Hubungan iklan indomie versi apa ceritamu Terhadap respon ibu rumah tangga rt001/rw009 Perumahan taman aries

Tirtajaya, Shella Natasha (2013) Hubungan iklan indomie versi apa ceritamu Terhadap respon ibu rumah tangga rt001/rw009 Perumahan taman aries. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

TVC adalah salah satu media promosi yang sering dipakai. Salah satunya adalah Indomie yang mengeluarkan sebuah TVC bertajuk “Apa Ceritamu”. TVC ini dibuat oleh Indomie untuk menaikkan rasa cinta konsumennya. Penelitian ini meneliti bagaimana terpaan iklan Indomie versi “Apa Ceritamu’ berpengaruh terhadap respon dari para ibu rumah tangga. Untuk menganalisis respon tersebut, peneliti menggunakan konsep Hierarchy of effects model. Hierarchy of effects model ini terdiri atas enam tahapan, yaitu Awareness, Knowledge, Liking, Preference, Conviction, dan Purchase. Data dikumpulkan dengan menyebarkan kuesioner kepada sampel ibu rumah tangga yang telah terpilih. Uji reabilitas dilakukan dengan menghitung Cronbach’s Alpha, sedangkan uji validitas dilakukan dengan pengukuran correlation coefficient. Penelitian ini menghasilkan nilai r (koefisien korelasi pearson) sebesar 0.813 (sangat kuat). Skor yang didapatkan oleh masing-masing tahapan pada hiearchy of effects model adalah: Awareness 87.45%, knowledge 79.02%, liking 78.74%, preference 80.92%, conviction 79.58%, dan purchase 83.82%. / TVC is one of the commonly used media campaigns. Indomie is one that issuing a TVC titled "What Your story". The TVC was created by Indomie to raise the love from their consumers. This study examines how the exposure of Indomie’s ad version "Apa Ceritamu ' effected on the response of the housewives. To analyze these responses, the researchers used the concept of Hierarchy of effects model. Hierarchy of effects model consists of six stages, namely Awareness, Knowledge, Liking, Preference, Conviction and Purchase. Data were collected by distributing questionnaires to the sample housewives who have been selected. Reliability test is done by calculating Cronbach's Alpha, while the validity test is done by measuring correlation coefficient. This research resulted in the value of r (Pearson correlation coefficient) of 0813 (very strong). Scores obtained by each of the stages in the hiearchy of effects model is: Awareness 87.45%, 79.02% knowledge, liking 78.74%, 80.92% preference, conviction 79.58%, and 83.82% purchase.

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