WAHYUDI, ARIS (2010) ANALISIS PENGARUH EFEKTIFITAS IKLAN TV PARTAI POLITIK GERINDRA TERHADAP SIKAP PEMILIH DI WILAYAH JAKARTA PUSAT. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the political television advertising with the method Gerindra EPIC model, and analyze the influence of television advertising effectiveness Gerindra political parties against the attitude of voters in the area of Central Jakarta. The method used in this research is survey method. The population of this study is the voters in the Central Jakarta area. The research sample of 100 respondents obtained by using the Slovin formula. The data analysis technique used is the technique descriptions and multiple regression techniques. Before being used for research beforehand to test the validity and reliability of instruments. The results of this study are: (1) Television Advertising in Political Party Gerindra included in the scale are quite effective. This condition was explained that the Political Parties Gerindra need to create an ad campaign on television or through the medium of television is more interesting in the upcoming general election. This also shows one of the causes of votes for political parties Gerindra not as much as the other major parties who only have a campaign fund under Gerindra Political Party campaign fund. (2) Four critical dimensions of advertising effectiveness are: empathy, persuasion, impact, and communication (Empathy, Persuasion, Impact, and Communication - EPIC), either individually or jointly significant effect on voter attitudes variable in the Jakarta area Center. Among the four dimensions of Empathy, Persuasion, Impact, and Communication, which has the most dominant influence is the impact dimension.Penelitian ini memiliki tujuan untuk menganalisis iklan televisi Partai Politik Gerindra dengan metode EPIC Model, dan menganalisis pengaruh efektifitas iklan televisi Partai Politik Gerindra terhadap sikap pemilih di wilayah Jakarta Pusat. Metode yang digunakan dalam penelitian ini adalah metode survei. Populasi penelitian ini adalah pemilih di wilayah Jakarta Pusat. Sampel penelitian sejumlah 100 responden yang diperoleh dengan menggunakan rumus Slovin. Teknik analisis data yang digunakan adalah teknik deskripsi dan regresi ganda. Sebelum digunakan untuk penelitian terlebih dahulu dilakukan uji validitas dan reliabilitas instrumen. Hasil penelitian ini adalah : (1) Iklan televisi pada Partai Politik Gerindra termasuk dalam skala cukup efektif. Kondisi ini menjelaskan bahwa Partai Politik Gerindra perlu membuat iklan televisi atau kampanye melalui media televisi yang lebih menarik pada pemilihan umum yang akan datang. Hal ini juga menunjukkan salah satu penyebab suara untuk Partai Politik Gerindra tidak sebanyak partai besar lainnya yang hanya memiliki dana kampanye di bawah dana kampanye Partai Politik Gerindra. (2) Empat dimensi kritis dalam efektifitas periklanan yaitu : empati, persuasi, dampak, dan komunikasi (Emphaty, Persuasion, Impact, and Communication – EPIC), baik secara sendiri-sendiri maupun bersama-sama berpengaruh signifikan terhadap variabel sikap pemilih di wilayah Jakarta Pusat. Diantara keempat dimensi tersebut yaitu Empathy, Persuasion, Impact, and Communication, yang mempunyai pengaruh paling dominan adalah dimensi impact.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-074 |
| NIM/NIDN Creators: | 55106110005 |
| Uncontrolled Keywords: | Empathy, Persuasion, Impact, and Communication, MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 11 May 2022 06:56 |
| Last Modified: | 11 Feb 2023 06:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60997 |
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