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) |
|---|---|
| Subjek: | 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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