Studi Tingkat Efektivitas Persuasi iklan Terhadap Brandswitch di Kalangan Mahasiswa D3 Komunikasi FISIPOL UGM terhadap Produk Sabun Mandi

SUKIRNO, Zakaria Lantang, Zakaria Lantang Sukirno

2007 | Skripsi | Ilmu Komunikasi

Scenes of attractingly beautiful women, joyful nuance of a family, loads of bubbles and foam, photos of sensual girls, are often seen on tv screen and printed media as we’re watching the advertisment of a soap. A lot of soap – either the liquid or bar ones – advertisement always try to attract the attention or awareness of our eyes and persuade us to buy and use the brand. Some of big brand marketers are not doubted again to spend money in a huge amount to place their advertisements into media. The question are: how good those expansive approaches to the target consumers work? Does this effort work to persuade them to buy the product? Is advertising is an effective way to catch the consumers? Research result from the field found that 36.4% participants stated that they did brand switching due to advertising effect. The Effectiveness Rate of Advertising Persuasion is significant by coefficient regression 0.04. While the mean got from the measurement of Brand Switch Variable is 3,23333 and 3,54583 for the Effectiveness Rate of Advertising Persuasion Variable. This research is still have a lot of limitation since it only explored only one linear variable. But we can still comprehend how advertisings effect the consumer behavior as a single promotional mix by the researched findings described in this book.

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