THE IMPACT OF WOMEN IMAGERY ON ADVERTISEMENT TOWARDS PURCHASE INTENTION OF POCARI SWEAT
Advertisement has been important to share companies’ values and perceptions. Though the portrayal of women in advertising is often shown with common fundamental characteristics. With Indonesia’s relatively conservative views on gender, and Pocari Sweat’s often use of women as the dominant charact...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/56632 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Advertisement has been important to share companies’ values and perceptions. Though the
portrayal of women in advertising is often shown with common fundamental characteristics.
With Indonesia’s relatively conservative views on gender, and Pocari Sweat’s often use of
women as the dominant character, this study aims to understand how women-dominated
advertisement could influence customer’s purchase intention of Pocari Sweat. Along with the
difference of response between males and females. To achieve these objectives this research
incorporates the Stimulus-organism-response model (SOR) as a base framework, with womendominated
advertisement as stimulus (S), perception towards women in the advertisement, and
self-congruence as organism (O), and purchase intention as response (R). Questionnaires are
distributed through an online form and received 168 responses from respondents aged 14-50
years old living in Indonesia. The data are processed with the PLS-SEM method using
SmartPLS software. Through descriptive analysis and PLS-SEM, this research showed that
customers agree on the advertisement to be well made. Though males are not affected by the
ads as much as females emotionally and their purchase intention affected when females found
the ads to be self-congruent. This research could provide insights to marketers to be aware of
which factors that significantly affect customer purchase intention of male and females.
Furthermore, to help a brand develop a deeper relationship with customers by practicing a more
suitable strategy with gender in mind. This research confirms the versatility of the SOR model.
Moreover, demonstrate the significance of self-congruence as a factor to test the effect on
purchase intention for low-involvement beverage products such as Pocari Sweat. |
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