Efektivitas penggunaan celebrity endorser agnes monica dalam iklan telkomsel simpati “dance like agnes”

Woenarso, Angela Berdini (2013) Efektivitas penggunaan celebrity endorser agnes monica dalam iklan telkomsel simpati “dance like agnes”. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Berkembangnya teknologi yang sangat pesat membuat tampilan suatu iklan menjadi lebih menarik untuk ditonton oleh konsumen. Perkembangan industri periklanan ini membuat suatu iklan tidak hanya menyajikan pesan produk, tetapi juga sebagai media promosi terhadap event yang diselenggarakan. Salah satu perusahaan yang ikut meramaikan industri periklanan adalah PT. Telkomsel, yang menggunakan Agnes Monica sebagai brand endorsement. Pada bulan September 2012, PT. Telkomsel membuat iklan melalui produk simPATI bertajuk “Dance Like Agnes”, yang lebih menekankan pada kompetisi yang diselenggarakan. Dalam iklan ini, PT. Telkomsel menampilkan Agnes Monica untuk membangkitkan keinginan konsumen untuk mengikuti kompetisi yang diselenggarakan. Tujuan penelitian ini adalah untuk mengetahui efektivitas penggunaan Agnes Monica dalam iklan Telkomsel simPATI “Dance Like Agnes”, yang dianalisa melalui tiga atribut yang dikemukakan oleh Hebert Kelman. Metode yang digunakan adalah survei dengan menyebarkan kuesioner kepada seluruh akun yang terdaftar dalam Facebook fanpage Telkomsel simPATI “Dance Like Agnes”. Dari hasil penelitian yang dilakukan, ditemukan bahwa dari kelima atribut yang sebaiknya dimiliki oleh Agnes Monica, atribut attractiveness (likeability) yang memberikan kontribusi terbanyak. Penulis memberi saran untuk memilih selebriti lain yang juga ahli dalam hal menari sebagai endorser dari iklan tersebut. / The rapid development of technology makes the display of an ad to be more interesting to watch by consumers. The development of the advertising industry is making an ad does not just present the message of products, but also as a medium for the promotion of the event organized. One of the companies that come to enliven the advertising industry is PT. Telkomsel. In September 2012, PT. Telkomsel created an advertisement for simPATI titled “Dance Like Agnes”. In this ad, PT. Telkomsel hires Agnes Monica to evoke the consumer’s desire to join the competition organized. The purpose of this research is to know the effectiveness of the use Agnes Monica in Telkomsel simPATI “Dance Like Agnes”, which analyzed using the three attribute by Hebert Kelman. The result is gathered by distributed the questionnaire to all the accounts that is registered in Facebook fanpage Telkomsel simPATI “Dance Like Agnes”. From the research conducted, it was found that of the five attributes that should be possessed by Agnes Monica, attractiveness (likeability) is the one that contribute the most. The Author provides suggestions that PT. Telkomsel should choose other celebrities who are also expert in dance as an endorser of the advertisement.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Woenarso, Angela BerdiniUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTangdilintin, PaulusUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: celebrity endorser ; ads
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 07:21
Last Modified: 19 Dec 2019 04:04
URI: http://repository.uph.edu/id/eprint/1068

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