Efektivitas iklan Indomie Goreng Cabe Ijo di stasiun televisi RCTI terhadap warga komplek Perumahan Vila Gading Indah = Effectiveness of Indomie Goreng Cabe Ijo tv commercial in RCTI to Vila Gading Indah residents

Lenny, Lenny (2013) Efektivitas iklan Indomie Goreng Cabe Ijo di stasiun televisi RCTI terhadap warga komplek Perumahan Vila Gading Indah = Effectiveness of Indomie Goreng Cabe Ijo tv commercial in RCTI to Vila Gading Indah residents. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Iklan merupakan salah satu bentuk komunikasi antara produsen dan konsumen yang bertujuan untuk menginformasikan dan mempromosikan suatu produk untuk mempengaruhi konsumen untuk melakukan pembelian. Strategi pemasaran dengan menggunakan media iklan masih sangat berpengaruh terhadap penjualan suatu produk. Sebuah iklan tidak selalu dapat mempengaruhi konsumen untuk melakukan pembelian terhadap suatu produk yang ditawarkan. Maka dari itu, penelitian ini membahas sejauh mana pengaruh iklan Indomie Goreng Cabe Ijo di stasiun televisi RCTI terhadap warga komplek perumahan Vila Gading Indah. Penelitian ini menggunakan metode survei deskriptif dengan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner yang disebarkan kepada 100 orang warga komplek perumahan Vila Gading Indah. Setelah data terkumpul, dilakukan pengujian data dengan analisis model AIDA. Hasil penelitian menunjukkan bahwa pada tahap attention, lebih dari setengah (54%) responden mempunyai perhatian yang tinggi terhadap iklan Indomie Goreng Cabe Ijo. Sedangkan pada tahap interest, lebih dari setengah (66%) responden mempunyai ketertarikan yang sedang. Sedangkan pada tahap desire, setengah (50%) responden mempunyai keinginan yang sedang terhadap produk. Sedangkan pada tahap action, setengah lebih (58%) responden mempunyai tingkat tindakan yang sedang. / Commercial is a way of communication between company and consumer to explain and promote their product that will affect consumer’s buying decision. Using commercial as a marketing strategy still considered as an effective way to increase sales. A commercial is not always successful to convince consumers to buy a product. Therefore, this research will examine how far is the effect of Indomie Goreng Cabe Ijo TV commercial to Vila Gading Indah residents. The methods of this research is descriptive survey with quantitative approach on 100 purposive samples. Primary data will be collected using questionnaire and given to 100 Vila Gading Indah residents. Then, these data will be analyzed with AIDA model. The result shows that the highest effect of the commercial is in the attention phase, where more than half (54%) of the participants have high attention. On the other hand, more than half (66%) participants have moderate interest on the commercial in the interest phase. Despite only half (50%) of the participants have moderate desire in the desire phase, more than half (58%) participants have moderate action in the action phase.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lenny, LennyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuratmo, L. Yustinus JokoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: advertising ; AIDA Model
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 07:59
URI: http://repository.uph.edu/id/eprint/1542

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