Is Global Positioning Better for Pharmaceutical Advertising? An Experimental Study on Its Impact on Brand Equity

Putra, Yudho Novandhika (2025) Is Global Positioning Better for Pharmaceutical Advertising? An Experimental Study on Its Impact on Brand Equity. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di tengah persaingan global yang ketat, perusahaan farmasi mencari strategi periklanan yang efektif untuk membangun consumer-based brand equity (CBBE) yang kuat. Studi ini meneliti apakah global consumer culture positioning (GCCP) dapat diterapkan secara efektif dalam iklan langsung ke konsumen (direct-to-consumer advertising/DTCA). Dengan menggunakan desain faktorial antar-subjek 2 (penempatan budaya konsumen [CCP]: GCCP vs. local consumer culture positioning [LCCP]) × 2 (rekomendasi dokter: dengan vs. tanpa), studi ini menilai pengaruhnya terhadap sikap terhadap iklan (Aad), skeptisisme, dan CBBE. Analisis mediasi juga dilakukan terhadap Aad dan skeptisisme. Hasil penelitian menunjukkan bahwa meskipun Aad dan skeptisisme memediasi pengaruh CCP dan rekomendasi dokter terhadap CBBE, CCP tetap menjadi faktor utama yang secara signifikan memengaruhi Aad, skeptisisme, dan CBBE. Secara khusus, GCCP terbukti menghasilkan Aad yang lebih tinggi, skeptisisme yang lebih rendah, dan CBBE yang lebih kuat. Temuan ini memberikan kontribusi teoritis terhadap bidang periklanan farmasi global dan menawarkan panduan praktis untuk strategi periklanan yang hemat biaya dan selaras secara budaya.
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Amid intense global competition, pharmaceutical firms seek effective advertising strategies to build strong consumer-based brand equity (CBBE). This study examines whether global consumer culture positioning (GCCP) can be effectively applied in direct- to-consumer advertising (DTCA). Using a 2 (consumer cultural positioning [CCP]: GCCP vs. local consumer culture positioning [LCCP]) × 2 (doctor recommendation: with vs. without) between-subject factorial design, this study assesses their effects on attitude toward the advertisement (Aad), skepticism, and CBBE. Mediation analyses were also conducted for Aad and skepticism. The results show that although Aad and skepticism mediate the effects of CCP and doctor recommendation on CBBE, CCP remains the primary factor significantly influencing Aad, skepticism, and CBBE. Specifically, GCCP was found to generate higher Aad, lower skepticism, and stronger CBBE. These findings contribute theoretically to the field of global pharmaceutical advertising and offer practical guidance for cost-efficient, culturally resonant advertising strategies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Global Consumer Culture Positioning, Consumer-Based Brand Equity, Direct-to-Consumer Advertising, Pharmaceutical Advertising, Doctor Recommendation, Attitude Toward the Advertisement, Skepticism
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User:	Yudho Novandhika Putra
Date Deposited:	29 Jul 2025 03:05
Last Modified:	29 Jul 2025 03:05
URI:	http://repository.its.ac.id/id/eprint/122404

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