Analisis Pengaruh Message Framing dan Credibility Terhadap Perilaku Konsumen

Linda, Linda (2010) Analisis Pengaruh Message Framing dan Credibility Terhadap Perilaku Konsumen. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Marketers use the product life cycle (PLC) concept in managing brands as well as product lines. The product life cycle describes various stages that a product undergoes from the time, it is introduced to the market until it is withdrawn from the market. These stages are described by introduction stage, growth stage, maturity stage, followed by the decline stage and ultimately resulting in the demise of the product from the market. In the marketing strategy also changes during the PLC. For example the communication strategy needs to be different in each stage of the PLC. The specific variables investigated in the study are message framing and credibility, that are expected to have important implications in resulting persuasion to effect the consumer behavior. The setting for this investigation is the toothpaste product. The brand for the product is Pepsodent. The subject for the experiment was the consumer who uses the product with the brand of Pepsodent in Batam. The method for the sampling is convenience sampling. The questionnaire was measured using eight-point semantic scale. The hypothesis was tested using simple regression and multiple regression. The results for the investigation reveal that message framing and credibility are significant to effect attitude and intention. Also message framing is significant to effect credibility. Keywords : Message framing, Credibility, Attitude and intention.

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