PERAN CITRA MEREK DALAM MEMEDIASI HUBUNGAN ANTARA KREDIBILITAS PERUSAHAAN DAN SELEBRITI PENDUKUNG DENGAN MINAT BELI PRODUK ADIDAS DI KOTA BANDUNG (Studi pada Iklan Adidas Indonesia di Instagram)

DAFTAR ISI
ABSTRACT .......................................................................................................... i
ABSTRAK .......................................................................................................... ii
KATA PENGANTAR ....................................................................................... iii
DAFTAR ISI....................................................................................................... v
DAFTAR TABEL ........................................................................................... viii
DAFTAR GAMBAR .......................................................................................... x
DAFTAR GRAFIK ........................................................................................... xi
DAFTAR LAMPIRAN .................................................................................... xii
BAB I

PENDAHULUAN
1.1 Latar Belakang............................................................................... 1
1.2 Identifikasi Masalah ...................................................................... 6
1.3 Tujuan Penelitian ........................................................................... 7
1.4 Manfaat Penelitian ......................................................................... 8
1.4.1 Manfaat Praktis .................................................................. 8
1.4.2 Manfaat Teoritis ................................................................ 8
1.5 Sistematika Skripsi ........................................................................ 8

BAB II

TINJAUAN PUSTAKA
2.1 Landasan Teori ............................................................................ 10
2.1.1 Manajemen Pemasaran ..................................................... 10
2.1.2 Bauran Pemasaran ............................................................. 10
2.1.3 Promosi ............................................................................. 12
2.1.3.1 Bauran Promosi ................................................... 13
2.1.4 Periklanan (Advertising) ................................................... 14
2.1.4.1 Tujuan Periklanan ................................................ 14
2.1.4.2 Memilih Media Periklanan .................................. 15
2.1.5 Selebriti Pendukung (Celebrity Endorser)........................ 16
2.1.6 Kredibilitas Perusahaan (Corporate Credibility) .............. 17
2.1.7 Konsep Citra Merek (Brand Image) ................................. 18
2.1.7.1 Merek (Brand) ..................................................... 18
2.1.7.2 Tujuan Pemberian Merek .................................... 19
2.1.7.3 Citra (Image) ....................................................... 19
2.1.7.4 Peran Citra (Image) ............................................. 20
2.1.7.5 Citra Merek (Brand Image) ................................. 20
2.1.7.6 Manfaat Citra Merek (Brand Image) ................... 21
2.1.7.7 Faktor-Faktor Pembentuk Citra Merek ............... 21

2.1.8 Konsep Minat Beli ............................................................ 23
2.1.8.1 Indikator Minat Beli ............................................ 23
2.2 Kajian Penelitian Sebelumnya ..................................................... 24
2.3 Kerangka Pemikiran .................................................................... 27
2.4 Hipotesis ...................................................................................... 27

v

BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .......................................................................... 31
3.2 Unit Analisis ................................................................................ 31
3.3 Populasi dan Teknik Sampling .................................................... 31
3.3.1 Populasi ............................................................................. 31
3.3.2 Sampel dan Teknik Sampling ........................................... 31
3.4 Jenis dan Sumber Data ................................................................ 34
3.5 Teknik Pengumpulan Data .......................................................... 34
3.5.1 Uji Validitas ...................................................................... 35
3.5.2 Uji Reliabilitas .................................................................. 36
3.6 Operasionalisasi Variabel ............................................................ 36
3.7 Metode Analisis Data .................................................................. 41

3.7.1 Metode yang Digunakan ................................................... 41
3.7.2 Skala Pengukuran .............................................................. 42
3.7.3 Analisis Verifikatif............................................................ 42
3.7.3.1 Transformasi Data ............................................... 42
3.7.3.2 Uji Asumsi Klasik ............................................... 43
3.7.3.3 Analisis Jalur (Path Analysis) Model Trimming . 45
3.7.3.4 Pengujian Kesesuaian Model .............................. 49
BAB IV

HASIL PENELITIAN DAN PEMBAHASAN
4.1 Tingkat Pengembalian Kuesioner (Response Rate) ................... 51
4.2 Profil Responden ........................................................................ 52
4.3 Analisis Deskriptif ..................................................................... 54
4.3.1 Tanggapan Responden Terhadap Kredibilitas Perusahaan
Adidas .............................................................................. 55
4.3.2 Tanggapan Responden Terhadap Selebriti Pendukung
Adidas .............................................................................. 56
4.3.3 Tanggapan Responden Terhadap Citra Merek Adidas .... 59
4.3.4 Tanggapan Responden Terhadap Minat Beli Produk Adidas
........................................................................................ 60

4.4 Pengujian Validitas dan Reliabilitas .......................................... 61
4.4.1 Hasil Uji Validitas ........................................................... 61
4.4.2 Hasil Uji Reliabilitas ....................................................... 64
4.5 Analisis Verifikatif ..................................................................... 65
4.5.1 Uji Asumsi Klasik ........................................................... 65
4.5.2 Analisis Jalur ................................................................... 73
4.5.2.1 Pengujian Substruktur 1 ..................................... 73
4.5.2.2 Pengujian Substruktur 2 ..................................... 76
4.5.2.3 Pengujian Kesesuaian Model ............................. 82
4.6 Pembahasan Hasil Analisis Jalur ............................................... 83
4.7 Peran Citra Merek sebagai Variabel Mediasi ............................ 85

vi

BAB V

KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................ 86
5.2 Saran .......................................................................................... 87

DAFTAR PUSTAKA ....................................................................................... 89
LAMPIRAN

vii