PENGARUH TERPAAN TAYANGAN IKLAN SAMPOERNA A MILD VERSI PELANGGARAN LALU LINTAS TERHADAP KETAATAN BERLALU LINTAS MAHASISWA( Studi Pada Mahasiswa Komunikasi Anggkatan 2004 UMM )

Hidayah, Luluk (2008) PENGARUH TERPAAN TAYANGAN IKLAN SAMPOERNA A MILD VERSI PELANGGARAN LALU LINTAS TERHADAP KETAATAN BERLALU LINTAS MAHASISWA( Studi Pada Mahasiswa Komunikasi Anggkatan 2004 UMM ). Other thesis, University of Muhammadiyah Malang.

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PENGARUH_TERPAAN_TAYANGAN_IKLAN_SAMPOERNA_A_MILD_VERSIPELANGGARAN_LALU_LINTAS_TERHADAP_KETAATAN_BERLALU_LINTASMAHASISWA.pdf

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Abstract

So far we have already been introduced to law awareness. In its reality, the problem of law awareness in Indonesia is considered low in terms of its application. Law awareness is not done as what the society wish. There are many kinds of phenomena that we can have for example on the behavior on the highway. As a simple example can be seen from highway users who get tickets just because they are very careless and do not obey the traffic regulation. This phenomenon shows how insufficient the law awareness the society has. Moreover, this is somewhat terrible when some people say that “a rule exists to be broken”. Believe or not, it needs some special attention especially the policeman department who is responsible for taking care of the traffic safety. Apart from the effort to make the people aware of the traffic rule, the terrible condition of Indonesian’s traffic then also attract the attention from the advertisement maker in making such influential advertisement so that it will attract the people’s attention. This is like what has been done by production house managing the advertisement of “ A mild Sampoerna in giving messages to traffic users to obey the traffic regulations whether or not there is policeman around. The different perception on what readers or people have on this advertisement will give different reactions and responses in which it is different from one person to another. In this case, the research problem of this study is “Is there any effect created by Sampoerna advertisement exposure “ a mild on the behavior of highway traffic disobedience version on the behavior of students’ obedience on the highway? This study aims at finding out the effect of Sampoerna advertisement exposure “ a mild on the behavior of highway traffic disobedience version on the behavior of students’ of University of Muhammadiyah Malang obedience on the highway. Based on the opinion stated by Kasali (2003;9), advertisement is a mass communicative activity that is sending the messages that deals with certain products by persuasive methods containingmessages and motivation addressed to the society aiming at influencing the society to give responses the advertiser wants, like what the awareness on the brand as real response in which the commercial advertisement looks for or on the implementation of certain behavior in which the advertisement tries to be on its social function. The success of an advertisement on its audience can not be separated from the advertisement media. One of them is television. Shimp (2003;18) says that television as an advertisement media has an ability to create the desired effect of that advertisement that is by activating its consumers awareness in this case activating the audience’s ability to receive messages. This is in line with the effect desired by Sampoerna A mild advertisement. Advertisement as a form of communication must be arranged based on communication principles AIDDA so that it results in communicative and persuasive advertisements. The theory of AIDDA involves: Attention, Interest, Desire, Decision, Action. This study uses a quantitative method by using explanatory type to find out the respondents answers on the exposure of Samporna A mild on highway traffic disobedience on the obedience of students behavior on the street by using questionnaire. The analysis used is simple linear regression. The hypothesis testing is done by using F testing by comparing the value of F count to F Table. Based on the calculation of simple linear regression, we get F count (239,07) > from its F table (3,98) so that it can be aid that the television advertisement exposure of Samporna A mild on the behavior of highway traffic disobedience version significantly affect the behavior of students’ obedience on the highway . Meanwhile, to find out the number of significance is given by using R Square (Determinant coefficient) about 70%. From that number, it means that the students’ obedience on the highway is affected by Sampoerna A Mild advertisement exposure about 70.9%. from the result of this study, it can be said that the contribution of this study suggest the production house managing Sampoerna A mild advertisement can improve its creativity in creating another advertisement of SampoernA mild a. This happens since students have already known Samporna A mild advertisement as on of the advertisement on social function. In this way, the other advertisement of this version will be given full attention by the audiences. In the same way, it will give an impression that Sampoerna A mild also care on the social phenomena happens in the societ.

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: Anggit Aldila
Date Deposited: 08 May 2012 03:17
Last Modified: 08 May 2012 03:17
URI: http://eprints.umm.ac.id/id/eprint/4625

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