Pengaruh Pesan Kampanye “Cuci Tangan Pakai Sabun” Terhadap Brand image Lifebuoy (Survei Pada Guru dan Wali Murid siswa-siswi SDN Menteng 03 Periode OktoberDesember)

AYU LESTARI, DEVI (2019) Pengaruh Pesan Kampanye “Cuci Tangan Pakai Sabun” Terhadap Brand image Lifebuoy (Survei Pada Guru dan Wali Murid siswa-siswi SDN Menteng 03 Periode OktoberDesember). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In order to win the FMCG (fast moving consumer good) market that getting competitive nowadays, a company should come up with new innovation not only in the types of products, but also in terms of marketing their products through communication that can attract the public's interest in the products / services offered by the company by building a brand image. which will later form a mutual understanding relationship between the company and its community which is the main goal for Public Relations activities in carrying out its role in the company they represents. The purpose of this study is to find out and explain the effect of the „Cuci Tangan Pakai Sabun‟ campaign message on Lifebuoy Brand Image at SDN 03 Menteng Jakarta using Elaboration Likelihood Method theory and quantitative approach – associative explanative type survey with the sample of 81 respondents representing teachers and guardians of students involved in „Hari Cuci Tangan Pakai Sabun Sedunia‟ that held by Lifebuoy. Data are processed with Microsoft Excel and SPSS 21. The result showS that the message of „Cuci Tangan Pakai Sabun‟ campaign had a positive effect of 39,3% on Lifebuoy Brand Image with the dimensions of Concreteness and Consideration having the highest value with the percentage of 92.5% and Completeness having the lowest value with the percentage of 53.5%. Keywords : Campaign Message, Brand Image, Lifebuoy, Cuci Tangan Pakai Sabun Guna memenangkan pasar dalam bidang FMCG (fast moving consumer good) semakin ketat dewasa ini, perusahaan harus memunculkan suatu inovasi baru untuk bertahan ataupun bersaing dengan perusahaan lainnya. Tidak hanya dalam jenis produknya, tetapi juga dalam hal pemasaran produknya melalui komunikasi yang dapat menarik minat masyarakat terhadap produk/jasa yang ditawarkan perusahaan dengan membangun brand image. yang nantinya akan membentuk hubungan saling pengertian antara perusahaan dengan masyarakatnya yang merupakan tujuan utama bagi aktivitas Public Relations dalam melaksanakan perannya di perusahaan yang diwakilinya. Tujuan penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh pesan kampanye „Cuci Tangan Pakai Sabun‟ terhadap Brand image Lifebuoy di SDN 03 Menteng Jakarta dengan menggunakan teori Elaboration Likelihood Method serta metode kuantitafif - survey tipe eksplanatif asosiatif dengan jumlah sampel 81 responden yang mewakili guru beserta wali murid yang terlibat dalam perayaan hari cuci tangan pakai sabun Lifebuoy. pengolahan data dilakukan dengan bantuan Microsoft Excel dan Software SPSS 21. Hasil penelitian menunjukan bahwa Pesan Kampanye 'Cuci Tangan Pakai Sabun' berpengaruh sebesar 39,3% secara positif terhadap Brand Image Lifebuoy dengan dimensi Concreteness dan Consideration memiliki nilai tertinggi dengan persentase 92.5% serta Completeness memiliki nilai terendah dengan persentase 53.5%. Kata Kunci : Pesan Kampanye,Brand Image, Lifebuoy, Cuci Tangan Pakai Sabun

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