Pengaruh Iklan terhadap Brand Image Djarum Super Berdasarkan Persepsi Pemirsa Televisi di Surabaya
| Main Author: | LIANTO, ALFIAN ANDREAWAN |
|---|---|
| Format: | Undergraduate thesis PeerReviewed application/pdf |
| Terbitan: |
Fakultas Bisnis dan Ekonomika Ubaya
, 2011
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/12570/1/M_4972_Abstrak.pdf http://digilib.ubaya.ac.id/pustaka.php/223508 http://repository.ubaya.ac.id/12570/ |
Daftar Isi:
- This thesis is titled Effect of Advertising on Brand Image Djarum Super Based Television Audience Perception In Surabaya, which aims to identify, analyze, and prove the influence of advertising on brand image based on the perception Djarum Super television viewers in Surabaya. This research is expected to provide input information for the benefit of the PT.Djarum Kudus - Indonesia as the producer Djarum Super in designing ads better and more effective so that it can generate a positive impression of the product being advertised. Causal research design of studies using the ads as independent variables and brand image as the dependent variable. Target populations in Surabaya which TV viewers never see, observe, and be able to remember the overall television ad impressions Djarum Super version of “Pengendara Mobil Jeep di Padang Pasir”. The sample used by 100 respondents. Data collection techniques used by non-probability sampling using a quota sampling. Aras measurement used is cedar intervals. Data processing method is validity and reliability test, simple linear regression, and hypothesis testing. The results obtained by data processing BI = 0.367 I. In simple linear regression equation above can be seen that the value of regression coefficient (b) is positive at 0.367. This means that any change (increase or decrease) of one unit of advertising viewers perception would result in a change (increase or decrease) of 0.367 units of brand image perception score.