Appendices. Questionnaire used in the study. Kepada Yth. Bapak/Ibu/Sdr./i. Di tempat

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Appendices

Questionnaire used in the study

Kepada Yth. Bapak/Ibu/Sdr./i Di tempat

Nama saya Merry Inggriany, mahasiswi Universitas BINUS International jurusan Marketing. Saat ini saya sedang dalam proses mengerjakan skripsi yang berjudul “Advertising Avoidance Behavior in Jakarta, Indonesia”. Oleh karena itu, saya hendak memohon kesediaan anda untuk meluangkan waktu sejenak mengisi angket ini. Informasi yang anda berikan akan sangat berharga bagi saya dalam mengerjakan riset ini.

Seluruh informasi yang diperoleh hanya akan dianalisa dan dipergunakan untuk keperluan akademis. Semua data bersifat konfidensial. Terima kasih sebelumnya atas waktu dan perhatian anda.

Salam hangat, Merry Inggriany

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67

Untuk pertanyaan dibawah ini berilah tanda ( v ) hanya pada 1 jawaban. 1. Jenis kelamin ☐ Pria ☐ Wanita 2. Usia ☐≤ 20 ☐ 20-29 ☐ 30-39 ☐ 40-49 ☐≥ 50 3. Pendidikan akhir ☐ SD ☐ SMP ☐ SMA ☐ D3

☐Sarjana S1 ☐ Sarjana S2 ☐ Sarjana S3 4. Pekerjaan

☐ Pelajar ☐ Professional/Wiraswasta ☐ Ibu Rumah Tangga ☐ Karyawan ☐ Lainnya (tolong sebutkan)__________________ 5. Rata-rata penghasilan per bulan

☐ < 700.000 ☐ 700.001 – 1.000.000 ☐ 1.000.001 – 1.500.000 ☐ 1.500.001 – 2.000.000 ☐ 2.000.0001– 3.000.000 ☐ > 3.000.001

6. Anggota keluarga di dalam rumah

☐ Tidak ada anak di rumah ☐ Anak < 12tahun tinggal di rumah ☐ Anak 12-18 tahun tinggal di rumah ☐ Anak > 18 tahun tinggal di rumah 7. Apakah anda mempunya televisi di rumah?

☐ Ya ☐ Tidak

8. Berapa lama anda menonton televisi dalam satu hari? ☐ < 1 Jam ☐1-3 Jam ☐ 4-6 Jam ☐ > 6 Jam

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68

Untuk pertanyaan dibawah ini berilah tanda ( v ) hanya pada 1 jawaban.

No. Pertanyaan Sangat Tidak Setuju Tidak Setuju Agak Tidak Setuju Agak

Setuju Setuju Sangat Setuju

1 2 3 4 5 6

O-1 Secara keseluruhan, saya menganggap _{iklan hal yang baik.}

O-2 Secara keseluruhan, saya menyukai iklan.

O-3 Secara keseluruhan, iklan bermanfaat bagi _saya.

PC-1 Iklan menjadikan kita masyarakat yang _{matrealistis.}

PC-2 Iklan membuat saya ingin membeli dan _{memiliki barang secara berlebihan.}

PC-3 Iklan membuat orang hidup dalam dunia _fantasi.

PC-4 Iklan membuat orang membeli produk _{yang tidak terjangkau hanya untuk pamer.}

PC-5 Iklan membuat orang membeli banyak _{barang yang tidak terlalu dibutuhkan.}

PE-1

Iklan memberitahu saya, apa yang dibeli dan digunakan oleh orang yang

mempunyai gaya hidup mirip dengan

saya.

PE-2 Iklan membantu meningkatkan standar hidup.

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69 PE-3 Iklan menghasilkan produk yang lebih _{baik untuk masyarakat.}

No. Pertanyaan Tidak Pernah Jarang Kadang-Kadang Sering Sangat Sering Selalu 1 2 3 4 5 6

BA-1 Selama jeda iklan, saya keluar ruangan.

BA-2 Selama jeda iklan, saya membaca buku, _{majalah, koran, dll.}

BA-3 Selama jeda iklan, saya berbicara dengan orang di dalam ruangan.

BA-4 Selama jeda iklan, saya menggunakan handphone saya.

MA-1 Selama jeda iklan, saya beralih ke saluran _lain.

MA-2 Selama jeda iklan, saya mematikan televisi.

MA-3 Selama jeda iklan, saya mengecilkan suara televisi.

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70

CURRICULUM VITAE

Merry Inggriany

Personal Information Address : Jl. Alternatif

Cibubur, Raffles Hills, Blok i3 no.9

Date of Birth : 25 July 1991 Nationality : Indonesian Telephone Number : 021 8457093 Mobile Number : 0818 199897 Email Address : merry.inggriany@gmail.com

Academic Background

2007 – 2011 Bina Nusantara University International

Major: Marketing, Product and Brand Commercialization Current GPA: 3.59 / 4.00

2002 – 2007 Bina Bangsa School

Organizational Experiences

• Vice Project Leader, International Photo Competition 2010 • Vice Project Leader, English Competition 2009

• Vice President of BiNus English Society 2008-2009

Working Experiences

• Binus International Student Advisor 2010 • PT. Bakrie Telecom Internship in 2010

Skills & Capabilities

• English (fluent), Japanese (moderate), Chinese (basic) • Indonesian Native Speaker

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71 APPENDICES

Results of Demographic Data

Frequencies

Frequency Table

Gender

Frequency Percent Valid Percent

Cumulative Percent Valid Male 50 50.0 50.0 50.0 Female 50 50.0 50.0 100.0 Total 100 100.0 100.0 Statistics 100 100 100 100 100 100 0 0 0 0 0 0 Valid Missing N

Gender Age Education Occupation Income Family Size

Age 16 16.0 16.0 16.0 57 57.0 57.0 73.0 21 21.0 21.0 94.0 6 6.0 6.0 100.0 100 100.0 100.0 < 20 20 - 29 30 - 39 40 - 49 Total Valid

Cumulative Percent Education 5 5.0 5.0 5.0 23 23.0 23.0 28.0 35 35.0 35.0 63.0 13 13.0 13.0 76.0 21 21.0 21.0 97.0 3 3.0 3.0 100.0 100 100.0 100.0 Primary School High School Senior High School Diploma

Bachelor Degree Master Degree Total

Valid

Cumulative Percent

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72

Crosstabs

Occupation 23 23.0 23.0 23.0 13 13.0 13.0 36.0 25 25.0 25.0 61.0 39 39.0 39.0 100.0 100 100.0 100.0 Student Professional/E ntreupreneur Housewife Employee Total Valid

Cumulative Percent Income 16 16.0 16.0 16.0 26 26.0 26.0 42.0 18 18.0 18.0 60.0 14 14.0 14.0 74.0 14 14.0 14.0 88.0 12 12.0 12.0 100.0 100 100.0 100.0 < 700.000 700.000 - 1.000.000 1.000.001 - 1.500.000 1.500.001 - 2.000.000 2.000.001 - 3.000.000 > 3.000.000 Total Valid

Cumulative Percent Family Size 38 38.0 38.0 38.0 39 39.0 39.0 77.0 13 13.0 13.0 90.0 10 10.0 10.0 100.0 100 100.0 100.0 No Child at Home Children <12yo at Home Children 12-18yo at Home

Children >18yo at Home Total

Valid

Cumulative Percent

Case Processing Summary

100 100.0% 0 .0% 100 100.0%

Age * Gender

N Percent N Percent N Percent

Valid Missing Total

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73

Age * Gender Crosstabulation

Gender Total Male Female Age < 20 Count 4 12 16 % within Age 25.0% 75.0% 100.0% % within Gender 8.0% 24.0% 16.0% % of Total 4.0% 12.0% 16.0% 20 - 29 Count 30 27 57 % within Age 52.6% 47.4% 100.0% % within Gender 60.0% 54.0% 57.0% % of Total 30.0% 27.0% 57.0% 30 - 39 Count 12 9 21 % within Age 57.1% 42.9% 100.0% % within Gender 24.0% 18.0% 21.0% % of Total 12.0% 9.0% 21.0% 40 - 49 Count 4 2 6 % within Age 66.7% 33.3% 100.0% % within Gender 8.0% 4.0% 6.0% % of Total 4.0% 2.0% 6.0% Total Count 50 50 100 % within Age 50.0% 50.0% 100.0% % within Gender 100.0% 100.0% 100.0% % of Total 50.0% 50.0% 100.0%

Crosstabs

100 100.0% 0 .0% 100 100.0%

Age * Filter Question

Valid Missing Total

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74

Crosstabs

Age * Filter Question Crosstabulation

5 6 3 2 16 31.3% 37.5% 18.8% 12.5% 100.0% 29.4% 12.0% 14.3% 16.7% 16.0% 5.0% 6.0% 3.0% 2.0% 16.0% 9 32 11 5 57 15.8% 56.1% 19.3% 8.8% 100.0% 52.9% 64.0% 52.4% 41.7% 57.0% 9.0% 32.0% 11.0% 5.0% 57.0% 2 10 4 5 21 9.5% 47.6% 19.0% 23.8% 100.0% 11.8% 20.0% 19.0% 41.7% 21.0% 2.0% 10.0% 4.0% 5.0% 21.0% 1 2 3 6 16.7% 33.3% 50.0% 100.0% 5.9% 4.0% 14.3% 6.0% 1.0% 2.0% 3.0% 6.0% 17 50 21 12 100 17.0% 50.0% 21.0% 12.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 17.0% 50.0% 21.0% 12.0% 100.0% Count % within Age

% within Filter Question % of Total

Count % within Age

% within Filter Question % of Total < 20 20 - 29 30 - 39 40 - 49 Age Total

< 1 hour 1 - 3 hours 4 - 6 hours > 6 hours Filter Question

Total

100 100.0% 0 .0% 100 100.0%

Occupation * Filter Question

Valid Missing Total

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75

Results of Cronbach’s Alpha

Overall Attitude

Promote Consumption Beliefs

Reliability Statistics

Cronbach's Alpha N of Items

.7942 5

Occupation * Filter Question Crosstabulation

6 13 3 1 23 26.1% 56.5% 13.0% 4.3% 100.0% 35.3% 26.0% 14.3% 8.3% 23.0% 6.0% 13.0% 3.0% 1.0% 23.0% 2 8 2 1 13 15.4% 61.5% 15.4% 7.7% 100.0% 11.8% 16.0% 9.5% 8.3% 13.0% 2.0% 8.0% 2.0% 1.0% 13.0% 2 9 6 8 25 8.0% 36.0% 24.0% 32.0% 100.0% 11.8% 18.0% 28.6% 66.7% 25.0% 2.0% 9.0% 6.0% 8.0% 25.0% 7 20 10 2 39 17.9% 51.3% 25.6% 5.1% 100.0% 41.2% 40.0% 47.6% 16.7% 39.0% 7.0% 20.0% 10.0% 2.0% 39.0% 17 50 21 12 100 17.0% 50.0% 21.0% 12.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 17.0% 50.0% 21.0% 12.0% 100.0% Count % within Occupation % within Filter Question % of Total

Count

% within Occupation % within Filter Question % of Total

Count

% within Occupation % within Filter Question % of Total Student Professional/E ntreupreneur Housewife Employee Occupation Total

< 1 hour 1 - 3 hours 4 - 6 hours > 6 hours Filter Question

Total

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76

Overall Beliefs (Positive Economic Beliefs and Promotes consumption)

.7120 8

Behavioral Avoidance

Mechanical Avoidance

.6056 4

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77

Results of Pearson Correlation

Correlations

Correlations 1 .435** .505** .735** . .000 .000 .000 100 100 100 100 .435** 1 .592** .812** .000 . .000 .000 100 100 100 100 .505** .592** 1 .846** .000 .000 . .000 100 100 100 100 .735** .812** .846** 1 .000 .000 .000 . 100 100 100 100 Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Overall Attitude Overall Attitude Overall Attitude

Total Overall Attitude

Overall Attitude Overall Attitude Overall Attitude Total Overall Attitude

Correlation is significant at the 0.01 level (2-tailed). **. Correlations 1 .551** .389** .417** .385** .744** . .000 .000 .000 .000 .000 100 100 100 100 100 100 .551** 1 .449** .382** .506** .742** .000 . .000 .000 .000 .000 100 100 100 100 100 100 .389** .449** 1 .409** .411** .708** .000 .000 . .000 .000 .000 100 100 100 100 100 100 .417** .382** .409** 1 .477** .679** .000 .000 .000 . .000 .000 100 100 100 100 100 100 .385** .506** .411** .477** 1 .711** .000 .000 .000 .000 . .000 100 100 100 100 100 100 .744** .742** .708** .679** .711** 1 .000 .000 .000 .000 .000 . 100 100 100 100 100 100 Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Total Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Promotes Consumption Total Promotes Consumption

Correlation is significant at the 0.01 level (2-tailed). **.

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Correlations

Correlations 1 .232* -.026 .558** . .020 .795 .000 100 100 100 100 .232* 1 .613** .826** .020 . .000 .000 100 100 100 100 -.026 .613** 1 .697** .795 .000 . .000 100 100 100 100 .558** .826** .697** 1 .000 .000 .000 . 100 100 100 100 Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Positive Economic Positive Economic Positive Economic

Total Positive Economic

Positive Economic Positive Economic Positive Economic Total Positive Economic

Correlation is significant at the 0.05 level (2-tailed). *.

Correlation is significant at the 0.01 level (2-tailed). **. Correlations 1 .271** .329** .282** .610** . .006 .001 .004 .000 100 100 100 100 100 .271** 1 .216* .251* .638** .006 . .031 .012 .000 100 100 100 100 100 .329** .216* 1 .365** .606** .001 .031 . .000 .000 100 100 100 100 100 .282** .251* .365** 1 .709** .004 .012 .000 . .000 100 100 100 100 100 .610** .638** .606** .709** 1 .000 .000 .000 .000 . 100 100 100 100 100 Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Total Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Behavioral Avoidance Total Behavioral Avoidance

Correlation is significant at the 0.05 level (2-tailed). *.

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Correlations

Correlations 1 .362** .578** . .000 .000 100 100 100 .362** 1 .588** .000 . .000 100 100 100 .578** .588** 1 .000 .000 . 100 100 100 Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Mechanical Avoidance Mechanical Avoidance Total Mechanical Avoidance Mechanical Avoidance Mechanical Avoidance Total Mechanical Avoidance

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80

SIMPLE LINEAR REGRESSION RESULT

H1 A

T-TesT

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean Average Behavioral Avoidance Male 50 3.1800 .89648 .12678

Female 50 3.3600 .80204 .11343

Independent Samples Test

Levene's Test for Equality of

Variances t-test for Equality of Means

F Sig. t df Sig. (2-tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper Average Behavioral Avoidance Equal variances assumed .000 .987 -1.058 98 .293 -.18000 .17011 -.51759 .15759 Equal variances not assumed -1.058 96.810 .293 -.18000 .17011 -.51764 .15764 H1B T-Test Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

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81 Mechanical

Avoidance

Female

50 2.8800 .74615 .10552

Independent Samples Test

Levene's Test for Equality of

Variances t-test for Equality of Means

F Sig. t df Sig. (2-tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper Average Mechanical Avoidance Equal variances assumed .246 .621 -1.105 98 .272 -.16000 .14479 -.44733 .12733 Equal variances not assumed -1.105 97.621 .272 -.16000 .14479 -.44734 .12734 H2 Descriptives Average Avoidance Behavior

N Mean Std. Deviation Std. Error

95% Confidence Interval for Mean

Minimum Maximum Lower Bound Upper Bound

< 20 16 2.6875 .70415 .17604 2.3123 3.0627 2.00 4.00 20 - 29 57 2.7544 .73874 .09785 2.5584 2.9504 1.00 4.00 30 - 39 21 2.4286 .67612 .14754 2.1208 2.7363 2.00 4.00 40 - 49 6 2.8333 .40825 .16667 2.4049 3.2618 2.00 3.00 Total 100 2.6800 .70896 .07090 2.5393 2.8207 1.00 4.00 ANOVA

Age -> Average Avoidance Behavior

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82 Between Groups 1.785 3 .595 1.191 .318 Within Groups 47.975 96 .500 Total 49.760 99 H3 Descriptives

Average Avoidance Behavior

N Mean

Std.

Deviation Std. Error

Primary School 5 2.2000 .44721 .20000 1.6447 2.7553 2.00 3.00 High School 23 2.4348 .58977 .12298 2.1797 2.6898 2.00 4.00 Senior High School 35 2.5143 .70174 .11862 2.2732 2.7553 1.00 4.00 Diploma 13 3.1538 .68874 .19102 2.7376 3.5700 2.00 4.00 Bachelor Degree 21 3.0000 .70711 .15430 2.6781 3.3219 2.00 4.00 Master Degree 3 3.0000 .00000 .00000 3.0000 3.0000 3.00 3.00 Total 100 2.6800 .70896 .07090 2.5393 2.8207 1.00 4.00 H4 Descriptives

N Mean

Std.

No Child at Home 38 2.7105 .80229 .13015 2.4468 2.9742 1.00 4.00 Children <12yo at Home 39 2.5385 .60027 .09612 2.3439 2.7330 2.00 4.00 Children 12-18yo at Home 13 3.0000 .70711 .19612 2.5727 3.4273 2.00 4.00

ANOVA

Education -> Average Avoidance Behavior

Sum of Squares df Mean Square F Sig.

Between Groups 8.873 5 1.775 4.080 .002

Within Groups 40.887 94 .435

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83

Children >18yo at Home 10 2.7000 .67495 .21344 2.2172 3.1828 2.00 4.00 Total 100 2.6800 .70896 .07090 2.5393 2.8207 1.00 4.00

ANOVA

Family Size -> Average AvoidanceBehavior

Between Groups 2.152 3 .717 1.446 .234

Total 49.760 99

H5

Descriptives

N Mean

Std.

< 700.000 16 2.4375 .81394 .20349 2.0038 2.8712 1.00 4.00 700.000 - 1.000.000 26 2.5000 .58310 .11435 2.2645 2.7355 2.00 4.00 1.000.001 - 1.500.000 18 2.3889 .50163 .11824 2.1394 2.6383 2.00 3.00 1.500.001 - 2.000.000 14 2.9286 .73005 .19511 2.5071 3.3501 2.00 4.00 2.000.001 - 3.000.000 14 3.0714 .61573 .16456 2.7159 3.4269 2.00 4.00 > 3.000.000 12 3.0833 .79296 .22891 2.5795 3.5872 2.00 4.00 Total 100 2.6800 .70896 .07090 2.5393 2.8207 1.00 4.00 ANOVA

Income -> Average Avoidance Behavior

Between Groups 8.271 5 1.654 3.748 .004

Total 49.760 99

H6

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84 Model Variables Entered

Variables

Removed Method 1 Average Beliefs

Towards Ada . Enter

a. All requested variables entered.

b. Dependent Variable: Average Overall Attitude

Model Summary

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .050a _.002 _-.008 _.98299

a. Predictors: (Constant), Average Beliefs Towards Ad

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression .231 1 .231 .239 .626a

Residual 93.729 97 .966

Total 93.960 98

a. Predictors: (Constant), Average Beliefs Towards Ad b. Dependent Variable: Average Overall Attitude

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 3.806 .450 8.462 .000

Average Beliefs Towards Ad .060 .123 .050 .489 .626

H7

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85

Variables Entered/Removedb

Model Variables Entered Variables Removed Method 1 Average Overall

Attitudea . Enter

a. All requested variables entered.

b. Dependent Variable: Average Avoidance Behavior

Model Summary

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .181a _.033 _.023 _.70083

a. Predictors: (Constant), Average Overall Attitude

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 1.626 1 1.626 3.310 .072a

Residual 48.134 98 .491

Total 49.760 99

a. Predictors: (Constant), Average Overall Attitude b. Dependent Variable: Average Avoidance Behavior

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 3.209 .299 10.733 .000

Average Overall Attitude -.132 .072 -.181 -1.819 .072 a. Dependent Variable: Average Avoidance Behavior

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