EFEKTIVITAS IKLAN PONDS WHITE BEAUTY PONDS GOALS GENERATION MAUDY AYUNDA 2018 PADA MEDIA TELEVISI

TRIYATIKA, DITA (2020) EFEKTIVITAS IKLAN PONDS WHITE BEAUTY PONDS GOALS GENERATION MAUDY AYUNDA 2018 PADA MEDIA TELEVISI. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Ponds always ranks first in the Top Brand Award from 2014 to 2018. Research data for 2017 shows that Ponds is a brand that costs Rp1.18 Trillion to advertise on television media. This research was conducted to determine the effectiveness of the Ponds White Beauty "Ponds Goals Generations" Maudy Ayunda 2018 television commercial on television media. To conduct this research using the concept of advertising effectiveness measured using EPIC models with dimensions including Empathy, Persuasion, Impact, Communication. Umbrella Theory used in this study is the Hierarchy of Effect. In this study, using a positivistic paradigm. This type of research is quantitative descriptive. The research method used for data collection is the survey method. The sampling technique in this study is probability sampling with a simple random sample procedure. A sample of 80 respondents, who were students in the field of Marketing Communication and Advertising from 2015 to 2017 at Mercu Buana Meruya University. Data is processed using SPSS. The tests carried out produce data that has met the validity and reliability tests. Based on the results of the study using the EPIC Model method of respondent responses to the effectiveness of advertising on television prove that the Communication dimension has the highest score of 3.8 (effective), Impact dimension 3.7 (effective), Empathy dimension 3.6 (effective), Persuasion dimension 3,4 (effective). Overall ponds ads are considered "effective" with an average score of 3.6. Keywords: Effectiveness of advertising, EPIC model, Hierarchy of Effects. Ponds selalu menempati urutan pertama dalam Top Brand Award dari tahun 2014 sampai dengan 2018. Data riset tahun 2017 menunjukkan Ponds merupakan brand yang mengeluarkan biaya sebesar Rp1,18 Triliun untuk beriklan di media televisi. Penelitian ini dilakukan untuk mengetahui efektivitas iklan televisi Ponds white Beauty "Ponds Goals Generations” Maudy Ayunda 2018 pada media televisi. Untuk melakukan penelitian ini menggunakan konsep efektivitas iklan yang diukur menggunakan EPIC model dengan dimensi antara lain Empathy, Persuasion, Impact, Communication. Payung Teori yang digunakan dalam penelitian ini adalah Hierarchy of Effect. Dalam penelitian ini, menggunakan paradigma positivistik. Jenis penelitian ini adalah kuantitatif deskriptif. Metode penelitian yang dipakai untuk pengumpulan data yaitu metode survey. Teknik penarikan sampel dalam penelitian ini adalah probability sampling dengan prosedur sampel acak sederhana. Sampel sebanyak 80 responden, yang merupakan mahasiswi bidang studi Marketing Communication and Advertising angkatan tahun 2015 sampai dengan 2017 Universitas Mercu Buana Meruya. Data diolah menggunakan SPSS. Adapun pengujian yang dilakukan menghasilkan data - data yang telah memenuhi uji validitas dan uji reliabilitas. Berdasarkan hasil penelitian menggunakan metode EPIC Model mengenai tanggapan responden terhadap efektivitas iklan di televisi membuktikan bahwa dimensi Communication memiliki skor tertinggi yaitu 3,8(efektif), dimensi Impact 3,7(efektif), dimensi Empathy 3,6(efektif), dimensi Persuasion 3,4(efektif). Secara keseluruhan iklan ponds dianggap "efektif" dengan skor rata - rata 3,6. Kata kunci : Efektivitas iklan, EPIC model , Hierarchy of Effects

Item Type: Thesis (S1-Sarjana)
Call Number: SK/43/19/064
NIM: 44315010037
Uncontrolled Keywords: Efektivitas iklan, EPIC model , Hierarchy of Effects
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: Virda Syifa
Date Deposited: 13 Nov 2020 06:56
Last Modified: 13 Nov 2020 06:56
URI: http://repository.mercubuana.ac.id/id/eprint/51498

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