ANALISIS EFEKTIVITAS IKLAN CHITATO DALAM MENINGKATKAN MINAT KONSUMEN: PENDEKATAN CUSTOMER RESPONSE INDEX (CRI)

Cut Nilda, Yulia Annisa, Yuli Siti Nurjanah, Salsa Nabila Ismi Sitorus, Rosita Rosita, Ahmad Khairulsalim, Mira Hayati

Abstract


This study aims to analyze the effectiveness of Chitato advertising in increasing consumer interest using the Customer Response Index (CRI) method. The snack food industry is currently facing intense competition, making the appeal of advertising and product image crucial factors in driving purchasing decisions. This research utilizes a quantitative approach by collecting data from 62 respondents through a questionnaire. The CRI variables consist of five dimensions: awareness, comprehension, interest, intention, and action. The results show that the CRI value is 64.53%, indicating that Chitato's advertising is effective in attracting consumer interest. A total of 100% of respondents were aware of the Chitato brand (awareness), 74.2% understood the advertisement's message (comprehension), 93.4% were interested in the product (interest), 95.4% intended to purchase (intention), and 97.6% had made a purchase (action). Thus, it can be concluded that Chitato's advertising is effective in increasing consumer interest and driving purchase actions.


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