Abstract - Thesis

FIKRI, AMIR, University of Trisakti, September 1995. Knowledge and Attitude of Public Towards Department Store Advertising Campaign on Mass Media at South Jakarta.

Major Advisor/Professor: Prof. Dr Thoby Mutis & Dr. Choirul Maksum, MSc.

The research method used is quantitative with stratified sampling technique combined with 2 methods of data collecting which are located in South Jakarta, with considering the most of the department stores in Jakarta are located in South Jakarta and close to real estate.

For this research, Researcher interview 100 respondence as a sample which spread in 12 counties out of 61 counties in South Jakarta area.

The data obtained shows the effectiveness of advertising campaign on the department store is on the affective stage and cognitive stage has post, potential buyers which are originally unaware become aware and then enter the effective stage where public has the positive thinking towards advertising campaign that they had and they developed preference but they have not done anything further. This is because based on research result which shows there is a trend which says that cognitive stage happens not because of advertising but because of behavior or shopping habit which is already formed within themselves and not aroused by advertising campaign conducted by the department store.