Critical thinking and media literacy skills

Oct 13, 2025 by wbrum.org 93 views

Analysis of the Effect of A Mild Cigarette TV Advertising on Purchasing Decisions on Management Students of the Faculty of Economics UMSU Medan

Introduction

The impact of advertising on consumer behavior has been a topic of interest for researchers and marketers alike. In the context of cigarette advertising, the influence of television commercials on purchasing decisions among young adults is a significant concern. This study aims to explore the effect of A Mild cigarette advertisements on the purchasing decisions of management students at the Faculty of Economics, University of Muhammadiyah, North Sumatra (UMSU) Medan. By examining the relationship between advertising exposure and purchasing behavior, this study seeks to provide insights into the role of advertising in shaping consumer decisions.

Background

The Faculty of Economics, UMSU Medan, is a prestigious institution that attracts students from various backgrounds. Management students, in particular, are known for their analytical skills and critical thinking. However, like many young adults, they are also susceptible to the influence of advertising. Cigarette advertising, in particular, has been a contentious issue, with many countries implementing strict regulations to limit its impact. Despite these efforts, cigarette advertising continues to be a significant concern, with many young adults being targeted by advertisers.

Research Methods

This study employed a quantitative approach, using a questionnaire to collect data from management students at the Faculty of Economics, UMSU Medan. The questionnaire consisted of questions related to demographic information, advertising exposure, and purchasing behavior. The data was analyzed using descriptive statistics and simple linear regression to examine the relationship between advertising exposure and purchasing behavior.

Research Results

The results of the analysis showed that A Mild cigarette advertisements on television had a significant effect on student purchasing decisions. The determinant coefficient (R²) showed a value of 0.366, indicating that 36.6% of the purchasing decision was influenced by television advertisements. This suggests that advertising plays a significant role in shaping consumer behavior among management students.

Additional Analysis

Several factors contributed to the positive and significant influence of A Mild cigarette advertisements on purchasing decisions. Firstly, interesting and entertaining advertisements can attract the attention of the audience and create a positive image of the product. Secondly, students who are part of the younger generation may be more easily influenced by advertising compared to older generations. Thirdly, the influence of peers and social environment can also play an important role in purchasing decisions. Students often do social activities that involve smoking, so that the right advertisements can strengthen social norms that support the behavior.

The Role of Advertising in Shaping Consumer Behavior

Advertising plays a significant role in shaping consumer behavior, particularly among young adults. The results of this study suggest that A Mild cigarette advertisements on television have a significant influence on purchasing decisions among management students. However, there are many other factors that affect consumer behavior that need to be further investigated. It is essential for the public to remain critical of advertising, especially those related to risky products such as cigarettes, to ensure that the choice taken is a healthy and responsible decision.

Conclusion

In conclusion, this study found that A Mild cigarette advertisements on television have a significant influence on the decision to purchase among management students at the Faculty of Economics, UMSU Medan. The results of this study are expected to provide deeper insights into how advertising plays a role in determining consumption behavior among students. The findings of this study have implications for policymakers, marketers, and educators, highlighting the need for critical thinking and media literacy skills to navigate the complex world of advertising.

Recommendations

Based on the findings of this study, the following recommendations are made:

Critical thinking and media literacy skills: Educators and policymakers should prioritize the development of critical thinking and media literacy skills among young adults to help them navigate the complex world of advertising.
Regulation of cigarette advertising: Governments should implement strict regulations to limit the impact of cigarette advertising, particularly on young adults.
Public awareness campaigns: Public awareness campaigns should be implemented to educate young adults about the risks associated with cigarette smoking and the influence of advertising on consumer behavior.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study was conducted among management students at the Faculty of Economics, UMSU Medan, which may not be representative of the broader population. Secondly, the study relied on self-reported data, which may be subject to biases and limitations. Finally, the study only examined the influence of A Mild cigarette advertisements on purchasing decisions and did not explore other factors that may influence consumer behavior.

Future Research Directions

Future research should build on the findings of this study to explore the influence of advertising on consumer behavior among different demographics and in various contexts. Additionally, researchers should investigate the impact of advertising on consumer behavior in the digital age, where social media and online advertising are becoming increasingly prevalent.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as questionnaires, data analysis, and raw data]
Q&A: Analysis of the Effect of A Mild Cigarette TV Advertising on Purchasing Decisions on Management Students of the Faculty of Economics UMSU Medan

Frequently Asked Questions

Q: What was the main objective of this study?

A: The main objective of this study was to explore the effect of A Mild cigarette advertisements on the purchasing decisions of management students at the Faculty of Economics, University of Muhammadiyah, North Sumatra (UMSU) Medan.

Q: What methods were used to collect data for this study?

A: The data was collected through a questionnaire distributed to management students at the Faculty of Economics, UMSU Medan. The questionnaire consisted of questions related to demographic information, advertising exposure, and purchasing behavior.

Q: What was the significance of the study's findings?

A: The study found that A Mild cigarette advertisements on television had a significant effect on student purchasing decisions. The determinant coefficient (R²) showed a value of 0.366, indicating that 36.6% of the purchasing decision was influenced by television advertisements.

Q: What factors contributed to the positive and significant influence of A Mild cigarette advertisements on purchasing decisions?

A: Several factors contributed to the positive and significant influence of A Mild cigarette advertisements on purchasing decisions. Firstly, interesting and entertaining advertisements can attract the attention of the audience and create a positive image of the product. Secondly, students who are part of the younger generation may be more easily influenced by advertising compared to older generations. Thirdly, the influence of peers and social environment can also play an important role in purchasing decisions.

Q: What are the implications of the study's findings for policymakers, marketers, and educators?

A: The study's findings have implications for policymakers, marketers, and educators. Policymakers should implement strict regulations to limit the impact of cigarette advertising, particularly on young adults. Marketers should be aware of the influence of advertising on consumer behavior and develop strategies to promote responsible consumption. Educators should prioritize the development of critical thinking and media literacy skills among young adults to help them navigate the complex world of advertising.

Q: What are the limitations of the study?

A: The study has several limitations that should be acknowledged. Firstly, the study was conducted among management students at the Faculty of Economics, UMSU Medan, which may not be representative of the broader population. Secondly, the study relied on self-reported data, which may be subject to biases and limitations. Finally, the study only examined the influence of A Mild cigarette advertisements on purchasing decisions and did not explore other factors that may influence consumer behavior.

Q: What are the future research directions based on the study's findings?

A: Future research should build on the findings of this study to explore the influence of advertising on consumer behavior among different demographics and in various contexts. Additionally, researchers should investigate the impact of advertising on consumer behavior in the digital age, where social media and online advertising are becoming increasingly prevalent.

Q: What are the recommendations for policymakers, marketers, and educators based on the study's findings?

A: Based on the study's findings, the following recommendations are made:

Critical thinking and media literacy skills: Educators and policymakers should prioritize the development of critical thinking and media literacy skills among young adults to help them navigate the complex world of advertising.
Regulation of cigarette advertising: Governments should implement strict regulations to limit the impact of cigarette advertising, particularly on young adults.
Public awareness campaigns: Public awareness campaigns should be implemented to educate young adults about the risks associated with cigarette smoking and the influence of advertising on consumer behavior.

Q: What are the potential consequences of ignoring the influence of advertising on consumer behavior?

A: Ignoring the influence of advertising on consumer behavior can have serious consequences, including:

Increased consumption of unhealthy products: Advertising can lead to increased consumption of unhealthy products, such as cigarettes, which can have serious health consequences.
Negative impact on mental health: Exposure to advertising can have a negative impact on mental health, particularly among young adults.
Economic consequences: The influence of advertising on consumer behavior can have significant economic consequences, including increased healthcare costs and lost productivity.

Q: What are the potential benefits of understanding the influence of advertising on consumer behavior?

A: Understanding the influence of advertising on consumer behavior can have significant benefits, including:

Improved public health: By understanding the influence of advertising on consumer behavior, policymakers can develop effective strategies to reduce the consumption of unhealthy products.
Increased critical thinking skills: Educators can develop critical thinking skills among young adults to help them navigate the complex world of advertising.
Economic benefits: By understanding the influence of advertising on consumer behavior, businesses can develop effective marketing strategies to promote responsible consumption.