Sikap Terhadap Merek yang Dikondisikan secara Klasik
ABSTRACT: This experimental
research aims to analyze brand attitude of classical conditions through the
combination of three conditioning procedures (short delayed conditioning-SDC,
backward conditioning-BC, random control procedure-RC), and number of
conditioning trial (6 and 12 conditioning). Furthermore, this reseach is to
analyze the persistence of brand attitude after one week of classic
conditioning treatment.
Experiment design is post test only, with 6 groups that got treatment
of watching series of advertisements which were classically
conditioned. These series of conditioned advertisements are designed through
combination between procedures and number of conditioning which are SDC-6
conditioning, SDC-12 conditioning, BC-6 conditioning, BC-12 conditioning, RC-6 conditioning,
RC-12 conditioning.
Brand attitude is measured within scale 7 opposite brand attitude that
has 16 items with reliability of 0.871. Persistence of brand attitude is
measured through one week delay after treatment with the same scale (time
postponement).
Data are analyzed using SPSS 13.0 for windows. The result shows that the
first hypothesis is proven by F = 16.625, p = 0.00, mean SDC > BC > RC
which means there is difference between brand attitude which is conditioned by
conditioning procedures, and brand attitude which is conditioned by short
delayed conditioning procedures the most positive compared backward
conditioning and random control procedures. The second hypothesis is not
proven, by F = 0.541 and p = 0.463 shows that there is no brand attitude difference
than is conditioned by 6 and 12 conditioning, this means 6 conditioning is
enough to create conditional effect. The third hypothesis is not proven also by
F = 0.145 and p = 0.865 shows that there is no brand attitude difference which
is classicaly conditioned through procedures and number of conditioning combinations.
Furthermore, this research shows persistence brand attitude which is
conditioned through short delayed conditioning and backward conditioning, and
there is not persistence brand attitude in random control procedures after one
week of treatment.
Keywords: brand attitude,
persistence brand attitude, short delayed conditioning procedures, backward
conditioning procedures, random control procedures, number of conditioning
trial.
Penulis: F. Yuni Apsari, Thomas
Dicky Hastjarjo
Kode Jurnal: jppiodd060003
