PENGARUH PERBEDAAN TONE WARNA IKLAN TERHADAP MINAT BELI PRODUK LIPSTIK BERDASARKAN MODEL BERPIKIR SEBAGAI VARIABEL MODERATOR

INDY SAMSHARA MUMPUNI, . (2025) PENGARUH PERBEDAAN TONE WARNA IKLAN TERHADAP MINAT BELI PRODUK LIPSTIK BERDASARKAN MODEL BERPIKIR SEBAGAI VARIABEL MODERATOR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (832kB)
	Text BAB 1.pdf Download (372kB)
	Text BAB 2.pdf Restricted to Registered users only Download (456kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (540kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (821kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (316kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (361kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perbedaan tone warna iklan terhadap minat beli berdasarkan model berpikir sebagai variabel moderator. Hipotesis pada penelitian ini, yaitu (1) Intensi membeli produk secara signifikan dipengaruhi oleh variasi warna latar belakang iklan. (2) Model berpikir (intuitif dan logika) memoderasi pengaruh warna latar belakang iklan terhadap purchase intention. Subjek penelitian ini adalah wanita dengan rentang usia 18 – 30 tahun. Sampel (N = 142) pengambilan sampel dilakukan dengan teknik purposive sampling. Penelitian ini menggunakan desain between subject. Pengambilan data penelitian menggunakan platform PsyToolkit. Hipotesis pada penelitian ini diuji dengan menggunakan One-Way Anova dan PROCESS Macro Hayes. Instrumen pada penelitian ini menggunakan Cognitive Reflection Test dan Minat Beli. Hasil Penelitian ini adalah (1) Perbedaan tone latar belakang warna iklan dapat memberikan pengaruh yang signifikan pada minat beli. (2) Model berpikir tidak memoderasi hubungan antara tone warna iklan dan minat beli. ***** This study aims to investigate the effect of advertisement background color tone on purchase intention, with thinking style as a moderating variable. The proposed hypotheses are: (1) Purchase intention is significantly influenced by variations in the background color tone of advertisements; and (2) Thinking style (intuitive and analytical) moderates the relationship between background color tone and purchase intention. The participants in this study were women aged 18 to 30 years. A total of 142 participants were selected using purposive sampling. This research employed a between-subjects experimental design. Data were collected through the PsyToolkit platform. Hypothesis testing was conducted using One-Way ANOVA and Hayes’ PROCESS Macro. The instruments used in this study included the Cognitive Reflection Test and a Purchase Intention Scale. The results indicated that (1) differences in advertisement background color tone had a significant effect on purchase intention; and (2) thinking style did not moderate the relationship between advertisement background color tone and purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Herdiyan Maulana, Ph.D 2) Reny Rustyawati, M.A
Subjects:	Pendidikan > Psikologi Pendidikan
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Users 31098 not found.
Date Deposited:	14 Aug 2025 01:12
Last Modified:	14 Aug 2025 01:12
URI:	http://repository.unj.ac.id/id/eprint/60753

Actions (login required)

View Item