Analisis respon penduduk di perumahan taman imam bonjol lippo karawaci village pada pesan iklan televisi magnum gold berdasarkan model aisas

Kumala, Lysan (2013) Analisis respon penduduk di perumahan taman imam bonjol lippo karawaci village pada pesan iklan televisi magnum gold berdasarkan model aisas. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam rangka mengkomunikasikan pesan iklan Magnum Gold, Wall’s Magnum menggunakan medium televisi sebagai salah satu media beriklan. Penelitian ini akan menguji sejauh mana analisis respon penduduk Perumahan Taman Imam Bonjol Lippo Karawaci Village terhadap pesan iklan televisi Magnum Gold berdasarkan model AISAS. Model AISAS, yang memiliki unsur Attention, Interest, Search, Action, dan Share. Pengumpulan data dilakukan dengan metode survei deskriptif, dengan pendekatan kuantitatif. Metode analisis data yang dilakukan dengan pre-test dan actual test. Pre-test dilakukan dengan menyebarkan kuesioner kepada 40 responden, yang kemudian hasilnya diuji validitas dan reliabilitas untuk melihat kelayakan dari butir-butir pertanyaan kuesioner. Setelah itu baru dilakukan actual test dengan penyebaran kuesioner kepada 100 responden dan kemudian dilakukan analisis. Dari hasil penelitian yang dilakukan diketahui bahwa pesan iklan televisi Magnum Gold berhasil dalam menarik perhatian (66%) dikategorikan tinggi, membangkitkan ketertarikan responden untuk terus menyimak iklan (62%) dikategorikan tinggi, menstimuli untuk mencari informasi (57%) dikategorikan cukup tinggi, mendorong responden untuk melakukan suatu tindakan nyata (64%) dikategorikan tinggi, dan membagikan pengalaman atau informasi kepada keluarga, teman, dan orang lain (58%) dikategorikan cukup tinggi. / In order to communicate the Gold Magnum, Wall's Magnum using television as a medium of advertising. This research will see analysis response resident in Taman Imam Bonjol Lippo Karawaci Village of Magnum Gold television advertising message based on AISAS Model. AISAS model, which consists of unsure Attention, Interest, Search, Action, and Share. The data used in this research is survey descriptive method, with quantitative approach. Analysis data method in this research is pre-test and actual test. Pre test by distributing questionnaires to 40 respondents, and then, the result will be tested its validity and reliability to see eligibility from the instruments (questioners). After that, the author do actual test by distribute the questionnaires to 100 respondents and then do the analysis again. The survey results revealed that Magnum Gold advertising message is successes in attract attention respondents (66%) categorized as high, awaken interest respondent to see the ad (62%) categorized as high, stimulate to do search (57%) categorized as quite high, push respondent to action (64%) categorized as high, and do share to family, friend (58%) were categorized quite high.

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