PENGARUH PEMBINGKAIAN PESAN DAN KETERLIBATAN PADA SIKAP DAN RESERVATION PRICE TERHADAP PRODUK ORGANIK

• Main Authors: , Andhy Setyawan, , Dr. Bernardinus Maria Purwanto, M.B.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/120630/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=60668
• Institution: Universitas Gadjah Mada

The low consumption of organic products compared to conventional products is one of the practical problems faced by marketers in the area of marketing of organic products. Marketing communications to provide education to the consumer is one way that can do by marketers to increase the positive perception and attitude towards organic products. The message framing in advertising on organic products can be used as a form of marketing communication. This study reveals the role of message framing and involvement in influencing attitudes and reservation price toward organic products. Data were obtained through experimental technique, followed by 180 university students. The results showed that the influence of a negative message framing is more effective in subjects with a high level of involvement, while the positive effect of message framing is more effective in subjects who have a low engagement. Furthermore, a significant positive correlation between attitude and the reservation price of organic products showed more positive one's attitude toward organic products, the higher the reservation price of organic products.