The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors
This study wants to examine the relationship between sex appeal and attitude towards the ads, and more than, this study also wants to examine the role of product factors in moderating the relationship of this two variables. Experimental design is done to control the relation among the variables obse...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Negeri Semarang
2018-09-01
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| Series: | Jurnal Dinamika Manajemen |
| Subjects: | |
| Online Access: | https://journal.unnes.ac.id/nju/index.php/jdm/article/view/15938 |
| _version_ | 1818189908785758208 |
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| author | Aji Cahya Nusantara Budhi Haryanto |
| author_facet | Aji Cahya Nusantara Budhi Haryanto |
| author_sort | Aji Cahya Nusantara |
| collection | DOAJ |
| description | This study wants to examine the relationship between sex appeal and attitude towards the ads, and more than, this study also wants to examine the role of product factors in moderating the relationship of this two variables. Experimental design is done to control the relation among the variables observed in this study. The participants consist of 100 males’ undergraduate students of Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta-Indonesia, who are divided into 4 groups. Generalized Auto Regression Conditional Hetero-regressive (GARCH) is statistical method chosen to analysis the data. The results showed that sex appeal is an effective stimulus affects the individual positive attitude toward an advertisement. As well as product factor is another stimulus, which effectively influence positive attitudes toward advertising. But in this study also found that the product factor is not moderate the relationship between sex appeal and positive attitude toward advertising. In addition to this study also discusses the implications of both theoretical and practical, as well as the limitations of the study. |
| first_indexed | 2024-12-11T23:50:18Z |
| format | Article |
| id | doaj.art-a9adbd706fc5449298268375139a75b1 |
| institution | Directory Open Access Journal |
| issn | 2086-0668 2337-5434 |
| language | English |
| last_indexed | 2024-12-11T23:50:18Z |
| publishDate | 2018-09-01 |
| publisher | Universitas Negeri Semarang |
| record_format | Article |
| series | Jurnal Dinamika Manajemen |
| spelling | doaj.art-a9adbd706fc5449298268375139a75b12022-12-22T00:45:29ZengUniversitas Negeri SemarangJurnal Dinamika Manajemen2086-06682337-54342018-09-019225025810.15294/jdm.v9i2.159388279The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product FactorsAji Cahya Nusantara0Budhi Haryanto1Universitas Sebelas MaretUniversitas Sebelas MaretThis study wants to examine the relationship between sex appeal and attitude towards the ads, and more than, this study also wants to examine the role of product factors in moderating the relationship of this two variables. Experimental design is done to control the relation among the variables observed in this study. The participants consist of 100 males’ undergraduate students of Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta-Indonesia, who are divided into 4 groups. Generalized Auto Regression Conditional Hetero-regressive (GARCH) is statistical method chosen to analysis the data. The results showed that sex appeal is an effective stimulus affects the individual positive attitude toward an advertisement. As well as product factor is another stimulus, which effectively influence positive attitudes toward advertising. But in this study also found that the product factor is not moderate the relationship between sex appeal and positive attitude toward advertising. In addition to this study also discusses the implications of both theoretical and practical, as well as the limitations of the study.https://journal.unnes.ac.id/nju/index.php/jdm/article/view/15938sex appealproduct factorsattitude towards the adsconsumer behavior. |
| spellingShingle | Aji Cahya Nusantara Budhi Haryanto The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors Jurnal Dinamika Manajemen sex appeal product factors attitude towards the ads consumer behavior. |
| title | The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors |
| title_full | The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors |
| title_fullStr | The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors |
| title_full_unstemmed | The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors |
| title_short | The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors |
| title_sort | influence of sex appeal on consumers attitude toward the ads moderated by product factors |
| topic | sex appeal product factors attitude towards the ads consumer behavior. |
| url | https://journal.unnes.ac.id/nju/index.php/jdm/article/view/15938 |
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