EFEKTIVITAS IKLAN PERGURUAN TINGGI DALAM MENINGKATKAN BRAND AWARENESS PADA SISWA KELAS 3 DI SMA NEGERI 1 BAE KUDUS

Abstract

Iklan merupakan salah satu media untuk meningkatkan kesadaran akan merek (brand awareness). Iklan perguruan tinggi yang menarik dapat meningkatkan brand awareness atau kesadaran merek pada subjek yang mengamati. Iklan perguruan tinggi diharapkan mampu memunculkan brand awareness pada subjek yang melihat bahkan membacanya. Penelitian ini bertujuan untuk mengetahui seberapa tingkatan brand awareness subjek pada iklan perguruan tinggi yang diamati. Penelitian ini merupakan penelitian deskripstif kuantitatif. Subjek pada penelitian ini berjumlah 21 siswa SMA kelas 3. Teknik sampling yang digunakan adalah teknik purposive sampling. Brand awareness diukur dengan menggunakan angket brand awareness. Hasil penelitian menunjukkan variabel brand awareness iklan perguruan tinggi dilihat dari segi desain iklan menunjukan hasil sebesar 63,10% masuk dalam tingkatan brand recall dan untuk segi isi pesan iklan menunjukkan hasil 75,71% masuk dalam tingkatan brand recall. Sedangkan brand awareness secara keseluruhan pada siswa SMA kelas 3 masuk dalam tingkatan brand recall (pengingatan kembali terhadap merek) dengan persentase sebesar 72,11%. Dari hasil diatas menunjukan tingkatan brand awareness pada iklan perguruan tinggi. An advertisement is one of media for enhancing the brand awareness. An interesting high education advertisement can enhance the brand awareness on the subjects who observe it. The high education advertisement is assumed to enhance the brand awareness on the subjects who see or read it. The purpose of this study is to know the level of the brand awareness on the subjects of high education advertisement observed. This study belongs to descriptive quantitative research. The subjects of this study are twenty one students of third graders of senior high school. The sampling technique employed in this study is the purposive sampling technique. The brand awareness is measured by using the brand awareness questionnaire. The results of this study show three main points from three different aspects: the design aspect, the message aspect, and the whole aspect. The first is that the variable of brand awareness in high education advertisement seen from the design of the advertisement shows 63,10% in brand recall level. The second point is that the brand awareness seen from the message of the advertisement shows 75,71% at brand recall level. The last is that the brand awareness seen from whole aspect of the third grade of senior high school belongs to brand recall level with the persentage 72,11%. In conclusion, from the results above the researcher concluded that the brand awareness of high education advertisement is at brand recall level.