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Yurita Yurita
Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
Economics, Econometrics & Finance Education Nursing Public Health Social Sciences

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PERSEPSI DAN PREFERENSI IKLAN MEMPENGARUHI NIAT BELI ANAK PADA PRODUK MAKANAN RINGAN Ujang Sumarwan; Megawati Simanjuntak; Yurita Yurita
Jurnal Ilmu Keluarga & Konsumen Vol. 5 No. 2 (2012): Jurnal Ilmu Keluarga dan Konsumen
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4762.454 KB) | DOI: 10.24156/jikk.2012.5.2.186

Abstract

 This research was to analyze the differences between perception, preference, and purchase intentions based on treatment and gender;  influence of perception, preference, and consumption experience toward purchase intentions of children; influence of gender and treatment toward perception, preference, and purchasing intentions of children at snack products. This study use a factorial experiment design with two variables that is treatment (treatment 1 (T1): advertising exposure followed by consumer test, treatment 2 (T2): consumer test followed by advertising exposure) and gender (male and female). This research involved 60 school-aged children that was choosed by random sampling. The Independent sample t-test showed that child’s perception had significant difference significant between gender in treatment 1 and between treatment. Multiple linear regression analysis showed that perception, preference, and consumption experience influence significantly on purchasing intention of children. Two-Way ANOVA analysis also showed that perception was influenced by gender and interaction between gender and treatment.  
Co-Authors Megawati Simanjuntak Ujang Sumarwan