ElisabethYosyetaRappay, Priscilla (2016) Analisis Media Periklanan Dalam Pembelian Produk Strudel (Studi Kasus pada Outlet Malang Strudel Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pengembangan nilai tambah di bidang pertanian merupakan upaya peningkatan pendapatan yang dilakukan seseorang maupun kelompok. Beberapa bentuk pengembangan tersebut dapat dilihat dengan adanya keberagaman oleholeh dari buah apel yang menjadi identik dari kota Malang dengan berbagai macam olahannya. Salah satu oleh-oleh yang terbaru di kota Malang adalah Malang Strudel dengan varian rasa apel manalagi menjadi produk pertamanya. Keberadaan oleh-oleh tersebut menjadi inovasi baru olahan apel yang ada di kota Malang. Manajemen pemasaran memiliki bauran pemasaran (marketing mix) sebagai strategi pemasaran yang sering dikenal dengan sebutan 4P salah satunya adalah promosi. Promosi yang dipakai oleh perusahaan dibutuhkan untuk menarik konsumen dalam membeli produknya. Bagian dari promosi yang digunakan salah satunya adalah periklanan. Media periklanan digunakan menjadi perantara untuk menyampaikan pesan, memaparkan produknya dan menarik perhatian konsumen untuk membeli. Radio, internet, surat kabar, reklame dan yang terbaru dalam bentuk endorse merupakan media yang digunakan oleh Malang Strudel untuk mengenalkan dan memasarkan produknya. Kotler (2005), menyatakan bahwa dalam membuat program periklanan, manajemen pemasaran selalu memulai dengan mengidentifikasi pasar sasaran dan motif pembeli, membuat keputusan utama dalam pembuatan program periklanan kemudian menentukan media apa yang akan dipergunakan. Hal inilah yang menguatkan hubungan antara media iklan dengan keputusan konsumen dalam membeli suatu produk. Promosi menjadi salah satu strategi perusahaan dengan melakukan periklanan untuk mengenalkan produknya. Promosi dikembangkan dalam sebuah perusahaan guna menyampaikan informasi mengenai produknya dan membujuk konsumen agar mau membelinya. Promosi dirasakan konsumen sebagai aspek sosial dan aspek fisik lingkungan yang dapat mempengaruhi respons afektif dan respons kognitif konsumen juga perilaku terbukanya (Peter dan Olson, 2014). Perusahaan berupaya memanfaatkan segala promosi lewat media periklanan untuk mengetahui perilaku konsumen dalam pembelian produk strudel yaitu apakah radio, internet, surat kabar, reklame dan endorse dapat menjadi media yang efektif dan efisien untuk perusahaan atau tidak. Penelitian ini bertujuan untuk: (1) menganalisis apa saja yang berpengaruh dari media periklanan dalam pembelian produk strudel dan (2) menganalisis variabel apa yang paling dominan dari media periklanan dalam pembelian produk strudel. Lokasi penelitian di Outlet Malang Strudel Kawi yaitu di Jalan Kawi Atas nomor 43C Malang. Penelitian lapangan dilaksanakan mulai bulan Maret sampai April 2016. Metode penentuan responden pada penelitian ini menggunakan metode non-probability sampling sebagai metode penarikan sampel yang dilakukan ketika unsur-unsur populasi tidak diketahui atau tidak mempunyai peluang yang sama untuk dipilih menjadi sampel (Sekaran, 2003). Metode penarikan sampel yang digunakan dalam penelitian ini adalah accidental sampling. Metode analisis pada penelitian ini terdiri dari metode analisis kualitatif dan kuantitatif dengan menggunakan analisis Partial least square (PLS). PLS digunakan untuk pengujian model dan hubungan antar variabel. Data yang sudah didapatkan, kemudian dianalisis dengan bantuan software smartPLS 2.0. Ada beberapa tahapan yang digunakan yaitu merancang model struktural dan model pengukuran, mengkonstruksi diagram jalur, mengkonversi diagram jalur ke sistem persamaan, pendugaan parameter, evaluasi goodness of fit dan terakhir pengujian hipotesis. Hasil penelitian ini diketahui bahwa radio, surat kabar, reklame, dan endorse signifikan terhadap pembelian produk, sedangkan internet tidak signifikan terhadap pembelian produk. Namun, dalam indikator semua variabel adalah positif dan signifikan yaitu menggambarkan bahwa indikator tersebut sesuai dengan medianya masing-masing. Variabel endorse adalah variabel paling dominan terhadap pembelian produk dengan indikator public figure yang memiliki nilai t statistics tertinggi dari semua indikator yang ada. Hal ini menunjukkan dengan adanya public figure pada media endorse memberikan pengaruh terbesar sebagai promosi periklanan perusahaan dalam mendapatkan konsumennya. Keberadaan public figure mempunyai tempat tersendiri bagi konsumen untuk membeli produk strudel.
English Abstract
The development of added value in agriculture reforts to increase revenue which commited individual or groups. It can be seen with diversity of souvenirs from apple became identical Malang city. One of new souvenirs in Malang city is Malang Strudel with apple manalagi become first product. Marketing management has a marketing mix as a marketing strategy which known as the 4P, one of them is promotion. Promotions are used by companies be required to attract consumers into buying their products. Part of them is advertising. Advertising media used the intermediaries to convey the message, presented their products and attract consumers to buy it. Radio, internet, newspapers, billboards and endorsed are advertising media used by Malang Strudel to introduce and market their products. Kotler (2005), which statement that in making advertising programs, marketing management always start by identifying target markets and buyers motif, make major decisions in the manufacture of our advertising program and then determine which will be used. This has strengthened the association between the advertising media in the consumers decision to buy a product. Promotion became one of the companys strategy to do advertising to introduce their products. Promotion was developed in a company in order to convey information about their products and persuade consumers that want to buy it. Promotion of consumer perceived as social and physical aspects of the environment that may affect the response of affective and cognitive responses consumer behavior also (Peter and Olson, 2012). The Company seeks to utilize all the advertising campaign through thats to study the behavior of consumers in the purchase of products strudel, whether radio, internet, newspapers, billboards and endorse, can be an effective and efficient media for the company or not.The purpose of the research were: (1) analyz any effect of advertising media in the purchase of products strudel and (2) analyze variable most dominant of advertising media in the purchase of products strudel. Outlet research sites in Malang Strudel on kawi street number 43C. Fieldwork was conducted from March to April 2016. The methods to determine the respondents in this study using a non-probability sampling method as a method of sampling is done when the elements of the population is unknown or has an equal chance to be selected into the sample (Sekaran, 2003) . The sampling method used in this research is accidental sampling. The method of analysis in this study consisted of qualitative and quantitative analysis method using the analysis partial least squares (PLS). PLS is used to test the model and the relationship between variables. The data have been obtained, and then analyzed with the help of software smartPLS 2.0. There are several steps used are designing the structural model and the measurement model, construct a path diagram, converting the path diagram into a system of equations, parameter estimation, evaluation of goodness of fit and final testing of hypotheses. The results of this research that radio, newspapers, billboards, and significant endorse their product purchase, while the internet is not significant to the purchase of the product. However,all indicators in variables are positive and significant, which illustrates that the indicator in accordance with their respective it. Variable endorse is the most dominant variable toward the purchase of products with the indicator public figure who has the highest value of t statistics of all indicators. This indicates the presence of a public figure in the media as endorsing the greatest influence on the companys advertising campaign in getting customers. The existence of a public figure has its own place for consumers to buy products strudel.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2016/736/051609423 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Sugiantoro |
| Date Deposited: | 10 Feb 2017 13:32 |
| Last Modified: | 19 Oct 2021 06:38 |
| URI: | http://repository.ub.ac.id/id/eprint/131749 |
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