s pem 051609 table of content
DAFTAR ISI
ABSTRAK ................................................................ Error! Bookmark not defined.
ABSTRACT .............................................................. Error! Bookmark not defined.
KATA PENGANTAR .............................................. Error! Bookmark not defined.
DAFTAR ISI........................................................................................................ vii
DAFTAR TABEL ................................................................................................ ix
DAFTAR GAMBAR ............................................................................................ xi
BAB 1 PENDAHULUAN ........................................ Error! Bookmark not defined.
1.1 Latar Belakang Penelitian ....................... Error! Bookmark not defined.
1.2 Identifikasi dan Rumusan Masalah ......... Error! Bookmark not defined.
1.2.1
Identifikasi Masalah ......................... Error! Bookmark not defined.
1.2.2
Rumusan Masalah ............................ Error! Bookmark not defined.
1.3 Tujuan dan Kegunaan Penelitian............. Error! Bookmark not defined.
1.3.1
Tujuan Penelitian ............................. Error! Bookmark not defined.
1.3.2
Kegunaan Penelitian ........................ Error! Bookmark not defined.
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN
HIPOTESIS .............................................................. Error! Bookmark not defined.
2.1 Kajian Pustaka ......................................... Error! Bookmark not defined.
2.1.1
Bauran Pemasaran Jasa .................... Error! Bookmark not defined.
2.1.2
Promosi ............................................ Error! Bookmark not defined.
2.1.3
Komunikasi Pemasaran .................... Error! Bookmark not defined.
2.1.4
Bauran Komunikasi Pemasaran ....... Error! Bookmark not defined.
2.1.5
Periklanan (Advertising) .................. Error! Bookmark not defined.
2.1.6
Merek (Brand) ................................. Error! Bookmark not defined.
2.1.7
Ekuitas Merek (Brand Equity) ......... Error! Bookmark not defined.
2.1.8
Citra Merek (Brand Image) ............. Error! Bookmark not defined.
2.1.9
Peranan Advertising Dalam Meningkatkan Brand Image ....... Error!
Bookmark not defined.
2.2 Kerangka Pemikiran ................................ Error! Bookmark not defined.
2.3 Hipotesis .................................................. Error! Bookmark not defined.
BAB III METODE PENELITIAN ......................... Error! Bookmark not defined.
3.1 Objek Penelitian Dan Metode Penelitian Error! Bookmark not defined.
3.1.1
Objek Penelitian ............................... Error! Bookmark not defined.
3.1.2
Metode Penelitian ............................ Error! Bookmark not defined.
3.2 Operasionalisasi Variabel ........................ Error! Bookmark not defined.
3.3 Sumber dan Cara Penentuan Data/Informasi ........ Error! Bookmark not
defined.
3.4 Populasi, Sampel, dan Teknik Sampling . Error! Bookmark not defined.
3.4.1
Populasi ............................................ Error! Bookmark not defined.
3.4.2
Sampel.............................................. Error! Bookmark not defined.
3.4.3
Teknik Sampling .............................. Error! Bookmark not defined.
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Peranan Iklan Melalui Citra Merek Telkom Flexi
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3.5 Teknik Pengumpulan Data ...................... Error! Bookmark not defined.
3.6 Rancangan Analisis Data Dan Pengujian Hipotesis ..... Error! Bookmark
not defined.
3.6.1
Rancangan Analisis Data ................. Error! Bookmark not defined.
3.6.2
Pengujian Validitas Dan ReliabilitasError! Bookmark not defined.
3.6.3
Method of Successive Interval (MSI) ............ Error! Bookmark not
defined.
3.6.4
Regresi Linier Sederhana ................. Error! Bookmark not defined.
3.6.5
Rancangan Pengujian Hipotesis ....... Error! Bookmark not defined.
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ..... Error! Bookmark not
defined.
4.1 Profil Perusahaan ..................................... Error! Bookmark not defined.
4.1.1
Visi dan Misi PT. Telkom Tbk ........ Error! Bookmark not defined.
4.1.2
Telkom Flexi .................................... Error! Bookmark not defined.
4.1.3
Gambaran Umum Iklan Flexi Versi Bebas Bicara “Banci Salon”
Error! Bookmark not defined.
4.1.4
Fitur dan Layanan Telkom Flexi ...... Error! Bookmark not defined.
4.2 Hasil Penelitian ....................................... Error! Bookmark not defined.
4.2.1
Karakteristik dan Pengalaman Responden ..... Error! Bookmark not
defined.
4.2.2
Gambaran Variabel Penelitian ......... Error! Bookmark not defined.
4.3 Pengujian Hipotesis dan Pembahasan Penelitian .. Error! Bookmark not
defined.
4.3.1
Pengujian Hipotesis ......................... Error! Bookmark not defined.
4.3.2
Pembahasan Penelitian ..................... Error! Bookmark not defined.
BAB V KESIMPULAN DAN SARAN ................... Error! Bookmark not defined.
5.1 Kesimpulan.............................................. Error! Bookmark not defined.
5.2 Saran ........................................................ Error! Bookmark not defined.
DAFTAR PUSTAKA ............................................... Error! Bookmark not defined.
LAMPIRAN-LAMPIRAN ...................................... Error! Bookmark not defined.
RIWAYAT HIDUP ............................................................................................... ١
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Peranan Iklan Melalui Citra Merek Telkom Flexi
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DAFTAR TABEL
Tabel 1.1
Pertumbuhan Belanja Iklan 12 Kategori Industri .............................. 3
Tabel 1.2
Operator Seluler Di Indonesia............................................................ 4
Tabel 1.3
Top Brand Index Simcard CDMA Pra Bayar .................................... 5
Tabel 1.4
Brand Value Simcard CDMA Pra Bayar ........................................... 6
Tabel 1.5
Jumlah Pelanggan Flexi Trendy di Bandung ..................................... 8
Tabel 2.1
Sarana Komunikasi Umum .............................................................. 18
Tabel 2.2
Profil Jenis-Jenis Media Usaha ........................................................ 28
Tabel 2.3
Kekuatan dan Keterbatasan Iklan Melalui Media Televisi .............. 29
Tabel 3.1
Operasionalisasi Variabel ................................................................ 49
Tabel 3.2
Pedoman Nilai Angket ..................................................................... 55
Tabel 3.3
Pengubahan Data Ordinal ke Interval .............................................. 61
Tabel 3.4
Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ........ 62
Tabel 4.1
Karakteristik Berdasarkan Jenis Kelamin ....................................... 73
Tabel 4.2
Karakteristik Responden Berdasarkan Usia ..................................... 74
Tabel 4.3
Karakteristik Responden Berdasarkan Pekerjaan ............................ 75
Tabel 4.4
Karakteristik Responden Berdasarkan Pengahasilan Perbulannya .. 76
Tabel 4.5
Pengalaman Responden Berdasarkan Iklan Operator CDMA yang
Menarik ............................................................................................ 78
Tabel 4.6
Pengalaman Responden Berdasarkan Saluran Televisi Yang Sering
Dilihat .............................................................................................. 79
Tabel 4.7
Pengalaman Responden Berdasarkan Frekuensi Pernah Melihat Iklan
Flexi Versi Bebas Bicara (Banci Salon) .......................................... 80
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Tabel 4.8
Pengalaman Responden Berdasarkan Frekuensi Masa Penayangan
Iklan Flexi Versi Bebas Bicara (Banci Salon) ................................... 81
Tabel 4.9
Pengalaman Responden Berdasarkan Pendapat Bagaimana
Seharusnya Iklan Flexi Dibuat .......................................................... 83
Tabel 4.10 Pengalaman Responden Berdasarkan Cara Untuk Meningkatkan Citra
Suatu Merek Maka Perlu Lebih Banyak Menayangkan Iklannya ..... 84
Tabel 4.11 Tanggapan Responden Terhadap Dimensi Mission .......................... 86
Tabel 4.12 Tanggapan Responden Terhadap Dimensi Message ......................... 88
Tabel 4.13 Tanggapan Responden Terhadap Dimensi Media ............................. 91
Tabel 4.14 Rekapitulasi Tanggapan Responden Terhadap Peranan Iklan Melalui
Televisi .............................................................................................. 93
Tabel 4.15 Tanggapan Responden Terhadap Dimensi Kekuatan........................ 95
Tabel 4.16 Tanggapan Responden Terhadap Dimensi Manfaat.......................... 97
Tabel 4.17 Tanggapan Responden Terhadap Dimensi Keunikan ..................... 100
Tabel 4.18 Rekapitulasi Tanggapan Responden Terhadap Citra Merek ........... 102
Tabel 4.19 Output Korelasi (Correlations) ....................................................... 104
Tabel 4.20 Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ....... 105
Tabel 4.21 Output Peranan Iklan Melalui Media Televisi Dalam Meningkatkan
Citra Merek Flexi ............................................................................ 106
Tabel 4.22 Koefisien.......................................................................................... 107
Tabel 4.23 ANOVA ........................................................................................... 108
Tabel 4.24 Autokorelasi Durbin-Watson........................................................... 110
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DAFTAR GAMBAR
Gambar 1.1
Jumlah Pelanggan Telekomunikasi................................................. 2
Gambar 1.2
Belanja Iklan Operator Seluler 2010 ............................................... 7
Gambar 2.1
Bauran Pemasaran Jasa ................................................................. 14
Gambar 2.2
Elemen-Element Dalam Proses Komunikasi ................................ 17
Gambar 2.3
Lima M Dalam Advertising .......................................................... 23
Gambar 2.4
Kerangka Ekuitas Merek Berbasis Konsumen ............................. 34
Gambar 2.5
Kerangka Pemikiran ...................................................................... 44
Gambar 2.6
Paradigma Penelitian .................................................................... 45
Gambar 4.1
Logo Telkom Flexi ....................................................................... 66
Gambar 4.2
Story Board Iklan Flexi Versi Bebas Bicara “Banci Salon” ......... 62
Gambar 4.3
Karakteristik Responden Berdasarkan Jenis Kelamin .................. 73
Gambar 4.4
Karakteristik Responden Berdasarkan Usia .................................. 75
Gambar 4.5
Karakteristik Responden Berdasarkan Jenis Pekerjaan ................ 76
Gambar 4.6
Karakteristik Responden Berdasarkan Penghasilan Perbulan ...... 77
Gambar 4.7
Pengalaman Responden Berdasarkan Iklan Operator CDMA yang
Menarik ......................................................................................... 78
Gambar 4.8
Pengalaman Responden Berdasarkan Saluran Televisi Yang Sering
Dilihat ........................................................................................... 80
Gambar 4.9
Pengalaman Responden Berdasarkan Frekuensi Pernah Melihat
Iklan Flexi Versi Bebas Bicara ”Banci Salon” ............................. 81
Gambar 4.10 Pengalaman Responden Berdasarkan Frekuensi Masa Penayangan
Iklan Flexi Versi Bebas Bicara (Banci Salon) .............................. 82
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Gambar 4.11 Pengalaman Responden Berdasarkan Pendapat Bagaimana
Seharusnya Iklan Flexi Dibuat ...................................................... 84
Gambar 4.12 Pengalaman Responden Berdasarkan Cara Untuk Meningkatkan
Citra Suatu Merek Maka Perlu Lebih Banyak Menayangkan
Iklannya ......................................................................................... 85
Gambar 4.13 Uji Normalitas ............................................................................. 109
Gambar 4.14 Uji Heteroskedastisitas................................................................ 111
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu
ABSTRAK ................................................................ Error! Bookmark not defined.
ABSTRACT .............................................................. Error! Bookmark not defined.
KATA PENGANTAR .............................................. Error! Bookmark not defined.
DAFTAR ISI........................................................................................................ vii
DAFTAR TABEL ................................................................................................ ix
DAFTAR GAMBAR ............................................................................................ xi
BAB 1 PENDAHULUAN ........................................ Error! Bookmark not defined.
1.1 Latar Belakang Penelitian ....................... Error! Bookmark not defined.
1.2 Identifikasi dan Rumusan Masalah ......... Error! Bookmark not defined.
1.2.1
Identifikasi Masalah ......................... Error! Bookmark not defined.
1.2.2
Rumusan Masalah ............................ Error! Bookmark not defined.
1.3 Tujuan dan Kegunaan Penelitian............. Error! Bookmark not defined.
1.3.1
Tujuan Penelitian ............................. Error! Bookmark not defined.
1.3.2
Kegunaan Penelitian ........................ Error! Bookmark not defined.
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN
HIPOTESIS .............................................................. Error! Bookmark not defined.
2.1 Kajian Pustaka ......................................... Error! Bookmark not defined.
2.1.1
Bauran Pemasaran Jasa .................... Error! Bookmark not defined.
2.1.2
Promosi ............................................ Error! Bookmark not defined.
2.1.3
Komunikasi Pemasaran .................... Error! Bookmark not defined.
2.1.4
Bauran Komunikasi Pemasaran ....... Error! Bookmark not defined.
2.1.5
Periklanan (Advertising) .................. Error! Bookmark not defined.
2.1.6
Merek (Brand) ................................. Error! Bookmark not defined.
2.1.7
Ekuitas Merek (Brand Equity) ......... Error! Bookmark not defined.
2.1.8
Citra Merek (Brand Image) ............. Error! Bookmark not defined.
2.1.9
Peranan Advertising Dalam Meningkatkan Brand Image ....... Error!
Bookmark not defined.
2.2 Kerangka Pemikiran ................................ Error! Bookmark not defined.
2.3 Hipotesis .................................................. Error! Bookmark not defined.
BAB III METODE PENELITIAN ......................... Error! Bookmark not defined.
3.1 Objek Penelitian Dan Metode Penelitian Error! Bookmark not defined.
3.1.1
Objek Penelitian ............................... Error! Bookmark not defined.
3.1.2
Metode Penelitian ............................ Error! Bookmark not defined.
3.2 Operasionalisasi Variabel ........................ Error! Bookmark not defined.
3.3 Sumber dan Cara Penentuan Data/Informasi ........ Error! Bookmark not
defined.
3.4 Populasi, Sampel, dan Teknik Sampling . Error! Bookmark not defined.
3.4.1
Populasi ............................................ Error! Bookmark not defined.
3.4.2
Sampel.............................................. Error! Bookmark not defined.
3.4.3
Teknik Sampling .............................. Error! Bookmark not defined.
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu
3.5 Teknik Pengumpulan Data ...................... Error! Bookmark not defined.
3.6 Rancangan Analisis Data Dan Pengujian Hipotesis ..... Error! Bookmark
not defined.
3.6.1
Rancangan Analisis Data ................. Error! Bookmark not defined.
3.6.2
Pengujian Validitas Dan ReliabilitasError! Bookmark not defined.
3.6.3
Method of Successive Interval (MSI) ............ Error! Bookmark not
defined.
3.6.4
Regresi Linier Sederhana ................. Error! Bookmark not defined.
3.6.5
Rancangan Pengujian Hipotesis ....... Error! Bookmark not defined.
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ..... Error! Bookmark not
defined.
4.1 Profil Perusahaan ..................................... Error! Bookmark not defined.
4.1.1
Visi dan Misi PT. Telkom Tbk ........ Error! Bookmark not defined.
4.1.2
Telkom Flexi .................................... Error! Bookmark not defined.
4.1.3
Gambaran Umum Iklan Flexi Versi Bebas Bicara “Banci Salon”
Error! Bookmark not defined.
4.1.4
Fitur dan Layanan Telkom Flexi ...... Error! Bookmark not defined.
4.2 Hasil Penelitian ....................................... Error! Bookmark not defined.
4.2.1
Karakteristik dan Pengalaman Responden ..... Error! Bookmark not
defined.
4.2.2
Gambaran Variabel Penelitian ......... Error! Bookmark not defined.
4.3 Pengujian Hipotesis dan Pembahasan Penelitian .. Error! Bookmark not
defined.
4.3.1
Pengujian Hipotesis ......................... Error! Bookmark not defined.
4.3.2
Pembahasan Penelitian ..................... Error! Bookmark not defined.
BAB V KESIMPULAN DAN SARAN ................... Error! Bookmark not defined.
5.1 Kesimpulan.............................................. Error! Bookmark not defined.
5.2 Saran ........................................................ Error! Bookmark not defined.
DAFTAR PUSTAKA ............................................... Error! Bookmark not defined.
LAMPIRAN-LAMPIRAN ...................................... Error! Bookmark not defined.
RIWAYAT HIDUP ............................................................................................... ١
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Tabel 1.1
Pertumbuhan Belanja Iklan 12 Kategori Industri .............................. 3
Tabel 1.2
Operator Seluler Di Indonesia............................................................ 4
Tabel 1.3
Top Brand Index Simcard CDMA Pra Bayar .................................... 5
Tabel 1.4
Brand Value Simcard CDMA Pra Bayar ........................................... 6
Tabel 1.5
Jumlah Pelanggan Flexi Trendy di Bandung ..................................... 8
Tabel 2.1
Sarana Komunikasi Umum .............................................................. 18
Tabel 2.2
Profil Jenis-Jenis Media Usaha ........................................................ 28
Tabel 2.3
Kekuatan dan Keterbatasan Iklan Melalui Media Televisi .............. 29
Tabel 3.1
Operasionalisasi Variabel ................................................................ 49
Tabel 3.2
Pedoman Nilai Angket ..................................................................... 55
Tabel 3.3
Pengubahan Data Ordinal ke Interval .............................................. 61
Tabel 3.4
Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ........ 62
Tabel 4.1
Karakteristik Berdasarkan Jenis Kelamin ....................................... 73
Tabel 4.2
Karakteristik Responden Berdasarkan Usia ..................................... 74
Tabel 4.3
Karakteristik Responden Berdasarkan Pekerjaan ............................ 75
Tabel 4.4
Karakteristik Responden Berdasarkan Pengahasilan Perbulannya .. 76
Tabel 4.5
Pengalaman Responden Berdasarkan Iklan Operator CDMA yang
Menarik ............................................................................................ 78
Tabel 4.6
Pengalaman Responden Berdasarkan Saluran Televisi Yang Sering
Dilihat .............................................................................................. 79
Tabel 4.7
Pengalaman Responden Berdasarkan Frekuensi Pernah Melihat Iklan
Flexi Versi Bebas Bicara (Banci Salon) .......................................... 80
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu
Tabel 4.8
Pengalaman Responden Berdasarkan Frekuensi Masa Penayangan
Iklan Flexi Versi Bebas Bicara (Banci Salon) ................................... 81
Tabel 4.9
Pengalaman Responden Berdasarkan Pendapat Bagaimana
Seharusnya Iklan Flexi Dibuat .......................................................... 83
Tabel 4.10 Pengalaman Responden Berdasarkan Cara Untuk Meningkatkan Citra
Suatu Merek Maka Perlu Lebih Banyak Menayangkan Iklannya ..... 84
Tabel 4.11 Tanggapan Responden Terhadap Dimensi Mission .......................... 86
Tabel 4.12 Tanggapan Responden Terhadap Dimensi Message ......................... 88
Tabel 4.13 Tanggapan Responden Terhadap Dimensi Media ............................. 91
Tabel 4.14 Rekapitulasi Tanggapan Responden Terhadap Peranan Iklan Melalui
Televisi .............................................................................................. 93
Tabel 4.15 Tanggapan Responden Terhadap Dimensi Kekuatan........................ 95
Tabel 4.16 Tanggapan Responden Terhadap Dimensi Manfaat.......................... 97
Tabel 4.17 Tanggapan Responden Terhadap Dimensi Keunikan ..................... 100
Tabel 4.18 Rekapitulasi Tanggapan Responden Terhadap Citra Merek ........... 102
Tabel 4.19 Output Korelasi (Correlations) ....................................................... 104
Tabel 4.20 Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ....... 105
Tabel 4.21 Output Peranan Iklan Melalui Media Televisi Dalam Meningkatkan
Citra Merek Flexi ............................................................................ 106
Tabel 4.22 Koefisien.......................................................................................... 107
Tabel 4.23 ANOVA ........................................................................................... 108
Tabel 4.24 Autokorelasi Durbin-Watson........................................................... 110
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
Gambar 1.1
Jumlah Pelanggan Telekomunikasi................................................. 2
Gambar 1.2
Belanja Iklan Operator Seluler 2010 ............................................... 7
Gambar 2.1
Bauran Pemasaran Jasa ................................................................. 14
Gambar 2.2
Elemen-Element Dalam Proses Komunikasi ................................ 17
Gambar 2.3
Lima M Dalam Advertising .......................................................... 23
Gambar 2.4
Kerangka Ekuitas Merek Berbasis Konsumen ............................. 34
Gambar 2.5
Kerangka Pemikiran ...................................................................... 44
Gambar 2.6
Paradigma Penelitian .................................................................... 45
Gambar 4.1
Logo Telkom Flexi ....................................................................... 66
Gambar 4.2
Story Board Iklan Flexi Versi Bebas Bicara “Banci Salon” ......... 62
Gambar 4.3
Karakteristik Responden Berdasarkan Jenis Kelamin .................. 73
Gambar 4.4
Karakteristik Responden Berdasarkan Usia .................................. 75
Gambar 4.5
Karakteristik Responden Berdasarkan Jenis Pekerjaan ................ 76
Gambar 4.6
Karakteristik Responden Berdasarkan Penghasilan Perbulan ...... 77
Gambar 4.7
Pengalaman Responden Berdasarkan Iklan Operator CDMA yang
Menarik ......................................................................................... 78
Gambar 4.8
Pengalaman Responden Berdasarkan Saluran Televisi Yang Sering
Dilihat ........................................................................................... 80
Gambar 4.9
Pengalaman Responden Berdasarkan Frekuensi Pernah Melihat
Iklan Flexi Versi Bebas Bicara ”Banci Salon” ............................. 81
Gambar 4.10 Pengalaman Responden Berdasarkan Frekuensi Masa Penayangan
Iklan Flexi Versi Bebas Bicara (Banci Salon) .............................. 82
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Peranan Iklan Melalui Citra Merek Telkom Flexi
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Gambar 4.11 Pengalaman Responden Berdasarkan Pendapat Bagaimana
Seharusnya Iklan Flexi Dibuat ...................................................... 84
Gambar 4.12 Pengalaman Responden Berdasarkan Cara Untuk Meningkatkan
Citra Suatu Merek Maka Perlu Lebih Banyak Menayangkan
Iklannya ......................................................................................... 85
Gambar 4.13 Uji Normalitas ............................................................................. 109
Gambar 4.14 Uji Heteroskedastisitas................................................................ 111
Bambang Sucipto, 2012
Peranan Iklan Melalui Citra Merek Telkom Flexi
Universitas Pendidikan Indonesia | repository.upi.edu