标题：Abstrak Penelitian ini bertujuan untuk menganalisis perbedaan antara persepsi, preferensi, dan niat beli berdasarkan perlakuan dan jenis kelamin; pengaruh persepsi, preferensi, dan pengalaman konsumsi terhadap niat beli anak; serta pengaruh perlakuan dan jenis kelamin terhadap persepsi, preferensi, dan niat beli anak pada produk makanan ringan. Penelitian ini menggunakan disain percobaan faktorial dengan dua peubah yaitu perlakuan (perlakuan 1 (P1): paparan iklan diikuti uji konsumen, perlakuan 2 (P2): uji konsumen diikuti paparan iklan) dan jenis kelamin (laki-laki dan perempuan). Penelitian ini melibatkan 60 anak usia sekolah yang dipilih secara acak. Uji beda t-test menunjukkan bahwa persepsi anak berbeda signifikan berdasarkan jenis kelamin pada perlakuan 1 dan antarperlakuan. Analisis regresi linear berganda menunjukkan bahwa persepsi, preferensi, dan pengalaman konsumsi berpengaruh signifikan terhadap niat beli anak. Analisis Two-Way ANOVA juga menunjukkan bahwa persepsi dipengaruhi signifikan oleh jenis kelamin dan interaksi antara jenis kelamin dan perlakuan. Kata kunci: niat beli, paparan iklan, persepsi, preferensi, uji konsumen Perception and Preference of Advertising Influence Purchase Intentions of Children at Snack Products Abstract This research was to analyze the differences between perception, preference, and purchase intentions based on treatment and gender; influence of perception, preference, and consumption experience toward purchase intentions of children; influence of gender and treatment toward perception, preference, and purchasing intentions of children at snack products. This study use a factorial experiment design with two variables that is treatment (treatment 1 (T1): advertising exposure followed by consumer test, treatment 2 (T2): consumer test followed by advertising exposure) and gender (male and female). This research involved 60 school-aged children that was choosed by random sampling. The Independent sample t-test showed that child’s perception had significant difference significant between gender in treatment 1 and between treatment. Multiple linear regression analysis showed that perception, preference, and consumption experience influence significantly on purchasing intention of children. Two-Way ANOVA analysis also showed that perception was influenced by gender and interaction between gender and treatment. Keywords: advertising exposure, consumer test, perception, preference, purchasing intentions
摘要：Abstrak Penelitian ini bertujuan untuk menganalisis perbedaan antara persepsi, preferensi, dan niat beli berdasarkan perlakuan dan jenis kelamin; pengaruh persepsi, preferensi, dan pengalaman konsumsi terhadap niat beli anak; serta pengaruh perlakuan dan jenis kelamin terhadap persepsi, preferensi, dan niat beli anak pada produk makanan ringan. Penelitian ini menggunakan disain percobaan faktorial dengan dua peubah yaitu perlakuan (perlakuan 1 (P1): paparan iklan diikuti uji konsumen, perlakuan 2 (P2): uji konsumen diikuti paparan iklan) dan jenis kelamin (laki-laki dan perempuan). Penelitian ini melibatkan 60 anak usia sekolah yang dipilih secara acak. Uji beda t-test menunjukkan bahwa persepsi anak berbeda signifikan berdasarkan jenis kelamin pada perlakuan 1 dan antarperlakuan. Analisis regresi linear berganda menunjukkan bahwa persepsi, preferensi, dan pengalaman konsumsi berpengaruh signifikan terhadap niat beli anak. Analisis Two-Way ANOVA juga menunjukkan bahwa persepsi dipengaruhi signifikan oleh jenis kelamin dan interaksi antara jenis kelamin dan perlakuan. Kata kunci: niat beli, paparan iklan, persepsi, preferensi, uji konsumen Perception and Preference of Advertising Influence Purchase Intentions of Children at Snack Products Abstract This research was to analyze the differences between perception, preference, and purchase intentions based on treatment and gender; influence of perception, preference, and consumption experience toward purchase intentions of children; influence of gender and treatment toward perception, preference, and purchasing intentions of children at snack products. This study use a factorial experiment design with two variables that is treatment (treatment 1 (T1): advertising exposure followed by consumer test, treatment 2 (T2): consumer test followed by advertising exposure) and gender (male and female). This research involved 60 school-aged children that was choosed by random sampling. The Independent sample t-test showed that child’s perception had significant difference significant between gender in treatment 1 and between treatment. Multiple linear regression analysis showed that perception, preference, and consumption experience influence significantly on purchasing intention of children. Two-Way ANOVA analysis also showed that perception was influenced by gender and interaction between gender and treatment. Keywords: advertising exposure, consumer test, perception, preference, purchasing intentions
