Faktor-Faktor Yang Mempengaruhi Sikap Konsumen Terhadap Produk Yang Diiklankan Di Televisi

Abstract

The purposes of this research were to know about consumer attitude of product which have been advertised on television, and analyze the internal and external factors that influencing the consumer attitude. The advertisement which has been analyzed on this research was the Indomie’s advertisement. The research method was quantitative research and sampling method was simple random sampling. Result shows that the respondents have high scores of attitude at cognition, affection, and conation level. Internal factors or the characteristic of consumer didn’t influence the attitude well. The frequency of watching television and experience level had a low relation with consumer attitude, and income level was not related with consumer attitude. External factors or the design of advertisement influenced the attitude well. The advertisement’s design such as attraction, comprehension, acceptability, and self involvement were related with consumer attitude.