Pengaruh iklan top white coffee melalui pendekatan aida terhadap penghuni perumahan Taman Diponegoro Lippo Karawaci = The effect of top white coffee adverticement broadcast through aida model towards the residents of Taman Diponegoro Lippo Karawaci

Jaya, Natalia Dwi Utami (2014) Pengaruh iklan top white coffee melalui pendekatan aida terhadap penghuni perumahan Taman Diponegoro Lippo Karawaci = The effect of top white coffee adverticement broadcast through aida model towards the residents of Taman Diponegoro Lippo Karawaci. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di jaman modern seperti saat ini, persaingan bisnis yang terjadi semakin dinamis dan kompleks. Hal ini membuat pengelola perusahaan harus dapat berpikir secara kreatif dan inovatif ketika menjual dan memasarkan produknya kepada konsumen. Salah satu bentuk promosi yang dapat dilakukan oleh perusahaan adalah dengan cara beriklan. Iklan haruslah dapat mempengaruhi konsumen sehingga tertarik dan melakukan pembelian terhadap produk yang diiklankan. Maka dari itu penelitian ini membahas mengenai pengaruh Iklan Top White Coffee. Penelitian ini menggunakan metode survei deskriptif dengan teknik pengumpulan data menggunakan kuesioner. Pemilihan responden menggunakan metode non-probabilitas dengan teknik purposive sampling. Kuesioner tersebut berbentuk pilihan ganda yang mempunyai empat pilihan jawaban, dimana langsung ditujukan kepada 100 orang responden. Responden dalam penelitian ini adalah penghuni Perumahan Taman Diponegoro Lippo Karawaci. Kemudian, setelah data dikumpulkan, dilakukan pengujian data dengan mengaplikasikan Model AIDA. Hasil menunjukkan bahwa tahap attention dari iklan Top White Coffee mendapatkan nilai yang paling tinggi dibandingkan dengan tahap lainnya. Jadi, dapat disimpulkan melalui model AIDA yang digunakan, Iklan Top White Coffee dapat dikatakan mempunyai pengaruh hanya sampai ke tahap attention. Karena itu, disarankan agar membuat iklan versi baru yang lebih menarik dan menambah kegiatan promosi. / In the modern era like the present, business competition is becoming more dynamic and complex. This makes a company management must think more creatively and innovatively when selling and marketing its product to consumers. One of the best marketing ways that can be done by a company is using advertising. An advertisement must be able to affect consumers so that they are attracted and ultimately buy the advertised product. Therefore, this research discussed about the effect of “Top White Coffee” advertisement. This research applied a descriptive survey by using questionnaires in collecting data. The selection of respondents uses a non-probability method by the purposive sampling technique. The questionnaire used a form of multiple choices with four options, directly distributed to a hundred respondents. The respondents in this research were the residents of “Taman Diponegoro Lippo Karawaci”. Subsequently, after all the data were collected, they were tested by implementing the AIDA model. The result shows that the attention level of “Top White Coffee” advertisement obtained the highest value compared with other levels. Thus, it could be concluded by AIDA model used, “Top White Coffee” commercial can be said to have an influence only up to the stage of attention. Therefore, it is advisable to make a new version of “Top White Coffee” advertisement more attractive and add promotional activities.

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