PENGARUH TERPAAN IKLAN DI TELEVISI TERHADAP KESADARAN MERK Studi Kasus Terpaan Iklan “Kartu As versi Smash” di Televisi terhadap Kesadaran Merk pada Mahasiswa Jurusan Ilmu Komunikasi Untirta Angkatan 2006-2010
ABSTRACT: Ad spending is an
industry that spends large enough money in this country. Telkomsel use
television advertising to provide information about new products and
services.Telkomsel give the largest contribution in ad spending in 2010. Then
problem formulation are how ad exposure “Kartu As version of Smash" on
television can influence brand awareness in university students communication
Science of Untirta. Purpose of this research is to know influence of ad
exposure “Kartu As version of Smash" on television to brand awareness in
university student department communication sciences Untirta. Theories used
this research is the Hierarchy of Effect Model and Advertising Exposure Process
Model. This research is using survey method with quantitative approach. This research
is an explanative. Data were collected from the questionnaires and
documentation. Samples taken in this research is university student Department
of Communication Science Untirta active in the lift 2006-2011 as many as 87
university students. The results of this research is the Pearson Product Moment
correlation analysis showed a strong relationship exists, the positive and
significant relationship between ad exposure Kartu As version of
"Smash" with brand awareness in communication science university
students Untirta of 0.614. Then the calculation of the coefficient of
determination is equal to 0.378 or 37.8% so it can be explained that at 37.8%
the formation of brand awareness that occurs can be affected by ad exposure.
This research finally concludes to advertisements “Kartu As version of Smash”
showed enough high frequence, duration and intensity in university student
communication science Untirta. Kartu As brand awareness in communication
science student at the cognitive stage is high while in the stage of affective
and behavior is low. 37.8% for the formation of brand awareness that occurs can
be affected by exposure to the remaining ads are influenced by other
factors.the researcher recommends that future researcher about ad exposure the
other than media television. In addition to Telkomsel, researcher suggests the
ad should make ad content more informative and not only do promotion through
ad, but do other marketing mix communications.
Keywords: advertising
exposure, brand awareness
Penulis: Siti Mahmudoh,
Deviani Setyorini
Kode Jurnal: jpkomunikasidd110058
