Asosiasi iklan pepsodent versi “ayah adi dan dika tidur dengan ayam” terhadap top of mind dari konsumen

Pradella, Amadea (2012) Asosiasi iklan pepsodent versi “ayah adi dan dika tidur dengan ayam” terhadap top of mind dari konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan semakin banyaknya advertising yang mengiklankan produk yang hampir sama dengan cara beriklan yang hampir sama pula, khususnya pada kategori parity product, mengakibatkan terjadinya information overload. Oleh karena itu para advertiser harus membuat suatu iklan yang kompetitif dengan cara memberikan emotional message di dalam iklan sehingga timbul image dan asosiasi yang positif oleh masyarakat terhadap brand tersebut agar brand tersebut tetap menjadi top of mind brand. Berkaitan dengan hal ini maka Peneliti membuat suatu penelitian asosiasi iklan Pepsodent versi “Ayah Adi dan Dika tidur dengan ayam” terhadap top of mind dari konsumen. Proses pengumpulan data dilakukan dengan teknik kepustakaan dan teknik survei, yaitu dengan cara menyebarkan kuisioner kepada responden yang terdiri dari ibu rumah tangga berusia 20 sampai dengan 40 tahun yang telah menonton iklan Pepsodent versi “Ayah Adi dan Dika tidur dengan ayam.” Penyebaran kuisioner dilakukan kepada 300 orang responden. Data yang telah terkumpul diproses dengan SPSS untuk diuji validitas dan reabilitasnya, dan kemudian diuji secara statistik dengan menggunakan teknik Pearson Correlation untuk melihat hasil korelasi yang terbentuk. Dari hasil penelitian yang telah dilaksanakan maka dapat disimpulkan bahwa korelasi antara asosiasi iklan Pepsodent versi versi “Ayah Adi dan Dika tidur dengan ayam” terhadap top of mind dari konsumen adalah kuat. Selain itu, Peneliti juga menyarankan agar pihak Unilever membuat suatu penelitian longitudinal dari iklan “Ayah Adi dan Dika” dalam versi lain, serta membuat suatu kampanye peningkatan self esteem yang bertemakan “You’re Precious”, dan memperluas jangkauan kampanye ke seluruh SES yang bertujuan agar mempertahankan brand awareness Pepsodent di tengah masyarakat. / Nowadays, there are many advertisements that advertise similar products with similar ways of advertising as well, especially in the parity product category, which creates an information overload towards consumers. In awareness of that situation, advertisers have to make competitive advertisements, by adding emotional messages in them, so that a positive association and image will emerge towards the brand, and the brand is raised to the top of mind. Thus the researcher studies the association of Pepsodent advertisement “Ayah Adi dan Dika tidur dengan ayam” version to consumers’ top of mind. Data are collected from primary and secondary sources, through delivering questionairres to respondents consisting of housewives who have watched Pepsodent’s “Ayah Adi dan Dika tidur dengan ayam” advertisement version, with an age range of 20 to 40 years old. The questionairre is distributed among 300 respondents. The data are processed with SPSS, in order to conduct the validity and reliability test, and later statisticaly tested using Pearson’s correlation technique in order to see the result of the correlation. From the conducted research, it can be concluded that the correlation between the association of Pepsodent’s advertisement (Ayah Adi dan Dika tidur dengan ayam) version to consumers’ top of mind is strong. Researcher also suggested Unilever creates a longitudinal research from “Ayah Adi dan Dika” advertisement in other alternatives, in adition also created self esteem increment campaign with the theme of “ You’re Precious”, and also expand the campaign range towards all SES, with the purpose to sustain the Pepsodent’s among the society.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Pradella, AmadeaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTangdilintin, PaulusUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: brand association ; top of mind
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 07:35
Last Modified: 11 Dec 2019 02:19
URI: http://repository.uph.edu/id/eprint/1192

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