Ardiyani, KhamdillahKusuma (2014) Analisis Pengaruh Elemen Jingle Terhadap Efektifitas Iklan Coca Cola Versi Cahaya Ramadhan. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisa pengaruh elemen jingle iklan yaitu memorability, meaningfulness, likability, adaptability, dan protectability terhadap efektivitas iklan Coca-Cola versi Cahaya Ramadhan 2013. Data yang digunakan dalam penelitian ini berupa data primer yang dikumpulkan dari hasil penyebaran kuisioner kepada 50 responden yang pernah mendengar jingle iklan Coca-Cola versi Cahaya Ramadhan. Dengan teknik pengambilan sampel menggunakan teknik convenience sampling. Metode pengolahan data menggunakan analisis regresi linier berganda.Penelitian ini menunjukkan bahwa variabel memorability, meaningfulness, likability, adaptability, dan protectability berpengaruh secara simultan dan parsial terhadap efektivitas iklan Coca-Cola versi Cahaya Ramadhan. Hal ini menunjukkan bahwa responden merasa bahwa iklan Coca-Cola versi Cahaya Ramadhan mudah diingat, memberi informasi produk, disukai, sesuai dengan perkembangan jaman, dan bisa dilindungi secara hukum maupun dari plagiat.
English Abstract
This research aims to analyze the influence of advertising jingles elements that memorability, meaningfulness, likability, adaptability, and protectability on the effectiveness of advertising Coca-Cola version of Cahaya Ramadhan 2013. The data used in this research is a primary data collected from questionnaires to 100 respondents who had heard jingle of advertising Coca-Cola version Cahaya Ramadhan. With a sampling technique using convenience sampling technuique. Data processig method using a multiple linear regression analysis. This research shows that variables memorability, meaningfulness, likability, adaptability, and protectability effect simultaneously and partially on the effectiveness of advertising Coca-Cola version Cahaya Ramadhan. This indicates that respondents felt that the Coca-Cola advertising memorable, provide product information, preferably, in accordance with the changing times, and could be protected by law or of plagiarism.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2014/184/051403148 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 11 Jun 2014 09:38 |
| Last Modified: | 21 Oct 2021 01:28 |
| URI: | http://repository.ub.ac.id/id/eprint/107194 |
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