ANALISA EFEKTIFITAS IKLAN XL CHANGE #sekarangbisa DI MEDIA TELEVISI PADA MAHASISWA UNIVERSITAS “X” KOTA BANDUNG
DOI:
https://doi.org/10.61769/jabs.v1i1.115Abstract
ABSTRACT
The rapid development of lifestyle has causing the needs of communication’s raising intensity. One of the technologies that are used is cell phone, cell phone users reached the number of 280 million which have been surveyed by the Vibizdaily-National in 2013. XL started its commercial activities in 1996, XL is currently one of the biggest mobile telecommunications service provider and has the highest growth in the telecommunications industry by serving 47 million customers by the end of 2014. The decision to use this provider can be affected by the company's strategy of doing a promotional activities, especially advertising. Every day consumers to watch advertisements in various media, electronic media, print media and outdoor media that serve a wide range of products. An advertising message can be said to be effective if the message can describe what is desired by the communicator precise and clear and what is stated in the advertising message could be perceived the same way by the consumer to what is desired by the communicator. The title of the research is “Advertising Effectiveness Analysis XL Change #sekarangbisa in Media Television On “ X” University Student in Bandung". The purpose of this research is to provide an overview for PT XL Axiata on consumer responses to the advertisement that has been issued so the company can evaluate the advertising in the next period. The author uses the survey research method, while the type of research is analytic descriptive research. Data collection process in this research is using purposive sampling. The respondents were 100 X University students. The data were analyzed quantitatively and qualitatively using cross-tabulation tables which derived from the primary table and the technique to draw the conclusion was based on the principle of simple majority. Based on the collected data, it showed that respondents who have the third highest score are: the stars that has played its role properly, the contents of dialogue/ conversation in the ads is quite simple, and selection techniques concept/theme element was quite good. As for the two responses have the lowest score are: the content of advertising messages that can be trusted and the election advertisements are stars represent the content of the message. Advice that can be given is, in XL the delivery of messages to be completely open and honest with the information to be conveyed and XL has to evaluate the selection of commercials’ star.
Keywords; Advertising, Promotion, ProviderReferences
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