STUDI EKSPERIMENTAL DAMPAK IKLAN DENGAN KLAIM RAMAH LINGKUNGAN VS KINERJA HEBAT TERHADAP NIAT BELI LAMPU MEREK PHILIPS DI SURABAYA

Abstract

ABSTRACT This study aims to identify and analyze the impact of an environmentally friendly advertising claim vs great performance claim on purchase intentions of lamps with Philips brand in Surabaya. Data processing is performed by using Manova, one way Anova, and independent sample t-test with SPSS 18.0 software for Windows. This research hypothesis testing aims to see significancy value from one way ANOVA test. Data obtained directly from participants who meet the characteristics of the population that is determined by conducting experiments and distributing questionnaires. This study used 134 participants as sample. The results showed that the influence of a great performance claim was positively related to attitudes toward the advertisement. Further, a great performance claim was positively related to attitudes toward the brand and able to increase brand beliefs. A great performance claim influence on purchase intention is also proven.