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Please use this identifier to cite or link to this item: http://repository.uksw.edu/handle/123456789/414
Title: Efektivitas Iklan Televisi Partai Gerindra Berdasarkan Metode Customer Response Index (CRI) di Salatiga
Authors: Utama, Sandy Surya
Andadari, Roos Kities
Matrutty, Eko Suseno H.R.
Keywords: political party;advertisement effectiveness;CRI method;television advertisement
Issue Date: Mar-2009
Publisher: Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana
Abstract: Gerindra is one of the political parties in Indonesia that intensively uses television advertisements as a means of party communications. The main objective of this research was to measure the Gerindra's television advertisement effectiveness by applying Customer Response Index (CRI) method. The variables discussed in this CRI method were awareness, comprehend, interest, intentions and action. The data were collected from 200 respondents based on judgment sampling technique. The result of this research indicated that the Gerindra's television advertisement effectively built the party's brand awareness, but was not strong enough to make people vote for Gerindra. This means there are other important factors influencing voters; decision making at the General Election
Description: Jurnal Ekonomi dan Bisnis, Vol. XV, No. 1, Maret 2009, p. 89-102
Tidak diijinkan karya tersebut diunggah ke dalam aplikasi Repositori Perpustakaan Universitas dikarenakan dipublikasikan di jurnal lain.
URI: http://repository.uksw.edu/handle/123456789/414
ISSN: 1979-6471
Appears in Collections:Jurnal Ekonomi dan Bisnis 2009 Vol. XV No. 1 Maret

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