PENGARUH AGEN SOSIALISASI UTAMA TERHADAP SIKAP SKEPTIS KEPADA IKLAN TELEVISI (SKEPTICISM TOWARD ADVERTISING) DAN PENGETAHUAN PASAR (MARKETPLACE KNOWLEDGE) REMAJA

Laksana, I Nyoman Bhawa (2006) PENGARUH AGEN SOSIALISASI UTAMA TERHADAP SIKAP SKEPTIS KEPADA IKLAN TELEVISI (SKEPTICISM TOWARD ADVERTISING) DAN PENGETAHUAN PASAR (MARKETPLACE KNOWLEDGE) REMAJA. S2 thesis, UAJY.

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Abstract

This study examined the causal effect of consumer socialization process toward adolescent's consumtion related behavior, such as skepticism toward advertising and market place knowledge. Ealier study propose that skepticism and marketplace knowledge are learned through interaction with the three socialization agents : parents, peers, and mass media. In particular, the author posit that the type of familiy communication (concept-oriented and socio-oriented), adolescent's susceptibility to peer influence (normative and informational), and the extent of television viewing are related to skepticism. Questionare and model was developed based in findings and conceptualizayions of previous related studies. The study was a cross-sectional n causal study, 200 adolescents were participated in this study. Sample were obtained through non-probabilistic and purposive technique. Structural Equation Modelling (AMOS) were used to examine the model. Result, based on SEM indicated that the model tested had an acceptable fit. Findings from this study shows that the type of family communication and the extent of television viewing are not related to adolescent skepticism. Only one of the dimensions of adolescent's susceptibility to peer influence (normative influence) are related negatifely toward their skepticism. Concept-oriented family communication, susceptibility to informasional peer influence and the extent television viewings are related positifely toward adolsecent's marketplace knowledge. Marketplace knowledge, which are also an outcome in socialization process are related positifely toward adolescent's skepticism toward advertising.

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