ANALISIS ADVERTISING AWARENESS DAN PERSEPSI TERHADAP IKLAN BANK "X'

Safak, Muhammad (2003) ANALISIS ADVERTISING AWARENESS DAN PERSEPSI TERHADAP IKLAN BANK "X'. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

The purpose of this study was to analyze advertising awareness and perception between customers and competitors toward Bank " X ' s advertising. This study used my data of Customer Value Index that collected from 1675 respondent by independent consulting on January - Pebruary 2002. This study was restricted only at evaluation toward advertising and media habit questioner at founding’s customers, and not analysis effectiveness of advertising Cross tabulation Chi - Square, Likert Scale, Median, Analysis of Variants (ANOVA) and K-Means Cluster were used to analysis the data with descriptive method. The results of the study showed that television have large & advertising maleness, followed by newspaper/magazine, billboard and radio. Customers have advertising awareness more larger than competitors. Differentiation of advertising awareness between customers and competitors significantly at billboard and television but not at radio and newspaper / magazine. Perception toward Bank "X" 's advertising at television of all respondent also behaved customers and competitors showed same perception. But if the perception were divided with two clusters. there are how extreme perception, the first cluster perceive Bank " X ' s advertising was no 1 very funny and unique and the second cluster perceive Bank ',X's advertising was very funny and unique. Implications this study toward management : (1) evaluating advertising awareness at radio, (2) national and local newspaper have to be considered to advertising, (3) billboard is relative suitable at big cities, but may be not suitable to forget Older Basic Bankers and Young Laver (4) although television is the most favorite media for advertising but choosing time, event and content of message should consider gender, age, expenditure per month, and manage status (5) increasing advertising content so that become mare funny and unique. Suggestions to management in order to increase radio's advertising expenditure, advertising message should not only make perception that trusted banking, safety and owned by government but bank with service excellent.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Advertising Awareness, Persepsi, Bank "X', Media, Manajemen Pemasaran, Periklanan, Tabulasi Silang, ANOVA, Chi-Square, K-MEANS CLUSTER.
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 07 Jan 2012 10:15
Last Modified: 07 Jan 2012 10:15
URI: http://repository.sb.ipb.ac.id/id/eprint/1015

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