”ANALISIS PENGUKURAN ADVERTISING RESPONSE MODELING(ARM ) IKLAN TELEVISI DENGAN MODEL SELEBRITI DAN NON-SELEBRITI DAN PENGARUHNYA TERHADAP MINAT PEMBELIAN” (Studi Iklan Produk Sabun Lux dan Sabun Life Buoy Pada Mahasiswa di Sekitar Kampus Universitas Sebelas Maret Surakarta)

ARIADI, ARIF (2010) ”ANALISIS PENGUKURAN ADVERTISING RESPONSE MODELING(ARM ) IKLAN TELEVISI DENGAN MODEL SELEBRITI DAN NON-SELEBRITI DAN PENGARUHNYA TERHADAP MINAT PEMBELIAN” (Studi Iklan Produk Sabun Lux dan Sabun Life Buoy Pada Mahasiswa di Sekitar Kampus Universitas Sebelas Maret Surakarta). Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research aims to analyze the relationship of perception variable to the product, perception to the source/model, perception to the advertisement, behavior to the brand, behaviourto the brand and its influence to the purchasing desire. All embraced in concept of ARM (advertising response modeling) that is measurement analysis concept of the effective of television advertisement which use celebrity or non-celebrity model and its influence to the purchasing desire. Object of this research is the product of Lux soap as the product example which the advertisement uses celebrity model of Dian Sastro as the endorser, and the product of Life Buoy soap which uses non celebrity. The target population of this research is the student of around Sebelas Maret University who ever seen the advertisement of those products and have desire to buy those products. The sample is 200 respondents (100 respondents for each product). It consisted of men respondent (for Life Buoy product) and woman respondent (for Lux product). The sampling technique of this research is Convenience sampling technique. The analyze method of this research is Structural Equation Modeling (SEM). The hypothesis examination is done by use AMOS six version programs to analyze the causality relationship in the structural model. The result of this research explains a phenomenon that the perception or product, perception to the source/model, perception to the advertisement, behaviourto the brand, and behaviour to the brand together have the significant influence in the forming of consumer purchasing desire to the advertised product. For the Life Buoy product, it is not proved that central line is more having an effect to the purchasing desire. However Lux product proved that peripheral line has an effect to the purchasing desire. From the result of analysis, the result of the data test yields that the advertisement products by use celebrity or non celebrity as the endorser are not guarantee for the effectiveness of an advertisement in order to increase consumer purchasing desire. Some other components that work simultaneously is cognitive process of target consumer to the product or brand, and also advertisement making. This matter claims that the company has to be non-stopped to make modification of unique and creative ideas which present a different character of product image so that it can be recorded by the target consumer. Key words : product perception, perception to the model, perception to the advertisement, behavior to the brand, behavior to the advertisement, purchasing desire, advertising response modeling, endorser.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > Manajemen
    Depositing User: Andika Setiawan
    Date Deposited: 15 Jul 2013 19:01
    Last Modified: 15 Jul 2013 19:01
    URI: https://eprints.uns.ac.id/id/eprint/4920

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