s psi 0806955 table of content
DAFTAR ISI
HALAMAN JUDUL
LEMBAR PERSETUJUAN
LEMBAR PENGUJI
LEMBAR PERNYATAAN…………………………………………………… i
ABSTRAK …………………………………………………………………….. ii
ABSTRAC …………………………………………………………………….. iii
KATA PENGANTAR ………………………………………………………... iv
UCAPAN TERIMAKASIH ………………………………………………….. v
DAFTAR ISI …………………………………………………………………. vii
DAFTAR TABEL ……………………………………………………………. x
DAFTAR BAGAN.... ………………………………………………………… x
DAFTAR LAMPIRAN …………………………………………………….... xi
BAB I PENDAHULUAN
A. Latar Belakang Penelitian......................................................................... 1
B. Identifikasi Masalah Penelitian ................................................................ 9
C. Batasan Masalah ...................................................................................... 11
D. Rumusan Masalah .................................................................................... 11
E. Tujuan Penelitian ..................................................................................... 11
F. Manfaat Penelitian ................................................................................... 12
BAB II PERSEPSI DAN INTENSI
A. Persepsi .................................................................................................... 13
B. Pemasaran dan Iklan ................................................................................ 17
C. Profil Produk AXE .................................................................................. 29
D. Persepsi Konsumen Mengenai Daya Tarik Seksual Perempuan dalam Iklan
AXE ......................................................................................................... 31
E. Teori Intensi Pembelian Produk .............................................................. 32
F. Penelitian Sebelumnya ............................................................................. 39
G. Kerangka Berpikir dan Hipotesis ............................................................. 40
BAB III METODE PENELITIAN
A. Lokasi dan Sampel Penelitian .................................................................. 42
B. Desain Penelitian ...................................................................................... 43
C. Metode Penelitian ..................................................................................... 43
D. Definisi Operasional ................................................................................. 44
E. Instrumen Penelitian ................................................................................. 46
1. Instrumen Persepsi Konsumen Mengenai Daya Tarik Seksual
Perempuan dalam Iklan AXE ............................................................. 47
Isma Dwi Maharani, 2013
Kontribusi Persepsi Konsumen Tentang Daya Tarik Seksual Perempuan Dalam Iklan AXE Terhadap
Intensi Pembelian Produk Pada Mahasiswa UPI Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
2. Instrumen Intensi Pembelian Produk ................................................. 49
3. Prosedur Pengisian Kuesioner ............................................................ 49
4. Skoring................................................................................................ 50
F. Pengembangan Instrumen ..…………………………………………….. 50
1. Uji Validitas Instrumen ...................................................................... 51
2. Uji Reliabilitas ................................................................................... 62
G. Teknik Pengumpulan Data ....................................................................... 65
H. Analisis Data
1. Uji Asumsi Statistik ........................................................................... 65
2. Pengujian Hipotesisi .......................................................................... 66
BAB IV HASIL DAN PEMBAHASAN
A. Hasil Penelitian ........................................................................................ 70
B. Pembahasan .............................................................................................. 78
BAB V KESIMPULAN DAN SARAN
A. Kesimpulan .............................................................................................. 82
B. Saran ........................................................................................................ 83
DAFTAR PUSTAKA ........................................................................................ 88
RIWAYAT PENULIS
LAMPIRAN-LAMPIRAN
Isma Dwi Maharani, 2013
Kontribusi Persepsi Konsumen Tentang Daya Tarik Seksual Perempuan Dalam Iklan AXE Terhadap
Intensi Pembelian Produk Pada Mahasiswa UPI Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
HALAMAN JUDUL
LEMBAR PERSETUJUAN
LEMBAR PENGUJI
LEMBAR PERNYATAAN…………………………………………………… i
ABSTRAK …………………………………………………………………….. ii
ABSTRAC …………………………………………………………………….. iii
KATA PENGANTAR ………………………………………………………... iv
UCAPAN TERIMAKASIH ………………………………………………….. v
DAFTAR ISI …………………………………………………………………. vii
DAFTAR TABEL ……………………………………………………………. x
DAFTAR BAGAN.... ………………………………………………………… x
DAFTAR LAMPIRAN …………………………………………………….... xi
BAB I PENDAHULUAN
A. Latar Belakang Penelitian......................................................................... 1
B. Identifikasi Masalah Penelitian ................................................................ 9
C. Batasan Masalah ...................................................................................... 11
D. Rumusan Masalah .................................................................................... 11
E. Tujuan Penelitian ..................................................................................... 11
F. Manfaat Penelitian ................................................................................... 12
BAB II PERSEPSI DAN INTENSI
A. Persepsi .................................................................................................... 13
B. Pemasaran dan Iklan ................................................................................ 17
C. Profil Produk AXE .................................................................................. 29
D. Persepsi Konsumen Mengenai Daya Tarik Seksual Perempuan dalam Iklan
AXE ......................................................................................................... 31
E. Teori Intensi Pembelian Produk .............................................................. 32
F. Penelitian Sebelumnya ............................................................................. 39
G. Kerangka Berpikir dan Hipotesis ............................................................. 40
BAB III METODE PENELITIAN
A. Lokasi dan Sampel Penelitian .................................................................. 42
B. Desain Penelitian ...................................................................................... 43
C. Metode Penelitian ..................................................................................... 43
D. Definisi Operasional ................................................................................. 44
E. Instrumen Penelitian ................................................................................. 46
1. Instrumen Persepsi Konsumen Mengenai Daya Tarik Seksual
Perempuan dalam Iklan AXE ............................................................. 47
Isma Dwi Maharani, 2013
Kontribusi Persepsi Konsumen Tentang Daya Tarik Seksual Perempuan Dalam Iklan AXE Terhadap
Intensi Pembelian Produk Pada Mahasiswa UPI Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
2. Instrumen Intensi Pembelian Produk ................................................. 49
3. Prosedur Pengisian Kuesioner ............................................................ 49
4. Skoring................................................................................................ 50
F. Pengembangan Instrumen ..…………………………………………….. 50
1. Uji Validitas Instrumen ...................................................................... 51
2. Uji Reliabilitas ................................................................................... 62
G. Teknik Pengumpulan Data ....................................................................... 65
H. Analisis Data
1. Uji Asumsi Statistik ........................................................................... 65
2. Pengujian Hipotesisi .......................................................................... 66
BAB IV HASIL DAN PEMBAHASAN
A. Hasil Penelitian ........................................................................................ 70
B. Pembahasan .............................................................................................. 78
BAB V KESIMPULAN DAN SARAN
A. Kesimpulan .............................................................................................. 82
B. Saran ........................................................................................................ 83
DAFTAR PUSTAKA ........................................................................................ 88
RIWAYAT PENULIS
LAMPIRAN-LAMPIRAN
Isma Dwi Maharani, 2013
Kontribusi Persepsi Konsumen Tentang Daya Tarik Seksual Perempuan Dalam Iklan AXE Terhadap
Intensi Pembelian Produk Pada Mahasiswa UPI Bandung
Universitas Pendidikan Indonesia | repository.upi.edu