THE INFLUENCE OF OREO NEW ADVERTISING TOWARD CONSUMER BEHAVIOR IN JABABEKA EDUCATION PARK

Abstract

This research wassupported by thebehaviorof consumersresulting fromthe ads thatarearoundus. This study focused onOreoproductsinJababeka. As for the problem with this research is, “Are the Advertising (audience reach, audience engagement with content, audience attentiveness and responsiveness, friends and family environment) affect customer decision for Oreo new advertising in Jababeka. This research tried to determine the factors that impact consumerbehavior to the Oreo products, especially on how they eat Oreo at Jababeka. The purpose of this research to analyze the effect of Audience Reach (X1), Audience Engagement with Content (X2), Audience Attentiveness and Responsiveness (X3), and Friends and Family Environment (X4) to Consumer Behavior (Y).In this study, data were collected through questionnaires to 200 Oreo consumers using simple random sampling method to determine the response of respondents of each variable. Then analyze the data obtained in the form of quantitative analysis. Quantitative analysis include validity and reliability test, weighted mean, factor analysis, the classic assumption test and multiple regression analysis to test the hypothesis through T-test, F-test and coefficient of determination (R²). Data analysis techniques used were linear regression analysis that serves to prove the research hypothesis.Results of the analysis found that from the four factors,audience reach, audience engagement with content, audience attentiveness and responsiveness, friends and family environment, only Audience Reach have no positive and significant impact on consumer behavior. Hypothesis testing using T-test showed that independent variable (audience reach) no significantly affect consumer behavior as dependent variables. Then through the F test showed that the variable audience reach, audience engagement with content, audience attentiveness and responsiveness, friends and family environment together has a significant effect to the purchase decision. Figures adjusted R square of 0.697 indicates that 69.7 percent of the variations of purchase decision can be explained by four independent variables used in the regression equation while the rest of 30.3 percent is explained by another variable outside the four variables used within this research.