PENGARUH KUALITAS IKLAN 50 TAHUN INDOMIE #TERUSHIDUPKANSELERAINDONESIA DIMODERASI PENGALAMAN KONSUMEN TERHADAP RESPON AFEKTIF KHALAYAK

FINANDA, DELLA and Thamrin, Husni and Murti, Krisna (2023) PENGARUH KUALITAS IKLAN 50 TAHUN INDOMIE #TERUSHIDUPKANSELERAINDONESIA DIMODERASI PENGALAMAN KONSUMEN TERHADAP RESPON AFEKTIF KHALAYAK. Undergraduate thesis, Sriwijaya University.

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Abstract

Marketing communication activities in promoting products have become a priority for various industrial sectors, especially the fast moving consumer goods (FMCG) sector. Through various media, companies compete to get consumer attention and emotional responses that are believed to increase purchasing power for a product. This research aims to determine the effect of ad quality on affective responses moderated by customer experience. The theories used in this study are advertising theory from Morissan, response theory from Wells, Moriarty, Burnett, and Lwin, and customer experience theory from Schmitt. This research was conducted on 160 samples taken using Hair's sampling technique and using quantitative methods with structural equation model (SEM) techniques and SmartPLS 3.0 software. The results showed that ad quality has a positive and significant effect on affective response with path coefficient value of 0.757, t-statistic of 13.943, and p value of 0.000. Customer experience moderates the influence between ad quality and affective response at a high level with F square value of 0.021, path coefficient value of 0.045 and R square of 0.756 or 75.6%. Keywords: Ad Quality, Affective Response, Customer Experience

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Iklan, Respon Afektif, Customer Experience
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Della Finanda
Date Deposited:	10 Apr 2023 02:39
Last Modified:	10 Apr 2023 02:39
URI:	http://repository.unsri.ac.id/id/eprint/94051

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