Pengaruh Priming (Iklan) terhadap Penilaian Sosial di Kalangan Mahasiswa Universitas Pembangunan Jaya

Abstract

Appearance is often a key aspect in social interactions. Although ideally judgments are not solely based on physical appearance, physical features influence how others perceive us, including dental appearance, which plays a role in first impressions. This study aims to compare and evaluate the impact of exposure (advertisements) on social judgments, specifically among students of Universitas Pembangunan Jaya. The research uses an experimental research strategy with a randomized post-test only t-test design. The participants consisted of 40 individuals, selected using a non-probability sampling method with a convenience sampling design. The instrument used was a questionnaire consisting of 19 questions related to SC (Social Competence), IA (Intellectual Ability), PA (Psychological Adjustment), and A (Attractiveness), adapted from previous studies. Data analysis was performed using JASP 0.19.1.0 with the independent t-test feature. The results showed no significant differences between the non-dental and dental advertisement groups.