ART Sandy Surya Utama Efektivitas Iklan Televisi Partai Gerindra Abstrak
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Determinant Factors ofReal Exchange Rates: The Behavioral Equilibrium Exchange
Rates Model (The Beer Model)
1-15
Ade Komaludin
Evaluasi Kinerja Reksa Dana Saham di Indonesia Tahun 2006
17-33
Yosefa Susiana &Arnold Kaudin
Analisis Metode Akuntansi Persediaan Fifo Dan Rata-rata dalam Mencerminkan
Market Value Perusahaan
35-45
Henry Kurniawan Wiryadi & Supatmi
In vestasi Berbasis Syariah di Pasar Modal Indonesia
47-54
Maria Rio Rita
Pengaruh Audit Operasional Terhadap Implementasi Strategi dan Dampaknya pada
I ,aha Operasi (Sensus pada Bank Pemerintah Daerah Kabupaten Tasikmalaya)
55-73
Dedi Kusmayadi
I' he Adoption ofPush-pull and Mooring Model for Small Industry In Indonesia
75-88
Ollivia Listyarini, Jony Oktavian Haryanto & Bona Christanto Siahaan
Lfektivitas Iklan Televisi Partai Gerindra berdasarkan Metode Customer Response
Index (CRI) di Salatiga
Sandy Surya Utama, Roos KitiesAndadari & Eko Suseno HR Matrutty
89-102
EFEKTIVITAS IKLAN TELEVISI PARTAI GERINDRA BERDASARKAN
METODE CUSTOMER RESPONSE INDEX (CRI) DI SALATIGA
Sandy Surya Utama
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Sakitiga
Roos Kities Andadari
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Salariga
Eko Suseno HRMatrutty
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana, Salatiga
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 tele1•ision
odverrisement e.flectiveness 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 011 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.
Keywords: political party, advertisement effectiveness, CR/ method, television advertisement
89
,
(
ｊｾＮ＠
Ekonom1
ｾｂｩｳｮ＠
./
'
.
ｾ＠
,.;·,.,.
....
.·
.
::.- :
ｾ＠
.\
ﾷｾ＠
,·.......
!.
..
Determinant Factors ofReal Exchange Rates: The Behavioral Equilibrium Exchange
Rates Model (The Beer Model)
1-15
Ade Komaludin
Evaluasi Kinerja Reksa Dana Saham di Indonesia Tahun 2006
17-33
Yosefa Susiana &Arnold Kaudin
Analisis Metode Akuntansi Persediaan Fifo Dan Rata-rata dalam Mencerminkan
Market Value Perusahaan
35-45
Henry Kurniawan Wiryadi & Supatmi
In vestasi Berbasis Syariah di Pasar Modal Indonesia
47-54
Maria Rio Rita
Pengaruh Audit Operasional Terhadap Implementasi Strategi dan Dampaknya pada
I ,aha Operasi (Sensus pada Bank Pemerintah Daerah Kabupaten Tasikmalaya)
55-73
Dedi Kusmayadi
I' he Adoption ofPush-pull and Mooring Model for Small Industry In Indonesia
75-88
Ollivia Listyarini, Jony Oktavian Haryanto & Bona Christanto Siahaan
Lfektivitas Iklan Televisi Partai Gerindra berdasarkan Metode Customer Response
Index (CRI) di Salatiga
Sandy Surya Utama, Roos KitiesAndadari & Eko Suseno HR Matrutty
89-102
EFEKTIVITAS IKLAN TELEVISI PARTAI GERINDRA BERDASARKAN
METODE CUSTOMER RESPONSE INDEX (CRI) DI SALATIGA
Sandy Surya Utama
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Sakitiga
Roos Kities Andadari
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana. Salariga
Eko Suseno HRMatrutty
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana, Salatiga
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 tele1•ision
odverrisement e.flectiveness 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 011 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.
Keywords: political party, advertisement effectiveness, CR/ method, television advertisement
89