| dc.contributor |
|
|
| dc.contributor |
|
|
| dc.creator |
Lifianto, Panji Pratama |
|
| dc.creator |
Zulfebriges, Zulfebriges |
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| dc.date |
2016-02-20 |
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| dc.date.accessioned |
2019-09-12T05:43:04Z |
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| dc.date.available |
2019-09-12T05:43:04Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/3097 |
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| dc.identifier.uri |
http://hdl.handle.net/123456789/24271 |
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| dc.description |
Le Minerale is a mineral water product is a new product after there are similar products on the market that preceded it. Advertising is a means to introduce Le Minerale to the public. Ads Le Minerale not just introduced, but the need to instill brand awareness to the community. The emergence of Le Minerale product advertising in various media, both print and electronic, cannot be said that the community has high brand awareness towards this brand. Based on this phenomenon, the problem in this research is formulated as follows: (1) Is there a relationship between attentions to the ads with Le Minerale brand awareness. (2) Is there a relationship between interests to the ads with Le Minerale brand awareness? (3) Is there a relationship between desires to advertising with Le Minerale brand awareness? (4) Is there a relationship between the decisions against the ad with Le Minerale brand awareness? (5) Is there a relationship between the actions against the ad with Le Minerale brand awareness? The researcher used correlation analysis technique using a quantitative approach. Selected population in this study is SMA Negeri 12 Bandung totaling 1,023 students. With a sampling technique that is proportional stratified sampling obtained the number of samples are 91 students. Data collection techniques of this study were questionnaires, interviews, observation, and literature. Data analysis technique used in this research is descriptive analysis techniques and inferential analysis techniques. The results of this study are: (1) There is a positive relationship between attention (attention) to ad Le Minerale with brand awareness including strong category / high. (2) There is a positive relationship between the interests on the ad Le Minerale with brand awareness medium category. (3) There is a positive relationship between desires to ad Le Minerale with brand awareness medium category. (4) There is a positive relationship between the decisions against Le Minerale ads with brand awareness medium category. (5) There is a positive relationship between actions against Le Minerale ads with brand awareness medium category. |
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| dc.description |
Le Minerale merupakan produk air mineral yang merupakan produk baru setelah terdapat produk sejenis yang mendahuluinya di pasaran. Iklan merupakan sarana untuk memperkenalkan Le Minerale kepada masyarakat. Iklan Le Minerale tidak hanya sekedar mengenalkan, tetapi perlu menanamkan kesadaran merek kepada masyarakat. Munculnya iklan produk Le Minerale di berbagai media massa, baik cetak maupun elektronik, belum dapat dikatakan bahwa masyarakat memiliki kesadaran merek yang tinggi terhadap merek ini. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Apakah terdapat hubungan antara perhatian (attention) terhadap iklan dengan kesadaran merek Le Minerale? (2) Apakah terdapat hubungan antara minat (interest) terhadap iklan dengan kesadaran merek Le Minerale? (3) Apakah terdapat hubungan antara hasrat (desire) terhadap iklan dengan kesadaran merek Le Minerale? (4) Apakah terdapat hubungan antara keputusan (decision) terhadap iklan dengan kesadaran merek Le Minerale? (5) Apakah terdapat hubungan antara tindakan (action) terhadap iklan dengan kesadaran merek Le Minerale?Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah siswa SMA Negeri 12 Bandung yang berjumlah 1.023 siswa. Dengan teknik pengambilan sampel yaitu Proposional Stratified Sampling diperoleh jumlah sampel penelitian sebanyak 91 siswa. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, observasi, dan studi pustaka. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah teknis analisis deskriptif dan teknik analisis inferensial.Hasil dari penelitian ini adalah: (1) Terdapat hubungan positif antara attention (perhatian) terhadap iklan Le Minerale dengan kesadaran merek yang termasuk kategori kuat/tinggi. (2) Terdapat hubungan positif antara interest (minat) terhadap iklan Le Minerale dengan kesadaran merek yang termasuk kategori sedang. (3) Terdapat hubungan positif antara desire (hasrat) terhadap iklan Le Minerale dengan kesadaran merek yang termasuk kategori sedang. (4) Terdapat hubungan positif antara decision (keputusan) terhadap iklan Le Minerale dengan kesadaran merek yang termasuk kategori sedang. (5) Terdapat hubungan positif antara action (tindakan) terhadap iklan Le Minerale dengan kesadaran merek yang termasuk kategori sedang. |
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| dc.format |
application/pdf |
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| dc.language |
ind |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/3097/pdf |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 2, No 1, Prosiding Manajemen Komunikasi (Februari, 2016); 133-138 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 2, No 1, Prosiding Manajemen Komunikasi (Februari, 2016); 133-138 |
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| dc.source |
2460-6537 |
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| dc.subject |
Proceedings of Communication Management |
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| dc.subject |
Advertisement, Brand Awareness, Le Minerale |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Iklan, Kesadaran Merek, Le Minerale. |
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| dc.title |
The correlation between Le Minerale Advertising and Brand Awareness |
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| dc.title |
Hubungan Iklan Le Minerale Dengan Kesadaran Merek |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Qualitative |
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| dc.type |
kualitatif |
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