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

Neka Fitriyah

Abstract


The aim of this research was to comprehend the influence of TV commercials toward the children consumptive behavior. To attain that purpose, an analytical survey method was adopted. The sample was using the cluster random sampling technique of 13th Primary School of Serang. Based on the minimal amount and the Krejcie table, 39 student were taken as its sample. The primary data were obtained by questionnaire, interview and observation then those were enriched by documentation analysis as the secondary data. The data collected were slogan, commercial model, repetition, and motivation. Those were analyzed by path analysis. The result showed 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 had no significant influence

Keywords


slogan, model, repetition, motivation

Full Text:

PDF

References


Aaker DA dan JG Myers. 1987. Advertising Management. USA: Prentice-Hall, Inc.

Appibaum RL, dan KW Anatol. 1974. Strategies for Persuasive Conmmnication, Columbus-Ohio: Charles E Merrill Publishing Company.

Bovee CL dan WF Arens. 1986. Comtemporary Advertising, Blionis: Invin Homewood. Bungin, Burhan. 2004. Metodologi Penelitian

Kualitatif. Raja Grafindo Jakarta.

Darwis Abu. 2006. Pengubahan Perilaku Menyimpang Murid Sekolah Dasar. Jakarta: Depdiknas.

Djamaludin, Dady. 1994. Komunikasi Persuasif. Bandung: Rosdakarya.

Engel. J.F; Blackwell. R.D; Miniard. P.W. 1994. Perilaku Konsumen. Edisi Keenam. Jilid 2. Binarupa Aksara : Jakarta

Handayani, Mediana. 2003. Aku Membeli, Maka Aku Ada: Kritik Terhadap Konsumerisme Menurut Pandangan Baudrillard dan Marcuse. Jurnal Etika Sosial Respons.

McQuail, Denis. 1994. Teori Komunikasi Massa, Suatu Pengantar, Erlangga.

Piliang, Y. A. 2011. Dunia Yang Dilipat: Tamasya Melampaui Batas-batas Kebudayaan. Bandung: Pustaka Matahari

Rakhmat, Jalaluddin. Psikologi Komunikasi, edisi revisi.1993, Rosdakarya Bandung.

----, 1997, “TV Sudah Menjadi The First god” dalam Deddy Mulyana dan LS lbrahim (Ed), Bercinta dengan Televisi, Bandung: Remaja Rosda Karya.

Tambunan, Raymond. 2008. Remaja dan Perilaku Konsumtif (artikel).Triyaningsih. 2011.

Dampak Online Marketing Melalui Facebook Terhadap Perilaku Konsumtif Masyarakat. Jurnal Ekonomi dan Kewirausahaan.

Susi Evanita, Afnidarti AR dan Armida S Padang State University. “Pengaruh Terpaaan Iklan Televisi Terhadap perilaku Konsumtif Iburumah Tangga Di Kota Padang Sumatera Barat.

Widini. 2010. Tips Mengatasi Perilaku Anak Yang

Konsumtif (artikel).




DOI: http://dx.doi.org/10.36722/cl.v6i1.602

Refbacks

  • There are currently no refbacks.