TERPAAN UNSUR BUDAYA DAERAH DALAM IKLAN INDOMIE VERSI SATU SELERA TERHADAP KEDEKATAN KONSUMEN DENGAN PRODUK Studi Pada Mahasiswa Universitas Muhammadiyah Malang
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Institusion
Universitas Muhammadiyah Malang
Author
NOWO LATRI, DIAH
Subject
HJ Public Finance
Datestamp
2012-06-21 03:13:48
Abstract :
Commercial is one very effective mass media in transferring information toward the community about a product. Commercial has also become media which always exists in our daily life. Commercial didn’t just giving effect to people with several features for a specific product so that it could be easily remembered, but also able to awaken our emotion by using several attributes inside those commercial that has proximity relation with the community. Indomie commercial version ‘satu selera’ is one of the commercial reveal those proximity value, in which they use regional culture of Java, Bali, Padang, Papua, Manado and Medan in its commercial. Besides, the use of regional culture elements such as local language, local dance and typical building seems to increase the appeals of this commercial. However, a commercial wouldn’t exist without any message to delivered, and through this commercial Indomie tried to deliver a message that Indomie is the taste of all local people and tribes in Indonesia, and it is close to them. How successful this commercial in gathering its consumer from Java, Bali, Manado, Papua, Medan and Padang using the product, because local language, local dance and local symbols has been use in this commercial. By seeing this phenomenon, researcher would like to know how big the attack of regional/local culture is in Indomie commercial version ‘satu selera’ toward the proximity of its consumer and product. Concept use in this experiment is proximity concept. In which all messages or information delivered either through printed mass media and electronic mass media containing proximity element with its audience, would attract the attention. Because people usually love everything related to them. This experiment is using explanative type of quantitative approach which would measure how big is the variable effect of our local culture in commercial toward proximity variable between the consumer and its product. Population of this experiment is college student of Muhammadiyah University Malang came from Bali, Java, Padang, Medan, Papua and Manado, with the amount of 100 people obtained using Total Sampling technique, which is sample technique using the whole member of the population as sample. Data collection technique has been done by spreading questioner to respondent. Data analysis has using simple linear regression assisted with software SPSS 14. From data analysis we could understand that local culture element effect variable in commercial has medium effect toward proximity of the consumer with the product. We could include into medium because it has values range between 0,4-0,6 with correlation value reaching 0,508. And we got positive attribute of Local Culture Elements Effect (X) with Consumer Proximity with the Product (Y) reaching 0,258. So, the amount of local culture elements effect with consumer proximity with the product has the value of 0,258 or 25,8%. Meaning that 25,8% consumer proximity with product variable would be explain by its free variable which is local culture elements. While the rest, 74,2% of consumer proximity with the product would be explain by others variable not discuss in this experiment. The data analysis has also showed us about local culture element effect value reaching 17,012 plus the increasing of consumer proximity with product reaching 0,470. In which Y value (consumer proximity with the product) would increase 0,470 per one X value (culture elements). If there is no X variable, it could be explain that Y value is 17,102.
Commercial is one very effective mass media in transferring information toward the community about a product. Commercial has also become media which always exists in our daily life. Commercial didn’t just giving effect to people with several features for a specific product so that it could be easily remembered, but also able to awaken our emotion by using several attributes inside those commercial that has proximity relation with the community. Indomie commercial version ‘satu selera’ is one of the commercial reveal those proximity value, in which they use regional culture of Java, Bali, Padang, Papua, Manado and Medan in its commercial. Besides, the use of regional culture elements such as local language, local dance and typical building seems to increase the appeals of this commercial. However, a commercial wouldn’t exist without any message to delivered, and through this commercial Indomie tried to deliver a message that Indomie is the taste of all local people and tribes in Indonesia, and it is close to them. How successful this commercial in gathering its consumer from Java, Bali, Manado, Papua, Medan and Padang using the product, because local language, local dance and local symbols has been use in this commercial. By seeing this phenomenon, researcher would like to know how big the attack of regional/local culture is in Indomie commercial version ‘satu selera’ toward the proximity of its consumer and product. Concept use in this experiment is proximity concept. In which all messages or information delivered either through printed mass media and electronic mass media containing proximity element with its audience, would attract the attention. Because people usually love everything related to them. This experiment is using explanative type of quantitative approach which would measure how big is the variable effect of our local culture in commercial toward proximity variable between the consumer and its product. Population of this experiment is college student of Muhammadiyah University Malang came from Bali, Java, Padang, Medan, Papua and Manado, with the amount of 100 people obtained using Total Sampling technique, which is sample technique using the whole member of the population as sample. Data collection technique has been done by spreading questioner to respondent. Data analysis has using simple linear regression assisted with software SPSS 14. From data analysis we could understand that local culture element effect variable in commercial has medium effect toward proximity of the consumer with the product. We could include into medium because it has values range between 0,4-0,6 with correlation value reaching 0,508. And we got positive attribute of Local Culture Elements Effect (X) with Consumer Proximity with the Product (Y) reaching 0,258. So, the amount of local culture elements effect with consumer proximity with the product has the value of 0,258 or 25,8%. Meaning that 25,8% consumer proximity with product variable would be explain by its free variable which is local culture elements. While the rest, 74,2% of consumer proximity with the product would be explain by others variable not discuss in this experiment. The data analysis has also showed us about local culture element effect value reaching 17,012 plus the increasing of consumer proximity with product reaching 0,470. In which Y value (consumer proximity with the product) would increase 0,470 per one X value (culture elements). If there is no X variable, it could be explain that Y value is 17,102.
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