ABSTRAK
Hanifa Rahmah. 210110080258. Jurusan Ilmu Hubungan Masyarakat. Fakultas Ilmu Komunikasi. Universitas Padjadjaran. Judul Penelitian “Hubungan Antara Sajian Pesan Dalam Adlib Dengan Sikap Anggota Komunitas Rocket RockFriends Terhadap Brand Petersaysdenim”.Penelitian ini dibawah bimbingan Dr. Evi Novianti, M.Si., sebagai pembimbing utama dan Aat Ruchiat Nugraha, S.Sos., M.Si., sebagai pembimbing pendamping.
Penelitian ini menggunakan metode korelasional, dengan teknik analisis data yang digunakan adalah teknik analisis deskriptif dan teknik analisis inferensial. Sampel diperoleh dengan teknik acak sederhana, sedangkan teori yang digunakan adalah Teori Integrasi Informasi yang dikemukakan oleh Martin Fishbein. Tujuan penelitian ini adalah untuk mengetahui hubungan antara valensi dan bobot informasi sajian pesan adlib dengan aspek kognisi, afeksi dan konasi anggota komunitas Rocket RockFriends terhadap brand Petersaysdenim.
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ABSTRACT
Hanifa Rahmah, 210110080258. Majoring Public Relations, Faculty of Communication
Science, Padjadjaran University. The title of the research is “The Relationship between adlib’s message delivery with member of Rocket RockFriends’s attitude towards brand of Petersaysdenim”. This research was supervised by Dr. Evi Novianti, M. Si as primary supervisor, and Aat Ruchiat Nugraha, S. Sos., M.Si as secondary supervisor. This research is
proposed as an requirement to go trough the final exam of Bachelor Degree’s program majoring Public Relations Faculty of Communication Science Padjadjaran University.
The method that used in this research is the correlational method. Analysis technique that
used in this research is descriptive analytical and inferential. Sample is gained by the simple
random sampling technique. Whereas, the theory of this research is Information Integration
Theory by Martin Fishbein. The objective of this research is to know the corellation between
information variables of valence and weight with the member’s aspect of cognitive, affective and conative towards the company’s brand. The results shows that the affective, cognitive, and conative aspects of Rocket RockFriends’ member has changed after received the information from the adlib’s message delivery.
The conclusion of this research is information variables of valence and weight can influence member’s attitude towards the company’s brand. Suggestion that can be offered to the delivery of adlib’s message to improve the way the company deliver the message in order to
