The Analysis of audience's attitude toward PT. XYZ flour mills cooking demo in Surabaya

Suisan, Patricia and Kristiawan, Adrian (2007) The Analysis of audience's attitude toward PT. XYZ flour mills cooking demo in Surabaya. Bachelor thesis, Petra Christian University.

Abstract

As one of the biggest flour mills in Indonesia, PT.XYZ nowadays faces a tight competition and price wars in the flour mills industry due to the entrance of new local players, and entrance of new imported products. One of their promotion tools to win the competition is through public relation by conducting cooking demo events. The writers concern now is since it was first held, there still no one ever evaluate the audience's response toward those cooking demo. Therefore the writers conduct this research because the writers think that it's important for PT. XYZ to know the audiences' attitude toward the cooking demo. The methodology of this research is descriptive research and non probability sampling (purposive sampling method). The writers use Multiattribute Attitude Model by Fishbein to know the attitude of the 100 audiences from 2 different cooking demo events and also the Pearson correlation to know which variable affects the overall attitude. After analyzing the data, the result of this research show that the overall attitude toward the cooking demo that PT. XYZ held is positive and there are 3 best evaluation indicators for the respondents, which are the door-prize, the knowledge obtained and the time duration of the demo. Furthermore, the Program variable is the most variable that affects the overall attitude.

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