ERWAN, ERWAN (2010) PENGARUH TERPAAN IKLAN POLITIK VERSI STIMULUS BAGI RAKYAT DI TELEVISI TERHADAP SIKAP PEDAGANG PASAR TRADISIONAL PADA PARTAI GERAKAN INDONESIA RAYA (GERINDRA) (STUDI DI PASAR NIAGA KERTA RAHARJA TANGERANG). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
ERWAN, 2010, Effect of Political Advertising Exposure on Stimulus for The Grassroots Version on Television Toward Market Traders Traditional Attitude In Gerindra Party. Studies in Pasar Niaga Kertaraharja, Tangerang Banten. At the 2009 elections, Prabowo Subianto and Gerindra Party quite aggressively advertise through television. With high frequency, the message very confident, clear and impartial course the little people, the popularity of the Gerindra Party continue to climb, even beating the old parties like PAN and PPP. Traditional Market Traders is one of many community groups that are mentioned in each ad Gerindra Party on television. This study aimed to identify the influence of political advertising by Gerindra Party on television towords the attitude of the traditional market Traders. This research used survey method and its samples totaling 100 peoples. Data collecting conducted by using questionnaire, whose validity and reliability had been tested. Collected was further analyzed using descriptive analysis and path analysis. Results showed that Political advertising on television by Gerindra Party has a significant impact on the attitude of traditional market traders in Pasar Niaga Kertaraharja Tangerang Banten. This finding means that the more effective implementation of Political advertising on television, will increase support for the traditional market traders of Gerindra Party. The results also point analysis shows that the dimension of frequency, content and credibility of communicator had a significant influence on the attitude of traditional market traders in Pasar Niaga Kertaraharja, Tangerang Banten. The conclusion of this study is that awareness and support for the traditional market traders of Gerindra Party can be enhanced by means of a political advertising effectively and intensively on television. Based on these conclusion, political advertising through television need to be increased by raising the frequency and duration of program, improving the contents of messages and improving the image of communicator. (*) Keywords: Political Advertising and Attitude ERWAN, 2010, Pengaruh Terpaan Iklan Politik Versi Stimulus Bagi Rakyat Di Televisi Terhadap Sikap Pedagang Pasar Tradisional Pada Partai Gerindra Studi di Pasar Niaga Kertaraharja, Tangerang Banten. Pada Pemilu 2009 partai Gerindra dan Prabowo Subianto cukup gencar beriklan melalui televisi. Dengan frekuensi yang tinggi, pesan yang sangat percaya diri, program yang jelas dan memihak rakyat kecil, popularitas partai Gerindra terus menanjak, bahkan mengalahkan partai lama seperti PAN dan PPP. Pedagang Pasar Tradisional adalah salah satu kelompok masyarakat yang banyak disebut- sebut dalam setiap iklan partai Gerindra di televisi. Penelitian ini dimaksudkan untuk mengetahui sejauhmana pengaruh Terpaan iklan politik partai Gerindra di televisi terhadap sikap pedagang pasar tradisional pada partai Gerindra Penelitian ini menggunakan metode survey dengan mengambil sampel sebanyak 100 orang. Pengumpulan data dilakukan dengan menggunakan kuesioner yang telah teruji validitas dan reliabilitasnya. Data yang tekumpul selanjutnya dianalisis dengan menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa iklan politik partai Gerindra di televisi memiliki pengaruh yang signifikan terhadap sikap pedagang pasar tradisional pada partai Gerindra di pasar niaga Kertaraharja, Tangerang Banten. Temuan ini memberikan arti bahwa semakin efektif pelaksanaan iklan politik di televisi, akan semakin meningkat dukungan pedagang pasar tradisional terhadap partai Gerindra. Hasil pengujian analisis jalur juga menunjukkan bahwa dimensi Terpaan iklan, Isi Pesan dan kredibilitas komunikator memiliki pengaruh signifikan terhadap sikap pedagang pasar tradisional di pasar niaga Kertaraharja, Tangerang Banten. Kesimpulan dari penelitian ini adalah bahwa kesadaran dan dukungan pedagang pasar tradisional terhadap partai Gerindra dapat ditingkatkan dengan cara melakukan iklan politik secara efektif dan intensif di televisi. Berdasarkan kesimpulan tersebut, maka iklan politik di televisi perlu ditingkatkan dengan cara penambahan frekuensi dan durasi tayang serta perbaikan isi pesan dan meningkatkan citra komunikator. Kata Kunci: Iklan Politik dan Sikap
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-10-001 |
| NIM/NIDN Creators: | 55206120004 |
| Uncontrolled Keywords: | Iklan Politik dan Sikap, KOMPOL, Komunikasi Politik |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 19 Apr 2022 04:36 |
| Last Modified: | 21 Jul 2022 03:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60108 |
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