i ABSTRAK
Septa Adi Sasetyo, K1C053093, 2012, Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi Universitas Padjadjaran. Judul Penelitian yaitu “Pengaruh Daya Tarik Iklan Terhadap Citra Merek Pepsodent”. Pembimbing utama Mohd. Hussein Nawawi. Drs., M.I.Kom, pembimbing pendamping Roy R. Rondonuwu. Drs., M.Lib.
Tujuan penelitian ini adalah untuk mengetahui pengaruh daya tarik iklan Pepsodent Ayah Adi dan Dika versi ‘bobo malam sama ayam’ terhadap pembentukan citra merek di kalangan pelajar SDN Karang Pawulang 1 Bandung yang diukur melalui kemenarikan pesan, sumber pesan, dan format iklan.
Metode yang digunakan adalah kausalitas dengan menggunakan teknik analisis jalur. Teknik pengumpulan data primer penelitian dilakukan dengan menggunakan angket yang disebarkan kepada responden, yaitu pelajar SDN Karang Pawulang 1 Bandung kelas 3 hingga 6, dan yang berhak menjadi responden berjumlah 168 pelajar.
ii
ABSTRACT
Septa Adi Sasetyo, K1C053093, 2012, Majoring in Communication
Management Faculty of Communication Unniversity of Padjadjaran, Research
title is “ Effects Advertising Appeal on Brand Image Pepsodent”. First Advisor
Mohd. Hussein Nawawi. Drs., M.I.Kom, second advisor Roy R. Rondonuwu. Drs.
M.Lib.
The purpose of this study was to determine the effects of Pepsodent Ayah
Adi and Dika ads appeals version of ‘bobo malam sama ayam’ towards
Pepsodent image among SDN Karang Pawulang 1 Bandung students, which
measures by message appeals, message source, and ads format.
Method that used on this research was Causality Methods. Primary data
for this research was collected by questionnaires, which was spread to
respondents are students of SDN Karang Pawulang 1 Bandung which on 3rd to
6th, and 168 students are eligible to be respondents.
The study shows that there were significant effects of message appeals,
message source, and ads format to brand image form. Overall, appeals of
Pepsodent Ayah Adi and Dika ads version of ‘bobo malam sama ayam’ has a
significant influence toward Pepsodent image among SDN Karang Pawulang 1
