PENGARUH IKLAN TELEVISI TEHBOTOL SOSRO VERSI “HARI-HARI TEHBOTOL SOSRO” DALAM MEMPERTAHANKAN BRAND POSITIONING (Survei Pada Warga Wadassari RT.10 RW.02, Pondok Betung)

Abstract

Tehbotol Sosro creates advertisings with different version from usual Tehbotol Sosro’s advertisement, for this time Tehbotol Sosro creates an advertisement with version of “Hari-Hari Tehbotol Sosro”. The appearing of different version of this advertisement, could cause the different perceptions according to public. The perception that was created by this advertisement is hoped could maintain a positioning that is attracting to peoples minds. This study aims to knowing whether there is influence Tehbotol Sosro’s television commercial version “Hari-Hari Tehbotol Sosro” in maintaining brand positioning to the residents of wadassari RT.10 RW.02, Pondok Betung. Theory of study that is used is SOR (Stimulus-Organisms-Response) with variable X is Tehbotol Sosro’s television commercial and variable Y it is brand positioning. The approach which is used is quantitative approach, positive paradigm, study method of explanative survey with data collection is obtained through spreading the questioners, taking samples with using probability sampling technique. Populations is determined as much as 142 with sample 105 through the calculation of the Slovin formula. Data retrieval technique is separated for two parts, it’s primer data and secondary data, then they’re processed using the program SPSS version 19. The result of this study is based on correlation value of r 0,758 in the strong category. Based on R square value or determine coefficient of 0,575. R square value has a presentation number of 57,5% while the rest is 42,5% is a affected by another factors like other media or environment. The test result of ANOVA with significant is 0,000 < 0,05, then it can be concluded that Ho is rejected and Ha is accepted.