KAJIAN EFEK IKLAN DAN ADVERTORIAL PADA PENGETAHUAN DAN PERSUASI YANG DIRASAKAN : STUDI PROSES ADOPSI PANGAN FUNGSIONAL

A laboratory experiment examines the effect of advertisement, advertorial,Jurnal Ekonomi dan Bisnis Indonesia, Vol 22 No.1 Tahun 2007and source of information on the adoption process of functional food. The treatmentlevels in this experiment were company advertisement, public advertisement,company advertorials and public advertorial. One hundred and ninety-nine researchsubjects were selected; those were the ones who served as decision makers in buyingfood for themselves or their families. The result shows that the audio visualadvertisement only increases subjective knowledge whereas printed advertorialincreases both subjective and objective knowledge. Besides, the study alsodemonstrates that advertorial increases both subjective and objective knowledge.However, this study shows that company advertisement can increase the effect ofsubjective knowledge as much as the advertorial. The study does not prove that theindependent institutions increase stronger perceived persuasion effect than thecompany as the source of communication.Keywords: advertisement, advertorial, adoption process, functional food

PENGARUH PERSEPSI KONSUMEN PADA IKLAN BERSERI TERHADAP SIKAP DAN NIAT BELI KONSUMEN (Studi eksperimen pada produk kosmetika Ponds)

Marketing research is important to assist the whole marketing system in managerial decision making through relevant, accurate, and on-time information. One of the marketing aspects most frequently investigated concerns with marketing communication and consumer behavior. Marketing communication is conducted by producers through numerous methods, including advertisements, sales promotions, experiences, public relation and notification, direct selling, and ual media has been considered as one of the most effective promotion mix instruments used in deliverin create consumer perception and attitude ement with e effects of consumer ercept personal selling. Among the promotion efforts, television advertisement using audio vis g messages to for consumers purchase intention and even purchasing decision. To attract consumer interest to watch advertisement presented, a company should make creative advertisement. One of them is conducted through the use of serial-dramabased advertisement as implemented in the Ponds� cosmetics product advertisement. This research aimed to identify whether consumer perception on the serial advertisements of Ponds� cosmetic products provided significant influences on consumer attitude and purchase intention, and to compare consumer perception on the consumer attitude towards serial advertising and consumer perception on the consumer attitude toward non serial advertising. In this research, the effects of consumer perception on the consumer attitude and consumer purchase intention towards Ponds� cosmetics products were measured. This was an experimental research with participants divided into 2 groups, namely, participant group treated with serial advertisement, and participant group treated with non serial-advertisement. Research instruments exploited involved advertisement video samples of Ponds� cosmetics and research questionnaires. Total samples were 60 persons in each group of serial advertisement and non serial-advertisement. Data obtained were analyzed using simple regression and significance test through the use of SPSS 17 for Windows. Based on the regression analysis, it was showed that the significant effects of consumer perception on the consumer attitude toward serial advertis t-test 8,205, the significant effects of consumer perception on serial advertisement towards consumer purchasing intention with t-test 8,797, and the significant effects of consumer attitude on the serial advertisement toward consumer purchasing intention wiht t-test 6,274. After comparison between the effects of consumer perception on consumer attitude towards serial advertisement, and the effects of the effects of consumer perception on the consumer attitude on nonserial advertisement using t-test it was indicated that th p ion on the consumer attitude toward serial advertisement was higher than the consumer perception towards the consumer attitude on non-serial advertisement

PERSEPSI KONSUMEN MENGENAI KEADILAN DALAM PROSES PEMULIHAN KEGAGALAN PELAYANAN YANG BERDAMPAK PADA KESETIAAN DENGAN VARIABEL MEDIASI KEPUASAN DAN KEPERCAYAAN

This research examines how fairness influences satisfaction, trust, and loyalty in service recovery context. The fairness variable then divided into procedural, distributive, and interactional fairness as shown by the prior research. A survey method was used to examine the fairness role to satisfaction, trust, and loyalty. The survey involves 100 respondents. They are the customers of celluler telecomunication and have had a complain to it during the last 3 months in Yogyakarta. Partial Least Square is used to analyze data. The study shows that satisfaction is influenced by interactional fairnes, but not by procedural and distributive fairness. Moreover, trust is influenced by interactional and distributive fairness, not by procedural fairness. This study also shows that customer satisfaction has influene to customer trust and loyalty. Still, customer trust has influence to customer loyalty