Analisis Pengaruh Pesan Iklan Anline di Televisi terhadap Perilaku Sadar Osteoporosis Penonton Iklan Anline Melalui Pengetahuan Osteoporosis dan Sikap pada Iklan:(Studi Kuantitatif di Kalangan Penonto

Mirsanindya Prestiana , Nunung Prajarto

2016 | Tesis | Ilmu Komunikasi

Abstract Nowadays, in the globalization era, commercial and television are powerful media to market a product to consumer. A commercial is made as attractive as possible to tie the viewer to be interested in it. However, now the commercial is expected to provide more value to the consumer (especially commercial viewer) therefore it is hoped to influence their behavior. This study illustrates how the message within the Anlene commercial consists of message content, structure, format, and sources of Anlene commercial. It can be received well therefore it affects the conscious behavior on osteoporosis among women viewer aged 19-50 years in Sleman, Yogyakarta, 2015 through osteoporosis knowledge and attitudes toward the commercial. This quantitative research uses survey method by distributing questionnaires to 270 women respondents in the District of Mlati, Sleman, Ngaglik, Ngemplak, Depok, and Gamping for information. In addition, this study uses document research. The result in this study indicates that Anlene commercial exerts significant influence in affecting the awareness behavior of the women viewer in Sleman, Yogyakarta, in 2015 through dissemination of knowledge about osteoporosis and attitudes on commercial. The influence of Anlene commercial in behavior toward the commercial provides greater influence than that of through knowledge of osteoporosis. From the influence of Anlene commercial through behavior on commercial, we gains value by 56%, while from that of through knowledge on osteoporosis obtains a fewer value with 48, 1%. Keywords: Anlene commercial, awareness behavior, knowledge, attitudes on commercial

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