S IKOM 1206315 Table of content
DAFTAR ISI
Pernyataan Keaslian Skripsi..................................................................................... i
Kata Pengantar ........................................................................................................ ii
Ucapan Terima Kasih............................................................................................. iii
Abstrak .....................................................................................................................v
Abstract .................................................................................................................. vi
Daftar Isi ............................................................................................................... vii
Daftar Tabel ........................................................................................................... xi
Daftar Gambar....................................................................................................... xii
Daftar Grafik ........................................................................................................ xiii
Daftar Lampiran ................................................................................................... xiv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ..................................................................................1
1.2 Rumusan Masalah Penelitian .............................................................................9
1.3 Tujuan Penelitian ...............................................................................................9
1.4 Rumusan Masalah Penelitian .............................................................................9
1.4.1 Aspek Segi Teoritis ...................................................................................10
1.4.2 Aspek Segi Kebijakan ...............................................................................10
1.4.3 Aspek Segi Teoritis ...................................................................................10
1.4.4 Aspek Segi Teoritis ...................................................................................10
1.5 Struktur Organisasi Skripsi ..............................................................................10
BAB II LANDASAN TEORITIS
2.1 Komunikasi Massa ...........................................................................................13
2.2 Khalayak (Audience) ........................................................................................16
2.3 Teori Penerimaan Pesan (Audience Reception Theory) ...................................18
2.3.1 Faktor yang Mempengaruhi Analisis Penerimaan Pesan ..........................22
2.3.2 Model Encoding-Decoding .......................................................................24
2.4 Periklanan (Advertising)...................................................................................27
2.4.1 Jenis Iklan dan Komponen Iklan ...............................................................28
2.4.2 Kekuatan dan Kelemahan Iklan.................................................................29
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.4.3 Iklan Televisi .............................................................................................31
2.4.4 Elemen Iklan ..............................................................................................32
2.4.5 Proses Pengolahan Informasi ....................................................................32
2.5 Penerimaan Pesan Iklan Televisi oleh Anak-Anak ..........................................33
2.6 Penelitian Terdahulu ........................................................................................36
2.7 Posisi Teoritis Peneliti .....................................................................................38
2.8 Kerangka Pemikiran .........................................................................................39
BAB III METODE PENELITIAN
3.1 Desain Penelitian..............................................................................................40
3.1.1 Pendekatan Penelitian ................................................................................40
3.1.2 Metode Penelitian ......................................................................................40
3.1.3 Strategi Penelitian ......................................................................................41
3.2 Partisipan dan Tempat Penelitian .....................................................................42
3.3 Pengumpulan Data dan Instrumen Penelitian ..................................................43
3.3.1 Diskusi Kelompok Terpumpun (DKT) .....................................................43
3.3.2 Observasi ...................................................................................................44
3.3.3 Dokumentasi ..............................................................................................45
3.3.4 Lembar Wawancara ...................................................................................46
3.3.5 Lembar Observasi ......................................................................................46
3.3.6 Catatan Peserta DKT .................................................................................47
3.3.7 Teknik Triangulasi Data ............................................................................47
3.4 Analisis Data ....................................................................................................48
3.4.1 Reduksi Data .............................................................................................48
3.4.2 Penyajian Data ...........................................................................................49
3.4.3 Penarikan Simpulan ...................................................................................49
3.4.4 Keabsahan Data .........................................................................................49
3.5 Isu Etik .............................................................................................................50
3.6 Pertanyaan Wawancara ....................................................................................52
BAB IV TEMUAN DAN PEMBAHASAN
4.1 Deskripsi Hasil Penelitian ................................................................................55
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
viii
4.1.1 Objek Penelitian, Indofood dan Indomie My Noodlez .............................55
4.1.2 Objek Penelitian, Iklan Televisi My Noodlez ...........................................59
4.1.3 Profil Peserta DKT ....................................................................................64
4.1.4 Hasil Temuan Penelitian............................................................................69
4.1.4.1 Penerimaan Pesan Iklan Televisi Aspek Kognitif ..............................71
4.1.4.2 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Kognitif .........77
4.1.4.3 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Afektif ...........84
4.1.4.4 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Behavioral .....97
4.1.4.5 Tipe Pembacaan Teks Iklan Televisi My Noodlez ...........................102
4.2 Pembahasan Hasil Temuan ............................................................................110
4.2.1 Analisis Penerimaan Pesan Khalayak pada Teks Iklan Televisi My
Noodlez.............................................................................................................111
4.2.1.1 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Kognitif ......111
4.2.1.2 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Afektif ........115
4.2.1.3 4 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Behavioral
......................................................................................................................118
4.2.2 Perbandingan Tipe Pembacaan Teks Iklan Televisi My Noodlez antara
DKT 1 dengan DKT 2 ......................................................................................120
BAB V SIMPULAN, IMPLIKASI, DAN REKOMENDASI
5.Simpulan ...........................................................................................................123
5.1.1 Penerimaan Pesan Anak-Anak pada Iklan Televisi My Noodlez ...........123
5.1.2 Karakteristik Tipe Pembacaan Teks Iklan Televisi My Noodlez ............123
5.2 Implikasi Penelitian........................................................................................125
5.2.1 Implikasi Akademis .................................................................................125
5.2.2 Implikasi Praktis ......................................................................................125
5.3 Rekomendasi Penelitian .................................................................................125
5.3.1 Rekomendasi Akademis ..........................................................................125
5.3.2 Rekomendasi Praktis ...............................................................................126
Daftar Pustaka ......................................................................................................127
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ix
Indeks ...................................................................................................................131
Lampiran-Lampiran .............................................................................................133
DAFTAR TABEL
Tabel 1.1 Biaya Iklan di Indonesia Rentang Tahun 2008-2015.............................. 2
Tabel 2.1 Penelitian Terdahulu ............................................................................. 44
Tabel 3.1 Tabel Pertanyaan DKT.......................................................................... 52
Tabel 4.1 Karakteristik Iklan Televisi My Noodlez.............................................. 60
Tabel 4.2 Potongan Iklan Televisi My Noodlez ................................................... 61
Tabel 4.3 Profil Peserta DKT 1 ............................................................................. 65
Tabel 4.4 Profil Peserta DKT 2 ............................................................................. 67
Tabel 4.5 Perbandingan Penerimaan Pesan Iklan Televisi Aspek Kognitif.......... 76
Tabel 4.6 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Kognitif ................................................................................................................. 83
Tabel 4.7 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Afektif ................................................................................................................... 96
Tabel 4.8 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Behavioral ........................................................................................................... 101
Tabel 4.9 Elemen Gambar pada Iklan Televisi My Noodlez .............................. 104
Tabel 4.10 Elemen Tulisan pada Iklan Televisi My Noodlez ............................. 106
Tabel 4.11 Elemen Warna pada Iklan Televisi My Noodlez .............................. 107
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
DAFTAR GAMBAR
Gambar 2.1 Model Komunikasi Massa P-I-C .................................................................... 14
Gambar 2.2 Modifikasi Model Encoding-Decoding Stuart Hall ....................................... 27
Gambar 2.3 Model Pemrosesan Informasi ...................................................................... 33
Gambar 2.4 Kerangka Pemikiran ..................................................................................... 39
Gambar 3.1 Model Triangulasi Data ................................................................................ 47
Gambar 4.1 Hasil Survei Home Tester Club pada Produk My Noodlez ........................... 59
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GRAFIK
Grafik 1.1 Modifikasi Grafik Pengeluaran Iklan di Indonesia ................................ 1
Grafik 1.2 Modifikasi Grafik Konsumsi Mie Instan ............................................... 6
Grafik 1.3 Hasil Pra Penelitian................................................................................ 7
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1. Transkrip DKT SD Negeri Padasuka Mandiri 3 Cimahi ............................... 133
Lampiran 2. Transkrip DKT SD Laboratorium Percontohan UPI Bandung ..................... 147
Lampiran 3. Dokumentasi DKT ....................................................................................... 159
Lampiran 4. Matriks Penelitian ...................................................................................... 161
Lampiran 5. Tabel Cek Plagiarisme ................................................................................ 166
Lampiran 6. Riwayat Hidup ............................................................................................ 185
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Pernyataan Keaslian Skripsi..................................................................................... i
Kata Pengantar ........................................................................................................ ii
Ucapan Terima Kasih............................................................................................. iii
Abstrak .....................................................................................................................v
Abstract .................................................................................................................. vi
Daftar Isi ............................................................................................................... vii
Daftar Tabel ........................................................................................................... xi
Daftar Gambar....................................................................................................... xii
Daftar Grafik ........................................................................................................ xiii
Daftar Lampiran ................................................................................................... xiv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ..................................................................................1
1.2 Rumusan Masalah Penelitian .............................................................................9
1.3 Tujuan Penelitian ...............................................................................................9
1.4 Rumusan Masalah Penelitian .............................................................................9
1.4.1 Aspek Segi Teoritis ...................................................................................10
1.4.2 Aspek Segi Kebijakan ...............................................................................10
1.4.3 Aspek Segi Teoritis ...................................................................................10
1.4.4 Aspek Segi Teoritis ...................................................................................10
1.5 Struktur Organisasi Skripsi ..............................................................................10
BAB II LANDASAN TEORITIS
2.1 Komunikasi Massa ...........................................................................................13
2.2 Khalayak (Audience) ........................................................................................16
2.3 Teori Penerimaan Pesan (Audience Reception Theory) ...................................18
2.3.1 Faktor yang Mempengaruhi Analisis Penerimaan Pesan ..........................22
2.3.2 Model Encoding-Decoding .......................................................................24
2.4 Periklanan (Advertising)...................................................................................27
2.4.1 Jenis Iklan dan Komponen Iklan ...............................................................28
2.4.2 Kekuatan dan Kelemahan Iklan.................................................................29
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.4.3 Iklan Televisi .............................................................................................31
2.4.4 Elemen Iklan ..............................................................................................32
2.4.5 Proses Pengolahan Informasi ....................................................................32
2.5 Penerimaan Pesan Iklan Televisi oleh Anak-Anak ..........................................33
2.6 Penelitian Terdahulu ........................................................................................36
2.7 Posisi Teoritis Peneliti .....................................................................................38
2.8 Kerangka Pemikiran .........................................................................................39
BAB III METODE PENELITIAN
3.1 Desain Penelitian..............................................................................................40
3.1.1 Pendekatan Penelitian ................................................................................40
3.1.2 Metode Penelitian ......................................................................................40
3.1.3 Strategi Penelitian ......................................................................................41
3.2 Partisipan dan Tempat Penelitian .....................................................................42
3.3 Pengumpulan Data dan Instrumen Penelitian ..................................................43
3.3.1 Diskusi Kelompok Terpumpun (DKT) .....................................................43
3.3.2 Observasi ...................................................................................................44
3.3.3 Dokumentasi ..............................................................................................45
3.3.4 Lembar Wawancara ...................................................................................46
3.3.5 Lembar Observasi ......................................................................................46
3.3.6 Catatan Peserta DKT .................................................................................47
3.3.7 Teknik Triangulasi Data ............................................................................47
3.4 Analisis Data ....................................................................................................48
3.4.1 Reduksi Data .............................................................................................48
3.4.2 Penyajian Data ...........................................................................................49
3.4.3 Penarikan Simpulan ...................................................................................49
3.4.4 Keabsahan Data .........................................................................................49
3.5 Isu Etik .............................................................................................................50
3.6 Pertanyaan Wawancara ....................................................................................52
BAB IV TEMUAN DAN PEMBAHASAN
4.1 Deskripsi Hasil Penelitian ................................................................................55
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
viii
4.1.1 Objek Penelitian, Indofood dan Indomie My Noodlez .............................55
4.1.2 Objek Penelitian, Iklan Televisi My Noodlez ...........................................59
4.1.3 Profil Peserta DKT ....................................................................................64
4.1.4 Hasil Temuan Penelitian............................................................................69
4.1.4.1 Penerimaan Pesan Iklan Televisi Aspek Kognitif ..............................71
4.1.4.2 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Kognitif .........77
4.1.4.3 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Afektif ...........84
4.1.4.4 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Behavioral .....97
4.1.4.5 Tipe Pembacaan Teks Iklan Televisi My Noodlez ...........................102
4.2 Pembahasan Hasil Temuan ............................................................................110
4.2.1 Analisis Penerimaan Pesan Khalayak pada Teks Iklan Televisi My
Noodlez.............................................................................................................111
4.2.1.1 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Kognitif ......111
4.2.1.2 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Afektif ........115
4.2.1.3 4 Penerimaan Pesan Iklan Televisi My Noodlez Aspek Behavioral
......................................................................................................................118
4.2.2 Perbandingan Tipe Pembacaan Teks Iklan Televisi My Noodlez antara
DKT 1 dengan DKT 2 ......................................................................................120
BAB V SIMPULAN, IMPLIKASI, DAN REKOMENDASI
5.Simpulan ...........................................................................................................123
5.1.1 Penerimaan Pesan Anak-Anak pada Iklan Televisi My Noodlez ...........123
5.1.2 Karakteristik Tipe Pembacaan Teks Iklan Televisi My Noodlez ............123
5.2 Implikasi Penelitian........................................................................................125
5.2.1 Implikasi Akademis .................................................................................125
5.2.2 Implikasi Praktis ......................................................................................125
5.3 Rekomendasi Penelitian .................................................................................125
5.3.1 Rekomendasi Akademis ..........................................................................125
5.3.2 Rekomendasi Praktis ...............................................................................126
Daftar Pustaka ......................................................................................................127
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ix
Indeks ...................................................................................................................131
Lampiran-Lampiran .............................................................................................133
DAFTAR TABEL
Tabel 1.1 Biaya Iklan di Indonesia Rentang Tahun 2008-2015.............................. 2
Tabel 2.1 Penelitian Terdahulu ............................................................................. 44
Tabel 3.1 Tabel Pertanyaan DKT.......................................................................... 52
Tabel 4.1 Karakteristik Iklan Televisi My Noodlez.............................................. 60
Tabel 4.2 Potongan Iklan Televisi My Noodlez ................................................... 61
Tabel 4.3 Profil Peserta DKT 1 ............................................................................. 65
Tabel 4.4 Profil Peserta DKT 2 ............................................................................. 67
Tabel 4.5 Perbandingan Penerimaan Pesan Iklan Televisi Aspek Kognitif.......... 76
Tabel 4.6 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Kognitif ................................................................................................................. 83
Tabel 4.7 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Afektif ................................................................................................................... 96
Tabel 4.8 Perbandingan Penerimaan Pesan Iklan Televisi My Noodlez Aspek
Behavioral ........................................................................................................... 101
Tabel 4.9 Elemen Gambar pada Iklan Televisi My Noodlez .............................. 104
Tabel 4.10 Elemen Tulisan pada Iklan Televisi My Noodlez ............................. 106
Tabel 4.11 Elemen Warna pada Iklan Televisi My Noodlez .............................. 107
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
DAFTAR GAMBAR
Gambar 2.1 Model Komunikasi Massa P-I-C .................................................................... 14
Gambar 2.2 Modifikasi Model Encoding-Decoding Stuart Hall ....................................... 27
Gambar 2.3 Model Pemrosesan Informasi ...................................................................... 33
Gambar 2.4 Kerangka Pemikiran ..................................................................................... 39
Gambar 3.1 Model Triangulasi Data ................................................................................ 47
Gambar 4.1 Hasil Survei Home Tester Club pada Produk My Noodlez ........................... 59
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GRAFIK
Grafik 1.1 Modifikasi Grafik Pengeluaran Iklan di Indonesia ................................ 1
Grafik 1.2 Modifikasi Grafik Konsumsi Mie Instan ............................................... 6
Grafik 1.3 Hasil Pra Penelitian................................................................................ 7
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1. Transkrip DKT SD Negeri Padasuka Mandiri 3 Cimahi ............................... 133
Lampiran 2. Transkrip DKT SD Laboratorium Percontohan UPI Bandung ..................... 147
Lampiran 3. Dokumentasi DKT ....................................................................................... 159
Lampiran 4. Matriks Penelitian ...................................................................................... 161
Lampiran 5. Tabel Cek Plagiarisme ................................................................................ 166
Lampiran 6. Riwayat Hidup ............................................................................................ 185
Saffina Azzahra Firdaus, 2016
ANALISIS PENERIMAAN PESAN IKLAN TELEVISI MY NOODLEZ PADA ANAK-ANAK SEBAGAI
KHALAYAK AKTIF
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu