THE EFFECT OF PETA’s LEATHER AWARENESS VIDEO CAMPAIGN TOWARD ATTITUDE CHANGE AND PURCHASE INTENTION OF LEATHER PRODUCT IN BANDUNG

• Main Author: Findy Aulia (NIM 19014069), Nazla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23449
• Institution: Institut Teknologi 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 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