THE EFFECTIVENESS OF HEALTH PROTOCOL AND COVID-19 PREVENTION ADVERTISEMENTS USING CUSTOMER RESPONSE INDEX (CRI) ON THE COMMUNITY IN BANJARMASIN CITY

Inovbiz: Jurnal Inovasi Bisnis Pub Date : 2022-01-11 DOI:10.35314/inovbiz.v9i2.2000

R. Naimah, R. Haryanto, Muhammad Wahyu Wardhana

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引用次数: 1

Abstract

The aim of this research is to determine the Awareness, Comprehend, Interest, Intention, and Action levels of people in Banjarmasin City regarding the Covid-19 prevention and health protocol through advertisements. It also aims to measure the effectiveness of this advertisement using the Customer Response Index (CRI). This research used the quantitative descriptive approach and was carried out in Banjarmasin City in August 2020 using a total sample size of 100 people. The sample comprised males and females above the age of 18 and ever saw the advertisement of health protocol and covid-19 prevention on national and local TV stations or social media. Data were obtained from the respondents using online questionnaires developed based on CRI dimensions. The result showed that the people in Banjarmasin have 79% of Awareness, 91% of Comprehend, 92% of Interest, 76% of Intention, and 93% Action after seeing the Covid-19 advertisement. Furthermore, the Customer Respond Index (CRI) was 46.75% and quite effective, while the Awareness and Intention received the lowest response among all CRI dimensions. Thus, in the future, these two variables should be further improved.

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利用客户响应指数(cri)在banjarmasin市社区开展卫生方案和COVID-19预防广告的效果

本研究的目的是通过广告确定Banjarmasin市人民对Covid-19预防和健康方案的认识、理解、兴趣、意图和行动水平。它还旨在使用客户响应指数(CRI)来衡量该广告的有效性。本研究采用定量描述方法，于2020年8月在班贾尔马辛市进行，总样本量为100人。样本包括18岁以上的男性和女性，并且曾经在国家和地方电视台或社交媒体上看到过健康方案和covid-19预防的广告。数据是通过基于CRI维度开发的在线问卷从受访者中获得的。结果显示，在看到Covid-19广告后，Banjarmasin的人们有79%的意识，91%的理解，92%的兴趣，76%的意图和93%的行动。此外，顾客反应指数(CRI)为46.75%，相当有效，而意识和意图在所有CRI维度中得到的反应最低。因此，在未来，这两个变量需要进一步完善。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Inovbiz: Jurnal Inovasi Bisnis

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