AbdulMun`imWasi` (2009) “Analisis Pengukuran Efektivitas Iklan Televisi Kartu Seluler XL Dengan Menggunakan EPIC Model Pada Mahasiswa S-1 Fakultas Hukum Universitas Brawijaya Malang”. Sarjana thesis, Universitas Brawijaya.
Abstract
PT. Excelcomindo Pratama Tbk mempunyai berbagai macam produk kartu seluler, yaitu jempol , bebas , dan Xplor. Jempol dan bebas untuk kartu Prabayar dan Xplor untuk kartu Pascabayar. Pada saat ini produk kartu seluler XL memang paling banyak digemari oleh kalangan pelajar dan mahasiswa. Karena selain menawarkan harga yang relatif terjangkau untuk kalangan pelajar dan mahasiswa. PT. Excelcomindo Pratama Tbk merupakan perusahaan yang sering melakukan promosi baik dalam media cetak mau pun elektronik. Salah satunya adalah iklan televisi yang ditayangkan selama bulan Oktober - Desember 2008 yaitu iklan Kartu Seluler XL versi “Monyet”. Tujuan penelitian ini adalah untuk mengetahui keefektivitasan dari iklan televisi Kartu Seluler XL versi “Monyet” dengan menggunakan EPIC Model yaitu salah satu alat untuk mengukur keefektivitasan iklan televisi dengan menggunakan 4 dimensi yaitu Empathy , Persuasion , Impact , dan Communication . Hasil penelitian yang diperoleh dengan menggunakan EPIC Model antara lain dimensi empathy (empati) yang digunakan untuk mengukur tingkat kebagusan dan rasa suka responden terhadap iklan televisi Kartu Seluler XL versi “Monyet”. Hasil dari perhitungan menggunakan skor rata – rata adalah 3,394 yang menurut EPIC Model masuk ke dalam kategori Cukup Efektif . Dimensi persuasion (persuasi) yang digunakan untuk mengukur ketertarikan terhadap produk dan keinginan responden untuk membeli kartu selluler XL. Hasil dari perhitungan menggunakan skor rata – rata adalah 3,65 yang menurut EPIC Model masuk ke dalam kategori Efektif . Dimensi impact (dampak) yang digunakan untuk mengukur tingkat pengetahuan konsumen mengenai produk kartu selluler XL dan tingkat kreativitas iklan Kartu Seluler XL versi “Monyet” dibandingkan dengan iklan kartu seluler yang lain. Hasil dari perhitungan menggunakan skor rata – rata adalah 3,381 yang menurut EPIC Model masuk ke dalam kategori Cukup Efektif . Dimensi communication (komunikasi) yang digunakan untuk mengukur tingkat kejelasan informasi yang disampaikan, pemahaman terhadap tarif penggunaan, serta kemampuan iklan Kartu Seluler XL versi “Monyet” dalam menyampaikan manfaat penggunaan dari produk kartu seluler XL. Hasil dari perhitungan menggunakan skor rata – rata adalah 4,10 yang menurut EPIC Model masuk ke dalam kategori Efektif .
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2009/8/050900316 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Feb 2009 11:32 |
| Last Modified: | 23 Oct 2021 17:52 |
| URI: | http://repository.ub.ac.id/id/eprint/104621 |
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