ANALISIS EFEKTIVITAS TAGLINE IKLAN TELEVISI MINUMAN RINGAN TEH BOTOL SOSRO VERSI APAPUN MAKANANNYA MINUMNYA TEH BOTOL SOSRO DENGAN MENGGUNAKAN METODE CUSTOMER RESPONSE INDEX (CRI)
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Abstract
abstract
In 2000, The SOSRO tea bottle replace its tagline with the tagline "Whatever food, drinking tea SOSRO Bottle". Tagline is still used today and is still attached in Indonesian societies’ memory. The kind of research is descriptive data analysis techniques and data analysis techniques descriptive cross tabulation (crosstabs). Data obtained from the questionnaires are translated descriptively using models and analysis tools according to indicators of the effectiveness of advertising messages, those are: awareness, comprehend, interests, intentions, and actions in the Customer Response Index (CRI). Furthermore, cross-tabulations (crosstabs) used to view the data and explain the findings linkage data. The population in this study were all students of the Faculty of Economics, University Nusantara PGRI Kediri as many as 2003 students. The sampling technique is purposive sampling and obtained a sample of 100 students. The result showed that the performance effectiveness of the tagline given by SOSRO Bottle Tea Company has exceeded the average value of consumer expectations. CRI results at each stage of response in this study, showed that all stages of the response value is nearly 100%. It can be concluded that the tagline is a positive effect, namely to get conscious consumers that are interested in making a purchase.
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