Pengaruh Tayangan Iklan TV Terhadap Brand Image Bejo Bintang Toedjoe Masuk Angin

Jurnal Ilmu Komunikasi (J-IKA)

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Title Pengaruh Tayangan Iklan TV Terhadap Brand Image Bejo Bintang Toedjoe Masuk Angin
 
Creator Pramelani, Pramelani
 
Description ABSTRAKSeiring adanya kesadaran masyarakat untuk kembali ke alam (back to nature). Maka tidak sedikit produsen yang beralih produknya ke arah herbal. Semakin menjamurnya obat herbal khususnya obat pereda masuk angin, maka persaingan ketat terjadi antar merek. Merek Bejo Bintang Toedjoe Masuk Angin adalah pemain baru dibandingkan merek Tolak Angin dan Antangin. Untuk mendapatkan respon di pasar, merek Bejo Bintang Toedjoe Masuk Angin mengiklankan produknya dengan bintang dangdut Cita Citata. Oleh karena itu, peneliti tertarik untuk meneliti pengaruh tayangan iklan Terhadap Brand Image (Citra Merek) Bejo Bintang Toedjoe Masuk Angin. Dengan menggunakan metode penelitian kuantitatif, peneliti menyebarkan kuesioner sebanyak 100 responden dan melalui teknik analisa regresi linier didapatkan hasil yaitu tayangan iklan TV  terhadap brand image (citra merek) Bejo Bintang Toedjoe Masuk Angin memiliki pengaruh yang signifikan. Analisa koefisien determinasi (R2) memperoleh sebesar 24,1% pada variabel iklan TV, sedangkan sumbangan sebanyak 75,9% dipengaruhi oleh faktor lain. Kata kunci: Tayangan Iklan, Merek, Citra Merek ABSTRACTAlong with the public awareness to return to nature (back to nature). So not a few manufacturers who switch products to herbs. The more the proliferation of herbal medicine, especially cures for a cold, then the fierce competition occurs between brands. Bejo Bintang Toedjoe Masuk Angin Brand is a new player compared to Tolak Angin brand and Antangin brand. To get a response in the market, the brand Bejo Bintang Toedjoe Masuk Angin advertises its product with dangdut star Cita Citata. Therefore, the researcher is interested to examine the effect of advertisement on Brand Image. Bejo Bintang Toedjoe Masuk Angin. By using quantitative research method, the researcher distributed questioner as much as 100 responders and through linear regression analysis technique got result that TV show advertisement to brand image Bejo Bintang Toedjoe Masuk Angin have significant influence. The coefficient of determination (R2) analysis was 24.1% in the TV ad variables, while the contribution of 75.9% was influenced by other factors. Keywords: Ad Impressions, Brands, Brand Image
 
Publisher Jurnal Ilmu Komunikasi
J-IKA
 
Contributor
 
Date 2017-09-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier http://ejournal.bsi.ac.id/ejurnal/index.php/jika/article/view/2178
 
Source Jurnal Ilmu Komunikasi; Vol 4, No 2 (2017): JURNAL J-IKA; 124-130
J-IKA; Vol 4, No 2 (2017): JURNAL J-IKA; 124-130
2549-3299
2355-0287
 
Language ind
 
Relation http://ejournal.bsi.ac.id/ejurnal/index.php/jika/article/view/2178/1658
 
Rights ##submission.copyrightStatement##
 

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