Citra Figur Publik dan Bisnisnya Pengaruh Citra Inul Daratista terhadap Citra Inul Vista

Kumala Maharani T, Rajiyem

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT This paper is aimed to identify any correlations aspects over a public image of Inul Daratista actress with an commercial brand image of Inul Vista. Public image of Inul Daratista here mean as a popular actress of Dangdut singer and for her successful entertainment businesses. This very interested to be reviewed upon phenomena there be much more successful business which related to public figure because its brand image known by people. Instead of her negative image of a Dangdut singer, Inul Daratista success for her achievement to develop her karaoke entertainment business for more than 100 branches all over Indonesia. This research typically pointed out to which Inul Vista is a pioneer on a successful karaoke entertainment business developed by a popular singer. This research applied a method of survey with questioner upon customers of Inul Vista of Yogyakarta, between April 26th – 29th, 2015. The customers characterized by man or women with age between 15 to 55 years old. Experienced at least 2 time came to entertainment services at Inul Vista. The answers to the question on this research: Are there any significance correlation of an actress of Inul Daratista upon to the brand image of Inul Vista business? The research result positively pointed out the correlation of the both aspects, by amount of r=0.676, descripted as correlation of variables X and Y. X as a contributive variable of actress image of Inul Daratista upon to variable Y to brand image of Inul Vista on amount of 45,6%, while the rest will be influence of other factors. The brand image of Inul Vista entertainment perceived by the customer by 96.87% with standard deviation of 19.304. while rate image of actress Inul Daratista by 40.19 with standard deviation 6.587. The regression equation will be Y=17.304 + 1.980 X, by which Y is brand image level of Inul Vista, and X is contributing variable of actress image of Inul Daratista. The answer of the customers significantly described a positively strong correlation between actress image of Inul Daratista and the brand image of Inul Vista business. Keywords: Image, Brand image, Inul Daratista, Inul Vista, Image Effect, Public figure, Business Brand Image.

Kata Kunci : Iklan; Merek Dagang