Perilaku mahasiswa dalam menyerap informasi iklan rokok

Santoso, Bowo and Permanasari, Resi (2014) Perilaku mahasiswa dalam menyerap informasi iklan rokok. In: The 7th NCFB and Doctoral Colloquium 2014 : Towards a New Indonesia Business Architecture, Sub Tema: “Business And Economic Transformation Towards AEC 2015”, Fakultas Bisnis dan Pascasarjana UKWMS, October 30, 2014, Surabaya.

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Abstract

Data from the World Health Organization (WHO) states that Indonesia is the country with the third highest number of smokers in the world, therefore, the researcher wants to analyze the behavior of the students to absorb information containing cigarette ads appeal of high fear and low (low and high levels of fear appeal ), the sampling method used was purposive sampling. The criteria used were students at Surabaya smokers aged 18-21 years, hypothesis testing using paired t test statistical test. Based on the results obtained by different test t value is 0928 with a probability of 0.357. in a two-sided test probability figure is 0.357 / 2 = 0.1785. based on these numbers then Ho is accepted (0.1785> 0.025). it can be said that there are differences in the intention to behave (behavioral intention) in the ad with the level of high and low fear appeals are not supported.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Intention Behavior, Low Fear Appeal, High Fear Appeal, Advert
Subjects: Business > Management
Divisions: Proceeding > Faculty of Business
Depositing User: Vincentius Widya Iswara
Date Deposited: 12 Dec 2014 04:35
Last Modified: 27 Jul 2016 07:10
URI: http://repository.ukwms.ac.id/id/eprint/726

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