Efektifitas iklan pond’s yang dibintangi oleh gita gutawa terhadap mahasiswi uph

Natalia, Lidia (2013) Efektifitas iklan pond’s yang dibintangi oleh gita gutawa terhadap mahasiswi uph. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Para remaja putri merupakan target dan segmen pasar bagi pemasar produk kecantikan. Oleh karena itu pemasar menggunakan bintang iklan selebriti sebagai endorser produk mereka. Salah satu produk kecantikan yang menggunakan selebriti sebagai bintang iklan adalah Pond’s. Pond’s memilih Gita Gutawa karena popularitas dan pencitraannya yang baik dari sang selebriti agar dapat memperkuat citra merek Pond’s. Maka dari itu penelitian ini membahas mengenai sejauh mana efektifitas iklan Pond’s yang dibintangi oleh Gita Gutawa terhadap mahasiswi di Universitas Pelita Harapan. Penelitian ini menggunakan metode survey deskriptif dengan teknik pengumpulan data menggunakan kuisioner yang langsung ditujukan kepada 100 orang responden mahasiswi UPH. Setelah data terkumpul, dilakukan pengujian data dengan analisis model AIDA. Hasil menunjukkan pada tahap attention dari iklan Pond’s memperoleh nilai 65,5% yang berarti netral; tahap interest memperoleh nilai 68,2% yang berarti efektif; tahap desire memperoleh nilai 67,3% yang berarti efektif, dan tahapan action memperoleh nilai 66,9% yang berarti efektif, secara keseluruhan model AIDA untuk meneliti iklan Pond’s yang dibintangi oleh Gita Gutawa dapat dikatakan efektif. / As a market segment, teenagers female are often targeted by marketers and beauty products. Marketers are using celebrity as endorse their products. One of the beauty products that uses celebrity endorse is Pond’s. Gita Gutawa, one of the most talented and well-known young Indonesian celebrity is chosen to represent Pond’s. Thus, this statistical and analytical research intends to show the effectiveness of Pond’s advertisement by Gita Gutawa on female student at University of Pelita Harapan. This research utilizing a descriptive survey method of data collection techniques using questionnaires distributing directly to 100 female respondents from University of Pelita Harapan, the collected data is processed using the AIDA model. Research results show that: at the attention level for Pond’s advertisement has a neutral criteria at 65.5%; The interest level has an effective criteria at 68.2%; The desire level at 67.3%; and the action level at 66.9%, which proved that the AIDA model is effective of determining the effectiveness level of Pond’s new advertisement endorsed by Gita Gutawa.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Natalia, LidiaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuratmo, L. Y. JokoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: aida model ; advertisement ; endorse
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:06
Last Modified: 16 Dec 2019 10:31
URI: http://repository.uph.edu/id/eprint/1052

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