KEBERKESANAN PERIKLANANDI INTERNET

Kertas Projek ini diserahkan kepada Sekolah Siswazah,Universiti Utara Malaysia, bagi memenuhi keperluan

ljazah Sarjana Pentadbiran Perniagaan (MBA).

Oleh

SHARINA BT. SAMSUDIN

JUN 2000

ABSTRAK

Kajian ini cuba mengenalpasti potensi Internet sebagai salah satumedium menyalurkan kempen periklanan di Malaysia. Objektif kajianini ialah: Pertama, untuk melihat perkaitan atau hubungan latardemografi pengguna Internet dengan pemilihan dan penerimaanmereka terhadap periklanan melalui Internet. Kedua, bagimengenalpasti perkaitan ciri Internet iaitu interaktif dan hipermediadengan keputusan memilih untuk mendedahkan diri dengan iklan diInternet. Ketiga, untuk mengetahui hubungan antara ciri-ciri iklanseperti bentuk rayuan dan strategi kreatif iklan dengan pemilihandan penerimaan pelayar Internet terhadap iklan di Internet dan akhirsekali, untuk mengetahui hubungan antara ciri barangan sepertijenis, jenama, harga dan jaminan keselamatan dengan keputusanuntuk memilih dan menerima iklan di Internet. Dua bahagian analisistelah dijalankan iaitu analisis kandungan iklan untuk melihat ciri-ciridan bentuk iklan yang dipaparkan di Internet dan soal selidikberpandu untuk mendapatkan maklumat daripada pengguna.Analisis kandungan iklan dijalankan ke atas 120 buah iklan yangdiiklankan melalui laman Web Jaring dan TMnet. Manakala seramai150 orang pengguna Internet menggunakan Persampelan RawakBerlapis Berkadar telah ditemubual. Responden dipilih daripadapengguna Internet di sekitar Bandaraya Kuala Lumpur. Ujian untukmenganalisis maklumat-maklumat ini telah dijalankan menggunakanpakej SPSS untuk analisis diskriptif dan inferensi bagi mendapatkanfrekuensi, hasil ujian korelasi dan crosstabulation. Walaupunterdapat potensi yang besar, periklanan melalui Internet adalahamat bergantung kepada I) daya tarikan iklan, 2) penerimaan sosial(social acceptance), 3) ciri-ciri Internet iaitu kebolehanbermaklumbalas (interaktiviti) dan hipermedia, serta 4) kualiti produkyang ditawarkan. Periklanan melalui Internet belum lagi menjadibudaya masyarakat Malaysia, namun, ia berpotensi menyaingimedium-medium periklanan yang lain seperti TV dan akhbar dalammengekalkan imej pengeluaran serta mempromosikan barangan.

The Effectiveness of The Internet Advertisements

ABSTRACT

This study is carried out to identify the potential of Internet as amedium to promote advertising in Malaysia. The objectives of thisstudy are: first, to examine the relationship of the Internet users’demographic background and their decision and acceptance ofadvertising through the Internet. Second, to identify the relationshipof the unique features of Internet which includes interactive andhypermedia, with the decision to expose oneself to Internetadvertisement. Third, to relate the advertising features such asmessage strategies and creative strategies with the decision andacceptance of Internet advertisement by the Internet users. And,forth, to relate features of goods advertised such as type, brand,price and safe guarantee with the decision and acceptance ofInternet advertisements. Two types of the analysis were carried outin connection with the contents of the advertisements in order toexamine the features and types of advertisements promoted in theInternet and guided questionaire to extract information from theusers. The advertisement content analysis has been carried out onto120 advertisements in JARING and TMnet websites. At the sametime 150 of the identified users of Clustered Relative RandomSampling have been interviewed. Respondents are selected amongthe Internet users of Kuaia Lumpur. Tests to anaiyse the datas arecarried out through the SPSS package for descriptive and inferentialanalysis in order to determine the frequency, correlation andcrosstabulation. Despite the vast potential, Malaysian Internetadvertiser have to go to the extend in order to convince the Internetusers of the safety and quality of the goods ordered throuh theInternet. The decision making process to any goods through theInternet is dependable to I) advertisement attraction 2) socialacceptance 3) unique features of the Internet which includes itsability to interact and hypermedia, and 4) quality of the productpromoted. Shopping through the Internet has yet to be recognisedas a part of the Malaysian culture. But, it has a vast potential tocompete with other advertisement medias including television andnewspapers. Internet advertisements may serve as a tool tomaintain their production image as well as to promote their goods.

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