GENDER DIFFERENCES IN INDONESIAN ADVERTISING RESPONSE: AD ATTITUDE, PRODUCT ATTITUDE, AND PURCHASE INTENTION (STUDY ON YOUTUBE ADVERTISEMENT)

Denis Anggia Pertiwi,

Abstract


Penelitian ini bertujuan untuk menguji perbedaan respon antara laki – laki dan perempuan Indonesia pada iklan dengan menggunakan iklan Youtube sebagai stimulan. Respon terhadap tersebut terbagi menjadi tiga bentuk, yaitu sikap terhadap iklan, sikap terhadap produk, dan niat beli. Penelitian ini merupakan penelitian kuantitatif dengan metode survei dengan populasi generasi milenial di Indonesia. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 158 orang responden. Analisis data yang digunakan adalah independent sample t-test. Hasil penelitian ini menunjukkan bahwa: (1) terdapat perbedaan sikap konsumen laki – laki dan perempuan terhadap iklan, dibuktikan oleh nilai signifikansi sikap terhadap iklan; (2) terdapat perbedaan sikap laki – laki dan perempuan terhadap produk, dibuktikan oleh nilai signifikansi sikap terhadap produk; dan (3) terdapat perbedaan niat laki – laki dan perempuan untuk membeli produk setelah melihat iklan, yang dibuktikan oleh nilai signifikansi niat beli.

Kata kunci: Gender, Sikap terhadap Iklan, Sikap terhadap Produk, Niat beli, Iklan Youtube


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https://apjii.or.id/survei. 2016


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