THE EFFECT OF PETẢ̉s LEATHER AWARENESS VIDEO CAMPAIGN TOWARD ATTITUDE CHANGE AND PURCHASE INTENTION OF LEATHER PRODUCT IN BANDUNG
ABSTRACT <br /> <br /> Leather is one of the most widely traded commodities in the world. Indonesia’s leather export <br /> <br /> industry — with an estimated annual turnover of US $200,000 to US $1 million, — is the <br /> <br /> fourth largest among AS...
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Format: | Final Project |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/23449 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | ABSTRACT <br />
<br />
Leather is one of the most widely traded commodities in the world. Indonesia’s leather export <br />
<br />
industry — with an estimated annual turnover of US $200,000 to US $1 million, — is the <br />
<br />
fourth largest among ASEAN nations. Unfortunately, Indonesian leather tanning process are <br />
<br />
often illegal. The exotic skins industry kills, often brutally, millions of animals every year. <br />
<br />
People for the Ethical Treatment of Animals (PETA), the world’s largest animal rights <br />
<br />
organization, launched an awareness video campaign aiming to decrease purchase intention <br />
<br />
for leather by shifting consumer demand to imitation leather. This study conducted an online <br />
<br />
questionnaire survey in the Bandung area to analyze PETA’s video campaign. It asks: how <br />
<br />
and to what degree did PETA communications leads to changes in consumer attitudes and <br />
<br />
purchase intentions. The research conducted within 400 respondents showed that there is <br />
<br />
attitude change occurred caused by strong message quality of the video campaign itself. <br />
<br />
Moreover, attitude change showed positive result of significance which the higher attitude <br />
<br />
change emerged, the higher purchase intention occurs. <br />
<br />
Keyword: Awareness video campaign, attitude change, purchase intention |
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