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Dra. Sri Widowati Herieningsih, MS, Dra. Sri Widowati
Departemen Ilmu Komunikasi FISIP UNDIP
Library & Information Science Social Sciences

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Journal : Interaksi Online

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The Correlations of Advertising Exposure and Communication Competency of Sales Marketing with Buying Interest of Toyota All New Sienta Christanti, Rhenita; Herieningsih, MS, Dra. Sri Widowati
Interaksi Online Vol 5, No 3: Agustus 2017
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Car is high involvement product for some people. Altough not a primary needs, can not lie if car is must-have thing for now. Appearance of LCGC (Low Cost Green Car) cars in Indonesia, doesn‟t make car brand Toyota loses hope to bring a new car in MPV (Multi Purpose Vehicle) class. All New Sienta, is a brand new car that launch in 2016, July. As a new product with complete features and modern design, All New Sienta considered to be the „new rising star‟ amon others car in the same class. But in fact, people seems not interest with All New Sienta.The purpose of this research is to know the correlations of advertising exposure and communication competency of sales marketing with buying interest of Toyota All New Sienta. This is a explanatory research and use Advertising Exposure Process Theory for measure advertising exposure and Speech Act Theory for measure communication competency. The sample of respondent of this research were the sample of 60 respondents who are lived in Semarang, have regular pay and family, which are fitted with market segmentation of All New Sienta.The result of hypothesis test used Kendall‟s Tau-b, that correlation between advertising exposure with buying interest in significant score 0,001 (<0,05) and correlation coefficient score is 0,337 that means this correlations is in the average class of correlation, and then the correlation between communication competency with buying interest in significant score 0,000 (<0,05) and correlation coefficient score is 0,557 which are include in strong correlation class.Based on research result, can be deduced that; 1) there is a positive correlation between advertising exposure with buying interest of Toyota All New Sienta; 2) there is a positive correlation between communication competency with buying interest of Toyota All New Sienta. The research shows that advertising and communication skills of sales marketing are effective promotion tools for increase buying interest of All New Sienta. Toyota is expected to continue to innovate in advertising and advertising media to be able to reach the target consumers appropriately.
The Correlations of Advertising Exposure, Communication Competency of Ambassador, and Intensity of Peer Group Communication with Decision of Using Telkomsel Product Hesty Puspita, Sayu; Herieningsih, MS, Dra. Sri Widowati
Interaksi Online Vol 4, No 3: Agustus 2016
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Competition between cellular provider products in Indonesia is getting tougher. In order to maintain the existence and expanding market in the youth segment, Telkomsel do some marketing strategies like advertising in mass media and holding Ambassador Telkomsel programs on Senior High School level to influence the decision of youths in using Telkomsel products. In addition, other factor that can affect the decision of youths is peer group. This research is conducted to understand the correlation between advertisement exposure, communication competency of ambassador and communication intensity of peer group with decision of using Telkomsel products. Theories used in this research are Advertising Exposure Process, Communication Competency Theory and Group Pressures. This research had interviewed 100 senior high students in Semarang to fill the research questioner using accidental sampling method. Pearson correlation test analysis is used to test the research hypothesis. The result of hypothesis test demonstrate advertisement exposure significance value of 0,998 and Pearson correlation coefficient value of 0,000. Those numbers show that there is no correlation between advertisement exposures with the decision of using Telkomsel products. Further, the hypothesis test result demonstrate of communication competence of ambassador variable significance value of 0,005 and Pearson correlation coefficient value of 0,297 which show the existence of correlation between ambassador communication competence with the decision of using Telkomsel products. Then, the hypothesis test demonstrate communication intensity of peer group variable significance value of 0,005 and Pearson correlation coefficient value of 0,297. The result shows that there is no significant relation between communication intensity of peer group with the decision of using Telkomsel products.
The Correlation of News Exposure About Drugs and The Anxiety Level of Parents Toward The Intensity Communication of Parents and Children About Drugs Reonell Rafendi, Mochamad; Herieningsih, MS, Dra. Sri Widowati
Interaksi Online Vol 4, No 4: Oktober 2016
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Drug abuse in Indonesia has increased from year to year. Not a few reports in the mass media that provide information about drugs. The majority of drug users from among teens. This condition leads to anxiety of parents in their teens in the midst of many drug cases that happened and can happen to anyone. Anxiety can encourage parents to share information to their children about the dangers and effects of drugs. The study aims to determine the correlation of news exposure about drugs and the anxiety level of parents toward the intensity communication of parents and children about drugs. The theory used in this study is the Dependency Theory About Effects of Mass Communication and Protection Motivation Theory. Sampling technique were used is Non-Probability Sampling that is Quota sampling. Respondents in this study is parents who have teenagers aged 15-22 years old in the city of Semarang and affected by news exposure about drugs during the last two months. Analysis Kendall correlation test is used to test the hypothesis. The results of this study indicate that there is no correlation between news exposure about drugs toward the intensity communication of parents and children about drugs, where the significance value as big as 0.288. Furthermore, there is a correlation between the anxiety level of parents toward the intensity communication of parents and children about drugs, where the significance value as big as 0.016 and a correlation coefficient as big as 0.311. Then, this study provides advice to parents to be more mature in dealing with the diversity of information in the mass media, so that they get the proper information and can provide new knowledge for them.
Correlation of Olx Indonesia Television Advertising Exposure and Intensity of Peer Group Communication with Desire of Transacting in Olx.co.id Rahman Zulhardi, Alfin; Herieningsih, MS, Dra. Sri Widowati
Interaksi Online Vol 4, No 3: Agustus 2016
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Advertising is one of the most efffective way to inform audience about the products. Olx Indonesia television advertising exposure potentially related to desire of transacting in Olx.co.id. Intensity of peer group communication about transacting in Olx.co.id also potentially related to desire of transacting in Olx.co.id. This study aims to determine the correlation of Olx Indonesia television advertising exposure and intensity of peer group communication with desire of transacting in Olx.co.id. The rational used is the Advertisig Exposure Theory and How peer group affect consumer behaviour. This type of research is explanatory research, using technique of Non-probability sampling with accidental sampling method to determine the sample. The total sample of 100 respondent who have seen Olx Indonesia television advertising aged 15 – 25 years old in the city of Semarang. Analysis of the data used is Pearson correlation SPSS. The first hypothesis test results show that the variable Olx Indonesia television advertising exposure (X1) is not correlated to desire of transacting in Olx.co.id (Y) and showed no significant results, with the result Sig/significance worth 0.588 or greater than 0,05. The second hypothesis test showed intensity of peer group communication (X2) is correlated to desire of transacting in Olx.co.id (Y), with the result Sig/significance worth 0.002 or less than 0.05. Advice can be given is OLX Indonesia can do another promotion as using Social Media to reach audience directly, especially teenagers, considering direct communication has more positive impact to desire of transacting in Olx.co.id.
The Correlation of Watching Soap Opera “Anak Jalanan” Intensity and Perceived Reality with Antisocial Behavior Amalia, Emma; Herieningsih, MS, Dra. Sri Widowati
Interaksi Online Vol 5, No 1: Januari 2017
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This research is based on the high number of soap operas that contain elements of violence, especially Anak Jalanan soap opera. Although the KPI has given warning repeatedly to the Anak Jalanan soap opera, but it does not provide a deterrent effect because Anak Jalanan soap opera is still live with violence content. This research aims to determine the correlation of watching soap opera “Anak Jalanan” intensity and perceived reality with antisocial behavior. The theories that are use to explain the correlation in this research are the Social Learning Theory and Model Psychology Comstock. The research used non probability sampling with purposive sampling technique, with 100 respondents. Analysis used was Kendall's Correlation Coefficient Tau_b with SPSS 16. The result of the first hypothesis test between watching soap opera Anak Jalanan intensity with antisocial behavior has a positive correlation. It is seen from the significant value of 0.000 or less than 0.01 and a correlation value of 0.541 which indicates a significant correlation between the two variables. The second hypothesis test results between perceived reality with antisocial behavior have a positive correlation. It is seen from the significant value of 0.000 or less than 0.01 and a correlation value of 0.541, indicates a significant correlation between the two variables.Conclusion test this hypothesis is the higher watching soap opera Anak Jalanan intensity, the higher the antisocial behavior and the higher the perceived reality that antisocial behavior will be higher. The researchers suggest is the authorized institution such as KPI should not extend broadcasting license if there is content that does not comply with the rules, KPAI to be more active in providing awareness and media literacy in the community to consume television wisely, and parental mediation to accompany children in consuming the content of television programs
Co-Authors Alfin Rahman Zulhardi, Alfin Christanti, Rhenita Emma Amalia, Emma Mochamad Reonell Rafendi, Mochamad Sayu Hesty Puspita, Sayu