Sugandini, Dyah (2020) PENILAIAN REVIEWER 2 THE INFLUENCE OF ADVERTISING, KNOWLEDGE, AND ATTITUDES TOWARDS ELECTRICITY-SAVING BEHAVIOR. Review of Integrative Business and Economics Research. (Unpublished)
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Abstract
This study aims to identify the role of advertising on electricity-saving behavior. The basic theories used in this research are stimulus response theory and the Theory of Reason Action. The research design used is experimental design, which is Statistical ExperimentalCompletely Randomized. Manipulation of advertising (print) is done along with questionnaires. Each participant was given one random type of manipulation. Randomization is done on manipulation. Participants in this study were household electrical energy users who were divided into two experimental groups. The first group is manipulated with print ads, and the other groups are not exposed to ads. Manipulation is done by using random assignment. The number of participants used refers to the limits of laboratory experiments with strict controls. The number of research subjects in each group is 10-20 people. Further testing of the hypothesis is done by analyzing the test of compare means of two experimental groups using analysis of variance (ANOVA). Hypothesis testing that explains the influence of a variable on other variables is done by linear regression test. There are three objectives of this research. First, expand and test models of marketing communication influences the form of advertising in family decision making. Second, increase of internal validity. Third, the test of advertising influence on electrical energy saving behavior. The theoretical contribution derived is a model of consumer behavior that is influenced by advertising and antecedents associated with electrical energy-saving behavior. The contribution is macroeconomic, providing benefits for the sustainability of energy-efficient electricity program.
| Item Type: | Other |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Dr.SE.MSi Dyah Sugandini |
| Date Deposited: | 20 Jul 2020 04:56 |
| Last Modified: | 20 Jul 2020 04:56 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/22992 |
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