Sugimanto, Bambang (2012) PENGARUH KETERTARIKAN JINGLE IKLAN, KREDIBILITAS BINTANG IKLAN, DAN PEMAHAMAN TEMA IKLAN TERHADAP TINGKAT RECALL AUDIENCE IKLAN PRODUK MCDONALD`S DI TELEVISI (Studi pada Konsumen Mc Donald `s di Jl. Sudirman Yogyakarta). Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK Suatu hal yang menarik yang ingin dilihat secara konkret dengan suatu riset konsumen dapat melihat faktor rasional maupun faktor em osional yang mempengaruhi preferensi atau pilihan pembeli potensial. Dimana faktor rasional maupun emosional akan lebih banyak ditentukan oleh penayangan iklan, baik dilihat dari ketertarikan jingle iklan, kredibilitas bintang iklan maupun pemahaman tema iklan Mc Donald’s yang ditayangkan pada televisi swasta dan untuk mengetahui pengaruhnya terhadap recall audience . Metode penelitian ini menggunakan metode survey yakni pengamatan dan penyelidikan secara kritis untuk mendapatkan keterangan yang tepat terhadap suatu persoalan dan obyek tertentu di daerah kelompok komunitas atau lokasi tertentu akan ditela’ah. Dalam penelitian ini sampel yang diambil adalah sebagian pelanggan McDonald ’s di Yogyakarta yang berjumlah 92 orang. Metode pengambilan sampel dalam penelitian ini adalah accidental sampling. Hasil analisis menunjukkan bahwa variabel ketertarikan jingle iklan mempunyai pengaruh positif terhadap recall audience Iklan Produk McDonald`s di Te levisi (nilai probabilitas t -hitung (0,000) < Level of Significant (0,05)). Hal ini dapat diar tikan, jika ketertarikan jingle iklan meningkat, maka recall audience Iklan Produk McDonald`s di Televisi juga akan mengalami peningkatan signifikan. Variabel kredibilitas bintang ikla n mempunyai pengaruh positif terhadap recall audience Iklan Produk McDonald`s di Te levisi (nilai probabilitas t -hitung (0,026) < Level of Significant (0,05)). Hal ini dapat diar tikan, jika variabel kredibili tas bintang iklan meningkat, maka recall audience Iklan Produk McDonald`s di Televisi juga akan mengalami peningkatan signifikan. Variabel pemahaman tema iklan mempunyai pengaruh positif terhadap recall audience Iklan Produk McDonald`s di Te levisi (nilai probabilitas t -hitung (0,000) < Level of Significant (0,05)). Hal ini dapat diartikan, jika variabel pemahaman tema iklan meningkat, maka recall audience Iklan Produk McDonald`s di Televisi juga akan mengalami peningkatan signifikan. ii ABSTRACT Something that is interesting that needs to be seen in concrete in a consumer research to find out the factors of rational or emotiona l which influence preference or selection of potential buyers, where the fact or of rational or emotional will be much influenced by advertisement, as seen from the interest in the advertisement jingle, the credibility of the model, or the understanding towards the them e of the advertisement of McDonald’s presented on private television and to find out the influence towards the recall audience . The method of this research is using survey method, that is to observe and inves tigate critically to gain exact explanation towards a matter and cer tain object in the area of certain community and location which will be studied. In this res earch, the sample taken is some of McDonald’s consumers in Yogyakarta, which consisted of 92 people. Sampling method in this research is accidental sampling. The result of this analysis showed that interest variable towards advertisement jingle has positive influence towards recall audience of the product advertisement of McDonald`s on television (probability value t -count (0,000) < Level of Significant (0.05)). In means that, if the interest towards advert isement jingle is increased, then the recall audience of the products of McDonald`s advertisement on television will also increased significantly. The variable of the credibility of the model has positive influence towards recall audience of the product of McDonald`s advertisement on television (probability value t -count (0,026) < Level of Significant (0.05)). In means that , if the variable of the credibility of the model is increased, then the recall audience of the products of McDonald`s advertisement on television will also increased significantly. The comprehension towards the advertisement theme has positive influence towards recall audience of the products of McDonald`s advertisemen t on television (probability value t -count (0.000) < Level of Significant (0.05)). It means that, if the comnprehension variab le of the advertisement theme is increased, then the recall audience of the products of McD onald`s advertisement on television will also increased significantly.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Depositing User: | Muji Isambina |
| Date Deposited: | 23 May 2016 03:55 |
| Last Modified: | 23 May 2016 03:55 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2077 |
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