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All Journal Buletin Peternakan Kinerja Journal of Economics, Business, & Accountancy Ventura Jurnal Agro Ekonomi Gadjah Mada International Journal of Business Journal of Indonesian Economy and Business Benefit: Jurnal Manajemen dan Bisnis Jurnal Farmasi Sains dan Komunitas AGRISAINTIFIKA Jurnal Ilmu-ilmu Pertanian JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice) MABIS: Manajemen dan Bisnis Jurnal Agro Ekonomi Indonesian Community Journal Livestock and Animal Research
Suci Paramitasari Syahlani
Fakultas Peternakan, Universitas Gadjah Mada, Yogyakarta
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Veterinary Other

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Journal : Journal of Economics, Business,

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Message appeal and presentation order of public service advertisement: an experimental study of egg enriched with omega-3 promotion Suci Paramitasari Syahlani; Bernardinus Maria Purwanto; Mujtahidah Anggrian Ummul Muzayyanah
Journal of Economics, Business, & Accountancy Ventura Vol 17, No 2 (2014): August 2014
Publisher : STIE Perbanas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v17i2.305

Abstract

Some manufacturers have strengthened promotion by including the third party reviews on leaflet in the product packaging to gain a better market response. Third Party Organization (TPO) endorsers in rational appeal advertisement did not perform well compared to those in emotional appeal advertisement. This study analyzes the effect of emotional and rational appeal advertisements on perceived persuasion and presentation order identity of third party organization endorser and message content in advertising on perceived persuasion. Experimental laboratory with factorialdesign 22 advertisements type (rational vs. emotional) and presentation order of identification source and message (recency vs. primacy) were done on graduate students in Faculty of Animal Science, Gadjah Mada University, using random assignment to put subjects to reduce bias. It shows that rational and emotional appeals has no significant effect on perceived persuasion where the perceived persuasion average of rational advertisements effect was 5.6453 compared to 5.6247 on emotional advertisements effect. Furthermore, in rational appeal advertisement therecency presentation order affect higher perceived persuasion (p<0.01) that it was 6.0000 than primacy presentation order which was 5.2907. However, in emotional type public service, presentation order has no effect to the perceived persuasion which was 5.5275 in recency presentation order compare to 5.6822 in primacy presentation order.
Co-Authors Agung Triatmojo Ahmad Romadhoni Surya Putra Angia Clara Citra Antofany Yusticia Ahmadi Ayu Intan Sari Bambang Ariyadi Basu Swastha Dharmmesta Bernardinus Maria Purwanto Bryan Wisnu Prabowo Candra Pungki Wibowo Desi Mayasari Desi Mayasari, Desi Dianita Rifqia Putri Djoko Wahyono Djoko Wahyono Endy Triyannanto F. Trisakti Haryadi Ismatullah Salim Krishna Agung Santosa Krishna Agung Santosa Matoati, Rindang Monica, Eva Muhamad Danang Eko Yulianto Mujtahidah Anggrian Ummul Muzayyanah Mujtahidah Anggriani Ummul Muzayyanah Nur Ariesanto Ramdhan Putri, Dianita Rifqia Ratna Widyasari Ratna Widyasari Rini Widiati Salim, Ismatullah Suci Nur Utami Sudi Nurtini Sudi Nurtini Sudi Nurtini Tian Jihadhan Wankar Titi Fibrilianthi Carolina Tri Anggraeni Kusumastuti Yulien Tika Fitriza Yundari, Yundari