KEBIASAAN MENGKONSUMSI DALAM KAITANNYA DENGAN SIKAP TERHADAP IKLAN TELEVISI PRODUK CHIPS SNACK PADA ANAK SEKOLAH DASAR DI PRINGSEWU KABUPATEN TANGGAMUS PROPINSI LAMPUNG
Ida Nurhaida
Abstract
Banyak perilaku khas dalam selang usia anak sekolah dasar.
Diantaranya yang sering menarik perhatian para ahli psikologi, kesehatan, gizi
maupun komunikasi periklanan adalah dalam hal perilakunya untuk memenuhi
keinginannya. Pemahaman perilaku ini mendesak untuk diketahui sehubungan
dengan adanya kecederungan sifat konsumtif anak-anak di areal pedesaan
seperti di Kecamatan Pringsewu ini terhadap produk-produk industri utamanya
chips snack. Bagi khalayak pedesaan ataupun sub urban sifat konsumtif ini
menjadi masalah umum mengingat rata-rata tingkat pendapatan perkapitannya
yang relatif rendah. Untuk itu maka perlu dilakukan penelitian ini dengan tujuan
untuk mengetahui korelasi antara besarnya uang jajan (Y1) dan jumlah konsumsi
produk chips snack (Y2) terhadap: (1) kesukaan terhadap iklan televisi (X1), (2)
preferensi terhadap iklan produk ini (X2), (3) keinginan membeli produk ini (X3),
dan (4) sikap terhadap iklan produk ini secara agregat (X1 X2 X3). Penelitian ini
dilakukan di Ibu Kota Kecamatan Pringsewu Kabupaten Tanggamus pada bulan
Januari-Pebruiari 2002. Penarikan contoh dilakukan secara stratifikasi. Dipilih
secara sengaja 3 SD yang di pusat kota Kecamatan Pringsewu. Dari setiap SD
tersebut masing-masing dipilih kelas 4, 5, dan 6. Dari tiap kelas itu dipilih secara
acak 5 anak yang di rumahnya mempunyai TV untuk diwawancari dengan 20
pernyataan dengan 3 katagori pilihan: setuju, tidak setuju, dan tidak tahu.
Jawaban setuju diberi skor 1, tidak setuju –1, dan tidak tahu 0. Analisis korelasi
yang digunakan adalah korelasi kanonik (canonical correlation analyses) dengan
Progam SAS Versi 6.2. Simpulan yang diperoleh adalah bahwa: (1) kesukaan
terhadap siaran iklan (X1) tidak berhubungan secara nyata dengan besarnya uang
jajan (Y1) dan kebiasaan mengkonsumsi produk chips snack (Y2), dengan R-adj. =
0.240963 dan Pr>F =0.843600, (2) preferensi terhadap iklan produk chips snack
(X2) berhubungan secara nyata dengan besarnya uang jajan maupun (Y1) dan
kebiasaan mengkonsumsi produk chips snack (Y2), dengan R-adj. = 0.723501 dan
Pr>F =0.0065 atau <1%, (3) keinginan membeli produk chips snack (X3)
berhubungan secara sangat nyata dengan besarnya uang jajan maupun (Y1) dan
kebiasaan mengkonsumsi produk chips snack (Y2), dengan R-adj. = 0.582641dan
Pr>F = 0.061400 atau 6%, dan (4) sikap terhadap iklan televisi produk chips
snack (X1,X2,X3) secara agregat berhubungan sangat nyata dengan besarnya uang jajan maupun (Y1) dan kebiasaan mengkonsumsi produk chips snack (Y2),
dengan R-adj. =0.955529 dan Pr>F = 0.0000 (<1%).
Kata kunci: konsumsi chips snack, dan sikap terhadap iklan TV.
DOI:
https://doi.org/10.24198/sosiohumaniora.v7i1.5332
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