THE EFFECTS OF OFFLINE ALCOHOL ADVERTISEMENT NEAR BUS STOPS AND OFFLINE ALCOHOL ADVERTISEMENT REGULATIONS ON ALCOHOL CONSUMPTION AMONG UNIVERSITY STUDENTS IN GRONINGEN

• Main Author: Salsabila, Alisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77019
• Institution: Institut Teknologi Bandung

The European Commission has reported that the Netherlands placed first for weekly alcohol consumption of 47.3% of its population in 2019. Previous researches have also found how offline alcohol advertisements and offline alcohol regulations have a role in influencing the alcohol consumption, especially among university students. Groningen is one of the cities in the Netherlands where one in four people is a university student. This research aims to analyze the effects from offline alcohol advertisement near bus stops as one of the main transportation for the university students is the bus, and the effects from the offline alcohol advertisements on alcohol consumption among university students in Groningen. The offline alcohol advertisement is also categorized into three types, which are offline alcohol advertisement with price discount, product advertisement, and event marketing. There has also been research on how existing offline alcohol advertisement regulations increased the online advertising effectiveness. This research also did a similar experiment, but by also seeing the effect on the alcohol consumption. This research used the quantitative approach and the data was collected through questionnaires that have been spread out to 208 university students aged 18-24 years old, that are currently studying in Groningen. The result showed that offline alcohol advertisement with price discounts and product advertisement near bus stops, had a positive effect on the alcohol consumption among university students in Groningen. It also showed that offline alcohol advertisement regulations did not have a significant effect on alcohol consumption among university students in Groningen, although it surprisingly did increase the online alcohol advertisement effectiveness. Therefore, it is suggested that the foundation who is responsible for the alcohol advertisement regulations, which is STIVA, to further research and revisit offline alcohol advertisement regulations related to price discounts and product advertisement to decrease alcohol consumption among university students and decrease the effects from the offline alcohol advertisement. Future research should also include sample from the whole Netherlands, as the offline alcohol advertisement regulations is applied to the whole Netherlands.