EFEKTIVITAS IKLAN LEMONILO X NCT DREAM DI YOUTUBE MENGGUNAKAN MODEL CUSTOMER RESPONSE INDEX (Studi Pada Penggemar NCT)

GHASSANI, ADISA DEWI and Thamrin, M. Husni and Andarini, Rindang Senja (2023) EFEKTIVITAS IKLAN LEMONILO X NCT DREAM DI YOUTUBE MENGGUNAKAN MODEL CUSTOMER RESPONSE INDEX (Studi Pada Penggemar NCT). Undergraduate thesis, Sriwijaya University.

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Abstract

In informing and persuading the target market about their goods, services, organizations, or ideas, an organization or individual places an advertisement which is an announcement or message within a certain time or area. This study aims to determine how effective Lemonilo X NCT Dream advertisements on YouTube are using the Customer Response Index model. The theory used in this research is the effectiveness of the Customer Response Index model advertisement by Roger J Best whose levels start from awareness, comprehend, interest, intention and action as a measuring tool. This research uses descriptive research with a quantitative approach method. After measuring and analyzing the data, it is found that the Lemonilo X NCT Dream advertisement on YouTube is effective because the result is 59.4%, the range of effectiveness scale lies in the interval 34% - 66%. The results of the CRI calculation of 59.4% indicate that there is still an opportunity of 40.6% which can be influenced by an increase in unaware by 1%, no comprehend by 7.4%, no interest by 9.6%, no intentions by 9%, and no actions by 13.4%. Keywords: Advertising Effectiveness, Customer Response Index

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Efektivitas Iklan, Customer Response Index
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Adisa Dewi Ghassani
Date Deposited:	30 Jan 2024 01:37
Last Modified:	30 Jan 2024 01:37
URI:	http://repository.unsri.ac.id/id/eprint/140294

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