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PERSEPSI AUDIENS MUSLIM TENTANG IKLAN KULKAS SHARP BERSERTIFIKAT HALAL (STUDI PADA WARGA PERSYARIKATAN MUHAMMADIYAH KOTA MALANG)

Ndani, Audila Rima (2019) PERSEPSI AUDIENS MUSLIM TENTANG IKLAN KULKAS SHARP BERSERTIFIKAT HALAL (STUDI PADA WARGA PERSYARIKATAN MUHAMMADIYAH KOTA MALANG). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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PENDAHULUAN.pdf

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Abstract

The failure of Zoya Hijab adverts with halal certification as a non-consumption product that provides information on halal guarantee for its products does not stop PT Sharp Electronics Indonesia from making advertisements with similar objectives. PT Sharp Electronics Indonesia as one of the market leaders for refrigerator products makes advertisements from refrigerator products that have obtained halal certificate guarantees. Considering that Zoya Hijab advertisement is halal certified, it gets a lot of negative responses, thus requiring the company to apologize to the public, so this study aims to find out how the Muslim audience's perception of SHARP refrigerator advertising is halal certified. The perception referred to in this study is related to the experience of Muslim audiences about the advertisement of halal-certified domestic products obtained through the conclusion and interpretation of advertising messages. This research uses a quantitative approach whose results will be described descriptively. This study uses a cluster random sampling technique with a sample size of 100 respondents. The results of this study indicate that the perception of Muslim audiences about SHARP certified refrigerator ads is a positive perception with an average value of 2.81. Positive perceptions are obtained based on the results of the assessment of positive perceptions given by the majority of respondents on indicators of experience, knowledge, opinion or judgment, the existence of halal certificate elements, the purpose of advertising, and advertising functions. In the discussion section of the theory it was found that the theory of individual differences is still relevant to use today. While the concept of AIDCA has not been fully applied to this ad. Halal-certified SHARP refrigerator ads still do not meet the elements of interest and action in the AIDCA concept.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410040311296
Thesis Advisors: Winda Hardyanti (0720048606), M. Himawan Sutanto (0724047601)
Keywords: Perception, Advertising, Halal Certificate
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201410040311296
Date Deposited: 14 Nov 2019 02:57
Last Modified: 14 Nov 2019 02:57
URI : http://eprints.umm.ac.id/id/eprint/55022

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