Pengaruh iklan panasonic tv edisi hexa chroma terhadap brand awareness konsumen

Giraldie, Aldy (2018) Pengaruh iklan panasonic tv edisi hexa chroma terhadap brand awareness konsumen. Masters thesis, Universitas Pelita Harapan.

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Abstract

Technological developments currently enhancing rapidly, due to this matters competition in the electronic industry get tighter. The electronic company began to integrate their marketing communication that purposed to strengthen the level of brand awareness, through one of the marketing tools such as, advertisement. The Advertisement not only focuses on how to influence awareness but also to change the consumer behavior. This research purposed to discover the impact of Panasonic TV Ads Hexa Chroma version, towards the consumer brand awareness. The application of The Facets Model Effects such as perception, cognition, affection, persuasion, transformation, and behavior, intend to know which factor of Panasonic TV Hexa Chroma version that affects brand awareness amongst consumers. The results of this study shows that Panasonic TV Hexa Chroma edition ads can affect brand awareness amongst consumer simultaneously and also partially to the specific variable which has significant values. The conclusion of this research, every element in Panasonic TV Hexa Chroma simultaneously affects consumer brand awareness, however in term of partially, only affection and persuasion that significantly affect consumer brand awareness. Hexa chroma ads that execute with soft-sell style and integrated into every Panasonic TV marketing communication sector, proven can affect the consumer in emotional side. / Perkembangan teknologi yang semakin maju , membuat persaingan di dunia industri elektronik semakin ketat. Perusahaan elektronik mulai menintregrasikan lini komunikasi pemasarannya, untuk mendapatkan brand awareness secara maksimal melalui salah satu alat pemasaran yaitu iklan. Iklan diharapkan tidak hanya memicu awareness akan tetapi juga dapat merubah perilaku konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh iklan Panasonic TV edisi Hexa Chroma terhadap Brand Awareness konsumen. Penggunaan konsep The Facets Model Effects, yang meliputi Persepsi, Kognisi, Afeksi, Persuasi, Transformasi, dan juga Perilaku, bertujuan untuk mengetahui dari faktor mana iklan Panasonic TV Edisi HexaChroma mampu mempengaruhi Brand Awareness konsumen. Hasil penelitian menunjukan bahwa iklan Panasonic TV edisi Hexa Chroma dapat mempengaruhi brand awareness konsumen secara simultan dan juga parsial pada variabel tertentu yang memiliki nilai yang signifikan. Dapat disimpulkan bahwa elemen – elemen dalam iklan Panasonic TV edisi Hexa Chroma secara simultan terbukti mempengaruhi brand awareness konsumennya, sedangkan secara parsial persepsi dan perilaku tidak mempengaruhi brand awareness konsumen, melainkan hanya afeksi dan persuasi yang mempengaruhi secara signifikan. Penggunaan gaya iklan soft selling di komunikasi pemasaran terintegrasi Panasonic TV, terbukti mempengaruhi konsumen secara emosional.

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