ANALYSIS OF CONSUMER ATTITUDES TOWARDS TELEVISION MEDIA ADVERTISING

Abstract

As consumers, everyone becomes the target of advertising, even all parts of the human body are targeted by advertisements. Producer use various advertising media hoping to influence consumer behavior. One of the advertising media is television. This study focuses on the problem of consumer attitudes towards consumers towards television advertising. This research was conducted in the city of Surabaya. Sampling was done by simple random sampling method. Data were collected by distributing questionnaires with data analysis using Fishbein's attitude model. The results of the study indicate that consumer attitudes towards television media advertising are based on advertising attributes: 1) Product information; 2) Social roles and image; 3) Entertainment; 4) Good for the economy; 5) Falsehood; 6) Corruption of values; 7) Materialism, is positive. Two things that need to be considered in advertising from the results of this study are: 1) Analysis of consumer attitudes towards advertising is important as a basis for preparing promotional strategies and programs, especially in the field of advertising; 2) Determination of advertising material needs to pay attention to the values ​​that exist in the community.