Iklan Televisi dan Perilaku Konsumtif Anak-Anak (Studi Kasus Pada Siswa SDN 13 Serang)

Abstract

Abstract – The  aim of this research is to know the influence of TV commercials toward the consumptive behavior of childrens. For this purpose an analytical survey method was adopted. The sample was taken by cluster random sampling technique based on primary school 13 Serang. Based on minimal amount of sample and the Krejcie table, 39 student were taken as its sample. Primary data were obtained by questionnaire, interview and observation and enriched by documentation analysis as secondary data. Data collected were: slogan, commercial model, repetition, and motivation. Collected data were analyzed by path analysis. The result shows that aside of the following factors: slogan, model, repetition, motivation, were partially significant in influencing the childrens attitude to the product. Slogan, model, repetition, motivation, age, education and attitude were collectively significant in influencing consumptive behaviour of the childrens. Partially the age and social community have no significant influence

Keywords – Slogan, Model, Repetition, Motivation.