| dc.description.abstract | Muhammad Iqbal (2007) "THE EFFECT OF CIGARETTE ADVERTISEMENTS AND PEER GROUP INFLUENCE ON ADOLESCENTS'
SMOKING INTENTION." Yogyakarta: Department of Management, International Program, Faculty of Economics, Universitas Islam Indonesia.
There is no clear regulation of cigarette consumption in Indonesia. In recent years, a lot of cigarette companies have grown by expanding their market through creating new product lines and broadening their market. They have some advantages like low labor payment, many tobacco fields and the limited regulation of smoking makes the cigarette industry in Indonesia face little obstacles. While in developed countries, the anti-smoking campaign has already existed for many years. This includes limiting the use of advertising media for cigarette products.
Advertising in recent times appear quite competitive in entertainment media such as on television and in magazines. Many cigarette advertisements create an image that smoking is fun, enjoyable, sociable, and also smokers could be seen as a successful businessman, gentleman, etc. Most advertising is essentially image making. The point of almost all-national advertising is clearly not to give information but rather to establish an image for a product.
Furthermore, some research indicates that advertising is not the only factor affecting smoking behavior. For example, Unger, Johnson, and Rohrbach (1995) noted that "advertising probably plays a role in smoking onset in youth, but it is one of many social, psychological, economic, and cultural factors contributing to the continued high rate of smoking among youth".
This study tries to analyse the influence of cigarette advertisements and peer group by focussing on the image perceived to influence the adolescent's smoking intention. As several studies on similar topics have been conducted in other countries, this research is expected to provide a replicate study on the effects of cigarette's perceived image in relation to the smoking intention of Indonesian adolescents.
The primary data in this study is collected from a survey of 120 respondents in three public high schools in Yogyakarta, Indonesia. All data for cigarette advertisements and peer group influence is evaluated by using multiple linear regressions to analyse its effects on smoking intention.
Based on the research finding and the analysis, it is found that the cigarette's image as perceived in cigarette advertisements and peer group affects the adolescent's smoking intention. In addition, the peer group has a bigger influence than cigarette advertising. This finding suggests that marketers should increase the effectiveness of cigarette advertising since it fails to create a positive image/stereotype of cigarettes. Marketer can stimulate adolescents to smoke by creating events that involve youngsters or relating smoking with youth activities like music, sport, automobile, adventure, movie, etc. On the other hand, the result can help teachers, parents, or anti-smoking activists to prevent adolescents from engaging in smoking behavior by creating good environment, or creating rules or laws that forbid adolescents to smoke. | en_US |
