ANALISIS EFEKTIVITAS IKLAN PADA MEDIA TELEVISI TERHADAP IKLAN PRODUK SEPEDA MOTOR YAMAHA

Abstract

The purpose of this research is to examine the influence of the advertising message quality, advertising appeal, and the advertisement broadcasting frequency to the effectiveness of television advertisement of Yamaha motorcycle product. The population is the customers who have ever visited Dealer Nusantara Surabaya and 100 people have been selected as samples. The multiple linear regressions analysis is used as the data analysis technique. The result of the test shows that the influence of independent variables which consist of advertising message quality, advertising appeal, and advertisement broadcasting frequency to the effectiveness of advertising is significant. This condition indicates that these variables are feasible to be used as the research model. This result is supported by the acquisition of correlation coefficient level 70.9% which shows that the correlation among these variables with the effectiveness of advertising is firm. The following result of the test also shows that each variable of advertising message quality, advertising appeal, and advertisement broadcasting frequency have positive and significant influence to the effectiveness of advertising.
Keywords: Advertising Message Quality, Advertising Appeal, Advertising Broadcasting Frequency, and the Effectiveness of Advertising.