating. Brand awareness was measured using brand recall test, a free recall type which was introduced by Rositter and Percy. The subjects were asked to repeat the product, brand, headline, slogan and illustration which were just shown to them. The data was analyzed by comparing t test of the two groups. The result demonstrated that celebrity appearance in ad gave significant influence towards teenage buyers. This was indicated by value t=2.170, p=0.03 (p<0.05). Of four aspects that we recalled, brand and headline recall the highest score and gave headline recall score was t=3.452 p=0.001 (p<0.05).
Perbedaan Gaya Pengambilan Keputusan Konsumen antara Konsumen Mahasiswa yang Berbelanja Apparel Product secara In-store dan Online Karlina Mustika Destianti; Bertina Sjahbadhyni
Jurnal Ilmiah Psikologi MIND SET Vol 3 No 02 (2012): Juni
Publisher : Fakultas Psikologi Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/mind set.v3i02.267

Abstract

The increase of online shopping in Indonesia makes the marketing division needs to know the effective technique which may be different with in-store marketing technique. One of the ways to know marketing technique type is through the consumers' decision-making style. This research goal is to see the difference of the decision making type in those selling places, (in-store and online), especially for apparel products. Decision-making style can be known through Consumer Styles Inventory (Sporal & Kendal, 1986). The participants in the research were 110 college students in Jabodetabek area which consist of 55 participants who chose to buy the product online. According to independent sample-test statistics calculation, it is known that there is a significant difference in the quality awareness (the significant score = 0.002, p<0.05). Those who bought the product online were more aware on the quality of the product than those who bought in-store. Therefore, the marketing division should show the products quality to online consumers more than to the in-store consumers so that the marketing will be more effective.
Co-Authors Karlina Mustika Destianti Sri Maria Radeningsih