ANALISIS CONSUMER RESPONSE INDEX (CRI) PADA MEDIA IKLAN GADGETS DI KALANGAN PENGGUNA DI SURABAYA

Evi Thelia Sari (Dosen STIE Mahardhika Surabaya, Indonesia)

Jurnal Ilmiah Admnistrasi Niaga
Vol. 11 No. 1 (2014): Orasi Bisnis

The purposes of this study are to know the effectiveness of the gadgets advertisement among the users in Surabaya and examine the most effective media to influence the users’ action in buying gadgets. The sample taken is 100 respondents to measure the CRI elements (awareness, comprehend, interest, intention and action). The result of this study found that Facebook has the highest effectiveness in advertising gadgets 17.28%, Magazines 3.59% and Lain-lain, included here brochures, company websites, word-of-mouth and expo (1.94%). Television gets only 1.85%, newspaper 1.03%, Blackberry messengers 0.75%, Twitter and billboard reach 0% for the rest of two. However, all media used to advertise gadgets in this study are not effective because the percentage is less than 50% and thus, finding another media or utilize in Facebook and specific Magazines is high recommended suggestion.