Analisis Efektifitas iklan terhadap peningkatan awreness dan jumlah rekening bank NISP Bogor

Panjaitan, Sri Gustina (2005) Analisis Efektifitas iklan terhadap peningkatan awreness dan jumlah rekening bank NISP Bogor. Masters thesis, Institut Pertanian Bogor.

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Abstract

The aims of this study were to analyze the level of Advertising effectiveness of Tanda Bank NISP ads and to analyze the factors influencing the level of awareness and image in various media (radios, newspapers/magazines, billboards, and televisions). The study is carried out through analyzing the survey data that be collected by personal interviews with quetionaire from 110 respondents in Branch Djuanda, Cibinong, Kesatuan, Sukasari, Cileungsi, Kedungbadak, Pasar Anyar, Kota Wisata, Tajur, Pajajaran on February – April 2004. The analytical method is by cross tabulation between demographic factors with various advertising media used and loyality of customer. Then, the analysis on distribution frequency is carried out to find out percentage of respondents choosing particular answer toward the questionnaires purposes, such as the profile respondent. A futher analysis is carried out through the chi square, the Cohran’s Q to find out the factors influencing the level of awareness of the TANDA Bank NISP ads. The result of the study showed that the television have the highest level of awareness, while the lowest are radio and magazine. The factors significantly influencing the level of advertising awareness are earning per month, level of educational, and vacation. And the growth of customer base showed that increase until 30 %. Based on awareness and growth of customer base, we can mentioned advertising of Bank NISP TANDA ads is effective. The suggestions to management are to increase radio’s advertising, and make advertising message that Bank NISP is the trusted banking, safety and with service excellent. Beside the promotion by above the line, the promotion stay be supported by below the line that make message social and humanity activities.

Item Type: Thesis (Masters)
Additional Information: 13(E19)PAN a
Uncontrolled Keywords: Advertising awareness, Efektifitas Iklan,Tabulasi Silang, Chi-square, Regeresi Logistik, Bank NISP, Periklanan, Media.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 22 Sep 2016 06:02
Last Modified: 22 Sep 2016 06:02
URI: http://repository.sb.ipb.ac.id/id/eprint/2619

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