Korelasi Antara Popularitas Model Iklan dan Terpaan Iklan Dengan Minat Beli Produk(Survey di Kalangan Masyarakat RW II Perumahan Pongangan Indah Gresik )

Agustina Rizky, Rofiqoh (2009) Korelasi Antara Popularitas Model Iklan dan Terpaan Iklan Dengan Minat Beli Produk(Survey di Kalangan Masyarakat RW II Perumahan Pongangan Indah Gresik ). Other thesis, University of Muhammadiyah Malang.

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Abstract

TV advertisement is a communication tool which having sense of introducing to consumer related to certain product, whereas communication act is happened between buyers and sellers. In addition, this act facilitates in deciding the condition to marketing and pointing to a satisfying exchange for everyone. TV advertisement’s presence has become society’s commodity or even as a new power in convincing the public to follow the given expectation. Besides giving information related to certain product, TV advertisement is showing public figure that has popularity in advertising the product as well. Its purpose is to stimulate or become stimulation to the audience, thus cause possibility of imitating by the public to model advertisement, especially in using the product as what the model shown. A rising consumptive act happened in RW II Perumahan Pongangan Indah Gresik Society to automatic motor, specifically to Honda Vario and Yamaha Mio. It is not other than an effect from advertised communication. Based on the reality above, the writer is going to know the existence of the correlation between advertisement model’s popularity in Honda vario and Yamaha mio advertisement (Agnes Monica, VJ Daniel, Tessa Kaunang and Bunga Citra Lestari) to the product buying interest of Honda Vario and Yamaha Mio by controlling advertisement’s feedback in RW II Perumahan Pongangan Indah Gresik Society. This research is based on Jarum Hipodermik theory as the main theory, because it has strong influence, whereas, media organizer put as the one who smarter than the audience. This theory has direct-effect that inject to the unconscious mind of the audience. Another theory is AIDCA advertised communication, which focuses on A-Attention, I-Interest, and D-Desire. The frequency of the advertisement with the public figure who has popularity can be said easily get attention rather than the advertisement which used public figure who has less or even none of popularity. In catching attention, rising interest indirectly portrayed as a grown willing, not only from the human kind himself but also spontaneously come over to certain object or attitude that pleased to an object, situation, and certain ideas. Afterward there will be appearing desire to buy the product informed by the advertisement. Survey used as the methodology of this research. The research type is explansive, testing the correlation among the hypothesis variables, due to this research has a hypothesis that is going to be measured. Kind of research is quantitative, analyzing the data by using ‘partial correlation’ analysis in numbers to measure the correlation between model’s popularity in honda vario and yamaha mio (X1) and product buying interest (Y) controlling by advertisement’s feedback (X2). In deciding the total population of this research, the writer applied pre-survey by spreading the questionnaire before creating the criteria for the population. In fact, the total population, which has passed the criteria, is about 125 people. Random sampling technique used by the writer in taking the sample, whereas in deciding the total sample, 5% error applied as in Taro Yamane formula. Therefore, the writer can examine total respondents that involved in this research. The total number is 95 respondents. The popularity level of Agnes Monica to respondents is considered 21,05%, VJ Daniel is about 17,89%, Tessa Kaunang reaches 34,74%, Bunga Citra Lestari stands 24,21%. Advertisement’s model of Tessa Kaunang and Bunga Citra Lestari in Yamaha Mio advertisement is achieving higher popularity rather than Agnes Monica and VJ Daniel in Honda Vario advertisement. According to the respondents, the product buying interest Yamaha Mio is higher than Honda Vario. The Respondents are likely to get the advertisement’s feedback by watching Yamaha Mio to Honda Vario advertisement. Based on the data analysis, the conclusion over the correlation between model’s popularity in honda vario and yamaha mio (X1) and product buying interest (Y) is real and positive. On the other hand, the correlation between advertisement’s feedback (X2) and the product buying interest (Y) is real and positive. The advertisement model’s popularity has significant correlation with product buying interest. Eventually the correlation model’s popularity with product buying interest has unreal influence.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anwar Jasin
Date Deposited: 22 Mar 2012 13:51
Last Modified: 22 Mar 2012 13:51
URI: http://eprints.umm.ac.id/id/eprint/1016

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