Efektivitas iklan Sariayu Martha Tilaar seri inspirasi Jakarta pada media Instagram

Sutomo, Muhammad Hadi Wicaksono (2018) Efektivitas iklan Sariayu Martha Tilaar seri inspirasi Jakarta pada media Instagram. Masters thesis, Universitas Pelita Harapan.

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Abstract

Sariayu Martha Tilaar is one of the pioneers of the cosmetics industry in Indonesia. However, looking at the current cosmetics world competition, making Sariayu is no longer in his prime. Not only that, Sariayu brand is now perceived as a cosmetic brand that tends to be old and traditional. The selection of media has now changed, no longer using conventional media, but has shifted to the use of digital media. Social media application, Instagram, is considered closer to young people. Based on this, this research was conducted to find out how the effectiveness of Sariayu Martha Tilaar Ads on Instagram media. This research uses quantitative descriptive research method which only try to explain without giving comparison. While the data collection is done by using questionnaire. The model used to measure effectiveness in this study using the Information processing Model. The results of this study obtained that the results of statistical tests using SPSS 24, obtained a very satisfactory answer. With an overall average per variable above 80%. So it can be concluded that Sariayu Martha Tilaar Ads Series Inspirasi Jakarta In Instagram Media can be said to be effective. / Sariayu Martha Tilaar merupakan salah satu pelopor industri kosmetik di Indonesia. Akan tetapi melihat persaingan dunia kosmetik saat ini, membuat Sariayu tidak lagi berada pada masa jayanya. Bukan hanya itu, merek Sariayu kini dipersepsikan sebagai merek kosmetik yang cenderung tua dan tradisional. Pemilihan media pun kini sudah berubah, bukan lagi menggunakan media konvensional, akan tetapi sudah bergeser kepada penggunaan media digital. Aplikasi sosial media, yang Instagram, dinilai lebih dekat kepada anak muda. Berdasarkan hal tersebut, penelitian ini dilakukan yaitu untuk mengetahui bagaimana efektifitas Iklan Sariayu Martha Tilaar pada media Instagram. Penelitian ini menggunakan metode deskriptif kuantitatif dimana hanya berusaha menjelaskan tanpa memberikan perbandingan. Sedangkan pengumpulan datanya dilakukan dengan menggunakan kuesioner. Model yang digunakan untuk mengukur efektivitas dalam penelitian ini menggunakan Information processing Model. Hasil dari penelittian ini diperoleh bahwa dari hasil uji statistik menggunakan SPSS 24, diperoleh jawaban yang sangat memuaskan. Dengan ratarata keseluruhan per variabelnya diatas 80%. Maka dapat disimpulkan bahwa Iklan Sariayu Martha Tilaar Seri Inspirasi Jakarta Pada Media Instagram dapat dikatakan efektif.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Sutomo, Muhammad Hadi WicaksonoUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek N.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Effectiveness ; Sariayu ; Information Processing Model
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 11 Mar 2019 01:30
Last Modified: 11 Mar 2019 01:30
URI: http://repository.uph.edu/id/eprint/2662

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