Combined Effect of Message Framing and Endorser Credibility on Buying Interest of Yoghurt Product
This study aimed to determine the effect of message framing, the credibility of endorser and the combination of message framing with endorser credibility on advertising for consumer buying interest on yoghurt products. This study was an experimental design that involved students as participants....
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
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2015
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/136208/1/ilovepdf_merged3.pdf |
| _version_ | 1826049490796150784 |
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| author | Wankar, Tian Jihadhan Syahlani, Suci Paramitasari Haryadi, F.Trisakti |
| author_facet | Wankar, Tian Jihadhan Syahlani, Suci Paramitasari Haryadi, F.Trisakti |
| author_sort | Wankar, Tian Jihadhan |
| collection | UGM |
| description | This study aimed to determine the effect of message framing, the credibility of
endorser and the combination of message framing with endorser credibility on advertising for
consumer buying interest on yoghurt products. This study was an experimental design that
involved students as participants. Students were chosen because it they are considered as the
yoghurt consumer segment and to facilitate homogenization. While the number of students
who participated in this study were 275 people. This research used 11 advertising design as
treatment, which consisted of 1) a positive message framing, 2) negative message framing, 3)
celebrity endorser, 4) expert endorser, 5) expert celebrity endorser, 6) positive message framing
and celebrity endorser, 7 ) positive message framing and expert endorser, 8) message framing
and expert celebrity endorser, 9) negative message framing and celebrity endorser, 10) negative
message framing and expert endorser, 11) message framing and expert celebrity endorser. This
research analysis used paired samples t-test, one way ANOVA and two-ways ANOVA. The results
showed that there was a significant difference between the positive message framing and negative
message framing on advertising for consumer buying interest in yoghurt. As well as the uses of
expert endorser, celebrity endorser and expert celebrity endorser for buying interest of yoghurt.
Using of negative message framing and expert endorser in advertising was more effective to create
consumers buying interest of the yoghurt products. |
| first_indexed | 2024-03-13T23:47:24Z |
| format | Conference or Workshop Item |
| id | oai:generic.eprints.org:136208 |
| institution | Universiti Gadjah Mada |
| language | English |
| last_indexed | 2024-03-13T23:47:24Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1362082016-07-12T02:14:01Z https://repository.ugm.ac.id/136208/ Combined Effect of Message Framing and Endorser Credibility on Buying Interest of Yoghurt Product Wankar, Tian Jihadhan Syahlani, Suci Paramitasari Haryadi, F.Trisakti Education Economics This study aimed to determine the effect of message framing, the credibility of endorser and the combination of message framing with endorser credibility on advertising for consumer buying interest on yoghurt products. This study was an experimental design that involved students as participants. Students were chosen because it they are considered as the yoghurt consumer segment and to facilitate homogenization. While the number of students who participated in this study were 275 people. This research used 11 advertising design as treatment, which consisted of 1) a positive message framing, 2) negative message framing, 3) celebrity endorser, 4) expert endorser, 5) expert celebrity endorser, 6) positive message framing and celebrity endorser, 7 ) positive message framing and expert endorser, 8) message framing and expert celebrity endorser, 9) negative message framing and celebrity endorser, 10) negative message framing and expert endorser, 11) message framing and expert celebrity endorser. This research analysis used paired samples t-test, one way ANOVA and two-ways ANOVA. The results showed that there was a significant difference between the positive message framing and negative message framing on advertising for consumer buying interest in yoghurt. As well as the uses of expert endorser, celebrity endorser and expert celebrity endorser for buying interest of yoghurt. Using of negative message framing and expert endorser in advertising was more effective to create consumers buying interest of the yoghurt products. 2015 Conference or Workshop Item NonPeerReviewed application/pdf en https://repository.ugm.ac.id/136208/1/ilovepdf_merged3.pdf Wankar, Tian Jihadhan and Syahlani, Suci Paramitasari and Haryadi, F.Trisakti (2015) Combined Effect of Message Framing and Endorser Credibility on Buying Interest of Yoghurt Product. In: The 6th International Seminar on Tropical Animal Production, October 20-22, 2015, Faculty of Animal Science, Universitas Gadjah Mada Yogyakarta, Indonesia. |
| spellingShingle | Education Economics Wankar, Tian Jihadhan Syahlani, Suci Paramitasari Haryadi, F.Trisakti Combined Effect of Message Framing and Endorser Credibility on Buying Interest of Yoghurt Product |
| title | Combined Effect of Message Framing and Endorser Credibility on Buying
Interest of Yoghurt Product |
| title_full | Combined Effect of Message Framing and Endorser Credibility on Buying
Interest of Yoghurt Product |
| title_fullStr | Combined Effect of Message Framing and Endorser Credibility on Buying
Interest of Yoghurt Product |
| title_full_unstemmed | Combined Effect of Message Framing and Endorser Credibility on Buying
Interest of Yoghurt Product |
| title_short | Combined Effect of Message Framing and Endorser Credibility on Buying
Interest of Yoghurt Product |
| title_sort | combined effect of message framing and endorser credibility on buying interest of yoghurt product |
| topic | Education Economics |
| url | https://repository.ugm.ac.id/136208/1/ilovepdf_merged3.pdf |
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