Prihantoro, Rudi (2014) PERSEPSI MASYARAKAT DESA TIRTOMARTANI KECAMATAN KALASAN KABUPATEN SLEMAN PADA IKLAN “TOP COFFEE” DI TELEVISI. Other thesis, UPN "Veteran" yogyakarta.
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Abstract
Berbagai perusahaan menggunakan selebriti sebagai endorser sebagai daya tarik produk. Strategi periklanan melalui celebrity endorser juga dilakukan oleh produsen Top Coffee. Produsen Top Coffee hadir dengan iklan yang gencar ditayangkan di televisi dan menampilkan bintang iklan artis ternama yaitu: Iwan Fals, Anthony, Nikita Willy dan Samuel Zylgwn. Tujuan dari penelitian ini adalah untuk mengetahui persepsi masyarakat Desa Tirtomartani, Kecamatan Kalasan Kabupaten Sleman pada Iklan “Top Coffee” di televisi. Metode penelitian ini menggunakan metode penelitian deskriptif kualitatif. Informan dalam penelitian ini adalah masyarakat Desa Tirtomartani, kecamatan Kalasan Kabupaten Sleman. Teknik pengumpulan data dalam penelitian ini dengan wawancara. Teknik analisis data yang digunakan dalam penelitian ini adalah metode analisis deskriptif kualitatif. Berdasarkan analasis dan intepretasi data maka dapat digambarkan bahwa masyarakat Desa Tirtomartani, Kecamatan Kalasan Kabupaten Sleman menunjukkan persepsi yang positif terhadap iklan “Top Coffee” di televisi cenderung positif. iklan tersebut kurang dalam memberikan informasi tentang manfaat produk, tetapi iklan tersebut memiliki keunggulan lain, misalnya mampu memberikan informasi tentang kemasan produk, kelebihan produk, dan produsen produk. Iklan top coffee juga mampu membujuk khalayak tentang perlunya mengkonsumsi top coffee serta berhasil memberikan informasi produk yang mudah diingat. Iklan top coffee juga berhasil memberikan informasi bahwa top coffee cocok untuk semua usia. Iklan top coffee berhasil membuat produk tersebut tetap segar dalam ingatan para konsumen serta berhasil menunjukkan bahwa top coffee lebih unggul dibanding produk sejenis yang lain. Kata kunci: persepsi, iklan top coffee. Various companies use celebrities as endorsers of product attractiveness. The advertisement strategy through celebrity endorser was also done by Top Coffee producer. At present, Wingsfood presents with an advertisement which was incessantly broadcasted in the television and casts well-known artist advertisement stars: Iwan Fals, Anthhony, Nikita Willy and Samuel Zylgwn. The objective of this research is to know the perception of Tirtomartani Village societies, Kalasan Sub district,Sleman Regency on Top Coffee advertisement in the Television. The research method utilized descriptive qualitative research method. The informers in this research were Tirtomartani Village societies, Kalasan Sub district,Sleman Regency. The data collection technique was interview. The data analysis technique was descriptive qualitative analysis method. Based on the analysis and interpretation of the data, it can be explained that the perception of Tirtomartani Village societies, Kalasan Sub district, Sleman Regency on Top Coffee Advertisement in the television tend to be positive. The advertisement is less in giving information on product benefits; however it has other superiority, such as able to give information on product package, strength and producer. Top Coffee advertisement is also able to persuade public on the need of consuming Top Coffee and give product information that easily to remember. Top Coffee advertisement is also successful in making the product fresh in the memory of costumers and showing that Top Coffee is superior to other same kinds of products. Keywords: perception, Top Coffee advertisement
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Suninto Prabowo |
| Date Deposited: | 04 Nov 2016 06:34 |
| Last Modified: | 04 Nov 2016 06:34 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8409 |
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