Analisis Pengaruh Iklan Rokok di Televisi Terhadap Keputusan Pembelian Rokok Siswa SMA di Kota Madya Jakarta

Abstract

Cigarette advertising on television has a very different concept of advertising compare to advertising on other products. It occupies the highest percentage of advertisement in which cigarette ads are being watched on television by teenagers. Every year, the percentage of adolescents who consume cigarette is increasing. This research aimed to analyze the effect of cigarette advertising on adolescent attitudes in cigarette purchasing decisions and to identify the dominant factors in the variables that influence purchasing decisions ads cigarette by teenagers. Structural Equation Model (SEM) with AMOS 18.0 was used as the model where advertising is exogenous variables (x) and purchasing decisions is endogenous variables (y). The results showed: 1. Cigarette advertising had a significant positive influence on cigarette purchasing decision by high school students in Jakarta, 2. Both internal and external factors or ads exposure are both positive and have significant impact in shaping advertising affects purchasing decisions, however, the internal factor is the most dominant factor and the external factor is the least dominant factor.