Pengaruh Frekuensi Melihat Iklan Floating terhadap Tingkat Kesadaran Merek

Forddhanto Bimantoro, F. Anita Herawati

Abstract


Abstract: Floating ad  is online advertisement aiming to stimulate brand awareness by increasing familiarity through reexposing advertisement. This research examines the influence of ARCO Depok members’ exposure of floating ad at www.detik.com to their brand awareness about Samsung LED TV. The frequency of consuming the advertisement is differentiated into three categories, namely three times, five times and never. The result shows that the respondents’ exposure of floating ad could influence the level of brand awareness as much as 40.7%. However, this tendency was not represented in the category of five times. The result also shows that the only control variable which was able to significantly influence the level of brand awareness was the variable of respondents’ visitation to the site of detik.com.

Abstrak: Iklan floating merupakan iklan di media internet yang bertujuan mencapai kesadaran merek dengan cara meningkatkan familiarity melalui frekuensi pengulangan iklan. Frekuensi melihat iklan floating dibedakan  dengan memilah kelompok responden yang dikenai frekuensi melihat iklan 3 kali, 5 kali dan tidak melihat iklan. Penelitian ini menguji pengaruh frekuensi melihat iklan floating di www.detik.com terhadap tingkat kesadaran merek Samsung LED TV pada warga ARCO Depok, Jawa Barat. Hasil penelitian menunjukkan bahwa frekuensi melihat iklan floating dapat mempengaruhi tingkat kesadaran merek sebesar 40,7%; namun tidak terbukti pada kelompok yang melihat iklan sebanyak lima kali. Variabel kontrol yang mampu mempengaruhi tingkat kesadaran merek secara signifikan hanya variabel kunjungan responden ke detik.com. 


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DOI: https://doi.org/10.24002/jik.v8i2.174

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