PENGARUH IKLAN TELEVISI TERHADAP KOGNISI MASYARAKAT (ANALISIS IKLAN TELEVISI SHAMPO SUNSILK BLACKSHINE VERSI “RAISA” DI RW 07 KELURAHAN KEBON PALA – JAKARTA TIMUR )

NUGROHO, BASKORO BAYU (2015) PENGARUH IKLAN TELEVISI TERHADAP KOGNISI MASYARAKAT (ANALISIS IKLAN TELEVISI SHAMPO SUNSILK BLACKSHINE VERSI “RAISA” DI RW 07 KELURAHAN KEBON PALA – JAKARTA TIMUR ). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study was to analyze the influence of Television Commercial of Sunsilk Blackshine towards public cognitive. This research applied quantitative research, and this was conducted using questionnaires, which involved 89 repondents. Testing data is using SPSS ( Statistical Process Social Science ) , as well as the testing of this data also includes test validity by factor analysis ( F – analysis) and reliability tests with Cronbavh Alpha . Classical assumtions test using double linear regression analysis, F test is apllied to test and prove the research hyphothesis. The data have been entered tested for validity using factor analysis and reliability were tested with Cronbach Alpha , where the result is all the questions in the questionnaire are valid and reliable. Television Commercial has been broadcasted repeatly gave big impact to public cognitive which mean public opinion about the TV Commercials transformed into the positive point of view about the product especially Sunsilk Blackshine Shampoo. The result of analysis and discussion shows that the Sunsilk Blackshine Television Commercial has significant influence ( with a value of R square 47,2 %) against public cognitive in RW 07 kelurahan Kebon Pala – Jakarta Timur. Keywords: TVC – Television Commercials and Public Cognitive ==== Penelitian ini adalah untuk mengetahui pemgaruh tayangan iklan Sunsilk Blackshine di TV terhadap kognisi masyarakat . Penelitian ini menggunakan pendekatan pendekatan kuantitatif , dengan metode penyebaran kuesioner yang melibatkan 89 responden. Pengujian data menggunakan SPSS ( Statistical Process Social Science ), serta pengujian data ini juga meliputi uji validitas dengan analisa faktor dan uji reliabilitas dengan cronbach alpha. Uji asumsi klasik menggunakan analisis regresi linear berganda, uji F untuk menguji dan membuktikan hipotesis penelitian. Data yang telah dimasukkan diuji validitas dengan menggunakan analisis faktor dan diuji reliabilitasnya dengan cronbach alpha. Dimana hasilnya adalah semua pertanyaan dalam kuesioner valid dan reliabel. Tayangan Iklan TV Sunsilk Blackshine yang terjadi secara berulang di TV memberi dampak yang positif terhadap level sikap masyarakat, terjadinya perubahan pemahaman masyarakat, pengetahuan masyarakat akan produk serta atribut atribut yang ada dalam shampoo lewat iklan di TV. Hasil analisis dan pembahasan menunjukkan bahwa tayangan Iklan Sunsilk Blackshinedi TV berpengaruh cukup signifikan dengan nilai R square sebesar 47,2 % terhadap kognisi masyarakat di lingkungan RW 07 Kelurahan Kebon Pala – Jakarta Timur. Kata Kunci : Tayangan Iklan Sunsilk Blackshine di TV dan Kognisi Masyarakat

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