Pengaruh iklan Pantene yang dibintangi oleh Anggun C. Sasmi yang ditayangkan di Radio Citra Televisi Indonesia bagi masyarakat di Perumahan Citra 2 Ext Pos 7 Cengkareng

Kristin, Yoanna (2013) Pengaruh iklan Pantene yang dibintangi oleh Anggun C. Sasmi yang ditayangkan di Radio Citra Televisi Indonesia bagi masyarakat di Perumahan Citra 2 Ext Pos 7 Cengkareng. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pantene menggunakan seorang public figure yang dikenal sebagai artis yang mempunyai image yang baik, dikenal oleh masyarakat luas serta memiliki rambut yang indah, hal tersebut dicerminkan oleh Anggun C.Sasmi. Ketika masyarakat melihat iklan shampo maka, secara langsung maupun tidak langsung kita ingin mempunyai rambut sama seperti model yang ada di iklan tersebut. Iklan shampo yang sering tampil di televisi semakin menguatkan pandangan bawa, wanita cantik harus memiliki rambut yang sehat dan indah. Teori yang dipakai dalam penelitian ini adalah teori Uses and Gratification dimana semua orang secara aktif mencari kebutuhan lewat informasi di media massa. Penelitian ini dilakukan dengan pendekatan kuantitatif serta metode yang diterapkan adalah metode survei deskriptif. Dalam penelitian ini peneliti memperoleh data dengan menggunakan kuesioner tertutup yang telah diberi skor, dimana data tersebut nantinya akan dihitung secara statistik. Hasil penelitian menunjukan bahwa, rumusan masalah pokok penelitian ini adalah sampai di tahap Action. Hal ini terbukti tingkat paling tinggi ada di variabel Action. Saran dari penelitian ini adalah harus membuat tampilan yang lebih menarik agar masyarakat lebih memperhatikan iklan tersebut serta mengadakan acara dengan menampilkan Anggun C.Sasmi sebagai model agar orang terpicu untuk membeli dan mencoba shampo Pantene. / Pantene choose a public figure who is a well-known artist who has a good image, beautiful black long hair and known by the public. All of those descriptions above reflected by Anggun C. Sasmi. When people look at the shampoo ads directly or indirectly, people become have a desire and wanted to have a hair like the model in the ads. Shampoo ads that often appear on television reinforce the views taken, beautiful woman must have a healthy and beautiful hair. The theory used in this study is the Uses and Gratification theory in which all people are actively looking for information needs through the mass media. This research was conducted with a quantitative approach and using a descriptive survey method. In this study, researcher obtained data by using the enclosed questionnaire that has been given a score, where the data will be calculated statistically. The results showed that, the formulation of the main problem of this study is to phase in action. This proved the highest level in the variable action such like buying the Pantene shampoo. Suggestion of this research is to make the display more interesting that people pay more attention to these ads as well as events with displays Anggun C.Sasmi triggered as a model for people to buy and try Pantene shampoo.

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