REVIEW JURNAL

Diajukan untuk Memenuhi Tugas

Mata Kuliah “MANAJEMEN PEMASARAN”

Dosen Pembimbing

Dr. AZHARI, SE.Ak, M.Si,CA

Disusun Oleh :

MUHAMMAD

NPM : 17130052

PROGRAM STUDI MAGISTER MANAJEMEN

STIE KEBANGSAAN BIREUEN

TAHUN 2018
 REVIEW JOURNAL
Judul Effects of jewish-Italian consumer
animosity towards Arab products : the
role of personality
Jurnal Gian luigi Guido,M.Irene Prete,Pier
mario Tedeschi,Luly Dadusc
Volume & Volume 20, Issue 1 hal,1-18
Halaman
Tahun 2010
Penulis Gian luigi Guido,M.Irene Prete,Pier
mario Tedeschi,Luly Dadusc
Reviewer Muhammad (17130052)
Tanggal 16 Juli 2018
Tujuan Penelitian This research aims to study animosity,
resulting
from the Second Intifada, towards Arab
products among Italians of Jewish origin,
examining its antecedents and effects on
intention to buy and product judgment,
thus
replicating the study conducted by
Shoham et
al. (2006) in Israel. Furthermore, we aim
to
analyze and compare the results obtained
by
Shoham et al. (2006) in Israel with those
obtained in the Jewish--Italian
community, in
order to verify if it is possible to draw
analogous conclusions, considering the
strong
relationship existing between Jewish
Italians
and Israelis. The present study has four
objectives: the first is verifying if
animosity is
positively related to dogmatism and
Subjek Penelitian H1: Dogmatism, nationalism and
internationalism are antecedents of
animosity.
H2: The animosity construct
negatively
affects Arab products judgment.
H3: The animosity construct
negatively
affects intention to buy Arab
products.
H4: The animosity construct
How Far Does The Apple
Fall From The Tree?
Advertising Preferences In
Spain And Mexico
Linda C. Ueltschy, Bowling
Green State University
Linda C. Ueltschy
Volume 20, Issue 1,hal 19-31
2010
Linda C. Ueltschy
1. Spain and Mexico differ
significantly in the
cultural values they deem
important
2. TYhese cultural
similarities or differences
affect the degree of
customization necessary
to make advertisements
effective
3. Changing the language
(dialect) enough or does
the visual portion and
advertising appeal need to
be tailored to the target
market
MBA students (N = 356)
from Spain and
Mexico were selected as
participants for this
study since they were well
matched on key
demographic characteristics
such as age,
gender, education and
international experience,
 negatively
affects change in purchase behavior
of Arab products.
The third objective is verifying if a
favorable
H5: Favorable judgment of Arab
products positively affects intention
to buy.
H6: Favorable judgment of Arab
products positively affects change in
purchase behavior.
Metode Penelitian We drew up a questionnaire,
composed of nine
parts, following that of Shoham et al.
(2006).
The first section of the questionnaire
concerns
dogmatism, measured using Bruning
et al
scale (1985) a six--point Likert scale
(ranging
Definisi H1: Dogmatism, nationalism and
Operasional internationalism are antecedents of
Variabel animosity.
Dependen H2: The animosity construct
negatively
affects Arab products judgment.
H3: The animosity construct
negatively
affects intention to buy Arab
products.
H4: The animosity construct
negatively
affects change in purchase behavior
of Arab products.
The third objective is verifying if a
favorable
H5: Favorable judgment of Arab
products positively affects intention
to buy.
H6: Favorable judgment of Arab
products positively affects change in
as advocated by Calder,
Phillips and Tybout
(1981) since such samples
allow a stronger test
To address the research
objectives, respondents
were asked to view four print
advertisements
exhibiting different degrees
of customization
(see Table 2). The
experimental design
included two experimental
variables, the
language used in the ad copy
and the visual
portion of the ad with its
appeal. The country
in which the experiment was
administered and
the product category were the
blocking
variables. The dependent, or
criterion variable,
was attitude toward the ad.
H1: There will be significant
cultural
differences between Spain
and
Mexico.
H2: If significant cultural
differences
exist between Spain and
Mexico,
there will be significant
differences
in attitude toward the ad
based on
the level of customization
utilized.
purchase behavior.