The Utilization of Media Advertising of Giant Supermarket as an Information Source

Erna Mariana Susilowardhani, Bida Sari


The increasing number of supermarkets in the capital city of Jakarta, causing supermarkets have been competing to attract consumers. They make a variety of media advertising. One is Giant Supermarket. But, the consumers differ in the way of getting information as a reference from the media advertising of Giant Supermarket. Therefore, in this study, researchers want to know the consumers experience in utilization of media advertising which is made by Giant Supermarket as a source of information for them. This study use the concepts of marketing communications. Some of the concepts are the concept of promotion, promotional mix, advertising, media advertising: above the line and below the line. Researchers use a qualitative-descriptive approach. Researchers use a type of primary data and secondary data. For primary data, researchers conduct observation and in-depth interviews to a number of informants. For secondary data, researchers conduct a literature review and documentation. Researchers use an authenticity as a technique of data validity. The results obtained, that among consumers, they utilize different of media advertising as a source of information for them. They were relying on information from the catalog, banners, or advertising in newspapers. Each medium has less and also more benefits according to the informants. Things to be noted by the Giant Supermarket is related to the availability of the product being promoted between the products are listed in media advertising and the products are existed in Giant Supermarket itself.


utilization of media advertising, information source, Giant Supermarket.

Full Text:



Blythe, Jim 2006. Essentials of Marketing Communications. Third Edition. Essex: Pearson Education Limited.

Bungin, Burhan (Ed) 2008. Metodologi Penelitian Kualitatif. Jakarta: PT Rajagrafindo Persada.

Irawan, Prasetya. 2007. Penelitian Kualitatif & Kuantitatif untuk Ilmu-Ilmu Sosial. Depok: Departemen Ilmu Administrasi FISIP Universitas Indonesia.

Kotler, Philip 2008. Manajemen Pemasaran. Edisi 12. PT Macan Jaya Cemerlang.

Kriyantono, Rahmat. 2012. Teknik Praktis Riset Komunikasi. Jakarta: Kencana Prenada Media Group.

Lindlof, Thomas R. and Bryan C. Taylor. 2002. Qualitative Communication Research Methods. Second Edition. Thousand Oaks, California: Sage Publications, Inc.

Newman, William Lawrence. 2003. Social Research Methods: Qualitative and Quantitative Approaches. Fifth Edition. Boston: Pearson Education, Inc.

Morissan 2010. Periklanan: Komunikasi Pemasaran Terpadu. Edisi Pertama. Jakarta: Kencana Prenada Media Group.

Percy, Larry 2008. Strategic Integrated Marketing Communications. First Edition. Oxford: Elsevier Inc.

Shimp, Terence A. 2003. Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Edisi ke-5. Jakarta: Erlangga.

Soemanagara, Rd.2008. Strategic Marketing Communication: Konsep Strategi dan Terapan. Bandung: Penerbit Alfabeta.

Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Penerbit Alfabeta.

Sumarwan, Ujang, et al., 2012. Riset Pemasaran dan Konsumen. Bogor: PT Penerbit IPB Press.

Sunyoto, Danang. 2012. Konsep Dasar Riset Pemasaran dan Perilaku Konsumen. Yogyakarta: CAPS.

Supranto, J, and Nandan Limakrisna 2007. Perilaku Konsumen dan Strategi Pemasaran untuk Memenangkan Persaingan Bisnis. Jakarta: Penerbit Mitra Wacana Media.

Widyatama, Rendra. 2007. Pengantar Periklanan. Yogyakarta: Pustaka Book Publisher.



  • There are currently no refbacks.

Jurnal InterAct indexed by:

GARUDAGoogle Scholar


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.