Conceptual Framework, Research Traditions, Behavior, Theoretical Basis, Mass Communication, Conventional Communication, Advertising Intensity, Brand Awareness
CONCEPTUAL FRAMEWORK
Research Tradition
The individual as a social being is the goal of the sociopsychological tradition. Derived from the study of social psychology, this tradition has a strong tradition in communication. Traditional theories focus on individual social behavior, personality and traits, perception, and cognition. Although these theories have many differences, they are both concerned with behavior and the personal traits and cognitive processes that produce behavior. (Littlejohn, 2014: 63).
This psychological view sees humans as an outward unity with characteristics that lead to independent behavior. This view also sees the individual's mind as a place to process and understand information and produce messages, but this view also recognizes the power that individuals can have over other individuals and the effect information has on the human mind. It is therefore not surprising that psychological explanations approach the study of attitude change and interaction effects. (Littlejohn, 2014: 63).
Psychological explanation is important in the sociopsychological tradition. Universal mechanisms that determine action are thought to be discoverable through research under study. Much of the recent communication work in this tradition has focused on persuasion and changing message processing attitudes, how individuals plan message strategies, how message recipients process message information, and the effects of messages on individuals. (Littlejohn, 2014: 63).
Information processing mechanisms are beyond our awareness as communicators, we may be made aware of specific aspects of the process, such as attention and memory and we may be highly aware of certain outputs, such as plans and behavior. Traditions in sociopsychology can be divided into three major branches. (Littlejohn, 2014: 65).
Behavior
In the behavioral perspective, theories concentrate on how humans behave in communication situations. The theory usually looks at the relationship between communication behavior related to several variables such as personal traits, situational differences, and learning.
Cognitive
Centered on forms of thought, this branch concentrates on how individuals acquire, store, and process information in ways that direct behavioral output. What you do in a communication situation depends not only on the form of the stimulus response, but on the mental operations used to manage information.
Biological
As genetic studies are assumed to be increasingly important, psychologists and behavioral theorists are also interested in the effects of brain function and structure, neurochemistry, and genetic factors in explaining human behavior. Experts believe that many of the traits, ways of thinking and behavior of individuals are biologically bound and obtained not only from learning or situational factors, but from neurobiological influences from birth. An information obtained by individuals can be processed and processed to get the meaning of the information. . Here the researcher uses the sociopsychological tradition due to the influence of online news exposure and the quality of the Taman Orchid mall shopping center whether it affects the loyalty of visitors to the Taman Orchid mall because starting from an information provided it will form a stimulus that directs individuals to manage information, so a message or behavior will be obtained. appears as a result of the message. So that the information has an influence on certain behaviors or actions.
Previous Research
Nicky Timpal, et al in 2016 in the Scientific Periodic Journal of Efficiency Vol 16 No. 01 pg. 308-317 has conducted research on the Effect of Brand Awareness and Brand Attitude on Purchase Decisions for Nokia Brand Mobile Phones (Case Study on High School and Vocational High School Students in Manado City) and the results obtained that stimulantly Brand Awareness and Brand Attitude Have a Significant Influence on Purchase Decisions.
Meatry Kurniasari and Agung Budiatmo in 2018 in the Diponegoro Journal Of Social and Politic pages 1-7, have conducted research on the Effect of Social Media Marketing, Brand Awareness on Purchase Decisions with Purchase Intentions as Intervening Variables at J.CO Donuts & Coffee Semarang and obtained The results show that Social Media Marketing and Brand Awareness Affect Buying Interest, While Buying Interest Affects Purchase Decisions.
Vevi Ghealita and Retno Setyorini in 2015 conducted a study on the Effect of Brand Awareness on the Purchase Decision of Aqua Brand AMDK (Study on the Community in Bandung City) and the results showed that the level of brand awareness of the Aqua brand was at the top of mind level and was included in the high and low category. the decision to buy bottled water for the Aqua brand is in a high position.
Theoretical basis
Theory serves to help researchers explain social phenomena or natural phenomena that are the center of attention in research. Theory is a set of constructs or concepts, definitions, and propositions that express a systematic view of symptoms by describing the relationships between variables, to explain and predict these phenomena (Krisyantono, 2014: 43).
SR (Stimulus-Response) Theory
One of the theories that examines the effects of mass communication and put forward by Melvin Defleur in Severin & Tankard (2014:146). According to Severin and Tankard (2014: 146), this theory says that the people (audience) are really vulnerable to mass communication messages. He said that if it is "right on target", it will get the appropriate or desired effect.
The rapid development of technology is very helpful in disseminating information or messages reported by the media and increasing the recipient as well as the response from the audience. Messages prepared and distributed by the media widely and simultaneously can be received by a large number of people who see the message and the audience who receives the message will respond to this message. Because according to Bungin (2013: 281-282), the wider use of telematics technology is intended for the reproduction and distribution of information messages so that it is expected to maximize the number of recipients and responses by the audience, while increasing the response by the audience.
The effect obtained is the result of a stimulus or stimulus given by the media. Thus, it is very clear that there is a close relationship between messages in the media and the audience. In accordance with the SR theory which concludes that when there is a stimulus given to the recipient, the reception will also give a response. Because according to Bungin (2013: 281), this stimulus-response theory is basically a simple learning principle, where the effect is a reaction to a certain stimulus.
The SR model assumes that the components of communication (communicators, messages, media) have a tremendous influence in changing the attitudes of audience behavior. Audience is considered as a passive entity and is formed due to exposure to media messages. This model shows communication as a very simple action-reaction. This model assumes that verbal words, non-verbal cues, pictures and certain actions will stimulate others to respond in a certain way. This process can be reciprocal and have many effects and each effect changes the communication act according to Mulyana (2014: 144).
Conceptual framework
Conceptual framework is the use of concepts relevant to the research problem, which is used in quantitative research that does not intend to test the relationship between variables.
Communication
Communication is a process of delivering information, be it messages, ideas, or ideas from one party to another. Generally, communication is done verbally or verbally that can be understood by both parties.
Communication can be formulated as an activity in which a person conveys messages from certain media to others and after receiving the message and understanding to the extent of his ability, receiving the message conveys a response through a certain medium to the person who conveys the message to him. (Bitner in Grace 2011: 186).
Mass communication
In line with the development of increasingly advanced communication technology, communication is also increasingly experiencing developments. One type of communication that has developed is mass communication. Mass communication media is also sophisticated and complex and has more power than previous times, especially in terms of reaching the communicant. The existence of modern media allows millions of people around the world to be able to communicate in almost all corners of the world.
Mass communication can simply be understood as messages communicated through mass media (Bitner in Rakhmat 2011: 186).
Mass communication is divided into two types of media, namely:
Conventional Media
Conventional media is a combination or integration of existing media to be used and directed in one purpose. Usually refers to the development of digital communication technology made possible by the presence of conventional networks.
Conventional media or print media are media that are published every day continuously in written form that contains elements of 5W 1H (what, who, when, where, why, and how) and print media has a limited audience. (Stanley J. Baran 2012).
New Media (New Media)
The development of technology in the field of communication and information makes the media also develop. One of the communication media that is known and used by many people today is the internet which is used to communicate and find information. The development of the internet as a new media (the second media age) marks a new period in which interactive technology and network communication, especially cyberspace, will change society (littlejohn 2014: 413).
Dennis McQuail considers new media as an implication of the growing development of mass communication, namely the increasingly functional internet as a basis for the development of social media. New media can be identified through several things, such as: (McQuail 2011: 153).
- Digitization and convergence of all aspects of media.
- Improved network interactivity and connectivity
- Mobility and delocation for sending and receiving
- Adaptation to the role of publications and audiences
- The emergence of various new forms of media 'gateways'.
- Separation and obfuscation from 'media institutions'
The new media that is formed from digitization and the convergence of all aspects of the media are very influential on the wider audience in receiving and digesting information. The effect that occurs cannot be separated from the indication of mobility in use and is not constrained by location when sending or receiving messages. Publications and the audience or audience have a big role in giving, digesting, and responding to the message.
Youtube
Youtube as a new form of mass media in the development of increasingly sophisticated technology has a variety of viewers who every day meet the need to get information from this site.
YouTube is a video site that provides a variety of information in the form of 'moving pictures' and is reliable. This site is indeed provided for those who want to search for video information and watch it live. We can also participate in uploading videos to the YouTube server and sharing them around the world (Baskoro, 2009:58).
Ad Intensity (X1)
Intensity is the level of frequency of a person in carrying out a certain activity based on a sense of pleasure with the activities carried out. Feeling happy about the activity to be carried out can encourage the person concerned to do the activity repeatedly. Conversely, people who have feelings of dislike for an activity will rarely do activities that they do not like (Rinjani, et al, 2013: 80).
According to Yuniar & Nurwidawati (2013), intensity is the level of frequency of a person in carrying out certain activities based on a sense of pleasure in the activities carried out.
Intensity is the energy that is formulated for an effort. So intensity is simply defined as an effort made by a person with enthusiasm to achieve a goal. The word intensity is closely related to motivation, the two cannot be separated. Intensity is the reality of motivation in order to achieve the expected goal of increasing achievement, because someone does business with enthusiasm because of motivation as a driver of achievement.
Nuraini (2011: 12) states that intensity has several indicators, namely as follows:
Motivation
The basic understanding of motivation is the internal state of the organism (both human and animal) that drives it to do something. Here motivation means a supplier of power to act or behave in a directed manner. Motivation can be divided into two types, namely intrinsic motivation and extrinsic motivation. Intrinsic motivation is a condition that comes from within the individual who can take action, including the feeling of liking the material and his need for the material. While extrinsic motivation is a thing or condition that encourages to take action because of stimuli from outside the individual, praise and gifts.
Activity duration
The duration of the activity is how long the ability to use it to carry out the activity. From this indicator it can be understood that motivation will be seen from a person's ability to use his time to carry out activities.
Activity frequency
Frequency can be interpreted as the frequency or infrequently, the frequency in question is the frequency with which the activity is carried out within a certain period of time.
Presentation
The presentation in question is passion, desire or hard hope, namely the intentions, plans, ideals or goals, targets and idols to be achieved with the activities carried out. This can be seen from the strong desire for individuals to watch a show.
Attitude direction
Attitude is a person's readiness to act in a certain way towards things that are positive or negative. In its negative form there will be a tendency to stay away, avoid, hate, even dislike certain objects. Whereas in its positive form the tendency of action is to approach, like, and expect certain objects.
Interest
Interest arises when the individual is interested in something because it suits his needs or feels that something to be involved in has meaning for him. This interest is closely related to personality and always contains elements of affective, cognitive, and willpower. This gives the sense that the individual is attracted and inclined to an object continuously, until his other psychic experiences are ignored.
From the theoretical study of the intensity above, the researcher will use intensity indicators, namely motivation, activity duration, presentation, attitude direction, activity frequency and interest from Nuraini's book. (2011).
Suhandang (2010:13) defines advertising as a mass communication process that involves a particular sponsor, namely the advertiser or advertiser, who pays for the services of a mass media for broadcasting its advertisements, for example, through television broadcast programs. Advertising is a form of information carried out by a person, agency/institution, or company, the contents of which are in the form of an interesting message about a product or service aimed at the public. The purpose and purpose of advertising is to persuade / encourage people to become interested in using the products / services offered. According to Kotler, the notion of advertising is a form of non-personal presentation and promotion of goods, services and ideas by a particular sponsor for which a media usually has to pay for its display.
According to Machfoedz (2010: 139) that advertising is all forms of indirect information and promotion by sponsors to offer ideas, goods or services.
Meanwhile, according to Morissan (2010: 18) advertising is an important promotional instrument, especially for companies that produce goods or services for the wider community. advertising is also something that many people talk about because its reach is quite wide.
Price
According to Kotler and Armstrong (2012:345) price can be defined narrowly as the amount of money charged for a product or service. Or it can be broadly defined as price as the amount of value that consumers exchange for the benefit of owning and using a product or service that allows the company to earn a reasonable profit by being paid for the customer value it creates.
Chandra (in Tjiptono, 2014: 194) states that as an element of the marketing mix, price requires careful consideration, with respect to the following strategic dimensions of price:
1. Price is a statement of the value of a product (a statement of value)
2. Price is an aspect that is visible to buyers
3. Prices are flexible, meaning they can be adjusted quickly.
4. Price affects quality and positioning strategy
Brand Awareness
Aaker in Handayani, et al (2010:62), defines brand awareness as the ability of potential consumers to recognize or remember that a brand belongs to a certain product category. Aaker in the research journal Homburg (2010) has broken down brand awareness into two dimensions, namely brand recall and brand recognition.
Brand awareness is a general purpose of marketing communication, high brand awareness is expected whenever category needs arise, the brand will be re-emerged from memory which is then taken into consideration various alternatives in decision making. Brand awareness shows consumer knowledge of the existence of a brand.
Brand awareness is grouped into four levels, from the lowest level, namely unaware of the brand to the highest level, namely Top of Mind, which can be described in a pyramid. The brand awareness pyramid from low to highest level is as follows: (Kotler, 2012:268)
Top of Mind is a brand that is mentioned first by consumers or the first that appears in the minds of consumers, or the brand is the main brand of various brands in the minds of consumers.
Brand recall or brand recall is brand recall without assistance or unaided recall.
Brand Recognition or brand recognition is the minimum level of brand awareness, where the introduction of a brand appears again after being reminded again through assistance or aided recall.
Unware of Brand or not aware of the brand is the lowest level in the brand awareness pyramid where consumers are not aware of a brand.