Elmara, Bellarminus Ariest and Abduh, Dibia and Pasasa, LInus (2015) The Effectiveness of Pictorial Health Reminder Labels Towards The Purchasing Decision of Cigarette Packages on College Students in South Tangerang. Bachelor thesis, Swiss German University.

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Abstract

Smoking is one of the major causes of preventable death around the world. Indonesia nd has the 2 highest smokers amongst countries. Indonesia has a regulation that state smoking is only allowed for people who are above 18 but surprisingly that the 15-24 age group makes up a quarter of the smokers in Indonesia Indonesia government recently makes a regulation to raise awareness of the consequences of smoking by attaching pictorial health reminder labels in every cigarettes pack in Indonesia. Other research shows that in foreign countries smokers do take notice of pictorial health reminder labels, perceive the messages and are encouraged to change their smoking behavior. The purpose of this study is to analyze and measure the effectiveness of pictorial health reminder label on cigarette packs on smoking university students in South Tangerang, Indonesia. The respondent profile contains of university students in four universities in South Tangerang;. The research questions of this study are: Does the pictures of the pictorial health labels have a significant impact on smokers preference of the pictorial health reminders? Does the size of the pictorial health labels have a significant impact on smokers preference of the pictorial health reminders? Does the message contained in the pictorial health labels have a significant impact towards customers liking of the pictorial health reminders? Overall do the pictorial health labels have a significant impact on the purchase decision of smokers? The study used is a descriptive research with quantitative methods of data collection. Questionnaire survey is gathered for data collection methodology. The 117 respondents of this research gathered for random sampling are youth who smokes. The targetted respondents composed of four smoking students in university in South Tangerang(Swiss German University, Prasetya Mulya University, Universitas Multimedia Nusantara and Surya University). For the purpose of validity and reliability test, the pre-test questionnaire is distributed to the targetted respondents to test the subvariable and question. The SPSS software used to tabulate the data. The SEM (structural equation modelling) analysis is used to test the hypothesis of the research. The application used to create SEM analysis is AMOS to see the the relationship between the variable used in this research. The result shows that current Indonesian pictorial health reminder label on cigarette packs have an impact toward the purchase intention of smokers to stop buying cigarette. Moreover it shows that there are packs that the market in South Tangerang prefers less disturbing graphic instead of the more disturbing graphic pictures that are available. The smoking behavior has a significant tendency to “Continue smoking” instead of “stop smoking”. This automatically concludes that the pictorial health reminder label is not a strong enough tool to change the mindset of smokers.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Cigarette Consumption; Pictorial Health Reminder; Purchase Intention; University Student; Anti-Smoking Campaign.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	05 Nov 2020 05:15
Last Modified:	05 Nov 2020 05:15
URI:	http://repository.sgu.ac.id/id/eprint/1466

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