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
Untuk pertanyaan dibawah ini berilah tanda ( v ) hanya pada 1 jawaban. 1. Jenis kelamin Pria Wanita 2. Usia 20 20-29 30-39 40-49 50 3. 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 < 700.000 700.001 1.000.000 1.000.001 1.500.000 1.500.001 2.000.000 2.000.0001 3.000.000 > 3.000.001 6. Anggota keluarga di dalam rumah Tidak ada anak di rumah Anak < 12 tahun tinggal di rumah Anak 12-18 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
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 1 2 3 4 5 6 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
PE-3 Iklan menghasilkan produk yang lebih baik untuk masyarakat. o. Pertanyaan Tidak Pernah Jarang Kadang- Kadang Sering Sangat Sering Selalu 1 2 3 4 5 6 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
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 : 021 8457093 Mobile umber : 0818 199897 Email Address : merry.inggriany@gmail.com Academic Background 2007 2011 2002 2007 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 2008-2009 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
APPEDICES Results of Demographic Data Frequencies Statistics Gender Age Education Occupation Income Family Size Valid 100 100 100 100 100 100 Missing 0 0 0 0 0 0 Frequency Table Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 50 50.0 50.0 50.0 Female 50 50.0 50.0 100.0 100 100.0 100.0 Age Valid < 20 20-29 30-39 40-49 Cumulative Frequency Percent Valid Percent Percent 16 16.0 16.0 16.0 57 57.0 57.0 73.0 21 21.0 21.0 94.0 6 6.0 6.0 100.0 100 100.0 100.0 Education Valid Primary School High School Senior High School Diploma Bachelor Degree Master Degree Cumulative Frequency Percent Valid Percent Percent 5 5.0 5.0 5.0 23 23.0 23.0 28.0 35 35.0 35.0 63.0 13 13.0 13.0 76.0 21 21.0 21.0 97.0 3 3.0 3.0 100.0 100 100.0 100.0 71
Valid Student Professional/E ntreupreneur Housewife Employee Occupation Cumulative Frequency Percent Valid Percent Percent 23 23.0 23.0 23.0 13 13.0 13.0 36.0 25 25.0 25.0 61.0 39 39.0 39.0 100.0 100 100.0 100.0 Income Valid < 700.000 700.000-1.000.000 1.000.001-1.500.000 1.500.001-2.000.000 2.000.001-3.000.000 > 3.000.000 Cumulative Frequency Percent Valid Percent Percent 16 16.0 16.0 16.0 26 26.0 26.0 42.0 18 18.0 18.0 60.0 14 14.0 14.0 74.0 14 14.0 14.0 88.0 12 12.0 12.0 100.0 100 100.0 100.0 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 38 38.0 38.0 38.0 39 39.0 39.0 77.0 13 13.0 13.0 90.0 10 10.0 10.0 100.0 100 100.0 100.0 Case Processing Summary Age * Gender Cases Valid Missing Percent Percent Percent 100 100.0% 0.0% 100 100.0% 72
Age * Gender Crosstabulation Gender Male Female Age < 20 Count 4 12 16 % within Age 25.0% 75.0% 100.0% % within Gender 8.0% 24.0% 16.0% % of 4.0% 12.0% 16.0% 20-29 Count 30 27 57 % within Age 52.6% 47.4% 100.0% % within Gender 60.0% 54.0% 57.0% % of 30.0% 27.0% 57.0% 30-39 Count 12 9 21 % within Age 57.1% 42.9% 100.0% % within Gender 24.0% 18.0% 21.0% % of 12.0% 9.0% 21.0% 40-49 Count 4 2 6 % within Age 66.7% 33.3% 100.0% % within Gender 8.0% 4.0% 6.0% % of 4.0% 2.0% 6.0% Count 50 50 100 % 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 100 100.0% 0.0% 100 100.0% 73
Age * Filter Question Crosstabulation Age < 20 20-29 30-39 40-49 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 5 6 3 2 16 31.3% 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% 9 32 11 5 57 15.8% 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% 2 10 4 5 21 9.5% 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% 1 2 3 6 16.7% 33.3% 50.0% 100.0% 5.9% 4.0% 14.3% 6.0% 1.0% 2.0% 3.0% 6.0% 17 50 21 12 100 17.0% 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 100 100.0% 0.0% 100 100.0% 74
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 6 13 3 1 23 26.1% 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% 2 8 2 1 13 15.4% 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% 2 9 6 8 25 8.0% 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% 7 20 10 2 39 17.9% 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% 17 50 21 12 100 17.0% 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.7582 3 Promote Consumption Beliefs Reliability Statistics Cronbach's Alpha of Items.7942 5 75
Overall Beliefs (Positive Economic Beliefs and Promotes consumption) Reliability Statistics Cronbach's Alpha of Items.7120 8 Behavioral Avoidance Reliability Statistics Cronbach's Alpha of Items.6056 4 Mechanical Avoidance Reliability Statistics Cronbach's Alpha of Items.5191 2 76
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**..000.000.000 100 100 100 100.435** 1.592**.812**.000..000.000 100 100 100 100.505**.592** 1.846**.000.000..000 100 100 100 100.735**.812**.846** 1.000.000.000. 100 100 100 100 Promotes Promotes Promotes Promotes Promotes Promotes Consumption Consumption Consumption Consumption Consumption Consumption 1.551**.389**.417**.385**.744**..000.000.000.000.000 100 100 100 100 100 100.551** 1.449**.382**.506**.742**.000..000.000.000.000 100 100 100 100 100 100.389**.449** 1.409**.411**.708**.000.000..000.000.000 100 100 100 100 100 100.417**.382**.409** 1.477**.679**.000.000.000..000.000 100 100 100 100 100 100.385**.506**.411**.477** 1.711**.000.000.000.000..000 100 100 100 100 100 100.744**.742**.708**.679**.711** 1.000.000.000.000.000. 100 100 100 100 100 100 77
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* -.026.558**..020.795.000 100 100 100 100.232* 1.613**.826**.020..000.000 100 100 100 100 -.026.613** 1.697**.795.000..000 100 100 100 100.558**.826**.697** 1.000.000.000. 100 100 100 100 Behavioral Behavioral Behavioral Behavioral Behavioral Avoidance Avoidance Avoidance Avoidance Avoidance 1.271**.329**.282**.610**..006.001.004.000 100 100 100 100 100.271** 1.216*.251*.638**.006..031.012.000 100 100 100 100 100.329**.216* 1.365**.606**.001.031..000.000 100 100 100 100 100.282**.251*.365** 1.709**.004.012.000..000 100 100 100 100 100.610**.638**.606**.709** 1.000.000.000.000. 100 100 100 100 100 78
Correlations Correlations Mechanical Avoidance Mechanical Avoidance Mechanical Avoidance Mechanical Mechanical Mechanical Avoidance Avoidance Avoidance 1.362**.578**..000.000 100 100 100.362** 1.588**.000..000 100 100 100.578**.588** 1.000.000. 100 100 100 **. Correlation is significant at the 0.01 level (2-tailed). 79
SIMPLE LIEAR REGRESSIO RESULT H1 A T-TesT Group Statistics Gender Mean Std. Deviation Std. Error Mean Average Behavioral Avoidance Male 50 3.1800.89648.12678 Female 50 3.3600.80204.11343 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.000.987-1.058 98.293 -.18000.17011 -.51759.15759-1.058 96.810.293 -.18000.17011 -.51764.15764 H1B T-Test Group Statistics Gender Mean Std. Deviation Std. Error Mean Average Male 50 2.7200.70102.09914 80
Mechanical Avoidance Female 50 2.8800.74615.10552 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.246.621-1.105 98.272 -.16000.14479 -.44733.12733-1.105 97.621.272 -.16000.14479 -.44734.12734 H2 Average Behavior Avoidance Descriptives 95% Confidence Interval for Mean Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum < 20 16 2.6875.70415.17604 2.3123 3.0627 2.00 4.00 20-29 57 2.7544.73874.09785 2.5584 2.9504 1.00 4.00 30-39 21 2.4286.67612.14754 2.1208 2.7363 2.00 4.00 40-49 6 2.8333.40825.16667 2.4049 3.2618 2.00 3.00 100 2.6800.70896.07090 2.5393 2.8207 1.00 4.00 AOVA Age -> Average Avoidance Behavior Sum of Squares df Mean Square F Sig. 81
Between Groups 1.785 3.595 1.191.318 Within Groups 47.975 96.500 49.760 99 H3 Average Avoidance Behavior Descriptives 95% Confidence Interval for Std. Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum Primary School 5 2.2000.44721.20000 1.6447 2.7553 2.00 3.00 High School 23 2.4348.58977.12298 2.1797 2.6898 2.00 4.00 Senior High School 35 2.5143.70174.11862 2.2732 2.7553 1.00 4.00 Diploma 13 3.1538.68874.19102 2.7376 3.5700 2.00 4.00 Bachelor Degree 21 3.0000.70711.15430 2.6781 3.3219 2.00 4.00 Master Degree 3 3.0000.00000.00000 3.0000 3.0000 3.00 3.00 100 2.6800.70896.07090 2.5393 2.8207 1.00 4.00 Education -> Average Avoidance Behavior AOVA H4 Sum of Squares df Mean Square F Sig. Between Groups 8.873 5 1.775 4.080.002 Within Groups 40.887 94.435 49.760 99 Descriptives Average Avoidance Behavior Std. 95% Confidence Interval for Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum o Child at Home 38 2.7105.80229.13015 2.4468 2.9742 1.00 4.00 Children <12yo at Home 39 2.5385.60027.09612 2.3439 2.7330 2.00 4.00 Children 12-18yo at Home 13 3.0000.70711.19612 2.5727 3.4273 2.00 4.00 82
Children >18yo at Home 10 2.7000.67495.21344 2.2172 3.1828 2.00 4.00 100 2.6800.70896.07090 2.5393 2.8207 1.00 4.00 AOVA Family Size -> Average AvoidanceBehavior Sum of Squares df Mean Square F Sig. Between Groups 2.152 3.717 1.446.234 Within Groups 47.608 96.496 49.760 99 H5 Average Avoidance Behavior Descriptives Std. 95% Confidence Interval for Mean Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum < 700.000 16 2.4375.81394.20349 2.0038 2.8712 1.00 4.00 700.000-1.000.000 26 2.5000.58310.11435 2.2645 2.7355 2.00 4.00 1.000.001-1.500.000 18 2.3889.50163.11824 2.1394 2.6383 2.00 3.00 1.500.001-2.000.000 14 2.9286.73005.19511 2.5071 3.3501 2.00 4.00 2.000.001-3.000.000 14 3.0714.61573.16456 2.7159 3.4269 2.00 4.00 > 3.000.000 12 3.0833.79296.22891 2.5795 3.5872 2.00 4.00 100 2.6800.70896.07090 2.5393 2.8207 1.00 4.00 AOVA Income -> Average Avoidance Behavior Sum of Squares df Mean Square F Sig. Between Groups 8.271 5 1.654 3.748.004 Within Groups 41.489 94.441 49.760 99 H6 Variables Entered/Removed b 83
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 1.050 a.002 -.008.98299 a. Predictors: (Constant), Average Beliefs Towards Ad AOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression.231 1.231.239.626 a Residual 93.729 97.966 93.960 98 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) 3.806.450 8.462.000 H7 Average Beliefs Towards Ad.060.123.050.489.626 Regression 84
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 1.181 a.033.023.70083 a. Predictors: (Constant), Average Overall Attitude AOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression 1.626 1 1.626 3.310.072 a Residual 48.134 98.491 49.760 99 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) 3.209.299 10.733.000 Average Overall Attitude -.132.072 -.181-1.819.072 a. Dependent Variable: Average Avoidance Behavior 85
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