Rangkuman Tesis Robbikal Muntaha Meliala

Rangkuman Tesis Robbikal Muntaha Meliala

• By Meliala, Robbikal Muntaha;
• Dokumen Institusi
• 116

ABSTRACT
This research aimed to know how far academic promotion advertisement of Bina Sarana Informatika
in Youtube Period 2010-2016 inline to Ethics of Indonesia Advertisement 2014 seemed from article
1.2 language term, article 1.16 testimony term, article 1.20 humiliate message to the other
competitor, article 1.21 imitated message and article 2.19 Education Institution & Job Vacancy. 12
research samples of promotion advertisement were founded by the author with census sampling
technique. Techniques of data collecting are test of categories by coders, literature review, and
documentation. Research methodology that author used is content analysis of quantitative
approached. From discussion of research result, can be concluded : reliability value of test
categories with minimum value (77,8%). Modus (91,67%) has been founded in variable 1 and 3,
they are appropriateness article 1.2.1 and 1.20, but article 1.2.2 the usage of superlative language
was still founded with violation (41,67%). Appropriateness article 1.21 was founded with violation
(16.67%) and appropriateness article 2.19.1 was founded with violation (41,67%). Meanwhile, the
biggest percentage violation was founded in variable 2 about appropriateness article 1.16 (91,67%)
in category 2 and 3 about hyperbola testimony from consumers and lack of consumer’s identity when
they were speak up to the audiences.
Keywords : Advertisement, Ethics of Indonesia Advertisement

ABSTRAK
Penelitian ini bertujuan untuk mengetahui sejauhmana iklan promosi akademik BSI di Youtube
periode 2010-2016 berdasarkan Etika Pariwara Indonesia 2014 ditinjau dari pasal 1.2. ketentuan
bahasa, pasal 1.16. ketentuan testimoni, pasal 1.20. pesan yang merendahkan produk pesaing, pasal
1.21. pesan peniruan dan pasal 2.19.lembaga pendidikan & lowongan kerja. Sampel penelitian
sebanyak 12 iklan yang ditentukan dengan teknik penarikan sensus. Pengumpulan data menggunakan
Uji Kategorisasi untuk menentukan Reliabilitas Koding, Studi Kepustakaan dan Dokumentasi.
Metode Penelitian yang digunakan adalah Analisis Isi Kuantitatif. Dari pembahasan hasil penelitian
dapat disimpulkan: nilai reliabilitas dari uji kategorisasi mencapai nilai minimum (77,8%). Modus
(91,67%) ditemukan pada variabel 1 dan variabel 3 yaitu kesesuaian pasal 1.2.1 dan pasal 1.20,
namun pada pasal 1.2.2. penggunaan bahasa superlatif masih sering ditemukan dengan besar
pelanggaran (41,67%). Kesesuaian pasal 1.21. ditemukan pelanggaran (16,67%) dan kesesuaian
pasal 2.19.1 ditemukan pelanggaran (41,67%). Sementara nilai pelanggaran terbesar ditemukan pada
variabel 2 yaitu kesesuaian pasal 1.16 (91,67%) di kategori 2 dan 3 tentang kesaksian yang berlebihlebihan dari konsumen dan tidak lengkapnya publikasi identitas konsumen saat bersaksi kepada
khalayak.
Kata kunci : Iklan, Etika Pariwara Indonesia

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