出版社：Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)
摘要：Some manufacturers have strengthened promotion by including the third party reviews on leaflet in the product packaging to gain a better market response. Third Party Organization (TPO) endorsers in rational appeal advertisement did not perform well compared to those in emotional appeal advertisement. This study analyzes the effect of emotional and rational appeal advertisements on perceived persuasion and presentation order identity of third party organization endorser and message content in advertising on perceived persuasion. Experimental laboratory with factorial design 2 advertisements type (rational vs. emotional) and presentation order of identification source and message (recency vs. primacy) were done on graduate students in Faculty of Animal Science, Gadjah Mada University, using random assignment to put subjects to reduce bias. It shows that rational and emotional appeals has no significant effect on perceived persuasion where the perceived persuasion average of rational advertisements effect was 5.6453 compared to 5.6247 on emotional advertisements effect. Furthermore, in rational appeal advertisement the recency presentation order affect higher perceived persuasion (p<0.01) that it was 6.0000 than primacy presentation order which was 5.2907. However, in emotional type public service, presentation order has no effect to the perceived persuasion which was 5.5275 in recency presentation order compare to 5.6822 in primacy presentation order.
其他摘要：Beberapa produsen memperkuat promosi dengan memasukkan ulasan pihak ketiga di leaflet dalam kemasan produk untuk mendapatkan respon pasar yang lebih baik. Third Party Organization (TPO) endorser dalam iklan daya tarik rasional tidak berkinerja baik diband
关键词：Public Service Advertisement;Presentation Order;Functional Food
