Pengaruh Daya Tarik, Kualitas Pesan, Dan Frekuensi Penayangan Iklan Layanan Masyarakat “rokok Menghancurkan Tubuhmu†Terhadap Sikap Perokok Di Kota Bandung

Sukma Suci Rahmadani, Rana Akbari Fitriawan

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh daya tarik, kualitas pesan, dan frekuensi penayangan iklan layanan masyarakat bahaya rokok berjudul “Rokok Menghancurkan Tubuhmu†terhadap sikap perokok di Kota Bandung secara simultan dan parsial. Penelitian ini menggunakan metode kuantitatif. Pengambilan sampel dilakukan dengan metode purposive sampling dengan jumlah responden sebanyak 100 orang. Teknik analisis yang digunakan adalah analisis regresi linear berganda. Berdasarkan hasil Uji F terdapat hubungan atau pengaruh secara signifikan antara daya tarik iklan (X1), kualitas pesan iklan (X2) dan frekuensi penayangan iklan (X3) terhadap Sikap (Y) dikarenakan F hitung 70,089 > F tabel 2,699. Dari hasil Uji T daya tarik iklan (X1) berpengaruh terhadap Sikap (Y) karena diperoleh nilai T hitung sebesar 4,695 > T tabel 1,984; kualitas pesan iklan (X2) berpengaruh terhadap Sikap (Y) karena diperoleh nilai T hitung sebesar 3,437 > T tabel 1,984; frekuensi penayangan iklan (X3) berpengaruh terhadap Sikap (Y) karena diperoleh nilai T hitung sebesar 4,627 > T tabel 1,984. Dari perhitungan koefisien determinasi secara simultan didapatkan hasil bahwa besarnya pengaruh ketiga variabel bebas terhadap variabel47,19%, sedangkan sisanya sebesar 52,80 % dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis.. Kesimpulannya penayangan iklan layanan masyarakat dilaksanakan dengan baik, namun masih kurang dalam hal frekuensi penayangannya. Perlu dilakukan penayangan iklan di media lain untuk meningkatkan efektivitas. Kata kunci: daya tarik iklan, kualitas pesan iklan, frekuensi penayangan iklan, sikap Abstract This study was conducted to find out how much influence the attractiveness, the quality of messages, and the frequency of public service announcement tittled "Cigarettes Destroying Your Body" to the attitude of smokers in Bandung City simultaneously and partially. This research uses quantitative method. Sampling was done by simple random sampling method with 100 respondents. The analysis technique used is multiple linear regression analysis. Based on the results of Test F there is a significant relationship or influence between the ad appeal (X1), the quality of advertising messages (X2) and the frequency of ad serving (X3) to Attitude (Y) due to F result 70,089 > F table 2,699. From the result of T test, ad appeal (X1) significantly affect Attitude (Y) due to the obtained result of T Test 4,695 > T table 1,984; the quality of advertising messages (X2) affect the attitude (Y) because the value obtained by T Test is 3,437 > T table 1.984; frequency of ad serving (X3) effect on Attitude (Y) due to the obtained result of T Test equal to 4,627 > T table 1,984. From the calculation of the coefficient of determination simultaneously, the results is that the influence of the three independent variables to the dependent variable is 47,19%, while the rest of 52,80 % influenced by other factors not examined by the author. In conclusion public service ad serving is well implemented, but it is still lacking in terms of frequency of viewing. Ad serving is required in other media to improve effectiveness. In conclusion public service ad serving is well implemented, but it is still lacking in terms of frequency of viewing. Ad serving is required in other media to improve effectiveness. Keywords: ad appeal, ad message quality, ad serving frequency, attitude

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