PENGARUH HUMOUR RELATED IN ADVERTISING, ATTITUDE TOWARDS ADVERTISING DAN ATTITUDE TOWARDS BRAND TERHADAP REPURCHASE INTENTION

Adi Widya Purnama
041514353044
Dosen Pembimbing
Dr. Dhien Mardhiyah, Se. Msi.

ABSTRACT

Advertising is one component of the promotion mix (other than personal sales) that is most commonly used by marketers to direct persuasive communication to target buyers and the community. It is through these advertisements that marketers try to build awareness, shape perceptions to arouse consumers' buying interest in a product or brand.
But the problem is that it's not an easy thing for marketers to make effective advertising. The activeness of consumers in selecting their own media exposure and rapid technological development often encourages consumers to avoid advertising (ad avoidance). Therefore, advertising methods are needed that can attract the attention of consumers, one of which is to use a humorous theme on the ads that will be aired.
The research method used is a quantitative approach using the SPSS tool with
PLS (Partial Least Square) analysis.
The findings based on a survey of 100 respondents showed that the related humour advertising factor (suitability between the theme of humor and the advertisements shown) had an effect on attitude towards advertising (attitude towards advertising). Where attitudes toward advertising will also affect the repurchase decisions of consumers.

Keywords: Advertisment, Humour themes, Compability between humour themes and advertisment, Repurchase.

Sumber : http://mm.feb.unair.ac.id/id/kemahasiswaan/artikel/artikel-ilmiah/872-pengaruh-humour-related-in-advertising-attitude-towards-advertising-dan-attitude-towards-brand-terhadap-repurchase-intention.html