PERSEPSI DAN PREFERENSI IKLAN MEMPENGARUHI NIAT BELI ANAK PADA PRODUK MAKANAN RINGAN

  • Ujang Sumarwan Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
  • Megawati Simanjuntak Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
  • Yurita Yurita Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
Keywords: advertising exposure, consumer test, perception, preference, purchasing intentions

Abstract

 

This research was to analyze the differences between perception, preference, and purchase intentions based on treatment and gender;  influence of perception, preference, and consumption experience toward purchase intentions of children; influence of gender and treatment toward perception, preference, and purchasing intentions of children at snack products. This study use a factorial experiment design with two variables that is treatment (treatment 1 (T1): advertising exposure followed by consumer test, treatment 2 (T2): consumer test followed by advertising exposure) and gender (male and female). This research involved 60 school-aged children that was choosed by random sampling. The Independent sample t-test showed that child’s perception had significant difference significant between gender in treatment 1 and between treatment. Multiple linear regression analysis showed that perception, preference, and consumption experience influence significantly on purchasing intention of children. Two-Way ANOVA analysis also showed that perception was influenced by gender and interaction between gender and treatment.

 

Published
2012-08-01
How to Cite
Sumarwan, U., Simanjuntak, M., & Yurita, Y. (2012). PERSEPSI DAN PREFERENSI IKLAN MEMPENGARUHI NIAT BELI ANAK PADA PRODUK MAKANAN RINGAN. Jurnal Ilmu Keluarga & Konsumen, 5(2), 186-192. https://doi.org/10.24156/jikk.2012.5.2.186