The impact of messages assertiveness on to compliance with perceived importance as a moderation variables on the anti-cigarette campaign in Surabaya

Kristiningsih, . (2018) The impact of messages assertiveness on to compliance with perceived importance as a moderation variables on the anti-cigarette campaign in Surabaya. CRC Press/Balkema, Taylor & Francis Group. (Unpublished)

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Abstract

Cigarettes consumption can cause diseases. The Ministry of Health launched Public Service Ads containings testimonials from former smokers who suffered from throat cancer, which were made in the context of the "Stop Enjoying Cigarettes before Cigarettes Enjoy You" campaign. The campaign’s success or failure cannot be separated from the strategy of how to communicate the campaign program to the right targets. There are several ways that effective message delivery techniques can be applied in accordance with the targets market. Assertiveness communication is the ability to communicate what one wants, feels, and thinks, but still maintain and respect the rights and feelings of others. This research aims to find out the impact of assertive messages on consumers’ compliance by seeing the moderate effect of perceived importance of the anti cigarette campaign in Surabaya. The population of this study is active smokers in Surabaya, people who are either still actively smoking now or who are trying to stop smoking, the statistical test used is Moderating Regression Analysis (MRA). The research results indicate that message assertiveness has a significant influence on levels of compliance and it also shows that perceived importance is the moderating variable that links message assertiveness and compliance. Keywords - message assertiveness, compliance, perceived importance, moderating regression analysis

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 04:26
Last Modified:	20 May 2021 04:26
URI:	http://erepository.uwks.ac.id/id/eprint/8943

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