Pengaruh Gender dan Usia Pada Memori terhadap Iklan Banner
Abstract
Bidang kajian ergonomi kognitif, khususnya terkait dengan interaksi-manusia komputer, menjadi semakin penting dan relevan dewasa ini. Dengan berkembangnya pertukaran informasi dan perdagangan elektronik melalui internet, semakin banyak informasi terkait produk dan jasa yang disampaikan melalui iklan banner di berbagai website. Salah satu ukuran performansi dari iklan banner adalah konsumen dapat mengingat informasi, khususnya merek, yang diiklankan. Untuk itu perlu diketahui bagaimana perbedaan karakteristik konsumen memengaruhi memori akan banner tersebut. Dalam penelitian ini karakteristik konsumen yang diteliti difokuskan pada gender dan usia. Untuk menjawab efek dari gender dan usia terhadap kemampuan melakukan recall dan recognition terhadap banner dan merek di dalam banner tersebut, digunakan data hasil survei di tujuh negara yang melibatkan 21 kampanye iklan banner dan 8736 responden. Hasil pengolahan data menggunakan multilevel structural equation model menunjukkan bahwa pria memiliki kemampuan recall dan recognition pada banner dan merek lebih baik dibandingkan perempuan. Selain itu, sejalan dengan meningkatnya usia terdapat penurunan yang signifikan pada memori. Di dalam makalah ini juga didiskusikan alternatif penjelasan atas temuan ini serta implikasinya bagi rancangan banner yang lebih efektif dalam meningkatkan memori konsumen.
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