Pengaruh Advertising Terhadap Attitude Towards Brand Dengan Spokesperson Sebagai Moderator (pada Produk Diaper Sweety Di Jakarta)

Choirul Nisa Selvira, Rd. Nurafni Rubiyanti

Abstract

Abstrak Iklan didefinisikan sebagai suatu bentuk komunikasi nonpersonal apa pun yang dibayar oleh perusahaan meliputi informasi, produk, layanan, atau ide oleh sponsor yang teridentifikasi. Penelitian ini dilakukan untuk mengetahui pengaruh advertising terhadap attitude towards brand dengan spokesperson sebagai moderator pada produk diaper merek Sweety. Tujuan penelitian ini adalah untuk mengetahui persepsi konsumen terhadap iklan diapers merk Sweety, sikap konsumen terhadap brand Sweety, pengaruh iklan terhadap sikap konsumen dan hubungan spokesperson sebagai moderator antara iklan dan sikap konsumen. Metode penelitian yang digunakan penelitian ini adalah metode kuantitatif. Pengambilan sampel dilakukan dengan metode non-probability dengan jenis teknik pengambilan sampel dengan menggunakan teknik penyampelan bertujuan (purposive sampling), dengan jumlah responden 100 orang, yang mengetahui dan mengenal produk diaper Sweety. Pengumpulan data menggunakan kuesioner. Hasil penelitian menunjukkan bahwa nilai t-statistik advertising berpengaruh signifikan terhadap attitude towards brand dengan skor 5,237 > 1.96. serta, Hasil penelitian menunjukkan bahwa nilai t-statistik advertising dan spokesperson berpenagruh positif dan signifikan terhadap attitude towards brand dengan skor 2,350 > 1.96. pada uji moderator, menunjukkan hasil t-statistik bahwa advertising dan spokesperson berpengaruh signifikan terhadap attitude towards brand dengan skor 2,35 > 1.96. Kata Kunci: periklanan, sikap terhadap merek, spokesperson.. __________________________________________________________________________________________ Abstract Advertisements are defined as any form of nonpersonal communication paid by the company including information, products, services, or ideas by the sponsor identified. This research was conducted to determine the effect of advertising on the attitude towards the brand with the spokesperson as a moderator on the diaper brand Sweety products. The purpose of this study was to determine consumer perceptions of the advertising brand Sweety, consumer attitudes towards the Sweety brand, the influence of advertising on consumer attitudes and spokesperson relations as a moderator between advertising and consumer attitudes. The research method used in this study is a quantitative method. Sampling is done by non-probability method with the type of sampling technique using purposive sampling technique, with a number of respondents 100 people, who know and recognize Sweety diaper products. Data collection using a questionnaire. The results showed that the value of advertising t-statistics had a significant effect on attitude towards brand with a score of 5.237> 1.96. and, the results showed that the value of t-statistic advertising and spokesperson had a positive and significant effect on attitude towards brand with a score of 2,350> 1.96. in the moderator test, it shows the results of t-statistics that advertising and spokesperson have a significant effect on attitude towards brand with a score of 2.35> 1.96. Keywords: advertising, attitude towards brand, spokesperso.

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