Pengaruh Misleading Price Advertising terhadap Kredibilitas Iklan dan Kesediaan Membeli pada Jasa Operator Seluler

Lim, Yohanes Tael (2009) Pengaruh Misleading Price Advertising terhadap Kredibilitas Iklan dan Kesediaan Membeli pada Jasa Operator Seluler. Jurnal thesis, STIE YKPN.

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Abstract

Showing price information in advertise is one of marketing communication strategy that usually done by cellular operator to be attractive and to persuade consumer to buy. Hidden price communication tactic which used by cellular operator often cause complaint from consumer because mislead. Consumer being difficult to evaluate how much total cost that they must pay to get the service that offered by cellular operator in advertise. When consumer found there was gap between advertise claim and fact, they will show negative reaction. These research purpose is to test the impact of cellular operator misleading price advertising on advertising credibility and consumer willingness to buy. Persuasion Knowledge Model (PKM) which developed by Friestad and Wright (1994) was used to formulate this research hypothesis. Experiment method was used in this research to examine 150 students participant respond from some university in Yogyakarta. Oneway Anova was used to analyze data in this research. This research result generally can be concluded that consumers will be disposed to protect their self with give low credibility perception and willingness to buy toward misleading price advertising.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number LIM p 157/2009
Uncontrolled Keywords: misleading price advertising, persuasion knowledge model credibility, willingness to buy
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 31 Jul 2019 09:05
Last Modified: 31 Jul 2019 09:05
URI: http://repository.stieykpn.ac.id/id/eprint/474

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