How Sexuality in Elegance of Advertising and Congruency of Product Influence Brand Evaluation? (The Study of Consumer Behavior using an Experimental Design Approach)

Haryanto, Budhi; Nusantara, Aji Cahya; Budiman, Santi

doi:10.5901/mjss.2015.v6n4p118

Cited by 4 publications

(7 citation statements)

References 21 publications

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“…This research relies on a cognitive approach that shows that purchasing behavior is a process that starts from thinking (cognitive), followed by feeling (affective), and ending in acting (conative) (Verbeke, 2001; Cook et al , 2002; Haryanto et al , 2015). In this study, there are three independent variables categorized as cognitive structures namely product quality, price, and convenience, basically these three variables are individual perceptions of marketing stimulus.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

“…Based on the process of purchasing behavior, positive attitude toward traditional food is the behavioral variable used for predicting behavioral intention proxied by purchase intention toward traditional food (Verbeke, 2001; Cook et al , 2002; Verbeke, 2005; Haryanto et al , 2015). In this case, people are inclined to treat traditional foods as functional products and not as emotional or prestigious products.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

“…In this study, purchase intention is defined as unexecuted unexpressed purchase intention, and still in the form of idea (Schmidt, 2000; Verbeke, 2001; Verbeke et al , 2001; Cook et al , 2002; Haryanto et al , 2015). In agreement, some studies defined purchase intention as people’s desire to purchase certain products (Dodds et al , 1991; Ali et al , 2010; Haryanto, 2014).…”

Section: Theory and Hypothesesmentioning

confidence: 99%

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How does the type of product moderate consumers’ buying intentions towards traditional foods? (Study of consumer behavior in Indonesia)

Haryanto

Purwanto

Dewi

et al. 2019

JABS

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Purpose This paper aims to explain the relationship between product quality, price and convenience with a positive attitude and intention to buy traditional food. In addition, it also aims to explain the role of the product type in moderating the relationship between these variables. Design/methodology/approach Samples were taken non-randomly, consisting of 500 snack food buyers and 500 restaurant food buyers. Some of the places chosen for sampling include Paragon Mall, Solo Grand Mall, Matahari Mall, Hartono Mall or other places in Surakarta-Indonesia, where people spend time relaxing. Furthermore, multiple structural equations model (multi group SEM) is a statistical method used to explain the relationship between the conceptual variables. Findings Some of the findings are as follows: before the product as a moderator, price and quality are the variables that influence the positive attitude and the intention to buy, while the convenience is the variable found not affecting both the positive attitude and the intention to buy. After the product type as a moderator, for snacks, the test results indicate that the price, product quality and convenience are the variables that affect the positive attitude but do not affect the intention to buy. For restaurant food, test results indicate that only prices and qualities affect positive attitudes, whereas convenience is found not to affect positive attitudes. Furthermore, only price and quality affect the intention to buy, while convenience is found not to affect the intention to buy. Originality/value This paper underlines that the type of product is a moderating variable in the buying behavior process of traditional foods. Regarding its role as a moderator variable, the relationships between variables that are conceptualized can be explained in detail, along with their significance.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Section: Theory and Hypothesesmentioning

confidence: 99%

Section: Theory and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

How does the type of product moderate consumers’ buying intentions towards traditional foods? (Study of consumer behavior in Indonesia)

Haryanto

Purwanto

Dewi

et al. 2019

JABS

Self Cite

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show abstract

“…In this study, price is the main variable that is considered by the individual in determining the choice of street food. Individuals tend to prefer relatively cheap prices for traditional food, and are otherwise relatively expensive for modern foods (Delafrooz & Paim 2011, Harcar et al 2012, Beneke et al 2013, Haryanto et al 2015.…”

Section: Introductionmentioning

confidence: 99%

Product types in moderating the process of buying street foods

Haryanto¹,

Purwanto²,

Dewi³

2018

Proceedings of the 15th International Symposium on Management (INSYMA 2018)

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This study aims to examine the effects of price, quality, and ease in obtaining on positive attitudes and intentions to buy street food moderated by product types (traditional meals and modern meals). The sample consists of 1000 individuals. Multi-group SEM is a statistical tool selected to elaborate the relationships between variables that are conceptualized. The results indicate that before the product type is separated, price and quality are the variables that influence the positive attitude and the intention of buying the traditional food, while the ease of getting not. When this type of product is separated, the results indicate that in snack foods, the price, quality and ease of obtaining are the variables that affect the positive attitude, but do not affect the purchasing intentions. For restaurant food, that price and quality are the variables that influence positive attitude and purchase intention, while not for purchase intention.

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“…The use of sexual appeal, provocative sexual appeal and eroticism in advertising is very common, which has increased in recent years (Soley & Kurzbard, 1986: Lambiace et al, 1999Duncan, 2002;Haryanto et al, 2015). Advertising campaign for Dior, Calvin Klein, or Yves Saint Laurent often uses advertising that contained sexy images.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors

Nusantara

Haryanto

2018

JDM

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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.

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How Sexuality in Elegance of Advertising and Congruency of Product Influence Brand Evaluation? (The Study of Consumer Behavior using an Experimental Design Approach)

Abstract: This study aims to examine the causal relationship between the sexuality in elegancy of

Cited by 4 publications

References 21 publications

How does the type of product moderate consumers’ buying intentions towards traditional foods? (Study of consumer behavior in Indonesia)

How does the type of product moderate consumers’ buying intentions towards traditional foods? (Study of consumer behavior in Indonesia)

Product types in moderating the process of buying street foods

The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors

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