%A  NIM. 08730115 SETIANING TRI ASTIWI
%O Pembimbing :  Mokh. Mahfud, S.Sos.I.,M.Si

%T 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 )


%X 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.


%K Keywords: Brand Activation, Evaluation Program, Program Dokter Visit,
the region of Gondomanan, Yogyakarta




%D 2013
%I UIN SUNAN KALIJAGA
%L digilib12468