Efektivitas Iklan Sosis di Televisi dalam Membentuk Citra Produk Sosis (Kasus Siswa SMA Negeri 5 Bogor)

Abstract

The aims of this study were : (1) to knowlede relationship of students’ characteristics and television watching behavior to sausage advertisement effectivity, (2) to knowledge relationship the effectiveness of sausage advertisement to image product. This experiment was done from March 30rd – April 30rd , 2008 at SMA Negeri 5 Bogor. The samples were 100 students and taken by disproportional stratified random sampling method. The result of research were, in students’ characteristic, sex was significantly relevant to level of exposure, nutritional knowledge was significantly relevant to frequency of exposure. Allowance was highly significant relevant to frequency of exposure. In students’ characteristic, living location were significantly relevant to advertisement model. Sex wash highly significant relevant to advertisement music, model and slogan, where living location was highly significant relevant to advertisement music and slogan. In watching behavior, type of program was significantly relevant to music, watching time was significantly relevant to advertisement model and slogan. In watching behavior, watching frequency and watching time were highly significant related to advertisement music, television station and type of program were highly significant related to advertisement slogan, watching companion was higly significant related to advertisement model. In watching behavior, watching frequency and type of program were significantly relevant to frequency of addiction. In advertisement exposure, frequency of exposure was significantly relevant to taste. Frequency of addiction was highly significant related to sausage package. Frequency of exposure was significantly relevant to advertisement slogan. Level of exposure was significantly relevant to nutritional content. In perception of advertisement, music was significantly relevant to taste, where advertisement model was highly significant related to nutritional content.

Efektivitas Iklan adalah sejauh mana konsumen terdedah terhadap isi iklan. Sosis merupakan produk daging olahan dengan bahan utama daging. Umumnya sosis dibuat dari bahan mentah daging sapi atau daging ayam. Sesuai dengan kondisi masyarakat saat ini, agar produk bisa diterima dan dikonsumsi masyarakat perlu upaya promosi dalam pemasarannya. Peran media massa sangat penting dalam upaya memperkenalkan jenis sosis kepada masyarakat. Salah satu media massa yang paling potensial digunakan oleh perusahaan sebagai media promosi adalah televisi yang menayangkan iklan suatu produk yang akan dipromosikan. Tayangan iklan yang efektif akan membentuk citra produk yang positif. Kajian penelitian ini meliputi : (1) Mengkaji hubungan karakteristik siswa dan perilaku menonton televisi terhadap efektivitas iklan sosis (2) Mengkaji hubungan keefektifan iklan dengan citra produk sosis. Penelitian ini menggunakan metode disproportional stratified random sampling. Sampel berjumlah 100 orang yang diambil dengan teknik pengambilan sampel secara acak berimbang. Karakteristik yang berhubungan dengan keterdedahan iklan sosis adalah jenis kelamin, pengetahuan gizi, dan uang saku. Karakteristik yang berhubungan dengan persepsi iklan sosis adalah tempat tinggal dan jenis kelamin. Perilaku menonton yang berhubungan dengan keterdedahan iklan sosis adalah frekuensi menonton, sedangkan perilaku menonton yang berhubungan dengan persepsi iklan sosis yaitu waktu menonton, jenis acara, frekuensi menonton, stasiun televisi, dan cara menonton. Keterdedahan iklan sosis berhubungan dengan citra produk sosis. Persepsi iklan sosis yang berhubungan dengan citra produk sosis adalah musik dan model iklan.