RESPON KONSUMEN TERHADAP IKLAN MIE SEDAP
Abstract: The aims of the
research are identify Mie Sedaap advertising strength, customer’s response strength,
customer’s response index, and relationship between advertising strength and customer’s
response strength.
Closed questionnaire is use to collect data from 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 customers’ 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
advertising Titi Kamal Version is in the average category. It means the
respondent see the advertising very often but there’s no special thing on the
interest build. With the hierarchy effect model, it shows the consumer
respondent has goes outside awareness, interest, desire, convict, and purchase
level. Most of the respondents do the purchase, while some respondent didn’t
purchase just because they didn’t get convicted about what the advertising
claim and didn’t 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 weak responses, there’s no
guarantee they will buy again in the future or continuing the purchase. In the
other hand, for those who haven’t 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 significant on level á = 0.05 If
the company wants to get the goal of from the advertising, they have to repair
the advertising so it can improve the awareness, interest, desire, conviction
and purchase level.
Penulis: Susanta
Kode Jurnal: jpkomunikasidd080056
