ANALISIS PENGARUH IKLAN SEPEDA MOTOR YAMAHA MIO TERHADAP CITRA PRODUK (Studi pada Mahasiswa Universitas Muhammadiyah Malang)

MUHAMAD KUSMAENI

Abstract


The research titled ?Influence of Yamaha Mio Motor vehicle advertising to the Product Image Analysis (Study in students of University of Muhammadiyah Malang)?. Research used was survey by using questionnaire. Data collection used Judgmental sampling technique to 70 respondents. The research aimed to find out advertising variable (message contain, message structure, message format and message source) of Yamaha Mio motor vehicle which significantly influenced to the product image and also to find out advertising variables which gave the largest contribution to the product image.
The research usage, especially for the advertiser as consideration in planning and deciding marketing action related with advertising by using television media. By using logistic analysis, there could be said that advertising variables (message contain, message structure, message format and message source) has significant influence to the product image with signification value <α value or 0,000 < 0,05. From all advertising variables (message contain, message structure, message format and message source) of Yamaha Mio motor vehicle there could be concluded that message structure variables was variable which gave the largest contribution by R value = 0,517.
Assume several weakness in this research, there needed to study another variables influenced television advertising. The company should also pay attention to another variables like message contain, message format, and message source to make the message stated through television more effective. The writer also suggest the business company to make correction to the message format, since the message format has un-significant influence to Yamaha Mio product.

 

Keyword : Iklan, Sepeda Motor, Citra Produk.

Link Terkait :http://skripsi.umm.ac.id/files/disk1/336/jiptummpp-gdl-s1-2009-muhamadkus-16789-PENDAHUL-N.pdf


Keywords


Iklan;Sepeda Motor; Citra Produk