ANALISIS EFEKTIFITAS IKLAN SABUN LUX DI TELEVISI PADA PT. UNILEVER INDONESIA, Tbk. DALAM MEMBANGUN KESADARAN MEREK KONSUMEN (STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA DI INDERALAYA)

SINUHAJI, KARINA LATHERSIA Br and Mahyunar, Mahyunar and Karim, Suhartini (2012) ANALISIS EFEKTIFITAS IKLAN SABUN LUX DI TELEVISI PADA PT. UNILEVER INDONESIA, Tbk. DALAM MEMBANGUN KESADARAN MEREK KONSUMEN (STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA DI INDERALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

Advertising is kind of presentation or non-personal promotion of ideas, goods, and Services by a sponsor. To measure its effectiveness can be beneficial to determine whether or not an advertisement of a product is successful. This study is an attempt to identify the effective of Lux Soap commercials in television and to determine whether such advertisement can raise awareness among Lux consumers. Based on Roscoe’s opinion, the sample of 100 respondents was selected. A quantitative analysis using SPSS 15 Program for Windows was conducted to identify the effectiveness of the commercials. The results show that the variable of message source has shown a significant influence the creation of awareness among Lux buyers. The company is recommended to use other means of promotion such as events, public relation, product placement and sampling.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	effectiveness, commercial, awareness among consumers
Subjects:	H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	26 Apr 2021 07:43
Last Modified:	26 Apr 2021 07:43
URI:	http://repository.unsri.ac.id/id/eprint/45648

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