Efektivitas Iklan Susu Bubuk Pertumbuhan “Nestle Batita” dalam Mengubah Pengetahuan dan Sikap Ibu Rumah Tangga terhadap Produk (Kasus Ibu Rumah Tangga di Posyandu Rajawali 8, Perumahan Taman Yasmin, Bogor).

Abstract

In January 2009, Nestle Indonesia corporation broadcasts a new Batitas’ grow up milk advertisement on television. Batitas’ grow up milk advertisement on television effectiveness was determined by the housewives’ knowledge and attitude changes on Batita product. The housewives give respons from their exposure on Batitas’ grow up milk advertisement on television known as feed back. The aim of this study are to identify the Batitas’ television advertisement effectiveness on housewives’ product knowledge changes in Posyandu Rajawali 8, Taman Yasmin, Bogor; and to identify the Batitas’ television advertisement effectiveness on housewives’ product attitude changes. Randomized Pretest Posttest Design was used in this study. This study was conducted in Posyandu Rajawali 8, Perumahan Taman Yasmin, Bogor on March 6th 2009. Primary data were obtain directly from questionnaires and interviews with housewives. Data were analyzed using t-student. This research resulted several outputs such as Batitas’ grow up milk advertisement on television shows its effectiveness to increase housewives’ Batita product knowledges and Batitas’ grow up milk advertisement on television also shows its effectiveness to change housewives’ Batita product attitudes toward positive way. This result came from analyzed data where group one have a higher knowledge increasement score rather than group two, and there is significant difference between 2 groups (P < 0.05).

Bulan Januari 2009 PT Nestle Indonesia menyiarkan iklan televisi susu bubuk pertumbuhan Nestle Batita yang merupakan susu hasil olahan Nestle Dancow untuk anak usia satu hingga tiga tahun untuk diperkenalkan kepada khalayak luas khususnya ibu rumah tangga yang memiliki anak usia satu hingga tiga tahun. Komunikasi iklan dapat dikatakan efektif apabila iklan tersebut dapat meningkatkan pengetahuan, mengubah sikap dan perilaku nyata khalayak luas tentang produk yang diiklankan. Keefektifan iklan tersebut dapat diketahui dari tanggapan yang diberikan khalayak luas sebagai umpan balik.