Prioritize ethics in advertising

Oct 13, 2025 by wbrum.org 52 views

The Effect of XL Card Advertising Ethics on Consumer Perceptions of Students in Management of the University of North Sumatra

Introduction

In today's competitive market, companies are constantly seeking ways to improve their advertising strategies and increase consumer trust. One aspect that plays a crucial role in this process is ethics in advertising. This study aims to investigate the effect of XL card advertising ethics on consumer perceptions, particularly among students majoring in management at the University of North Sumatra (USU). By understanding the impact of ethics in advertising, companies can develop more effective and responsible marketing strategies that resonate with their target audience.

Background

The University of North Sumatra (USU) is one of the largest universities in Indonesia, with a diverse student population. Students majoring in management are among the most active and influential groups on campus, with a keen interest in marketing and consumer behavior. XL cards, a popular telecommunications service provider in Indonesia, has been actively advertising to this demographic. However, the effectiveness of their advertising strategies and the impact of ethics on consumer perceptions remain unclear.

Methodology

This study involved 968 students from the 2008 to 2011 class at USU, who had seen XL card advertisements. The sampling method used was accidental sampling, and the data collected were primary and secondary data obtained through documentation and questionnaires that employed the Likert scale. The data analysis was conducted using descriptive analysis methods and simple regression analysis, with the aid of the SPSS program to analyze data, including the T test and determinant identification (R²).

Results

The results of this study showed that simultaneous advertising ethics had a positive and significant impact on consumer perceptions among students majoring in management at USU. The R Square value of 0.410 indicates that 41% of the factors affecting consumer perceptions can be explained by independent variables, namely advertising ethics. This suggests that ethics in advertising plays a significant role in shaping consumer perceptions, particularly among young adults.

Discussion

The influence of ethics in advertising cannot be overstated, especially in the context of marketing communication. Advertising that adheres to ethical principles can help companies build positive images in the eyes of consumers. In the case of XL cards, advertisements that conform to ethical norms can increase consumer trust and loyalty, especially among students who are sensitive to information and product image.

However, it is essential to note that although the results of this study show a significant effect, there are still 59% of other variables that contribute to consumer perceptions. This opens opportunities for further research to identify these factors. For example, elements such as product quality, customer service, price, and user experience can also play an important role in influencing perception.

Implications

In an increasingly advanced digital era, companies like XL need to be more cautious in developing advertising strategies. Given the population studied is students, it is crucial for XL to understand the behavior and preferences of this segment. This includes a more personal and creative approach in advertising, and prioritizing the values that resonate with the younger generation.

Conclusion

This research highlights the importance of ethics in advertising and its impact on consumer perceptions. This is not only relevant for XL cards but can also be adapted by various companies that want to achieve young audiences effectively and ethically. By building advertisements that are not only attractive but also ethical, companies can create long-term relationships that are mutually beneficial with consumers.

Recommendations

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

Prioritize ethics in advertising: Companies should prioritize ethics in their advertising strategies to build trust and loyalty with consumers.
Understand the target audience: Companies should understand the behavior and preferences of their target audience, including young adults, to develop effective advertising strategies.
Develop a personal and creative approach: Companies should adopt a more personal and creative approach in advertising to resonate with the younger generation.
Conduct further research: Further research is needed to identify the factors that contribute to consumer perceptions, beyond advertising ethics.

Limitations

This study has several limitations, including:

Sample size: The sample size of 968 students may not be representative of the entire student population at USU.
Sampling method: The accidental sampling method used may not be the most effective method to capture the target audience.
Data collection: The data collected were primary and secondary data obtained through documentation and questionnaires, which may not be comprehensive.

Future Research Directions

Future research should focus on:

Identifying factors that contribute to consumer perceptions: Further research is needed to identify the factors that contribute to consumer perceptions, beyond advertising ethics.
Developing effective advertising strategies: Companies should develop effective advertising strategies that prioritize ethics and resonate with the younger generation.
Evaluating the impact of ethics on consumer behavior: Research should be conducted to evaluate the impact of ethics on consumer behavior, including purchase decisions and loyalty.
Frequently Asked Questions (FAQs) about the Effect of XL Card Advertising Ethics on Consumer Perceptions of Students in Management of the University of North Sumatra

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of XL card advertising ethics on consumer perceptions, particularly among students majoring in management at the University of North Sumatra (USU).

Q: What is the significance of this study?

A: This study is significant because it highlights the importance of ethics in advertising and its impact on consumer perceptions. By understanding the effect of ethics in advertising, companies can develop more effective and responsible marketing strategies that resonate with their target audience.

Q: What is the population studied in this research?

A: The population studied in this research is students majoring in management at the University of North Sumatra (USU), specifically those from the 2008 to 2011 class.

Q: What is the sampling method used in this study?

A: The sampling method used in this study is accidental sampling.

Q: What is the data collection method used in this study?

A: The data collection method used in this study is a combination of primary and secondary data obtained through documentation and questionnaires that employ the Likert scale.

Q: What is the data analysis method used in this study?

A: The data analysis method used in this study is descriptive analysis and simple regression analysis, with the aid of the SPSS program to analyze data, including the T test and determinant identification (R²).

Q: What are the results of this study?

A: The results of this study show that simultaneous advertising ethics has a positive and significant impact on consumer perceptions among students majoring in management at USU. The R Square value of 0.410 indicates that 41% of the factors affecting consumer perceptions can be explained by independent variables, namely advertising ethics.

Q: What are the implications of this study?

A: The implications of this study are that companies like XL need to be more cautious in developing advertising strategies, particularly when targeting young adults. They should prioritize ethics in advertising and understand the behavior and preferences of their target audience.

Q: What are the limitations of this study?

A: The limitations of this study include the sample size, sampling method, and data collection method.

Q: What are the recommendations of this study?

A: The recommendations of this study include prioritizing ethics in advertising, understanding the target audience, developing a personal and creative approach, and conducting further research to identify the factors that contribute to consumer perceptions.

Q: What are the future research directions of this study?

A: The future research directions of this study include identifying factors that contribute to consumer perceptions, developing effective advertising strategies, and evaluating the impact of ethics on consumer behavior.

Q: What are the practical implications of this study?

A: The practical implications of this study are that companies can develop more effective and responsible marketing strategies that prioritize ethics and resonate with their target audience. This can lead to increased consumer trust and loyalty, ultimately resulting in business success.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it contributes to the existing body of knowledge on the importance of ethics in advertising and its impact on consumer perceptions. It also highlights the need for further research in this area to better understand the complex relationships between advertising ethics and consumer behavior.