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Ida Wiendijarti
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Jurnal Ilmu Komunikasi
Published by Universitas Pembangunan Nasional Veteran Yogyakarta
ISSN : 16933028     EISSN : 24078220     DOI : https://doi.org/10.31315/jik.v21i3
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmu Komunikasi focuses on writings that contain current research and thinking in the fields of: Communication Science, including media and journalism studies, audio and audiovisual broadcasting studies, public relations studies and advertising studies; Design of Visual Communication; Marketing Communications; Health Communication; Communication Psychology; Sociology of Communication;
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue " Vol 6, No 1 (2008)" : 1 Documents clear
Respon Konsumen Terhadap Iklan Mie Sedaap Susanta, Susanta
Jurnal Ilmu Komunikasi Vol 6, No 1 (2008)
Publisher : Universitas Pembangunan Nasional "Veteran" Yogyakarta

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Abstract

The aims of the research are identzj5’ Mie Sedaap advertising strength, customer c response strength, customer response index, and relationship between advertising strength and customer s response strength. Closed questionnaire is use to collect data froni 100 respondents. Purposive sampling technique used to determine respondent. Date tabulating is kind of descriptive analysis that is used to analysis advertising strength, customers ‘ response strength, and custon2ers ‘response index. Rank Spearman correlation use to analysis relationship between advertising strength and customers ‘response strength. The result of descriptive analysis show that strength of Mie Sedaap ach’ertising lid Kanial Version is in the average category it means the respondent see the advertising very oflen but there & no special thing on the interest build. ‘ith the hierarchy effect model, it shows the consumer respondent has goes outside aivareness, interest, desire, convict, and purchase level. Most of the respondents do the purchase, while some respondent dzdn purchase just because they didn ‘t get convicted about what the advertising claim and did,, ‘1 get interest whit that. Mie Sedaap advertising can be categorized success because most of the people buy the goods. But if we look to the strength of the advertising which created only iveak responses, there c no guarantee they will buy again in the future or continuing the purchase. In the other hand,for those who haven bought the product, still very small possibility to buy. It is because the weak support from the advertising. The result of correlation analysis also shows relations between strength of the advertising and strength of consumer response is sign /Icant on level a = 0.05 If the company wants to get the goal offrom tiie advertising, they have to repair the advertising so it cciii improve the awareness, interest, desire, conviction and purchase level. Key word. advertising strength, customer ‘response strength, customer ‘response index

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