STUDI EKSPLORASI PERILAKU KONSUMSI ROKOK: PERSPEKTIF MOTIF, MEREK, IKLAN DAN HARGA-BIAYA ROKOK
Journal Title: Jurnal Economia - Year 2017, Vol 13, Issue 2
Abstract
Abstract: Exploratory Study of Cigarette Consumption Behavior: Perspective of Motive, Brand and Cigarette Advertisement. This study aims to explore the primary motives of cigarette consumption behavior, opinions related to the cigarette brand and advertisement as well as to identify the expense spent to consume cigarette. This study applied qualitative research. The sources of information were the students of Universitas Negeri Yogyakarta who were smokers. The technique of data analysis used in this study was qualitative descriptive. This study found that the reason underlined the respondents smoking, internally, were attempts, while the external factors that drove the respondent smoking were friends and relatives invitation, seeing the parents, joining the smoking environment or neighborhood, and looking cool according to the students. Brand was one of the considerations in choosing the cigarette related to the advertisement. Advertisement dominated by the cigarette producer brought more encouragement to the respondents than public service advertisements about the danger of smoking. The selling price of cigarette was also the main consideration by the respondent to smoke. The monthly expense spent for smoking was considerably high.
Authors and Affiliations
Tony Wijaya, Nurhadi Nurhadi, Andreas Mahendro Kuncoro
Keywords
Related Articles
- EP ID EP219435
- DOI 10.21831/economia.v13i2.12128
- Views 126
- Downloads 0
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