Efektivitas iklan parfum girl de provence dalam video musik twinkle terhadap penggemar girls’ generation - taetiseo di indonesia

Marcella, Marcella (2013) Efektivitas iklan parfum girl de provence dalam video musik twinkle terhadap penggemar girls’ generation - taetiseo di indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada tahun 2012, Korean wave melanda dunia termasuk Indonesia. Girls’ Generation, salah satu grup penyanyi wanita ternama Korea Selatan dengan sub unitnya Taetiseo, pada tanggal 30 April 2012 meluncurkani video musik berjudul Twinkle pada channel Youtube resminya. Video musik dari dunia hiburan Korea Selatan umumnya bebas dari iklan, tetapi dalam video musik Twinkle diiklankan sebuah parfum bernama GiRL de Provence. Penelitian ini mengukur efektivitas iklan parfum GiRL de Provence dan menganalisa respon para penggemar Girls’ Generation – Taetiseo berdasarkan customer response model, hierarchy of effect yang terdiri dari dimensi awareness, knowledge, liking, preferences, conviction, dan purchase. Metode yang digu nakan adalah survei deskriptif dengan pendekatan kuantitatif. Teknik purposive sampling digunakan untuk mendapatkan 30 responden berupa penggemar Taetiseo yang tergabung dalam sebuah komunitas Sone di Indonesia dalam jaringan internet, dan telah menonton video musik Twinkle lebih dari sekali. Hasil penelitian menunjukkan bahwa iklan parfum GiRL de Provence ini efektif dalam memengaruhi komponen afektif dari para responden. Iklan ini paling efektif dalam dimensi conviction, sehingga para responden memiliki keyakinan untuk melakukan pembelian produk GiRL de Provence. Namun, keyakinan ini tidak diikuti dengan tindakan pembelian secara nyata. / In the year of 2012, a phenomenom called Korean wave spread all over the world, including Indonesia. Girls’ Generation, a South Korean girlband, along with its subunit Taetiseo, launched a music video entitled Twinkle on April 30, 2012, on its official Youtube channel. Usually, most South Korean music videos are free from advertisements, but in the Twinkle music video, a perfume called GiRL de Provence is advertised. This research measures the effectiveness of GiRL de Provence perfume advertisement and analyzes the responses of Girls’ Generation – Taetiseo’s fans based on the costumer response model, Hierarchy of Effect. This model consists of awareness, knowledge, liking, preferences, conviction, and purchase dimensions. The method used in this research is descriptive survey with quantitative approach. Purposive sampling technique was used in this research to get 30 Indonesian Taetiseo fans that are part of a Sone community on the Internet and have watched the Twinkle music video more than once. Results show that the advertising of GiRL de Provence in Twinkle music video is effective in influencing the affective component of respondents. This advertisement is most effective in developing the conviction of the respondents. They are convinced to purchase the GiRL de Provence perfume if they had the opportunity. However, this conviction is not followed by a real purchase action.

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