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Studi eksperimental pengaruh pencitraan visual iklan label desainer terhadap sikap menyukai iklan dan niat beli

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  • Manajemen Pemasaran
  • Communication
  • Design


The current focus ofthis thesis is to determine, using the Stimulus-Orgonism-Response theory, (i) which type ofuser imagery (embodied imagery or static imagery) leads the consumer to greater hedonic and behm'ioral responses; (2) whether usage imagery intensifies this relationship; and (3) what strategies are best to designer label ad communication effectiveness on fashion magaZine. 40 female consumers offashion magaZine and designer label were recruited to participate voluntarily in the study. Methodologically, participants were required to answers a series o/questions aJier being exposed a stimuli ofpictures. Influence variables evaluated in the model included; Imagery responses (Quantity, Vividness, Ease); Emotion as mediator; Advertising liking; Purchase intention; and individual characteristics. Consist of two study, study i of this thesis served as a pre-test to build the experimental material. Whereas. study 2 served as an experimental study that addresses the current focus of this thesis. Analyzed with series of MANOVA, results indicated that when presemed independently of usage imagery, embodied user imagery can enhance consumer's hedonic impressions and offiCI purchase intention. Usage imagery however failed to prove any influences. When presented together, such combinations of brand imagery as embodied user imagery and usage imagery as well as static user imagery and user imagery didn't bring the consumer to greater hedonic impressions and purchase intention. The flndings could be lIsed to predict purchase intention ofdesigner label's product. Retailers and marketers of designer labels or interested researchers could use the model based on consumer attitude andbehavioral intentions.

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