Appendices. Questionnaire used in the study. Kepada Yth. Bapak/Ibu/Sdr./i. Di tempat

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1 Appendices Questionnaire used in the study Kepada Yth. Bapak/Ibu/Sdr./i Di tempat ama saya Merry Inggriany, mahasiswi Universitas BIUS International jurusan Marketing. Saat ini saya sedang dalam proses mengerjakan skripsi yang berjudul Advertising Avoidance Behavior in Jakarta, Indonesia. Oleh karena itu, saya hendak memohon kesediaan anda untuk meluangkan waktu sejenak mengisi angket ini. Informasi yang anda berikan akan sangat berharga bagi saya dalam mengerjakan riset ini. Seluruh informasi yang diperoleh hanya akan dianalisa dan dipergunakan untuk keperluan akademis. Semua data bersifat konfidensial. Terima kasih sebelumnya atas waktu dan perhatian anda. Salam hangat, Merry Inggriany 66

2 Untuk pertanyaan dibawah ini berilah tanda ( v ) hanya pada 1 jawaban. 1. Jenis kelamin Pria Wanita 2. Usia Pendidikan akhir SD SMP SMA D3 Sarjana S1 Sarjana S2 Sarjana S3 4. Pekerjaan Pelajar Professional/Wiraswasta Ibu Rumah Tangga Karyawan Lainnya (tolong sebutkan) 5. Rata-rata penghasilan per bulan < > Anggota keluarga di dalam rumah Tidak ada anak di rumah Anak < 12 tahun tinggal di rumah Anak tahun tinggal di rumah Anak > 18 tahun tinggal di rumah 7. Apakah anda mempunya televisi di rumah? Ya Tidak 8. Berapa lama anda menonton televisi dalam satu hari? < 1 Jam 1-3 Jam 4-6 Jam > 6 Jam 67

3 Untuk pertanyaan dibawah ini berilah tanda ( v ) hanya pada 1 jawaban. o. O-1 Pertanyaan Secara keseluruhan, saya menganggap iklan hal yang baik. Sangat Tidak Setuju Tidak Setuju Agak Tidak Setuju Agak Setuju Setuju Sangat Setuju O-2 Secara keseluruhan, saya menyukai iklan. O-3 Secara keseluruhan, iklan bermanfaat bagi saya. PC-1 PC-2 PC-3 PC-4 PC-5 Iklan menjadikan kita masyarakat yang matrealistis. Iklan membuat saya ingin membeli dan memiliki barang secara berlebihan. Iklan membuat orang hidup dalam dunia fantasi. Iklan membuat orang membeli produk yang tidak terjangkau hanya untuk pamer. Iklan membuat orang membeli banyak barang yang tidak terlalu dibutuhkan. PE-1 PE-2 Iklan memberitahu saya, apa yang dibeli dan digunakan oleh orang yang mempunyai gaya hidup mirip dengan saya. Iklan membantu meningkatkan standar hidup. 68

4 PE-3 Iklan menghasilkan produk yang lebih baik untuk masyarakat. o. Pertanyaan Tidak Pernah Jarang Kadang- Kadang Sering Sangat Sering Selalu BA-1 Selama jeda iklan, saya keluar ruangan. BA-2 BA-3 BA-4 Selama jeda iklan, saya membaca buku, majalah, koran, dll. Selama jeda iklan, saya berbicara dengan orang di dalam ruangan. Selama jeda iklan, saya menggunakan handphone saya. MA-1 MA-2 MA-3 Selama jeda iklan, saya beralih ke saluran lain. Selama jeda iklan, saya mematikan televisi. Selama jeda iklan, saya mengecilkan suara televisi. 69

5 CURRICULUM VITAE Merry Inggriany Personal Information Address : Jl. Alternatif Cibubur, Raffles Hills, Blok i3 no.9 Date of Birth : 25 July 1991 ationality : Indonesian Telephone umber : Mobile umber : Address : merry.inggriany@gmail.com Academic Background Bina usantara University International Major: Marketing, Product and Brand Commercialization Current GPA: 3.59 / 4.00 Bina Bangsa School Organizational Experiences Vice Project Leader, International Photo Competition 2010 Vice Project Leader, English Competition 2009 Vice President of Bius English Society Working Experiences Binus International Student Advisor 2010 PT. Bakrie Telecom Internship in 2010 Skills & Capabilities English (fluent), Japanese (moderate), Chinese (basic) Indonesian ative Speaker Proficiency in all Microsoft Office programs 70

6 APPEDICES Results of Demographic Data Frequencies Statistics Gender Age Education Occupation Income Family Size Valid Missing Frequency Table Gender Frequency Percent Valid Percent Cumulative Percent Valid Male Female Age Valid < Cumulative Frequency Percent Valid Percent Percent Education Valid Primary School High School Senior High School Diploma Bachelor Degree Master Degree Cumulative Frequency Percent Valid Percent Percent

7 Valid Student Professional/E ntreupreneur Housewife Employee Occupation Cumulative Frequency Percent Valid Percent Percent Income Valid < > Cumulative Frequency Percent Valid Percent Percent Family Size Valid Crosstabs o Child at Home Children <12yo at Home Children 12-18yo at Home Children >18yo at Home Cumulative Frequency Percent Valid Percent Percent Case Processing Summary Age * Gender Cases Valid Missing Percent Percent Percent % 0.0% % 72

8 Age * Gender Crosstabulation Gender Male Female Age < 20 Count % within Age 25.0% 75.0% 100.0% % within Gender 8.0% 24.0% 16.0% % of 4.0% 12.0% 16.0% Count % within Age 52.6% 47.4% 100.0% % within Gender 60.0% 54.0% 57.0% % of 30.0% 27.0% 57.0% Count % within Age 57.1% 42.9% 100.0% % within Gender 24.0% 18.0% 21.0% % of 12.0% 9.0% 21.0% Count % within Age 66.7% 33.3% 100.0% % within Gender 8.0% 4.0% 6.0% % of 4.0% 2.0% 6.0% Count % within Age 50.0% 50.0% 100.0% % within Gender 100.0% 100.0% 100.0% % of 50.0% 50.0% 100.0% Crosstabs Case Processing Summary Age * Filter Question Cases Valid Missing Percent Percent Percent % 0.0% % 73

9 Age * Filter Question Crosstabulation Age < Crosstabs Count % within Age % within Filter Question % of Count % within Age % within Filter Question % of Count % within Age % within Filter Question % of Count % within Age % within Filter Question % of Count % within Age % within Filter Question % of Filter Question < 1 hour 1-3 hours 4-6 hours > 6 hours % 37.5% 18.8% 12.5% 100.0% 29.4% 12.0% 14.3% 16.7% 16.0% 5.0% 6.0% 3.0% 2.0% 16.0% % 56.1% 19.3% 8.8% 100.0% 52.9% 64.0% 52.4% 41.7% 57.0% 9.0% 32.0% 11.0% 5.0% 57.0% % 47.6% 19.0% 23.8% 100.0% 11.8% 20.0% 19.0% 41.7% 21.0% 2.0% 10.0% 4.0% 5.0% 21.0% % 33.3% 50.0% 100.0% 5.9% 4.0% 14.3% 6.0% 1.0% 2.0% 3.0% 6.0% % 50.0% 21.0% 12.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 17.0% 50.0% 21.0% 12.0% 100.0% Case Processing Summary Occupation * Filter Question Cases Valid Missing Percent Percent Percent % 0.0% % 74

10 Occupation * Filter Question Crosstabulation Occupation Student Professional/E ntreupreneur Housewife Employee Count % within Occupation % within Filter Question % of Count % within Occupation % within Filter Question % of Count % within Occupation % within Filter Question % of Count % within Occupation % within Filter Question % of Count % within Occupation % within Filter Question % of Results of Cronbach s Alpha Overall Attitude Filter Question < 1 hour 1-3 hours 4-6 hours > 6 hours % 56.5% 13.0% 4.3% 100.0% 35.3% 26.0% 14.3% 8.3% 23.0% 6.0% 13.0% 3.0% 1.0% 23.0% % 61.5% 15.4% 7.7% 100.0% 11.8% 16.0% 9.5% 8.3% 13.0% 2.0% 8.0% 2.0% 1.0% 13.0% % 36.0% 24.0% 32.0% 100.0% 11.8% 18.0% 28.6% 66.7% 25.0% 2.0% 9.0% 6.0% 8.0% 25.0% % 51.3% 25.6% 5.1% 100.0% 41.2% 40.0% 47.6% 16.7% 39.0% 7.0% 20.0% 10.0% 2.0% 39.0% % 50.0% 21.0% 12.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 17.0% 50.0% 21.0% 12.0% 100.0% Reliability Statistics Cronbach's Alpha of Items Promote Consumption Beliefs Reliability Statistics Cronbach's Alpha of Items

11 Overall Beliefs (Positive Economic Beliefs and Promotes consumption) Reliability Statistics Cronbach's Alpha of Items Behavioral Avoidance Reliability Statistics Cronbach's Alpha of Items Mechanical Avoidance Reliability Statistics Cronbach's Alpha of Items

12 Results of Correlations Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Overall Attitude Overall Attitude Overall Attitude Overall Attitude Correlations Correlations Correlations **. Correlation is significant at the 0.01 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). Correlations Overall Overall Overall Overall Attitude Attitude Attitude Attitude 1.435**.505**.735** ** 1.592**.812** **.592** 1.846** **.812**.846** Promotes Promotes Promotes Promotes Promotes Promotes Consumption Consumption Consumption Consumption Consumption Consumption 1.551**.389**.417**.385**.744** ** 1.449**.382**.506**.742** **.449** 1.409**.411**.708** **.382**.409** 1.477**.679** **.506**.411**.477** 1.711** **.742**.708**.679**.711**

13 Positive Economic Positive Economic Positive Economic Positive Economic Correlations Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Correlations *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Correlations Positive Positive Positive Positive Economic Economic Economic Economic 1.232* ** * 1.613**.826** ** 1.697** **.826**.697** Behavioral Behavioral Behavioral Behavioral Behavioral Avoidance Avoidance Avoidance Avoidance Avoidance 1.271**.329**.282**.610** ** 1.216*.251*.638** **.216* 1.365**.606** **.251*.365** 1.709** **.638**.606**.709**

14 Correlations Correlations Mechanical Avoidance Mechanical Avoidance Mechanical Avoidance Mechanical Mechanical Mechanical Avoidance Avoidance Avoidance 1.362**.578** ** 1.588** **.588** **. Correlation is significant at the 0.01 level (2-tailed). 79

15 SIMPLE LIEAR REGRESSIO RESULT H1 A T-TesT Group Statistics Gender Mean Std. Deviation Std. Error Mean Average Behavioral Avoidance Male Female Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig. (2- Mean Std. Error Difference F Sig. t df tailed) Difference Difference Lower Upper Average Behavioral Avoidance Equal variances assumed Equal variances not assumed H1B T-Test Group Statistics Gender Mean Std. Deviation Std. Error Mean Average Male

16 Mechanical Avoidance Female Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig. (2- Mean Std. Error Difference F Sig. t df tailed) Difference Difference Lower Upper Average Mechanical Avoidance Equal variances assumed Equal variances not assumed H2 Average Behavior Avoidance Descriptives 95% Confidence Interval for Mean Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum < AOVA Age -> Average Avoidance Behavior Sum of Squares df Mean Square F Sig. 81

17 Between Groups Within Groups H3 Average Avoidance Behavior Descriptives 95% Confidence Interval for Std. Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum Primary School High School Senior High School Diploma Bachelor Degree Master Degree Education -> Average Avoidance Behavior AOVA H4 Sum of Squares df Mean Square F Sig. Between Groups Within Groups Descriptives Average Avoidance Behavior Std. 95% Confidence Interval for Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum o Child at Home Children <12yo at Home Children 12-18yo at Home

18 Children >18yo at Home AOVA Family Size -> Average AvoidanceBehavior Sum of Squares df Mean Square F Sig. Between Groups Within Groups H5 Average Avoidance Behavior Descriptives Std. 95% Confidence Interval for Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum < > AOVA Income -> Average Avoidance Behavior Sum of Squares df Mean Square F Sig. Between Groups Within Groups H6 Variables Entered/Removed b 83

19 Variables Model Variables Entered Removed Method 1 Average Beliefs Towards Ad a. Enter a. All requested variables entered. b. Dependent Variable: Average Overall Attitude Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), Average Beliefs Towards Ad AOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression a Residual a. Predictors: (Constant), Average Beliefs Towards Ad b. Dependent Variable: Average Overall Attitude Coefficients a Unstandardized Coefficients Standardized Coefficients Model B Std. Error Beta t Sig. 1 (Constant) H7 Average Beliefs Towards Ad Regression 84

20 Variables Entered/Removed b Model Variables Entered Variables Removed Method 1 Average Overall Attitude a. Enter a. All requested variables entered. b. Dependent Variable: Average Avoidance Behavior Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), Average Overall Attitude AOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression a Residual a. Predictors: (Constant), Average Overall Attitude b. Dependent Variable: Average Avoidance Behavior Coefficients a Unstandardized Coefficients Standardized Coefficients Model B Std. Error Beta t Sig. 1 (Constant) Average Overall Attitude a. Dependent Variable: Average Avoidance Behavior 85

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