Pengaruh Fear Appeal, Source Type, dan Claim Type Terhadap Efektivitas Iklan Pada Eco-Product

Noorsahadita, Radina (2026) Pengaruh Fear Appeal, Source Type, dan Claim Type Terhadap Efektivitas Iklan Pada Eco-Product. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Peningkatan penggunaan plastik sekali pakai telah memperparah permasalahan lingkungan dan menuntut perubahan perilaku konsumsi masyarakat. Iklan produk ramah lingkungan menjadi salah satu sarana strategis untuk mendorong perubahan tersebut, namun efektivitasnya sangat dipengaruhi oleh desain pesan dan sumber komunikasi. Penelitian ini bertujuan untuk menganalisis pengaruh fear appeal, source type, dan claim type terhadap efektivitas iklan produk ramah lingkungan yang diukur melalui attitude toward the advertising dan purchase intention. Penelitian ini menggunakan teori Elaboration Likelihood Model. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksperimen faktorial 2×2×2. Data dikumpulkan dari responden Generasi Z yang pernah membeli tumbler dalam dua tahun terakhir. Analisis dilakukan menggunakan Analysis of Variance (ANOVA) dan PLS-SEM. Hasil penelitian menunjukkan bahwa fear appeal, source type, dan claim type berpengaruh terhadap attitude toward the advertising, serta attitude toward the advertising berpengaruh positif terhadap purchase intention. Temuan utama menunjukkan bahwa klaim asosiatif memiliki pengaruh paling kuat dalam membentuk sikap terhadap iklan, sementara penggunaan iklan dengan fear appeal menghasilkan attitude toward the advertising yang lebih tinggi dibandingkan non-fear appeal, serta iklan dengan celebrity source menunjukkan sikap yang lebih positif dibandingkan government source. Penelitian ini memberikan kontribusi teoretis dalam pengembangan kajian iklan ramah lingkungan serta implikasi praktis bagi perancang komunikasi pemasaran dan pembuat kebijakan dalam mendorong konsumsi berkelanjutan.
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The increasing use of single use plastic has intensified environmental problems and highlighted the need for changes in consumer consumption behavior. Green product advertising is considered a strategic tool to encourage such changes; however, its effectiveness is highly influenced by message design and the characteristics of the communication source. This study aims to examine the effects of fear appeal, source type, and claim type on green advertising effectiveness, as measured by attitude toward the advertising and purchase intention. This study adopts the Elaboration Likelihood Model as its theoretical framework. A quantitative approach with a 2×2×2 factorial experimental design was employed. Data were collected from Generation Z respondents who had purchased a tumbler within the past two years. Data analysis was conducted using Analysis of Variance (ANOVA) and Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that fear appeal, source type, and claim type influence attitude toward the advertising, and that attitude toward the advertising has a positive effect on purchase intention. The main findings reveal that associative claims have the strongest influence on shaping attitudes toward advertising, while advertisements employing fear appeal generate higher attitude toward the advertising than non-fear messages, and advertisements featuring celebrity sources result in more positive attitudes than those using government sources. This study provides theoretical contributions to green advertising research and practical implications for marketing communication designers and policymakers in promoting sustainable consumption.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Fear Appeal, Source Type, Claim Type, Advertising Effectiveness, Eco-Product Fear Appeal, Source Type, Claim Type, Advertising Effectiveness, Eco-Product
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Radina Noorsahadita
Date Deposited:	28 Jan 2026 02:51
Last Modified:	28 Jan 2026 02:51
URI:	http://repository.its.ac.id/id/eprint/130776

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