Efektivitas iklan Floridina di tv RCTI terhadap warga Kompleks Taman Permata Milenium = The Effectiveness of Floridina advertising on RCTI tv to Taman Permata Milenium Residents

Lauw, Sherly (2013) Efektivitas iklan Floridina di tv RCTI terhadap warga Kompleks Taman Permata Milenium = The Effectiveness of Floridina advertising on RCTI tv to Taman Permata Milenium Residents. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (3MB)
[img] Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (303kB)
[img] Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (313kB)
[img] Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (315kB)
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (1MB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (453kB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (308kB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (398kB)
[img] Text (Chapter6)
Chapter6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (303kB)
[img] Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (278kB)
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (439kB)
[img] Text (Publication Agreement)
Publication-Agreement.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (722kB)

Abstract

Di jaman globalisasi ini, dimana terjadinya persaingan yang sangat ketat dintara perusahaan-perusahaan. Perusahaan harus tahu bagaimana cara menjual produknya kepada konsumen. Salah satu cara promosi yang paling sering dilakukan oleh perusahaan adalah beriklan. Iklan terbukti adalah salah satu cara yang paling efektif dan ampuh untuk menarik calon pembeli. Tetapi, tidak itu saja para marketer ditantang menciptakan iklan yang sekreatif mungkin yang dapat menarik pembeli. Salah satu iklan kreatif yang baru saja keluar di pasaran adalah iklan minuman Floridina orange, dimana iklan tersebut sangat kreatif dan diendorser oleh seorang artis Bunga Citra Lestari. Iklan haruslah dapat membujuk konsumen sehingga terjadinya pembelian. Maka dari itu penelitian ini membahas sejauh mana efektivitas iklan Floridina di TV RCTI terhadap Warga Kompleks Taman Permata Milenum Penelitian ini menggunakan survey deskriptif dengan tehnik pengumpulan data menggunakan kuisioner Pilihan Ganda yang lansung ditujukan kepada 100 orang responden. Setelah data dikumpulkan, dilakukan pengujian data dengan analisis model AIDA. Hasil menunjukkan pada tahap attention dari iklan Floridina mendapatkan skor 49% yang hampir mencapai setengah, meskipun angka tersebut tidak cukup tinggi, tetapi ini sudah merupakan hal yang bagus karena Floridina merupakan minuman baru, pada tahap interest mendapatkan skor 27% yang berarti hanya seperdua yang sangat tertarik dengan iklan ini, pada tahap desire mencapai 25% yang berarti pembeli belum mempunyai keinginan untuk membeli produk , dan terakhir action yaitu 42% yang ternyata cukup tinggi, berarti sudah ada dalam benak konsumen untuk melakukan pembelian, tetapi mungkin saja terdapat halangan-halangan dalam melakukan pembelian itu. Jadi, dapat disimpulkan melalui model AIDA yang telah penulis pakai, iklan Floridina dapat dikatakan tahapnya hanya mencapai tahap attention saja. / In this globalization era, when every company is being very competitive, a company have to know how to sell a product. One of the promotion that usually company use is advertising. Advertising is one of the most effective way to get a potential buyer. But, it’s not enough, the marketer has been challenge to create a creative advertising, so it can get the attention of the consumer. One of creative advertising which has been launch just recently is Floridina orange, and it’s starring by Bunga Citra lestari. Advertising has persuade people to buy. So, this research wants to study about how far the impact of Floridina advertising on television, to Taman Permata Milenium residents. This research using descriptive survey with collecting data using multiple choice questionnaire to the 100 respondents. After collecting the data, the data is applied to the model of AIDA. The result shows at the attention phase of Floridina advertising got 49% which means almost half respondents, even though the score is not really high, but it is a good thing because Floridina is a new product, at the interest phase got 27% score, at the desire got 25%, and at the action phase got 42% which mean almost half of the consumer has already thought to buy Floridina. So, the conclusion is the AIDA model only reach attention phase.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lauw, SherlyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuratmo, L. Yustinus JokoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: model of AIDA ; advertising ; the effect of advertising
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: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:50
Last Modified: 16 Dec 2019 07:58
URI: http://repository.uph.edu/id/eprint/1541

Actions (login required)

View Item View Item