Faktor Parasocial Interaction dalam Mempengaruhi Pemaknaan Iklan Televisi Komersial sebagai Sebuah Realitas
DOI:
https://doi.org/10.31315/jik.v8i2.76Keywords:
konstruksi realitas, iklan, media televisi.Abstract
Penelitian ini fokus pada pemaknaan iklan komersial di televisi. Iklan komersial di televisi menarik bagi penonton karena visualisasinya yang utuh. Gambaran realitas di dalam iklan televisi berbeda dengan realitas sesungguhnya. Buat sebagian orang, tayangan iklan di televisi menjadi gambaran realitas yang sesungguhnya sehingga tertarik membeli produknya. Oleh karena itu, penentuan faktor-faktor yang membuat iklan dapat dianggap sebagai realitas dan kemudian mempengaruhi persepsi penonton tentang realitas menjadi penting. Penelitian ini menggunakan pendekatan kuantitatif, dalam paradigma klasik. Analisis data menggunakan confirmatory faktor analysis (CFA) dan path analysis (PA) dengan Structural Equation Modeling (SEM). Kesimpulannya adalah personal involvement inventory, source credibility, parasocial interaction, and perceived homophly measure mempengaruhi pemaknaan iklan di televisi sebagai realitas dan faktor yang dominan dalam mempengaruhi pemaknaan mahasiswa tentang iklan komersial sebagai realitas adalah parasocial interaction scale.
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