Pengukuran Efektifitas Iklan Televisi Sepeda Motor Yamaha Versi Lagu Group Band Dewa Yamaha semakin didepan dengan pendekatan EPIC Model: Pada Dealer Sepeda Motor Yamaha Timbul Jaya Blitar

ABSTRAK

Pada penelitian ini bertujuan untuk mengetahui efektivitas iklan televisi sepeda motor Yamaha versi lagu group band Dewa “Yamaha Semakin Didepan”. Penelitian ini merupakan suatu penelitian survei yang mengambil sampel dari suatu populasi yaitu konsumen pada dealer Yamaha Timbul Jaya Blitar dan memberikan kuesioner sebagai alat pengumpulan data. Untuk mencapai tujuan tersebut, metode yang digunakan adalah EPIC Model, dimana metode tersebut adalah salah satu metode untuk mengetahui efektifitas iklan dengan menilai 4 Dimensi yang ada dalam iklan yaitu, Emphaty, Persuasion, Impact, Communication. Alat analisis yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, analisis tabulasi sederhana, dan skor rata-rata yang kemudian dimasukkan dalam rentang skala EPIC Model yang telah ditentukan untuk mengetahui tingkat keefektifan iklan tersebut.

Dari penelitian terhadap konsumen sepeda motor Yamaha pada dealer Yamaha Timbul Jaya Motor Blitar didapatkan hasil bahwa iklan televisi sepeda motor Yamaha versi lagu group band Dewa “Yamaha Semakin Didepan” secara keseluruhan adalah termasuk iklan yang efektif dari masing-masing dimensi yaitu, dimensi Emphaty responden terhadap iklan televisi sepeda motor Yamaha versi lagu group band dewa “Yamaha Semakin Didepan” masuk dalam rentang sangat efektif, dimensi Persuasion responden terhadap iklan televisi sepeda motor Yamaha versi lagu group band Dewa “Yamaha Semakin Didepan” masuk dalam rentang sangat efektif, dimensi Impact responden terhadap iklan televisi sepeda motor Yamaha versi lagu group band Dewa “Yamaha Semakin Didepan” masuk dalam rentang sangat efektif, dimensi Communication responden terhadap iklan televisi sepeda motor Yamaha versi lagu group band Dewa “Yamaha Semakin Didepan” masuk dalam rentang sangat efektif.

ABSTRACT

This research is aimed to know the efectivity of television advertisement on Yamaha motorcycle in Dewa band group song version “Yamaha Semakin Di depan”. This research is a survey research which took sample from the customer population of Timbul Jaya Yamaha dealer in Blitar by giving questionnaire as the media of collecting data. In order to reach the purpose, the method which is used is EPIC model, where that method is one of methods to know the efectivity of advertisement by evaluating four dimensions in the advertisement, they are Empathy, Persuasion, Impact, and Communication. Analysis tools which are used in this research are validity test, reliability test, simple tabulation analysis, and standard score, then include them in a scale of EPIC model which has decided to know the effectiveness level of that advertisement.

From the research on Yamaha motorcycle customer of Timbul Jaya Yamaha dealer in Blitar, the result is that television advertistment of Yamaha motorcycle with Dewa band group song version “Yamaha Semakin Di depan” as whole is effective advertistment from each dimension, that is emphaty dimension responden television advertistment of Yamaha motorcycle in Dewa band group song version “Yamaha Semakin Di depan” is included into the distance of effectiveness. That is persuasion dimension responden television advertistment of Yamaha motorcycle in Dewa band group song version “Yamaha Semakin Di depan” included to efective distance. That is Emphaty dimension responden television advertistment of Yamaha motorcycle with Dewa band group song version “Yamaha Semakin Di depan” include to efective distance. That is Communication dimension responden television advertisement of Yamaha motorcycle in Dewa band group song version “Yamaha Semakin Di depan” is included into a distance that is very effective.