Kajian Iklan Televisi Dalam Perspektif Teori Pengaruh Selektif

Abstract

This study aims to analyzing the influence of television advertisement on the housewivesattitude to the product. This analysis used the selective influence theory with selected independentvariables, such as the slogan, model, and repetition advertisement, and motivation, age,education, income, jobs, and reference group as well. Attitude to the product as the dependentvariable. Research uses analytical survey method with the population are housewives living inPadang. The sample was taken through cluster random sampling technique based on administrativearea, there were 390 housewives. The primary data were obtained through questionairewhich was designed in accordance with the need of the research, interview, and observation.Documentation was the source of secondary data. Used for path analysis. Research findingshow that advertisements of tagline, models, repetitions, motivation, age, education, income,and group reference wholly influence significantly toward to the attitude of this products. Partiallyonly the income doesn't influence significantly toward attitude to the product