?url_ver=Z39.88-2004&rft_id=1416031035&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+UNSUR+BUDAYA+TRADISIONAL+FOLKLOR+DALAM+IKLAN+INDOESKRIM+NUSANTARA+DI+YOUTUBE+TERHADAP+%0D%0ABRAND+AWARENESS+%0D%0A(STUDI+PADA+MAHASISWA+FISIP+UNIVERSITAS+LAMPUNG)%0D%0A&rft.creator=Bayu+Dirgantara%2C+1416031035&rft.subject=+&rft.subject=HB+Economic+Theory&rft.subject=HF+Commerce&rft.description=Teknik+pembuatan+iklan+dengan+menggunakan+tema+budaya+tradisional+Indonesia+seperti+cerita+rakyat+(folklor)+menjadi+salah+satu+pilihan+bagus+yang+dapat+diaktualisasikan+oleh+produsen+kedalam+iklan+produknya.+Salah+satu+iklan+yang+menggunakan+tema+folklor+adalah+iklan+Indoeskrim+Nusantara+edisi+%E2%80%9CKisah+Legenda+Nusantara%E2%80%9D.+Penelitian+ini+dilakukan+bertujuan+untuk+mengetahui+adakah+pengaruh+unsur+folklor+dalam+iklan+indoeskrim+Nusantara+terhadap+brand+awareness.+Penelitian+ini+merupakan+tipe+penelitian+kuantitatif+dengan+metode+survey+kepada+mahasiswa+FISIP+Universitas+Lampung.+Jumlah+sampel+dalam+penelitian+ini+sebanyak+97+orang+mahasiswa%2C+penentuan+sampel+menggunakan+teknik+purposive+sampling+dengan+kriteria+mahasiswa+pernah+menonton+iklan+Indoeskrim+Nusantara+yang+di+tayangkan+di+Youtube.+Hasil+dalam+penelitian+ini+menunjukan+bahwa+unsur+tradisional+folklor+yang+terdapat+dalam+iklan+Indoeskrim+Nusantara+memberikan+pengaruh+terhadap+brand+awareness+dengan+kekuatan+hubungan+sebesar+0%2C365+yang+berarti+kekuatan+hubungan+tergolong+rendah.+Peneliti+menemukan+bahwa+responden+dalam+penelitian+ini+tidak+menjadikan+produk+Indoeskrim+Nusantara+sebagai+produk+yang+paling+disukai+dan+dipilih+dibandingkan+dengan+merek+eskrim+lainnya.%0D%0A%0D%0AAdvertisement+construction+technique+with+using+Indonesian+traditional+cultural+theme+like+folklore+becomes+one+of+the+best+alternatives+that+can+be+actualized+by+the+producer+inside+the+product+advertisement.+One+of+the+advertisement+that+uses+folklore+theme+is+Indoeskrim+Nusantara+advertisement%2C+%E2%80%9CKisah+Legenda+Nusantara%E2%80%9D+edition.+This+research+aim+to+know+the+effect+of+traditional+cultural+folklore+element+inside+Indoeskrim+Nusantara+advertisement+to+brand+awareness.+This+research+is+a+quantitative+research+and+uses+survey+method+to+the+students+of+FISIP+Universitas+Lampung.+Total+sample+in+this+research+is+97+students.+The+sample+is+determined+by+using+purposive+sampling+technique+with+a+criterion+that+the+students+has+viewed+Indoeskrim+Nusantara+advertisement+that+has+been+published+in+Youtube.+The+result+of+this+research+shows+that+traditional+folklore+element+contained+in+Indoeskrim+Nusantara+advertisement+gives+effect+to+brand+awareness+with+the+strength+of+relationship+0.365+between+X+and+Y+variable+it+means+the+strength+of+relationship+is+weak.+The+researcher+found+that+Indoeskrim+Nusantara+is+not+prefereed+and+selected+than+other+same+product.+&rft.publisher=Fakultas+Ilmu+Sosial+dan+Ilmu+Politik&rft.date=2018-06-04&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F32060%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F32060%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F32060%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Bayu+Dirgantara%2C+1416031035++(2018)+PENGARUH+UNSUR+BUDAYA+TRADISIONAL+FOLKLOR+DALAM+IKLAN+INDOESKRIM+NUSANTARA+DI+YOUTUBE+TERHADAP+BRAND+AWARENESS+(STUDI+PADA+MAHASISWA+FISIP+UNIVERSITAS+LAMPUNG).++Fakultas+Ilmu+Sosial+dan+Ilmu+Politik%2C+Universitas+Lampung.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F32060%2F