Pengaruh iklan clear yang dibintangi Agnes Monica yang ditayangi di televisi Indonesia terhadap masyarakat Pondok Hijau Golf Cluster Topaz = The Effect of Agnes Monica clear advertising which is televised in Indonesia towards the residents of Pondok Hijau Golf Topaz Cluster

Fanny, Verensia (2014) Pengaruh iklan clear yang dibintangi Agnes Monica yang ditayangi di televisi Indonesia terhadap masyarakat Pondok Hijau Golf Cluster Topaz = The Effect of Agnes Monica clear advertising which is televised in Indonesia towards the residents of Pondok Hijau Golf Topaz Cluster. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Clear merupakan shampo anti ketombe yang menggunakan selebriti endorser yang memiliki citra yang baik, memiliki pengaruh yang cukup besar terhadap masyarakat luas, serta memiliki rambut yang indah.Hal tersebut tercermin dalam sosok Agnes Monica yang selalu menciptakan trend baru. Sehingga masyarakat yang melihat iklan Clear terdorong untuk mempunyai rambut indah seperti Agnes. Teori komunikasi yang digunakan dalam penelitian ini adalah Uses and Gratification Theory dimana manusia dalam pemenuhan kebutuhannya mencari informasi melalui media masa. Dalam penelitian ini mengaplikasikan model AIDA. Adapun variabel yang diteliti dalam penelitian ini diantaranya Attention, Interest, Desire, Action.Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden. Pemilihan responden menggunakan metode non-probabilitas dengan teknik purposive sampling. Responden dalam penelitian ini adalah masyarakat Pondok Hijau Golf Cluster Topaz yang pernah menonton iklan Clear di televisi.Pada penelitian aktual, kuesioner dibagikan kepada 100 responden.Data yang telah diperoleh lalu di uji Validitas dan uji Reliabilitasnya secara statistic menggunakan software SPSS.Dan hasil penelitian menunjukkan bahwa bukan saja hanya attention yang tinggi terhadap iklan, namun action-nya juga tergolong tinggi. / CLEAR is well-known as a anti-dandruff shampoo which regularly uses celebrities endorser who have good image and influence in public, also have an excellent quality of hair. These criteria is well reflected through an image of Agnes Monica who always create a new trend. The theory of communication that is applied in this research is the Uses and Gratification Theory where humans search information through the use of mass media to fulfill their needs. AIDA model is applicated in this research. The variables that are observed are Attention, Interest, Desire, and Action. The author gathered the data from the distribution of questionnaires to the respondents. The selection of the respondents is based on the non-probability method with the technique of purposive sampling. As a result, the chosen respondents are the residents of Pondok Hijau Golf, Topaz Cluster who watch the Clear advertisement in television. In the case of the actual research, the questionnaires are distributed to 100 respondents and eventually the actual data that are gathered is tested statistically through the SPSS software for its validity and reliability. And the results showed that not only the high attention to of advertisement, but the actions also quite high.

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