Janitra, Ivan (2018) Pengaruh Unique Selling Proposition dalam Adveritsing terhadap Minat Menonton Program Televisi Golden Memories 2017. Sarjana thesis, Universitas Brawijaya.
Abstract
Unique Selling Proposition merupakan strategi pesan dalam kegiatan Advertising. Dengan tujuan untuk menjauhkan kompetitor dalam benak konsumen, sehingga konsumen semakin loyal dengan produk dan jasa yang ditawarkan. Oleh karena itu menggunakan USP dalam kegiatan pemasaran secara dramatisir meningkatkan posisi dan daya jual produk dengan 3 hal utama yaitu Unique (berbeda), Selling (Membujuk konsumen), Proposition (Menawarkan). Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh yang diberikan Unique Selling Proposition dalam Advertising terhadap Minat Menonton Program Televisi Golden Memories Indosiar. Variabel independen yang diuji dalam penelitian ini ada Unique Selling Proposition dengan beberapa indikator seperti, Favorability, Distinctiveness, Believability, Compatibility, Attractiveness, dan Gimmick. Variabel Independen tersebut kemudian diuji pengaruhnya terhadap variabel dependen yaitu Minat Menonton Program Televisi Golden Memories Indosiar. Jumlah responden dalam penelitian ini sebanyak 272 responden yang dipilih menggunakan metode Isaac dan Michael. Data yang terkumpul dianalisis menggunakan regresi linier sederhana. Hasil Penelitian ini menunjukan bahwa indikator-indikator dalam Unique Selling Proposition memiliki pengaruh yang siginifikan terhadap Minat Menonton program televisi Golden Memories Indosiar. Berdasarkan pada hasil uji t menunjukan bahwa pengaruh yang diberikan USP cukup tinggi terhadap Minat Menonton.
English Abstract
Unique Selling Proposition is a message strategy in Advertising activities. The aim to distance competitors in the minds of consumers, they would be more loyal to the products and services that offered. Therefore, using USP in marketing activities dramatically increases the position and selling power of the product with 3 main things, namely Unique (Different than Competitor), Selling (Persuading the consumer), Proposition (Giving the propostion). This study aims to determine whether there is an effect given by Unique Selling Proposition in Advertising on the Watching Intention of Indosiar's Television Program Golden Memories. The independent variabel tested in this study is Unique Selling Proposition with several indicators such as, Favorability, Distinctiveness, Believability, Compatibility, Attractiveness, and Gimmick. The effect was tested on the dependent variabel, namely the Watching Intention of Indosiar's Golden Memories Television Program. The number of respondents in this study were 272 respondents who were selected using the method of Isaac and Michael. The collected data was analyzed using simple linear regression. The results of this study indicate that the indicators in the Unique Selling Proposition had a significant influence on the Interest in Watching Indosiar’s television program Golden Memories. Based on the results of the test, it shows that the influence gave by USP is quite high effect on the interest of watching.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/1138/051901584 |
| Uncontrolled Keywords: | Unique Selling Proposition, Minat Menonton, Program Televisi. Unique Selling Proposition, Watching Intention, Television Program |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising > 659.14 Advertising in electronic media > 659.143 Television |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 11 Sep 2019 02:20 |
| Last Modified: | 25 Oct 2021 04:18 |
| URI: | http://repository.ub.ac.id/id/eprint/165086 |
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