The exposure of tv commercials and audience behavior (tv commercial of instant noodles product cases in two urban and semi urban community in bogor)

Abstract

The growth of private TV stations is followed by increasing a number of purchasing TV commercials. The aim of this research are (1) Knowing the level of audience exposure to TV commercials of instant noodle products; (2) Knowing some factors which correlate to exposure TV commercials of instant noodle products; (3) Determining the correlation between exposure to TV commercials of instant noodle products and audience perception, and (4) Determining the correlation between audience perception and consumer behavior about TV commercial of instant noodles products. This research is done using survey research method. The number of the respondent is 108 audience who were exposed by TV commercials of instant noodle products which were taken by cluster sampling method. The data is analyzed using rank spearman and qualitative description. The result of this research are: (1) The level of audience exposure to TV commercials of instant noodle products is low based on frequency and the length of exposure; (2) The factors whose negative significant correlation to the exposure of TV commercials of instant noodle products namely the level of education, the amount of income and the place for watching TV, whereas the factors whose positive significant correlation is time providing, the numbers of TV stations, frequency of watching TV; (3) The frequency of exposure has positive significant correlation to the ease in understanding TV commercials; (4) There is positive significant correlation between perception and positive attitude and the frequency of purchase.