PENGARUH IKLAN TELEVISI JD.ID VERSI AWAS KENA TIPU SMARTPHONE PALSU TERHADAP BRAND AWARENESS

SEPTILIANI, ERNA (2019) PENGARUH IKLAN TELEVISI JD.ID VERSI AWAS KENA TIPU SMARTPHONE PALSU TERHADAP BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Television advertising and brand awareness are two things that inseparable. That is because the main purpose of advertising is to create awareness of the brand. JD.id is a new product based on e-Commerce who using television advertising as a media campaign. On the ads of JD.id, JD.id contains an unique scenario. On the ads, JD.id use a musical arrangements with the unique lyrics and also contains a phenomenon of someone who has been deceived by shopping at online store, and then the online store JD.id provide solutions to consumers with a statement that if shopping at the JD.id all the stuff are original. This research is using the theory of Television Advertising Elements (Music, storyline, script, character / model, location, tagline) from Tom Altstiel and Jean Grow and David Aeker theory of Brand Awareness (recall, recognition, purchase, consumption). This research using explanative type with quantitative approach. Methods of data collection using survey method in the form of questionnaires, with total sample 69 respondents who students of Advertising & Marketing Communication Mercu Buana University 2014-2017. From the results of this research, the conclusion is the Influence of JD.id TV Ads Version "Awas Kena Tipu Smartphone Palsu" for Brand Awareness is 25.1%. Keywords: Television Ads, Brand awareness, E-Commerce Iklan televisi dan brand awareness (kesadaran merek) merupakan dua hal yang tidak terpisahkan. Hal tersebut dikarenakan setiap iklan mempunyai tujuan utama yaitu untuk menanamkan kesadaran pada merek (brand awareness). JD.id adalah salah satu produk baru berbasis e-Commerce yang menggunakan iklan televisi sebagai media promosi. Dalam iklan nya JD.id memuat skenario iklan yang unik dan berdasarkan fakta yang sedang berkembang. Hal tersebut dikarenakan iklan JD.id mengunakan aransemen musik dan lirik yang khas serta iklan yang memuat sebuah fenomena dimana seseorang telah tertipu akibat berbelanja di sebuah toko online, dan toko online JD.id memberi solusi kepada konsumen jika berbelanja di JD.id barang yang didapat di JD.id dijamin original. Penelitian ini menggunakan teori Elemen Iklan Televisi (Musik, alur cerita, naskah, karakter/model, lokasi, tagline) dari Tom Altstiel dan Jean Grow dan teori Brand Awareness (recall, recognition, purchase, consumption) dari David Aeker. Tipe penelitian yang digunakan bersifat eksplanatif dengan pendekatan kuantitatif. Metode pengumpulan data menggunakan metode survey berupa kuesioner dengan jumlah sampel 69 responden yang berasal dari kalangan mahasiswa Advertising & Marketing Communication Mercu Buana angkatan 2014-2017. Dari hasil penelitian ini diperoleh kesimpulan bahwa besarnya Pengaruh Iklan Televisi JD.id Versi “Awas Kena Tipu Smartphone Palsu” Terhadap Brand Awareness adalah 25,1%. Kata Kunci: Iklan Televisi, Brand awareness, e-Commerce

Item Type: Thesis (S1)
NIM: 44314010015
Uncontrolled Keywords: Iklan Televisi, Brand awareness, e-Commerce
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Mar 2019 01:55
Last Modified: 13 Mar 2019 01:55
URI: http://repository.mercubuana.ac.id/id/eprint/47922

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