iv ABSTRAK
Denny Pradityo 210110060279. 2013. “Hubungan antara pesan iklan AXIS versi “Cari teman ga perlu mahal” di televisi terhadap brand image AXIS di kalangan siswa SMA kota Bandung”. H. Hadi Suprapto Arifin, Drs., M.Si., sebagai Dosen Pembimbing Utama dan Hj. Rubahatie Hs Dick, Dra., sebagai Pembimbing Pendamping. Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi. Jatinangor. Universitas Padjadjaran.
Penelitian ini bertujuan untuk mengetahui ada tidaknya hubungan antara pesan iklan AXIS versi “Cari teman ga perlu mahal” di televisi terhadap brand
image AXIS di kalangan siswa SMA kota Bandung. Variabel pesan iklan AXIS
dengan subvariabel isi pesan iklan, struktur pesan iklan, format pesan iklan, dan sumber pesan iklan. Dan variabel brand image AXIS di kalangan siswa SMA kota Bandung.
Metode yang digunakan adalah korelasional. Data penelitian diperoleh melalui kuisioner yang dibagikan kepada siswa kelas XI IS SMAN 26 berjumlah 71 orang yang dipilih menggunakan cluster random sampling dan juga digunakan studi kepustakaan.
Hasil penelitian menunjukkan adanya hubungan yang signifikan antara variabel X dan variabel Y yaitu pesan iklan yang meliputi isi pesan iklan, struktur pesan iklan, format pesan iklan, dan sumber pesan iklan terhadap brand image.
Kesimpulan dalam penelitian ini adalah terdapat hubungan signifikan antara pesan iklan AXIS versi “Cari teman ga perlu mahal” di televisi terhadap
v ABSTRACT
Denny Pradityo 2101 1006 0279. 2013. “The Correlation Between Advertisement Message of AXIS’s “Cari teman ga perlu mahal” Version on Televisionwith Brand Image of AXIS”. H. Hadi Suprapto Arifin, Drs., M.Si., as the main advisorand Hj. Rubahatie Hs Dick, Dra.,as second advisor. Majoring in Management of Communication, Faculty of Communication Sciences. Padjadjaran University.
The purpose of this research is to find out whether there is a correlation between advertisement messages in “Cari teman ga perlu mahal” version of AXIS’s advertisement on television with brand image of AXIS among the students of senior high school in Bandung. Advertisement message in “Cari teman ga perlu mahal” version of AXIS advertisement on television is correlated with sub variable message content, structure of message, format of message, and source of messages and the brand image of AXIS among highschool students in Bandung.
Correlational method was used in this study. The data that was used in this study was achieved by questionnaire technique that was distributed to the 71 students of XI IS class at SMAN 26 that was selected by cluster random sampling and also literature study.
The result shows that there is a significant relationship between X and Y variables which is advertisement message that includes aspects of message contains, structure of message, format of message, and source of message with brand image.
