HASIL EVALUASI PROGRAM DOKTER VISIT DALAM MENINGKATKAN KESADARAN MASYARAKAT AKAN PENTINGNYA MENGKONSUMSI SUSU SEGAR ( STUDI KUALITATIF BRAND ACTIVATION ULTRA MILK 2011 DI KECAMATAN GONDOMANAN, YOGYAKARTA )

SETIANING TRI ASTIWI, NIM. 08730115 (2013) HASIL EVALUASI PROGRAM DOKTER VISIT DALAM MENINGKATKAN KESADARAN MASYARAKAT AKAN PENTINGNYA MENGKONSUMSI SUSU SEGAR ( STUDI KUALITATIF BRAND ACTIVATION ULTRA MILK 2011 DI KECAMATAN GONDOMANAN, YOGYAKARTA ). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

Most of Indonesian people is not quite aware of consuming milk and more than 70% of them consumes powder milk while most people of developed countries consume fresh one. This indicates misperception of Indonesian people about milk which they assume that powder milk is better than the fresh one. Besides, powder milk is considered original while instant condensed milk is always considered consisting preservative. Considering the fact that Indonesian people are not aware of the importance of consuming fresh milk along with a misperception that powder milk is better than fresh one, Ultra Milk creates a brand activation called Program Dokter Visit in order to increase consumption rate of fresh milk as well as to educate people that nutritions of fresh milk is better than powder one. Program Dokter Visit is an educational program that gives details of the fact that nutritions of fresh milk is better than powder one and milk processed with UHT technology is the best milk for it can maintain nutritional values perfectly. UHT milk is also good nutrition from nature. Program dokter Visit cooperated with Ikatan Dokter Indonesia (IDI) which pointed at doctors as endorsers in order to well deliver a message of the importance of consuming fresh milk to the people. Gondomanan is one of the districts in Yogyakarta where Program Dokter Visit took place. Based on researcher’s observation, most people go to Gondomanan Clinic when they get sick in which the doctors had been educated by Ultra Milk to socialize benefits and goodness of fresh milk. After Program Dokter Visit is held, researcher wants to evaluate whether or not the program of Ultra Milk brand activation achieved people’s awareness of consuming fresh milk. Methodology of the study is a qualitative descriptive method, so that this study describes in full invent of the brand activation and Program Dokter Visit on the region of Gondomanan, Yogyakarta. This research includes field research conducted in the public of Program Dokter Visit on the region of Gondomanan, Yogyakarta. The data collected using three methods : interview (interviews), documents, and observation. Theories used in analyzing the brand activation of evaluation programs the theory propounded by Sulaksana in which the brand activation includes the following elements: an relationship, sensorial experience, imagination and vision.

Item Type: Thesis (Skripsi)
Additional Information: Pembimbing : Mokh. Mahfud, S.Sos.I.,M.Si
Uncontrolled Keywords: Keywords: Brand Activation, Evaluation Program, Program Dokter Visit, the region of Gondomanan, Yogyakarta
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 09 May 2014 08:38
Last Modified: 06 Jan 2016 15:47
URI: http://digilib.uin-suka.ac.id/id/eprint/12468

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