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Journal : Journal of Indonesian Economy and Business

THE EFFECT OF NASTY AND NON-NASTY MARRIED CELEBRITY ENDORSERS ON THE ATTITUDE, BRAND, AND PURCHASING INTENTION OF THE CONSUMER Lina, Lina
Journal of Indonesian Economy and Business Vol 24, No 2 (2009): May
Publisher : Journal of Indonesian Economy and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (60.192 KB)

Abstract

This research describes how Advertising Response Modelling (ARM) provides a framework to measure advertising performance by integrating several multiple measuresused in copy research. Several studies found that the use of celebrity endorsers is a popular execution device, but it is not without risk. The author reports the study examininghow the case of negative information about an endorser can affect three variables: attitude toward ads, attitude toward brand, and purchasing intention. The aims of this researchwere to measure the influence of negative traits of endorsers on consumers’ attitude toward the product, the brand, and the purchasing intention. Experimental research design was employed in this study. The participants in this research were students who are studying at Master of Economics Science, Gadjah Mada University, Yogyakarta. There were 100 participants out of 113 samples used as participants. Those participants were exposed to a printed advertisement of drinking product “Extra O2” brand. Then, they were also exposed to the case of negative information of the endorsers who have and have no nasty married. After that, the participants were asked to fill in self-administered and structured questionnaire. By using ARM and One-way ANOVA analysis, the research shows that endorsers without divorce problem has influenced positively the audience morethan that of endorser with nasty married. However, there are no significant differences between men and women in responding the advertising with nasty and non-nasty marriedendorsers. Keywords: Advertising Response Modelling (ARM), endorsers with nasty and without nasty married Attitude toward ads, attitude toward brand, and purchasing intention.
PENGARUH PERBEDAAN INDIVIDUAL DAN KARAKTERISTIK SISTEM INFORMASI PADA PENERIMAAN PENGGUNAAN TEKNOLOGI INFORMASI DALAM e-library Lina, Lina
Journal of Indonesian Economy and Business Vol 22, No 4 (2007): October
Publisher : Journal of Indonesian Economy and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Using the Technology Acceptance Model (TAM) as a theoretical framework, this studyinvestigates the effect of a set of individual differences (computer self-efficacy andknowledge of search domain) and system characteristics (relevance, terminology, andscreen design) on intention to use digital libraries. The aim of this study is to test thecorrelation between perceived ease-of-use variable and perceived usefulness variable,beliefs (perceived ease-of-use and perceived usefulness) against behavior intention to use.This study also to test the relationship between individual differences (computer selfefficacy and knowledge of search domain) and system characteristics, which consist ofrelevance terminology and screen design against belief variables. The study replicatesTechnology Acceptence Model (TAM) by Hong et al (2002) and implements in e-libraryarea. Based on a sample 100 users of a university’s Gadjah Mada digital library, theresults strongly support the utilization of TAM in predicting users’ intention to adoptdigital libraries, and demonstrate the effects of critical external variables on behaviorintention through perceived ease of use and perceived usefulness. All of the individualdifferences and system characteristics have significant effects on perceived ease of usedigital libraries. In addition, relevance has strongest effect on perceived usefulness ofdigital libraries.Keywords: Individual differences, system characteristics, Technology Acceptance Model (TAM) perceived ease-of-use, perceived usefulness, e-library.
THE EFFECT OF NASTY AND NON-NASTY MARRIED CELEBRITY ENDORSERS ON THE ATTITUDE, BRAND, AND PURCHASING INTENTION OF THE CONSUMER Lina, Lina
Journal of Indonesian Economy and Business Vol 24, No 2 (2009): May
Publisher : Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (445.98 KB) | DOI: 10.22146/jieb.6326

Abstract

This research describes how Advertising Response Modelling (ARM) provides a framework to measure advertising performance by integrating several multiple measuresused in copy research. Several studies found that the use of celebrity endorsers is a popular execution device, but it is not without risk. The author reports the study examininghow the case of negative information about an endorser can affect three variables: attitude toward ads, attitude toward brand, and purchasing intention. The aims of this researchwere to measure the influence of negative traits of endorsers on consumers? attitude toward the product, the brand, and the purchasing intention. Experimental research design was employed in this study. The participants in this research were students who are studying at Master of Economics Science, Gadjah Mada University, Yogyakarta. There were 100 participants out of 113 samples used as participants. Those participants were exposed to a printed advertisement of drinking product ?Extra O2? brand. Then, they were also exposed to the case of negative information of the endorsers who have and have no nasty married. After that, the participants were asked to fill in self-administered and structured questionnaire. By using ARM and One-way ANOVA analysis, the research shows that endorsers without divorce problem has influenced positively the audience morethan that of endorser with nasty married. However, there are no significant differences between men and women in responding the advertising with nasty and non-nasty marriedendorsers. Keywords: Advertising Response Modelling (ARM), endorsers with nasty and without nasty married Attitude toward ads, attitude toward brand, and purchasing intention.
PENGARUH PERBEDAAN INDIVIDUAL DAN KARAKTERISTIK SISTEM INFORMASI PADA PENERIMAAN PENGGUNAAN TEKNOLOGI INFORMASI DALAM E-LIBRARY Lina, Lina
Journal of Indonesian Economy and Business Vol 22, No 4 (2007): October
Publisher : Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (387 KB) | DOI: 10.22146/jieb.6490

Abstract

Using the Technology Acceptance Model (TAM) as a theoretical framework, this studyinvestigates the effect of a set of individual differences (computer self-efficacy andknowledge of search domain) and system characteristics (relevance, terminology, andscreen design) on intention to use digital libraries. The aim of this study is to test thecorrelation between perceived ease-of-use variable and perceived usefulness variable,beliefs (perceived ease-of-use and perceived usefulness) against behavior intention to use.This study also to test the relationship between individual differences (computer selfefficacy and knowledge of search domain) and system characteristics, which consist ofrelevance terminology and screen design against belief variables. The study replicatesTechnology Acceptence Model (TAM) by Hong et al (2002) and implements in e-libraryarea. Based on a sample 100 users of a university?s Gadjah Mada digital library, theresults strongly support the utilization of TAM in predicting users? intention to adoptdigital libraries, and demonstrate the effects of critical external variables on behaviorintention through perceived ease of use and perceived usefulness. All of the individualdifferences and system characteristics have significant effects on perceived ease of usedigital libraries. In addition, relevance has strongest effect on perceived usefulness ofdigital libraries.Keywords: Individual differences, system characteristics, Technology Acceptance Model (TAM) perceived ease-of-use, perceived usefulness, e-library.