Analsis pengaruh media iklan toko online (online shop) terhadap sikap konsumen berbelanja online: Survei pada mahasiswa PTN/PTAIN di Kota Malang

INDONESIA:

Tujuan penelitian ini untuk mengetahui pengaruh media iklan toko online (online shop) terhadap sikap konsumen berbelanja online, mengetahui sub variabel paling dominan dari media iklan toko online terhadap sikap konsumen, mengetahui pengaruh sub variabel media iklan toko online terhadap sub variabel sikap konsumen, dan mengetahui hubungan antar sub variabel sikap konsumen. Sub variabel media iklan televisi (X) terdiri dari pesan (X1), naskah (X2), desain (X2), model (X4), musik (X5), dan warna (X6). Sedangkan sub variabel dari sikap konsumen (Y) yaitu sikap kognitif (Y1), sikap afektif (Y2), dan sikap konatif (Y3).

Jenis penelitian menggunakan metode kuantitatif. Data primer diperoleh melalui penyebaran kuesioner. Sampel dalam penelitian adalah mahasiswa PTN/PTAIN di kota Malang. Teknik analisis data menggunakan uji regresi berganda, uji regresi bertingkat, uji hipotesis, serta uji korelasi.

Hasil penelitian menunjukkan bahwa secara simultan media iklan toko online berpengaruh signifikan terhadap sikap konsumen. Secara parsial pesan dan model berpengaruh signifikan terhadap sikap konsumen. Pesan berpengaruh paling dominan terhadap sikap konsumen. Pesan juga berpengaruh signifikan terhadap sikap kognitif, sikap afektif, dan sikap konatif. Sementara model dan musik hanya berpengaruh signifikan terhadap sikap kognitif. Korelasi antar sub variabel sikap kognitif, sikap afektif, dan sikap konatif, sama-sama mempunyai hubungan, namun dengan tingkat hubungan yang berbeda-beda.

ENGLISH:

The purposes of this research was to determine the effect of online shop’s advertising media towards consumer attitudes to have online shopping, as well as knowing the most dominant sub-variables of advertising media online shop toward consumer attitudes, determining the effect of sub variables of advertisement media online shop to sub variable consumer attitudes, and determining the relationship between each sub variable consumer attitudes. To sub variable of television advertisement media (X), consist of messages (X1), script (X2), design (X2), model (X4), music (X5), and color ( X6). Meanwhile sub variable of consumer attitudes (Y), such us cognitive attitude (Y1), affective attitude (Y2), and conative attitude (Y3).

This research employs quantitative methods. Primary data are obtained through spreading questionnaire. Sample of this research is university students of PTN/PTAIN in Malang. The analysis technic uses multiple regression test, level regresion test, hypothesis test and correlation test.

The results of this research shows that simultaneously advertisement media of online shop significantly effect toward consumer attitudes. Partially, message and model significantly effect toward consumer attitudes. Massage give most dominant effect toward consumer attitudes. Message significantly effects towards cognitive attitude, affective attitude, and conative attitude as well while model and music merely gives significant effect toward cognitive attitude. Correlation inter sub variable cognitive attitude, affective attitude, and conative attitude, equally have relation however by having different level relation.