RATIONAL APPEAL VS EMOTIONAL APPEAL IN FORMING CONSUMER’S INTEREST THROUGH ADVERTISEMENT

The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.

KUASA PENGETAHUAN PEREMPUAN DALAM PROSES PEMBENTUKAN KARAKTER ANAK: Kajian Dosen Dan Karyawan Perempuan Fakultas Ilmu Sosial Dan Humaniora, Uin Sunan Kalijaga

ABSTRACT: Women have important role in process build the child’s character in the family based on their domestic role. The important things in this process are the power knowledge of women about child’s character education. This study seeks the connection of women, family, career and the process to build child’s character of career women. It concludes that women have dominant participant in this process although they are working. Because of their participant as basic morality of children, the role of mother is more important than institutions (school and society). So, the power of knowledged woman is active and reactive discourses in this process. They get their knowledge from the academy, the experience of themselves or their mothers, the parenting education, daily life knowledge about child’s education, CD, newspaper or internet information, and commercial break.