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Abstrak :
[ABSTRAK
Disertasi ini bertujuan untuk menguji bahwa unsur antropomorfik dalam iklan, yaitu mendemonstrasikan keampuhan produk menggunakan perilaku manusia (demonstrasi antropomorfik), lebih efektif untuk menjelaskan keampuhan produk yang sulit dimengerti. Untuk mencapai tujuan ini dilakukan 3 studi eksperimental, dengan menggunakan arketip hero untuk menggambarkan produk dalam wujud manusia. 5 pilot studi dilakukan untuk membuat stimulus eksperimen berupa iklan TV animasi. Hasil studi 1 menunjukkan bahwa demonstrasi antropomorfik lebih efektif dibandingkan perilaku berbicara, dan non-antropomorfik. Pada studi 2, demonstrasi antropomorfik memiliki pengaruh paling positif terhadap persepsi keampuhan produk jika karakter yang melakukannya sangat mirip dengan manusia nyata. Pengaruh ini tidak signifikan dimoderasi oleh tendensi antropomorfik. Pada studi 3, perilaku dengan kekerasan/tanpa kekerasan dalam demonstrasi antropomorfik berpengaruh positif terhadap persepsi keampuhan produk pada partisipan laki-laki, dan pada partisipan dengan power yang rendah. Pada ketiga studi tersebut persepsi keampuhan produk secara signifikan menjadi mediasi pengaruh demonstrasi antropomorfik terhadap intensi membeli ;

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ABSTRACT
This dissertation aims to examine that anthropomorphic elements in advertising, demonstrating the efficacy of the product using human behavior (anthropomorphic demonstration), is more effective to explain the efficacy of the products that are difficult to understand. To achieve this goal we conducted three experimental studies, using hero archetype to illustrate the product in human form. Five pilot studies were conducted to create the experimental stimulus in the form of animated TV ads. Study 1 show that the anthropomorphic demonstration more effective than verbal behavior, and non-anthropomorphic. In study 2, the anthropomorphic demonstration has the most positive effect on the perceived product efficacy if the character is very similar to a real human. This effect is not significantly moderated by anthropomorphic tendencies. In study 3, the violent behavior in the anthropomorphic demonstration positively influences the perceived product efficacy on male participants, and the participants with low power. In all of these studies the perceived product efficacy significantly mediates anthropomorphic demonstration effect on purchase intention , This dissertation aims to examine that anthropomorphic elements in advertising, demonstrating the efficacy of the product using human behavior (anthropomorphic demonstration), is more effective to explain the efficacy of the products that are difficult to understand. To achieve this goal we conducted three experimental studies, using hero archetype to illustrate the product in human form. Five pilot studies were conducted to create the experimental stimulus in the form of animated TV ads. Study 1 show that the anthropomorphic demonstration more effective than verbal behavior, and non-anthropomorphic. In study 2, the anthropomorphic demonstration has the most positive effect on the perceived product efficacy if the character is very similar to a real human. This effect is not significantly moderated by anthropomorphic tendencies. In study 3, the violent behavior in the anthropomorphic demonstration positively influences the perceived product efficacy on male participants, and the participants with low power. In all of these studies the perceived product efficacy significantly mediates anthropomorphic demonstration effect on purchase intention ]

Abstrak :
[ABSTRAK
Disertasi ini membahas unsur superstition dalam pemasaran, khususnya superstition angka yang dipercaya oleh etnis Tionghoa di Indonesia. Penelitian dalam disertasi ini dilakukan untuk membuktikan pengaruh penggunaan atribut superstition terhadap perilaku pascapembelian, dilihat dari sisi pembeli dan penjual, dalam konteks kegagalan produk. Terdapat 3 studi dalam disertasi ini. Studi 1 merupakan survey yang dilakukan untuk mengkonfirmasi bentuk-bentuk superstition khas etnis Tionghoa Indonesia yang relevan dengan konteks pemasaran. Studi 2 dan 3 merupakan eksperimen 2x3 between participant yang dilakukan untuk membuktikan adanya moderasi peran sebagai pembeli maupun penjual dalam membentuk kepuasan atas produk. Studi 2 dan 3 juga dilakukan untuk membuktikan adanya mediasi kepuasan dalam pengaruh kegagalan produk beratribut superstition terhadap kesediaan membeli/menawarkan kembali produk di masa mendatang. Studi 1 dan 2 dilakukan di Jakarta, sementara Studi 3 dilakukan di Medan. Temuan dari penelitian ini membuktikan bahwa etnis Tionghoa di Indonesia memiliki superstition angka yang mempengaruhi perilaku pengambilan keputusan pembelian mereka. Penelitian dalam disertasi ini juga membuktikan bahwa perbedaan daerah dapat mengakibatkan perbedaan karakteristik budaya etnis Tionghoa, yang pada akhirnya dapat membentuk respon yang berbeda dalam menyikapi situasi kegagalan produk.;

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ABSTRACT
This dissertation discusses the elements of superstition in marketing, especially Indonesian Chinese ethnic superstition about numbers. The objective of the research in this dissertation to verify the effect of superstition product attributes on post-purchase behavior, in terms of buyers and sellers, in the context of product failure situation. There are three studies in this dissertation. Study 1 was a survey conducted to confirm the forms of superstition held by Indonesian Chinese ethnic and are relevant to the marketing context. Study 2 and Study 3 are between participants 2x3 experiment, conducted to verify the moderating effect of individual role as buyer or seller in the forming of product satisfaction. The objective of Study 2 and Study 3 is to verify the mediating role of satisfaction in the effect product failure on willingness to repurchase/re-offer the product in the future. Study 1 and 2 were conducted in Jakarta, while Study 3 was conducted in Medan. Research findings give evidence that Indonesian Chinese ethnic held superstition about numbers and this superstition affected their purchase decision behavior. The research in this dissertation also proves that regional differences may lead to differences in Chinese culture characteristics, which causes different response in addressing product failure situation., This dissertation discusses the elements of superstition in marketing, especially Indonesian Chinese ethnic superstition about numbers. The objective of the research in this dissertation to verify the effect of superstition product attributes on post-purchase behavior, in terms of buyers and sellers, in the context of product failure situation. There are three studies in this dissertation. Study 1 was a survey conducted to confirm the forms of superstition held by Indonesian Chinese ethnic and are relevant to the marketing context. Study 2 and Study 3 are between participants 2x3 experiment, conducted to verify the moderating effect of individual role as buyer or seller in the forming of product satisfaction. The objective of Study 2 and Study 3 is to verify the mediating role of satisfaction in the effect product failure on willingness to repurchase/re-offer the product in the future. Study 1 and 2 were conducted in Jakarta, while Study 3 was conducted in Medan. Research findings give evidence that Indonesian Chinese ethnic held superstition about numbers and this superstition affected their purchase decision behavior. The research in this dissertation also proves that regional differences may lead to differences in Chinese culture characteristics, which causes different response in addressing product failure situation.]

Abstrak :
Aktivitas pemasaran dengan memanfaatkan strategi Cause-Related Marketing (CRM) terus berkembang sejak American Express (Amex) mendonasikan satu dollar untuk setiap kartu yang dibuka oleh nasabah baru dan disumbangkan untuk perbaikan Statue of Liberty di New York pada tahun 1983. Kegiatan CRM juga sudah mulai terlihat dimanfaatkan oleh sejumlah produsen di Indonesia, meskipun terlihat masih belum sepenuhnya terkelola dengan baik. Disertasi ini meneliti sejumlah variabel independen yang dapat ikut mempengaruhi respon konsumen terhadap suatu penawaran CRM melalui dua eksperimen dalam dua studi yang melibatkan partisipan mahasiswa (Studi I) dan ibu-ibu berusia di atas 30 tahun yang memiliki anak (Studi II). Studi I meneliti tentang pengaruh persepsi sosial produk, pembingkaian pesan, dan minat berpikir, yang masing-masing terdiri dari dua level, terhadap respon konsumen dalam suatu penawaran CRM yang diukur melalui sikap terhadap merek (AB), sikap terhadap perusahaan (AC), dan minat membeli (PI). Hasil analisis Manova memperlihatkan bahwa ketiga variabel independen tersebut masing-masing memberikan pengaruh yang signifikan terhadap respon konsumen terhadap suatu penawaran CRM. Dengan memanfaatkan Anova Satu Jalur dan memperhatikan kontras dari parameter rerata antar-sel terbukti bahwa konsumen akan mendukung produk yang dipersepsikan secara sosial bermanfaat dibanding produk yang dipersepsikan secara sosial bermudarat. Ditemukan pula bahwa konsumen dengan minat berpikir rendah akan lebih mudah mendukung suatu penawaran CRM dibanding konsumen dengan minat berpikir tinggi. Minat berpikir (Need of Cognition) ini diukur berdasarkan skala minat berpikir dari Petty & Cacioppo ( 1983). Meskipun terlihat ada perbedaan yang signifikan untuk merespon pembingkaian pesan "sukses" dan "gagal" untuk kelompok konsumen dengan minat berpikir tinggi, hal ini temyata tidak berlaku untuk kelompok konsumen dengan minat berpikir rendah. Suatu hal yang temyata berlaku konsisten dalam Studi II. Studi II meneliti pengaruh realita sumbangan CRM dalam mengatasi permasalahan sosial, yang terdiri dari tiga level, pembingkaian pesan, dan minat berpikir, yang masing-masing terdiri dari dua level, terhadap respon konsumen dalam suatu penawaran CRM yang juga diukur melalui sikap terhadap merek (AB), sikap terhadap perusahaan (AC) dan minat membeli (PI). Hasilnya memperlihatkan bahwa ketiga variabel independen tersebut masing-masing memberikan pengaruh yang signifikan terhadap respon konsumen dalam suatu penawaran CRM. Terbukti pula bahwa konsumen akan lebih mendukung penawaran CRM dengan sumbangan yang realistis dibanding sumbangan yang tidak realistis (terlalu rendah) maupun yang terlalu tinggi (to good to be true). Respon konsumen terhadap kedua bentuk sumbangan yang tidak realistis ini temyata tidak berbeda. Temuan lain dari Studi II mengenai pembingkaian pesan dan minat berpikir memperlihatkan hasil yang serupa, yang dapat memperkuat temuan dalam Studi I. ......Marketing activities that use Cause-Related Marketing (CRM) strategies continue to grow, and some manufacturers in Indonesia have come to resort to it, despite poor coordination in the execution. This dissertation researches some independent variables that affect consumer response toward a CRM proposition, through two experiments in two studies, which involve university students (Study I) and mothers above 30 years old with child/children (Study IT). Study I researches the effect of socially perceived product, message framing, and the need of cognition -each consist of two levels, on consumer response toward a CRM proposition, which are measured by the attitude towards the brand (AB), the attitude towards the company (AC) and the purchase intense (PI). The result of Manova's analysis shows that each of these three independent variables significantly affects consumer response on a CRM proposition. It proves that consumers will support products that are perceived socially beneficial, compared to products, which are socially harmful. The finding also shows that consumers with low need of cognition tend to support CRM proposition, compared to those with high need of cognition. The need of cognition measured with a scale developed by Petty & Cacioppo (1982). Even though there is a significant difference in responding to "success" or "failed" framing within the consumers with high need of cognition, it is not so within the consumers with low need of cognition. In fact, this finding also occurs consistently in Study II. Study IT researches the impact of CRM's reality of donation in solving social problem (which consist of three levels), message framing and the need of cognition (each consists of two levels), on how consumer responds to a CRM proposition, which is measured by the attitude toward the brand (AB), the attitude towards the company (AC) and the purchase intense (PI). The result shows that each of the three independent variables gives a significant impact on how consumer responses to a CRM proposition which has a more realistic of donation, compared to the to-good-to-be-true deal or the one with low realistic of donation proposition.