Persepsi pengguna mobile internet di jakarta terhadap brand message pada iklan alwayson

Halim, Gery (2013) Persepsi pengguna mobile internet di jakarta terhadap brand message pada iklan alwayson. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan telekomunikasi di Indonesia akhir-akhir ini semakin pesat. Salah satu pasar yang paling berkembang saat ini adalah pasar mobile internet.Operator-operator telekomunikasi di Indonesia pun memanfaatkan kesempatan ini. Salah satunya adalah 3 (Tri) yang bisa dibilang merupakan pemain muda di pasar telekomunikasi Indonesia. 3 (Tri) menawarkan paket mobile internet yang bernama AlwaysOn yang diiklankan di televisi. Iklan ini menjadi penting karena selain sebagai sarana pemasaran produk AlwaysOn, juga sebagai sarana membangun merek 3 (Tri) di Indonesia. Oleh karena itu, perlu dilakukan penelitian untuk mengetahui persepsi pengguna mobile internet terhadap brand message pada iklan AlwaysOn. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden yang menggunakan mobile internet yang berdomisili di Jakarta dan berusia 15 – 29 tahun. Data diolah dengan melakukan uji validitas dan reliabilitas. Pengukuran dilakukan dengan menyebarkan kuesioner kepada 30 orang responden lalu diuji validitas dan reliabilitasnya. Baru kemudian kuesioner disebarkan kepada 50 orang dan hasilnya dianalisis. Dara hasil penelitian, terbukti bahwa iklan AlwaysOn berhasil menarik perhatian responden. Selain itu, terbentuk juga suatu asosiasi antara produk AlwaysOn dan merek 3 (Tri) dengan nilai kebebasan yang nyata. / The development of telecommunication in Indonesia is getting bigger. One of the most developing market is mobile internet market. The telecommunications operators in Indonesia are trying to be benefited from this opportunity. One of them is 3 (Tri) which is a young player in Indonesia’s telecommunication market. 3 (Tri) offers mobile internet package called AlwaysOn which is advertised on television. The television commercial is important because not only as a marketing tool for the product, but also to build the brand of 3 (Tri) in Indonesia. Therefore, a research is needed to know the perception of the mobile internet user of the brand message on AlwaysOn commercial. The data collection was conducted by distributing questionaires to respondents who use mobile internet, live in Jakarta, and aged 15 – 29 years old. The data is compiled by doing validity test, reliability test, and frequency table. The measurement was conducted by distributing the questionaires to 30 respondents and then testing the validity and reliability. Afterward, the questionaires were distributed to 50 respondents and then the results are analyzed. From the result of the research, it is proven that AlwaysOn commercial has succeed in getting the respondents’ attention. There is also an association formed from the commercial between the product, AlwaysOn, and the brand, 3 (Tri), and the value of real freedom.

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