Key Word: Stimulus Advertising, Sound, Musik, Picture, Brand Awareness
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- Erlin Muljana
- 7 tahun lalu
- Tontonan:
Transkripsi
1 ABSTRAC Brand has an important role for a company's survival because brand put a value. In order to face competition in the market, it is very important for companies to develop sustainable competitive advantage by putting its brand into a brand that has always exist in the consumer's mind. Bebelac is one of the products from PT.Nutricia Indonesia Sejahtera. PT.Nutricia Indonesia Sejahtera is a company which specifically concerns in the premium and innovative nutrition of baby and children. In implementing its marketing strategy, PT. Nutricia Indonesia using television advertising to provide information for consumers. Marketing strategies which is taken by PT. Nutricia not only managed to build a good perception in the consumers, but also has made Bebelac as a good product in Indonesia. Based on those phenomenas, the authors did a study with the intent and purpose to know how much television advertising influences brand awareness of Bebelac in the Management Department of Faculty of Economics, Maranatha Christian University. The total sample in this research is 200 respondents. Data processing using the SPSS software version 16 and the hypothesis testing using multiple linear regression analysis. The coefficient of determination (Adjusted R Square) is 0,121. It indicates that the effect of television advertising influences to the brand awareness is about 12.1% and the rest of it is about 87,9% that was affected by other factors. The study results showed that only one variable from television advertising: picture, has an influence to the brand awareness of Bebelac. Meanwhile, the two other variables: sound and picture didn't have any effect to brand awareness Bebelac. Key Word: Stimulus Advertising, Sound, Musik, Picture, Brand Awareness x
2 ABSTRAK Merek mempunyai peranan penting bagi kelangsungan hidup sebuah perusahaan karena merek memberikan nilai. Untuk menghadapi persaingan di pasar, sangat penting bagi perusahaan mengembangkan keunggulan kompetitif berkelanjutan yaitu dengan menempatkan mereknya menjadi merek yang selalu ada dibenak konsumen. Bebelac merupakan salah satu produk yang dikeluarkan oleh PT. Nutricia Indonesia. PT Nutricia Indonesia Sejahtera adalah perusahaan yang bergerak khusus di bidang nutrisi bayi dan balita yang premium dan inovatif. Dalam melakukan strategi pemasarannya, PT. Nutricia Indonesia menggunakan media iklan televisi untuk menyampaikan informasi bagi konsumen. Strategi pemasaran yang dilakukan oleh PT. Nutricia tersebut tidak hanya berhasil membangun suatu persepsi yang baik di masyarakat, namun juga telah menjadikan Bebelac sebagai produk yang baik di Indonesia. Berdasarkan fenomena yang terjadi tersebut, maka penulis melakukan suatu penelitian dengan maksud dan tujuan untuk mengetahui seberapa besar pengaruh variable iklan televisi terhadap awareness produk Bebelac di Jurusan Manajemen Fakultas Ekonomi Bandung. Sampel dalam penelitian ini sebanyak 200 responden. Pengolahan data menggunakan perangkat lunak SPSS versi 16 dan pengujian hipotesis menggunakan analisis regresi linier berganda. Koefisien determinasi (Adjusted R Square) adalah sebesar 0,121. Hal ini menunjukan bahwa pengaruh variabel iklan terhadap brand awareness sebesar 12,1% dan sisanya sebesar 87,9% dipengaruhi oleh faktor lain. Hasil penelitian menunjukan bahwa hanya satu variabel dari variabel iklan yaitu picture yang mempunyai pengaruh terhadap brand awareness Bebelac. Sedangkan dua variabel lainnya yaitu Sound dan Music ternyata tidak mempunyai pengaruh terhadap brand awareness konsumen. Kata kunci: Stimulus iklan, Suara, Music, Gambar, Kesadaran Merek xi
3 DAFTAR ISI Halaman HALAMAN JUDUL...i HALAMAN PENGESAHAN...ii SURAT PERNYATAAN KEASLIAN SKRIPSI...iii SURAT PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN...iv KATA PENGANTAR...vii ABSTRACT...x ABSTRAK...xi DAFTAR ISI...xii DAFTAR GAMBAR... DAFTAR TABEL... DAFTAR LAMPIRAN.... BAB I PENDAHULUAN Latar belakang Identifikasi Masalah Tujuan Penelitian Kegunaan Penelitian...6 BAB II KAJIAN PUSTAKA, KERANGKA TEORITIS, KERANGKA PEMIKIRAN, MODEL PENELITIAN DAN PENGEMBANGAN HIPOTESIS Kajian Pustaka Pemasaran Bauran Pemasaran Promosi Proses Komunikasi...13 xii
4 2.1.5 Advertising Tujuan Iklan Fungsi Iklan Stimuli Iklan Merek Pengertian Merek Manfaat Merek Brand Awareness Peran Brand Awareness Kerangka Teoritis Rerangka Pemikiran Model Penelitian Pengembangan Hipotesis...43 BAB III METODE PENELITIAN Jenis Penelitian Populasi, Sampel dan teknik Pengambilan dara Populasi Sampel Teknik pengambilan data Definisi operasional variabel Teknik pengumpulan data Model analisis data Uji Validitas Uji Reliabialitas...52 xiii
5 BAB IV HASIL PENELITIAN DAN PEMBAHASAN Karakteristik Responden Karakteristik Responden Berdasarkan Usia Karakteristik Responden Berdasarkan Jenis Kelamin Karakteristik Responden Berdasarkan Jurusan Kuliah Pernyataan Responden Mengenai Variabel Sound, Music dan Picture Pernyataan Responden Mengenai Variabel Sound didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Sound didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Sound didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Music didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Music didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Music didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Music didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Music didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Picture didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Picture didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Picture didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Picture didalam Iklan Televisi ke Pernyataan Responden Mengenai Variabel Picture didalam Iklan Televisi ke xiv
6 4.3. Pernyataan Responden Mengenai Brand Awareness Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Pernyataan Responden Mengenai Brand Awareness ke Uji Instrumen Uji Validitas Analisis KMO Analisis Communalities Uji Reliabilitas Pengujian Hipotesis dan Pembahasan...83 BAB V KESIMPULAN DAN SARAN Kesimpulan Saran Impilkasi Perusahaan Saran Penelitian yang akan datang...94 xv
7 DAFTAR PUSTAKA...95 LAMPIRAN...99 xvi
8 DAFTAR GAMBAR Halaman Gambar 1 Gambar 2 Gambar 3 Gambar 4 Empat Komponen dalam Bauran Pemasaran...9 Elemen-elemen Proses Komunikasi...14 Piramida Brand Awareness...34 Nilai-nilai Kesadaran Merek...37 xvii
9 DAFTAR TABEL Halaman Tabel I Tabel II Tabel III Tabel IV Tabel V Tabel VI Tabel VII Tabel IX Tabel X Tabel XI Tabel XII Tabel XIII Tabel XIV Tabel XV Tabel XVI Daftar tujuan Advertising...17 Tujuan Advertising yang mungkin...18 Profil jenis-jenis media utama...25 Operasional Variabel...44 Karakteristik Responden Berdasarkan Usia...50 Karakteristik Responden Berdasarkan Jenis Kelamin...51 Karakteristik Responden Berdasarkan Jurusan Kuliah...52 Pernyataan Responden Terhadap Variabel Sound didalam Iklan Televisi ke Pernyataan Responden Terhadap Variable Sound didalam Iklan Televisi ke Pernyataan Responden Terhadap Variable Sound didalam Iklan Televisi ke Pernyataan Responden Terhadap Variable Music didalam Iklan Televisi ke Pernyataan Responden Terhadap Variabel Music didalam Iklan Televisi ke Pernyataan Responden Terhadap Variabel Music didalam Iklan Televisi ke Pernyataan Responden Terhadap Variabel Music didalam Iklan Televisi ke Pernyataan Responden Terhadap Variabel Music didalam Iklan Televisi ke Tabel XVII Pernyataan Responden Terhadap Variabel picture didalam Iklan Televisi ke Tabel XVIII Pernyataan Responden Terhadap Variabel picture didalam Iklan Televisi ke Tabel XIX Tabel XX Pernyataan Responden Terhadap Variabel picture didalam Iklan Televisi ke Pernyataan Responden Terhadap Variabel picture didalam Iklan Televisi ke xviii
10 Tabel XXI Tabel XXII Pernyataan Responden Terhadap Variabel picture didalam Iklan Televisi ke Pernyataan Responden Terhadap Brand Awareness ke Tabel XXIII Pernyataan Responden Terhadap Brand Awareness ke Tabel XXIV Pernyataan Responden Terhadap Brand Awareness ke Tabel XXV Pernyataan Responden Terhadap Brand Awareness ke Tabel XXVI Pernyataan Responden Terhadap Brand Awareness ke Tabel XXVII Pernyataan Responden Terhadap Brand Awareness ke Tabel XXVIII Pernyataan Responden Terhadap Brand Awareness ke Tabel XXIX KMO and Bartlett s Test...79 Tabel XXX Pengurangan Item Pertanyaan...79 Tabel XXXI Communalities...80 Tabel XXXII Hasil Uji Validitas...80 Tabel XXXIII Hasil Uji Reliabilitas...82 Tabel XXXIV ANOVA b...83 Tabel XXXV Coefficients...84 Tabel XXXVI Model Summary...87 xix
11 DAFTAR LAMPIRAN Halaman LAMPIRAN A KUESIONER LAMPIRAN B DATA FREQUENCIES LAMPIRAN C UJI VALIDITAS LAMPIRAN D UJI RELIABILITAS LAMPIRAN E REGRESI xx
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DAFTAR ISI. ABSTRAK... i. ABSTRACT... ii. KATA PENGANTAR... iii. DAFTAR ISI... v. DAFTAR GAMBAR... ix. DAFTAR TABEL... x. DAFTAR LAMPIRAN...
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ABSTRACT. Keywords: brand image, consumer purchasing intentions. vii. Universitas Kristen Maranatha
ABSTRACT The number of ATPM (Agen Tunggal Pemegang Merek) in Indonesia make the consumer think to buy the product being offered to the market. A large selection of products offered by ATPM was a little
ABSTRAK. Kata Kunci: motivasi, disiplin kerja dan kinerja karyawan.
ABSTRAK Pada saat sekarang ini, persaingan bisnis merupakan tantangan yang harus dihadapi oleh setiap perusahaan terutama dealer mobil. Salah satu aspek yang paling penting adalah sumber daya manusia.
Kata kunci: Pre-Event Brand Equity, Post-Event Brand Equity, Brand Experience, Brand Attitude
ABSTRAK Memasuki era globalisasi ini perusahaan dihadapkan pada persaingan untuk mendominasi merek. Mengembangkan ekuitas merek dalam persaingan di era globalisasi seperti sekarang ini dapat menjadi salah
ABSTRACT. Environmental Management Accounting (EMA), Strategy, Product Innovation.
ABSTRACT Product innovation is one of the important factors in company success through innovative products they created in order to satisfy customers. Therefore, the key to the success of product is product
ABSTRACT. Universitas Kristen Maranatha
ABSTRACT The company should coordinate all of their marketing activities to face the tight competition recently. They should do that to fill consumer needs, create satisfaction and finally make consumer
ABSTRACT. Attractiveness, Trustworthiness, and Expertise to buying interest. This data collection
ABSTRACT In conducting marketing strategy, understanding consumer behavior is very important. One of these marketing strategies is the use of advertising, and that is the target of the ad consumer. Various
ABSTRAK. Kata-kata kunci: Promosi penjualan, dan keputusan pembelian. vii. Universitas Kristen Maranatha
ABSTRAK Promosi penjualan yang baik menjadi faktor penting dalam kegiatan pemasaran untuk mempertahankan kelangsungan hidup perusahaan dan menjangkau konsumen sebanyak-banyaknya. Dengan pengaruh dan dampak
ABSTRACT. Key words: Celebrity endorsers, Credibility, likeability, attractiveness, Meaningfulness and Brand Image
ABSTRACT One creative way to promote a product from an advertising is using a Celebrity Endorser. By using Celebrity endorser, consumers are expected to be interested in using these products and can create
ABSTRACT. Keywords : The Role of Internal Audit, Good Corporate Governance. vii. Universitas Kristen Maranatha
ABSTRACT Corporate Governance has become an interesting issue since the last decade.world organizations like the World Bank and the Organization For Economic Cooperation and Development (OECD) participated
Keyword : brand community affect, brand community trust, brand community commitment, customer loyalty.
ABSTRACT Market competition is getting tougher indirectly affects an enterprise in maintaining market share. To be able to survive in an increasingly tight competition, the producers demanded more attention
ABSTRACT. Keywords: Motivation, Tax Knowledge, Taxpayer compliance. vii. Universitas Kristen Maranatha
ABSTRACT The purpose of this research is to examine whether there is influence between motivation and knowledge of taxation on tax compliance. In this study, researchers divided the problem into three
ABSTRACT. Keywords: consumer s interest buying,location, test data. viii Universitas Kristen Maranatha
ABSTRACT In the Bandung which is currently undergoing development in various fields of business. The companies in Bandung consider the selection of the location in which they prioritize strategic business
ABSTRAK. Kata kunci: Kredibilitas Endorser, Ekuitas Merek
ABSTRAK Perkembangan perdagangan global, telah membuat semakin banyaknya barang-barang dan jasa yang membanjiri pasar. Para konsumen, ditawari akan pilihan berbagai produk dan jasa dengan beragam. Salah
ABSTRACT. vii. Universitas Kristen Maranatha
ABSTRACT This study aimed to test whether the discipline of work affecting the performance of the Regional Water Company employees Tirtawening Bandung. The study was conducted on the distribution of clean
ABSTRAK. merencanakan niat beli. Niat beli konsumen akan tumbuh jika konsumen sudah mengetahui
ABSTRAK Salah satu proses keputusan pembelian yang dilakukan konsumen adalah dengan merencanakan niat beli. Niat beli konsumen akan tumbuh jika konsumen sudah mengetahui citra merek dari suatu produk.
ABSTRAK. Kata Kunci : Iklan di televisi dan minat beli konsumen. Universitas Kristen Maranatha
ABSTRAK Pertumbuhan ekonomi dan kemajuan teknologi dunia menyebabkan berkembangnya sektor perekonomian dengan pesat, tak terkecuali di Indonesia. Saat ini, persaingan yang terjadi antar perusahaan-perusahaan
C. Subjek Penelitian D. Penentuan Jumlah Sampel dan Teknik Pengumpulan Sampel E. Data dan Teknik Pengumpulan Data F.
DAFTAR ISI HALAMAN JUDUL... ii HALAMAN PENGESAHAN... iii HALAMAN PERNYATAAN... iv HALAMAN PERSEMBAHAN... v KATA PENGANTAR... vi DAFTAR ISI... viii DAFTAR TABEL... x DAFTAR GAMBAR... xii DAFTAR LAMPIRAN...
ABSTRAK. Kata kunci : sistem penilaian kinerja, sistem penghargaan, kinerja karyawan.
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh sistem penilaian kinerja dan sistem penghargaan terhadap kinerja karyawan. Data penelitian ini adalah data primer yang dikumpulkan dengan cara
ABSTRAK. Kata-kata kunci: citra merek, dan loyalitas konsumen
ABSTRAK Di zaman yang serba modern ini perkembangan teknologi semakin maju dengan cepat. Hal ini memberikan angin segar bagi perusahaan dalam usaha pengembangan produknya. Seperti pada industri penyedia
ABSTRAK. Kata-kata kunci:electronic word of mouth,brand image,purchase intention.
ABSTRAK Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh electronic word of mouth dan brand image terhadap purchase intention mahasiswa Universitas Kristen Maranatha pada situs Lazada
ABSTRAK. Kata Kunci : Iklan Televisi, Citra Merek. Universitas Kristen Maranatha
ABSTRAK Salah satu bentuk komunikasi yang paling efektif untuk menyampaikan pesan produk perusahaan adalah dengan menggunakan promosi iklan. Promosi yang sering digunakan oleh perusahaan adalah promosi
ABSTRAK. Kata kunci: brand image, brand trust, customer loyalty. vii
ABSTRAK Perkembangan internet di Indonesia sampai saat ini mengalami peningkatan yang sangat signifikan. Smartfren sebagai salah satu perusahaan terbaik dalam Internet Service Porvider Mobile di Indonesia
ABSTRAK. Kata kunci : Partisipasi Anggaran, Komitmen Organisasi, Kinerja Karyawan
ABSTRAK Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh partisipasi anggaran dan komitmen organisasi secara parsial terhadap kinerja karyawan. Sampel dalam penelitian ini adalah 50 responden
ABSTRACT. Keywords: Balanced Scorecard, employee performance. viii. Universitas Kristen Maranatha
ABSTRACT Balanced Scorecard (BSC) is a performance measurement system that not only measure performance through the financial perspective, but through nonfinancial perspective as well. Balanced Scorecard
Keywords: Goal-Setting Process, System Award, Achievement
ABSTRACT Process in achieving corporate goals is the responsibility of every individual in the company. There are three factors that help limit the development of the concept of goal setting. First, the
ABSTRACT. Keywords: brand, price, service quality, consumer purchasing decisions, J.CO Donuts and Coffee. viii
ABSTRACT J.CO Donuts and Coffee is one of the cafes that have products such as donuts, coffee or tea, and frozen yoghurt which was founded by Johny Andrean. Brand J.CO Donuts and Coffee of course already
ABSTRAK. Universitas Kristen Maranatha
ABSTRAK Laptop sudah menjadi kebutuhan yang tidak terpisahkan dari masyarakat di jaman sekarang ini. Apapun pekerjaan yang dijalani, namun kebutuhan terhadap laptop semakin berkembang. Hewlett-Packard
ABSTRACT. Keywords: brand image, country of origin, and buying interest
ABSTRACT The purpose of this study was to see whether the brand image and the country of origin affect consumer buying interest on Toyota, Kia and Ford. This research uses explanatory causal research.
Universitas Kristen Maranatha
ABSTRACT Conditions of business competition forces company should be able to take advantage of all the opportunities and challenges of the business, particularly in the retail field. Modern retail business
ABSTRACT. excellent service, customer satisfaction, customer loyalty. vii. Universitas Kristen Maranatha
ABSTRACT Excellent service is a method to realize customer satisfaction and making them as loyal customers. The importance of excellent service to the customer is as a strategy to win the competition.
ABSTRACT. Keywords: Motivation, Interest, Understanding of Taxation Laws
ABSTRACT This study is aimed to determine what level of is a significant effect of motivation and interest student of accounting in pursuing brevet education toward their understanding of taxation laws
ABSTRACT. Perception Influences of Managers Regarding Internal Audit on Performance of the Internal Auditor (Case Studies on PT. X in Bandung City )
ABSTRACT Perception Influences of Managers Regarding Internal Audit on Performance of the Internal Auditor (Case Studies on PT. X in Bandung City ) This study aims to determine how perceptions of managers
ABSTRACT. vii. Universitas Kristen Maranatha
ABSTRACT Social media such as Twitter, Facebook, Path, Instagram has made a significant impact in the personal life of each person. Social media has also made a major impact on how Internet users to communicate,
ABSTRAK. Salah satu hal yang dapat mempengaruhi opini atau persepsi di benak konsumen
ABSTRAK Salah satu hal yang dapat mempengaruhi opini atau persepsi di benak konsumen adalah atmosphere toko. Pendapat atau pesepsi negatif akan datang dari konsumen jika konsumen kurang menyukai suasana