Abstract:
Di era perkembangan zaman seperti saat ini berbagai perusahaanperusahaan
barang/jasa semakin intensif beriklan khususnya pada media luar
ruang (MLR). Media luar ruang dipandang sebagai media kedua yang tingkat
keefektifan iklannya cukup baik, satu level dibawah media iklan melalui televisi.
Respon audiens mengenai iklan menjadi hal yang perlu untuk dikaji untuk mampu
mengetahui iklan mana yang ideal dan yang tidak. Iklan yang dianggap efektif itu
dipandang bilamana mampu menghadirkan beberapa tahapan respon, mampu
menarik perhatian, menimbulkan rasa ingin tahu, menimbulkan keinginan, dan
merangsang tindakan nyata.
Untuk memperoleh hasil tersebut, maka digunakan teori Customer
Response Index (CRI). Dari situ maka terbetuklah tujuan penelitian ini yakni,
untuk memperoleh nilai, awareness, comprehend, interest, intentions, dan action
yang ditimbulkan.
Metode yang digunakan pada penelitian ini menggunakan metode
deskriptif melalui data kuantitatif menggunakan tahapan respon atau teori
Customer Response Index. Teknik pengumpulan data melalui angket/ kuesioner,
Observasi dan studi kepustakaan. Angket disebarkan pada 76 sampel mahasiswa/i
fikom unisba 2012.
Berdasarkan olah data penelitian, menghasilkan kesimpulan bahwa
terdapat respon iklan MLR provider xl sampai pada tahap interest, pada tahap
selanjutnya yaitu, tahap intentions, iklan MLR provider xl tidak menghadirkan
respon yang signifikan.
In the era of the times such as now, the various companies of goods / services
advertising increasingly intensive, especially on outdoor adv. Outdoor advertising
is seen as a second-level media advertising that effectiveness have good enough,
there is one level below television. Audience response on the ad be things that
need to be studied to be able to know which ads are ideal and are not. Ads that
are considered effective if it is be able to present several stages responses, able to
attract attention, generate curiosity, gives rise to desire, and stimulate action.
To get the results, then used the theory of Customer Response Index
(CRI). From there, so formed the purpose of this study, that is to obtain the value
of awareness, comprehend, interests and intentions caused.
The method used in this research using descriptive method with
quantitative data using the theory of phase response or Customer Response Index.
Data collection technique used a questionnaire / questionnaire, literature study,
observation, and online journals. Questionnaires were distributed to 76 student
sampled of Fikom Unisba 2012.
Based on the data of research, lead to the conclusion that there is an
audience response to the provider xl outdoor adv reached the point of interest, on
the next stage, the stage of intentions, provider xl outdoor adveretising does not
present a significant response.
