PENGARUH KREATIVITAS IKLAN TERHADAP PERILAKU KONSUMEN WARDAH YANG DIMEDIASI OLEH EFEKTIVITAS IKLAN
DOI:
https://doi.org/10.33143/jecs.v9i1.3007Abstrak
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Kreativitas Iklan terhadap Perilaku Konsumen melalui Efektivitas Iklan pada masyarakat Kota Banda Aceh. Ukuran sampel penelitian ini sebanyak 96 responden masyarakat Kota Banda Aceh. Data penelitian dikumpulkan melalui daftar pertanyaan/kuisioner dan studi dokumentasi. Pengolahan data ini dilakukan dengan cara menggunakan teknik analisis data kuantitatif. Peralatan statistik yang dapat digunakan untuk menguji hubungan fungsional antar variabel dependen dengan variabel independen adalah analisis jalur (path analyzing) pada tingkat kepercayaan 95% (α = 0,05). Hasil penelitian menunjukan bahwa Kreativitas Iklan berpengaruh terhadap Efektivitas Iklan.  Kreativitas Iklan berpengaruh secara langsung terhadap Perilaku Konsumen.  Efektivitas Iklan berpengaruh signifikan terhadap Perilaku Konsumen. Kreativitas Iklan berpengaruh signifikan terhadap Perilaku Konsumen melalui Efektivitas Iklan sebagai variabel Mediasi.
Kata Kunci: Kreativitas Iklan, Perilaku Sikap Konsumen dan Efektivitas Iklan
This study aims to examine and analyze the effect of advertising creativity on consumer behaviors through advertising effectiveness in the people of Banda Aceh. The sample size of this research was 96 respondents in the city of Banda Aceh. This data processing is done by using quantitative data analysis techniques. The statistical tool that can be used to test the functional relationship between the dependent variable and independent variables is path analyzing at the 95% confidence level (α = 0,05). The results showed that advertising creativity has a direct effect on advertising effectiveness. Advertising creativity has a direct effect on consumer behaviors. Advertising creativity has a significant effect on consumer behaviors through advertising effectiveness as a mediating variable.
Keywords: Advertising creativity, consumer behavior and advertising effectiveness.
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