Author: Hatane Semuel (Staf Pengajar Fakultas Ekonomi, Universitas Kristen Petra Surabaya)
JURNAL MANAJEMEN PEMASARAN, VOL. 2, NO. 1, APRIL 2007: 31-42
The aim of this reseach is to test the effect of advertising stimulus through audiovisual media, picture animation, online text and offline text, student’s pocket money, age and gender on tendency of impulsive buying behavior. The design of the research is in the form of experimental factorial design by using media format as the treatment factor. Findings shows
that there is a different stimulus factor between online media format with offline media. Eventhogh online media format has significant stimulus effect on tendency of impulsive buying behavior, audio visual media and text in the form of picture animation media have stronger effect. The result also show that student’s pocket money, age and gender have no effect on
impulsive buying behavior tendency. The result is contradictory with findings from previous research that shows an effect of those factors on impulsive buying behavior for offline physical products.
Keywords: facial wash, metrosexual, moderate men, conservative men, CHAID.
Full Text: pengaruh-iklan-hatane-semuel