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Dampak Tema Humor Budaya Tradisional, Kreatifitas,Daya Tarik Emosional terhadap Keputusan Pembelian
Anny Nurbasari; Nisa Hanum Harani

Maranatha Cristian University, Bandung, Indonesia
Indonesia Polytechnic of Post, Bandung, Indonesia


Abstract

Internet advertising merupakan salah satu pengembangan media komunikasi pemasaran online interaktif yang dapat menjadi salah satu pilihan perusahaan untuk mengkomunikasikan manfaat produk dan untuk meyakinkan target pasar dalam keputusan pembelian. Penggunaan humor telah menjadi hal yang lumrah dalam periklanan, namun pengetahuan tentang dampak humor tema ekspresi budaya tradisional masih sangat langka, jadi bukan berarti dengan menggunakan humor secara otomatis akan berdampak pada keputusan pembelian konsumen. Penelitian ini bertujuan untuk menguji dampak tema iklan humor ekspresi budaya tradisional,kreatifitas dan daya tarik emosional emosional terhadap keputusan pembelian. Jenis penelitian menggunakan disain konklusif dengan single cross- sectional. Metode pengambilan sampel menggunakan non-probabilitas, dengan teknik judgmental sampling, kuesioner disebarkan kepada 190 responden You Tube di Jawa Barat. Pengolahan data dan pengujian hipotesis menggunakan analisis SEM.Temuan hasil penelitian menggambarkan pola yang jelas dari dimensi tema humor ekspresi budaya, kreatifitas dan daya tarik emosional yang dibangun dan verifikasi empiris peran mediasi daya tarik emosional hubungan secara keseluruhan dalam pembentukan atribut keputusan pembelian. The Impact of Traditional Culture Humor Themes, Creativity, Emotional Attractiveness to Purchasing Decisions Abstract Internet advertising is one of the development of interactive online marketing communication media that can be one of the choices of companies to communicate the benefits of the product and to convince the target market in purchasing decisions. The use of humor has become commonplace in advertising, but knowledge of the impact of humor on traditional cultural expression themes is still very scarce, so it does not mean that using humor automatically will have an impact on consumer purchasing decisions. This study aims to examine the impact of humor advertising themes on traditional cultural expressions, creativity and emotional emotional appeal on purchasing decisions. This type of research uses a conclusive design with a single cross-sectional design. The sampling method uses non-probability, with judgmental sampling technique, the questionnaire was distributed to 190 You Tube respondents in West Java. Data processing and hypothesis testing using SEM analysis. The findings of the study illustrate clear patterns of the humor theme of cultural expression, creativity and emotional attraction that are built and empirical verification of the mediating role of the emotional appeal of the overall relationship in the formation of purchasing decision attributes.

Keywords: Tema Humor ekspresi budaya tradisional , kreatifitas, daya tarik emosional, Keputusan Pembelian.

Topic: Manajemen Pemasaran

Link: https://ifory.id/abstract/fqNXtGYgV6Fw

Conference: Forum Manajemen Indonesia 11 Samarinda (FMI 2019)

Plain Format | Corresponding Author (Anny Nurbasari)

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