Pengaruh iklan buavita versi keluarga fruitarian yang tayang di televisi terhadap warga perumahan Fluorite Gading Serpong = Effect of buavita tv commercial keluarga fruitarian version in television to Fluorite Gading Serpong residents

Sanusi, Sheila (2014) Pengaruh iklan buavita versi keluarga fruitarian yang tayang di televisi terhadap warga perumahan Fluorite Gading Serpong = Effect of buavita tv commercial keluarga fruitarian version in television to Fluorite Gading Serpong residents. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (3MB)
	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (360kB)
	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (441kB)
	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (445kB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (561kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (452kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (564kB)
	Text (Chapter6) Chapter6.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (420kB)
	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (428kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)
	Text (Publication-Agreement) Publication-Agreement.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)

Abstract

Iklan merupakan bentuk komunikasi berupa berita atau pesan untuk mendorong dan membujuk khalayak agar tertarik pada barang atau jasa yang ditawarkan. Oleh karena itu, iklan harus dikemas secara baik agar menghasilkan iklan yang efektif. Sampai saat ini, strategi pemasaran dengan menggunakan iklan masih dipercaya oleh para produsen sebagai salah satu media yang sangat berpengaruh untuk menaikkan penjualan sebuah produk. Namun, tidak semua iklan dapat memberikan pengaruh kepada konsumen untuk melakukan tindakan pembelian terhadap suatu produk. Maka dari itu, penelitian ini membahas sejauh mana pengaruh iklan Buavita versi Keluarga Fruitarian yang tayang di televise terhadap warga perumahan Fluorite Gading Serpong. Penelitian ini menggunakan metode survei deskriptif dengan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kusioner tertutup yang langsung dibagikan kepada 100 orang responden warga perumahan Fluorite Gading Serpong. Setelah data terkumpul, dilakukan pengujian data dengan analisis model AIDA. Dari hasil penelitian membuktikan bahwa variabel action memiliki nilai atribut tinggi yang paling tinggi dibandingkan dengan atribut lainnya, yaitu: attention, interest, dan desire. Secara keseluruhan, iklan Buavita versi Keluarga Fruitarian tidak mempunyai pengaruh bagi para konsumen untuk membeli produk Buavita. Untuk iklan berikutnya, disarankan agar membuat iklan yang ringkas dan mudah dimengerti. / Advertising is a form of communication such as news or messages to encourage and persuade audiences who are interested in the goods or services offered. Therefore, the ads must be packaged properly in order to produce effective advertising. To date, marketing strategy using advertisement is still trusted by the manufacturers as one of the most influential media to increase sales of a product. However, not every ad can effect the consumer to act against a product purchase. Therefore, this research will examine how far the effect of Buavita TV commercial Keluarga Fruitarian version to Fluorite Gading Serpong residents is. This research was conducted using a descriptive survey method with a quantitative approach. Data collection techniques used is an enclosed questionnaire which was distributed directly to 100 respondents of Fluorite Gading Serpong residents. After the data had been collected, it was tested with the AIDA model analysis. Results of the study proved that the action variable action has the highest values attribute compared with the other attributes, namely: attention, interest, and desire. Overall, Buavita TV commercial Keluarga Fruitarian version has no influence for consumers to buy Buavita products. For the next ad, it is advisable to make an ad that is concise and easy to understand.

Actions (login required)

View Item