Susanto, Beng (2000) Pengaruh iklan terhadap persepsi konsumen produk obat tradisional di Jakarta (riset efektivitas iklan televisi jamu komplit Sido Muncul). Masters thesis, Universitas Pelita Harapan.
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Abstract
PT. SIDO MUNCUL menggunakan televisi sebagai media komunikasi pemasaran, salah satunya adalah iklan Produk Jamu Komplit Sido Muncul. Penulis tertarik untuk mengetahui, sejauh mana pengaruh iklan itu mempengaruhi persepsi masyarakat kelas menengah atas citra produk, supaya percaya dan akhirnya mengkonsumsi produk tersebut. Metodologi penelitian dilakukan dengan menggunakan analisa deskriptif yang didukung teori-teori yang berhubungan erat dengan obyek penelitian. Selanjutnya, untuk menganalisa pengaruh tersebut, digunakan analisa regresi (regression). Elemen-elemen iklan Jamu Komplit sido Muncul, yang bertujuan untuk menimbulkan perhatian/kesadaran, ketertarikan, serta pemahaman isi pesan (informasi), temyata memang memberi pengaruh dalam membentuk persepsi dibenak konsumen.
| Item Type: | Thesis (Masters) | ||||||||
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| Additional Information: | T 19-98 SUS p | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
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| Depositing User: | Users 18 not found. | ||||||||
| Date Deposited: | 20 May 2021 02:37 | ||||||||
| Last Modified: | 16 Dec 2021 08:16 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/29046 |
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