”ANALISIS PENGUKURAN ADVERTISING RESPONSE MODELING(ARM ) IKLAN udTELEVISI DENGAN MODEL SELEBRITI DAN NON-SELEBRITI DAN PENGARUHNYA udTERHADAP MINAT PEMBELIAN”ud(Studi Iklan Produk Sabun Lux dan Sabun Life Buoy Pada Mahasiswa di Sekitar udKampus Universitas Sebelas Maret Surakarta)

摘要

This research aims to analyze the relationship of perception variable to the product, udperception to the source/model, perception to the advertisement, behavior to the brand, udbehaviourto the brand and its influence to the purchasing desire. All embraced in concept of udARM (advertising response modeling) that is measurement analysis concept of the effective udof television advertisement which use celebrity or non-celebrity model and its influence to udthe purchasing desire. Object of this research is the product of Lux soap as the product udexample which the advertisement uses celebrity model of Dian Sastro as the endorser, and the udproduct of Life Buoy soap which uses non celebrity. The target population of this research is udthe student of around Sebelas Maret University who ever seen the advertisement of those udproducts and have desire to buy those products. The sample is 200 respondents (100 udrespondents for each product). It consisted of men respondent (for Life Buoy product) and udwoman respondent (for Lux product). The sampling technique of this research is udConvenience sampling technique. udThe analyze method of this research is Structural Equation Modeling (SEM). The udhypothesis examination is done by use AMOS six version programs to analyze the causality udrelationship in the structural model. udThe result of this research explains a phenomenon that the perception or product, udperception to the source/model, perception to the advertisement, behaviourto the brand, and udbehaviour to the brand together have the significant influence in the forming of consumer udpurchasing desire to the advertised product. For the Life Buoy product, it is not proved that udcentral line is more having an effect to the purchasing desire. However Lux product proved udthat peripheral line has an effect to the purchasing desire. udFrom the result of analysis, the result of the data test yields that the advertisement udproducts by use celebrity or non celebrity as the endorser are not guarantee for the udeffectiveness of an advertisement in order to increase consumer purchasing desire. Some udother components that work simultaneously is cognitive process of target consumer to the udproduct or brand, and also advertisement making. This matter claims that the company has to udbe non-stopped to make modification of unique and creative ideas which present a different udcharacter of product image so that it can be recorded by the target consumer.udKey words : product perception, perception to the model, perception to the advertisement, udbehavior to the brand, behavior to the advertisement, purchasing desire, advertising response udmodeling, endorser.