PENGARUH TERPAAN IKLAN EDISI SAMPO KHUSUS HIJAB: RECHARGE REFRESH & ANTI KETOMBE TERHADAP RESPON KONSUMEN

Authors

  • May Rizdiana Santi Universitas Dian Nusantara, Jakarta
  • Suswinda Ningsih Universitas Dian Nusantara, Jakarta
  • Anastasia Lintang Proborini Universitas Dian Nusantara, Jakarta
  • Salfhaoctha Friemay Aliefia Poetry Universitas Dian Nusantara, Jakarta

DOI:

https://doi.org/10.32509/jmb.v4i2.5357

Keywords:

Terpaan Iklan, Respon Audiens, The Facet Model of Effect

Abstract

Semua wanita ingin menjaga dirinya semaksimal mungkin, termasuk wanita bercadar yang membutuhkan sampo khusus hijab untuk merawat rambutnya. Meski hijab dapat melindungi rambut dari sinar matahari, angin, dan polusi udara, namun seorang wanita berhijab tidak boleh mengabaikan perawatan rambutnya. Perawatan rambut harus lebih diperhatikan. Rambut kita yang tertutup dan tidak terkena sinar matahari akan mengalami berbagai masalah seperti lepek, gatal bahkan bercabang jika tidak dirawat dengan baik. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh terpaan iklan televisi terhadap respon khalayak konsumen dalam melihat dan memahami pesan iklan. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian regresi berganda. Teori yang digunakan adalah The Facet Models of Response Consumer dengan populasinya adalah siswa kelas XII SMA AL-Azhar 3. Sedangkan teknik pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden melalui teknik stratified random sampling. Hasil penelitian menunjukkan bahwa pengaruh terpaan iklan tidak banyak berpengaruh terhadap keberhasilan sebuah iklan dalam membujuk konsumen untuk membeli produk tersebut.

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Published

2024-10-31

Issue

Vol. 4 No. 2 (2024)

Section

Articles

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