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Analisis Customer Response Index Iklan Handphone Merek Nexian pada Pembaca Media Cetak di Kota Kupang

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  • Susilawati, Made

Abstract

Tujuan penelitian ini adalah untuk menganalisis Customer Response Index (CRI) iklan handpone merek Nexian pada pembaca media cetak di Kota Kupang. Data yang dikumpulkan adalah data sekunder. Data dianalisis dengan menggunakan metode deskriptif kuantitatif. Hasil penelitian menunjukkan bahwa CRI iklan handphone merek Nexian pada media cetak (Pos Kupang dan Timor Express) di Kota Kupang diperoleh CRI 4,02%. Dengan demikian, masih ada peluang sebesar 95,98% CRI yang masih bisa diraih. Berdasarkan hasil CRI perusahaan perlu menerapkan strategi komunikasi yang lebih efektif agar mampu meningkatkan intentions lebih dari 30,88% sehingga dapat meningkatkan CRI nya yang dapat berpeluang meningkatkan niat membeli (intentions) handphone merek Nexian dan memungkinkan diikuti dengan tindakan membeli (action).

Suggested Citation

  • Susilawati, Made, 2010. "Analisis Customer Response Index Iklan Handphone Merek Nexian pada Pembaca Media Cetak di Kota Kupang," Thesis Commons 8vhta, Center for Open Science.
    • Handle: RePEc:osf:thesis:8vhta
    DOI: 10.31219/osf.io/8vhta
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