HUBUNGAN EVENT ALL DAY ENJOYING YOUR LIFE WITH INDOSAT DENGAN LOYALITAS ANGGOTA KOMUNITAS INDOSAT TERHADAP PERUSAHAAN.
ABSTRAK
Suci Rachmawati Putri, 210110110577, 2013. Hubungan Event All Day
Enjoying Your Life with Indosat dengan Loyalitas Anggota Komunitas Indosat
Terhadap Perusahaan: Studi Korelasional Mengenai Community Relations PT
Indosat, Tbk Bandung pada Anggota Komunitas Worker Indosat. Skripsi dengan
bimbingan dari Dr. Evi Novianti, M.Si sebagai pembimbing utama dan Drs. H.
Wawan Setiawan, M.Si sebagai pembimbing pendamping. Jurusan Hubungan
Masyarakat Fakultas Ilmu Komunikasi Universitas Padjadjaran Kampus Bandung.
Penelitian ini bertujuan untuk mengetahui hubungan antara kredibilitas
komunikator dan isi pesan dalam event All Day Enjoying Your Life with Indosat
dengan loyalitas anggota komunitas Indosat terhadap perusahaan. Teori yang
digunakan dalam penelitian ini yaitu teori Elaboration Likelihood Model.
Metode penelitian menggunakan metode penelitian kuantitatif dengan metode
korelasional. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner,
observasi, dan studi pustaka. Populasi penelitian ini berjumlah 120 orang anggota
komunitas worker Indosat. Teknik sampling yang digunakan yaitu teknik simple
random sampling dengan jumlah responden sebanyak 67 orang.
Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang cukup
berarti dan signifikan antara kredibilitas komunikator dalam event All Day Enjoying
Your Life with Indosat dengan loyalitas anggota komunitas worker Indosat serta
terdapat hubungan yang cukup berarti dan signifikan antara isi pesan dalam event All
Day Enjoying Your Life With Indosat dengan loyalitas anggota komunitas Indosat.
Kesimpulan yang dapat ditarik yaitu bahwa kredibilitas komunikator yang
mencakup keahlian, keterpercayaan, dan daya tarik, serta isi pesan yang mencakup
struktur pesan, gaya pesan, dan daya tarik pesan memiliki hubungan dengan loyalitas
anggota komunitas worker Indosat terhadap perusahaan yang meliputi pembelian
ulang, pembelian antarlini produk dan jasa, mereferensikan kepada orang lain, dan
menunjukkan kekebalan terhadap tarikan pesaing.
iv
ABSTRACT
Suci Rachmawati Putri, 210110110577, 2013. “Correlation between All Day
Enjoying Your Life with Indosat Event with Indosat Community Member Loyalty to
Company”: Correlational research about community relations at PT Indosat, Tbk
Bandung on Indosat Worker Community Member. This research guided by Dr. Evi
Novianti, M.Si as the main councelor and Drs. H. Wawan Setiawan, M.Si as the other
councelor. Public Relations major at Communication Faculty of Padjadjaran
University.
This research aims to determine the relationship between the credibility of the
communicator and the message content on “All Day Enjoying Your Life with
Indosat” event with Indosat community member loyalty to Company that based on
Elaboration Likelihood Model theory.
This research use correlational of quantitative method, by using
questionnaire, observation, and literature study for collecting the data. The
population of this research are 120 Indosat worker community member. Sampling
technique used is simple random sampling technique with a number of respondents
were 67 people.
Results of this research indicate that there is a significant relationship
between credibility of the communicator in “All Day Enjoying Your Life with
Indosat“ event with Indosat community member loyalty. Also there is a significant
relationship between content of the message in “All Day Enjoying Your Life with
Indosat“ event with Indosat community member loyalty.
The conclusion that can be drawn is that the credibility of the communicator
that includes expertise, trustworthiness, and attractiveness as well as the content of
the message includes the message structure, message style, and message appeal have
relationships with Indosat worker community member loyalty to the company which
includes repeat purchases, purchases across product and service lines, referring to
others, and showing resistance to competitor appeal.
v
Suci Rachmawati Putri, 210110110577, 2013. Hubungan Event All Day
Enjoying Your Life with Indosat dengan Loyalitas Anggota Komunitas Indosat
Terhadap Perusahaan: Studi Korelasional Mengenai Community Relations PT
Indosat, Tbk Bandung pada Anggota Komunitas Worker Indosat. Skripsi dengan
bimbingan dari Dr. Evi Novianti, M.Si sebagai pembimbing utama dan Drs. H.
Wawan Setiawan, M.Si sebagai pembimbing pendamping. Jurusan Hubungan
Masyarakat Fakultas Ilmu Komunikasi Universitas Padjadjaran Kampus Bandung.
Penelitian ini bertujuan untuk mengetahui hubungan antara kredibilitas
komunikator dan isi pesan dalam event All Day Enjoying Your Life with Indosat
dengan loyalitas anggota komunitas Indosat terhadap perusahaan. Teori yang
digunakan dalam penelitian ini yaitu teori Elaboration Likelihood Model.
Metode penelitian menggunakan metode penelitian kuantitatif dengan metode
korelasional. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner,
observasi, dan studi pustaka. Populasi penelitian ini berjumlah 120 orang anggota
komunitas worker Indosat. Teknik sampling yang digunakan yaitu teknik simple
random sampling dengan jumlah responden sebanyak 67 orang.
Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang cukup
berarti dan signifikan antara kredibilitas komunikator dalam event All Day Enjoying
Your Life with Indosat dengan loyalitas anggota komunitas worker Indosat serta
terdapat hubungan yang cukup berarti dan signifikan antara isi pesan dalam event All
Day Enjoying Your Life With Indosat dengan loyalitas anggota komunitas Indosat.
Kesimpulan yang dapat ditarik yaitu bahwa kredibilitas komunikator yang
mencakup keahlian, keterpercayaan, dan daya tarik, serta isi pesan yang mencakup
struktur pesan, gaya pesan, dan daya tarik pesan memiliki hubungan dengan loyalitas
anggota komunitas worker Indosat terhadap perusahaan yang meliputi pembelian
ulang, pembelian antarlini produk dan jasa, mereferensikan kepada orang lain, dan
menunjukkan kekebalan terhadap tarikan pesaing.
iv
ABSTRACT
Suci Rachmawati Putri, 210110110577, 2013. “Correlation between All Day
Enjoying Your Life with Indosat Event with Indosat Community Member Loyalty to
Company”: Correlational research about community relations at PT Indosat, Tbk
Bandung on Indosat Worker Community Member. This research guided by Dr. Evi
Novianti, M.Si as the main councelor and Drs. H. Wawan Setiawan, M.Si as the other
councelor. Public Relations major at Communication Faculty of Padjadjaran
University.
This research aims to determine the relationship between the credibility of the
communicator and the message content on “All Day Enjoying Your Life with
Indosat” event with Indosat community member loyalty to Company that based on
Elaboration Likelihood Model theory.
This research use correlational of quantitative method, by using
questionnaire, observation, and literature study for collecting the data. The
population of this research are 120 Indosat worker community member. Sampling
technique used is simple random sampling technique with a number of respondents
were 67 people.
Results of this research indicate that there is a significant relationship
between credibility of the communicator in “All Day Enjoying Your Life with
Indosat“ event with Indosat community member loyalty. Also there is a significant
relationship between content of the message in “All Day Enjoying Your Life with
Indosat“ event with Indosat community member loyalty.
The conclusion that can be drawn is that the credibility of the communicator
that includes expertise, trustworthiness, and attractiveness as well as the content of
the message includes the message structure, message style, and message appeal have
relationships with Indosat worker community member loyalty to the company which
includes repeat purchases, purchases across product and service lines, referring to
others, and showing resistance to competitor appeal.
v