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PENGARUH TERPAAN PESAN KOMUNIKASI PEMASARAN TERHADAP CITRA POSITIF MALANG STRUDEL (Studi pada Anggota PKK RW 10 Kelurahan Lowokwaru Kota Malang)

Merdekawati, Kurnia Shobrina (2019) PENGARUH TERPAAN PESAN KOMUNIKASI PEMASARAN TERHADAP CITRA POSITIF MALANG STRUDEL (Studi pada Anggota PKK RW 10 Kelurahan Lowokwaru Kota Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The concept of image is getting a special attention in marketing field right now, because it gave various benefits for the company or organization. Image created from message, knowledge, and information which someone get. In the company which work on marketing field, one of the message’s distribution used marketing communication. The purposed of this research is to measure the effect of marketing communication’s message exposures to positive image of Malang Strudel. Researcher used hierarchy of response model, one of it is AIDA theory which the first step is cognitive effect named attention. The other theory is The Powerful Effect, which say the repeated message on duration of the time could get a significant effect. The method which used in this research is survey. It was held at September 9th-October 13rd 2018. The samples in this research were selected by proportional cluster sampling. The research’s data were analyst used simple linear regression to show the availability of the effect and product moment Pearson correlation to measure the effect. Based on the result, the effect of marketing communication’s message exposures is low. The average of respondents got the messages of marketing communication from advertisement board. Regarding to other variable (the positive image of Malang Strudel), the result is in high category. The marketing communication’s message exposures from website were get the biggest effect to the positif image of Malang Strudel. The positive image of Malang Strudel on the average of respondents is the company who sells exclusive product. The exposures of marketing communication’s message on giving the effect to positive image of Malang Strudel show the availability of positive impact and truly happened on low category that is 26%. So, the increase of marketing communication’s exposures can increase the positive image of Malang Strudel.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410040311142
Keywords: Marketing Communication, Positive Image, and Malang Strudel
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 28 Mar 2019 02:26
Last Modified: 28 Mar 2019 02:26
URI : http://eprints.umm.ac.id/id/eprint/45586

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