S PEM 1202415 Table of content

DAFTAR ISI

ABSTRAK ........................................................................... Error! Bookmark not defined.
ABSTRACT .......................................................................... Error! Bookmark not defined.

KATA PENGANTAR .........................................................Error! Bookmark not defined.
UCAPAN TERIMAKASIH ................................................. Error! Bookmark not defined.
DAFTAR ISI................................................................................................................... viii
DAFTAR TABEL .............................................................................................................. x
DAFTAR GAMBAR ........................................................................................................ xi
DAFTAR LAMPIRAN .................................................................................................... xii
BAB I PENDAHULUAN ....................................................Error! Bookmark not defined.
1.1

Latar Belakang Penelitian..................................... Error! Bookmark not defined.

1.2

Identifikasi Masalah ............................................. Error! Bookmark not defined.

1.3

Rumusan Masalah ................................................ Error! Bookmark not defined.

1.4

Tujuan Penelitian.................................................. Error! Bookmark not defined.

1.5

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

Celebrity Endorser pada Instagram ..............Error! Bookmark not defined.

2.1.2

Keputusan Pembelian ................................... Error! Bookmark not defined.

2.1.3
Pengaruh Celebrity Endorser pada Instagram terhadap Keputusan
Pembelian .....................................................................Error! Bookmark not defined.
2.1.4

Penelitian Terdahulu ..................................... Error! Bookmark not defined.

2.2

Kerangka Pemikiran ............................................. Error! Bookmark not defined.

2.3

Hipotesis ..............................................................Error! Bookmark not defined.

BAB III OBJEK DAN METODE PENELITIAN ................Error! Bookmark not defined.
3.1

Objek Penelitian ................................................... Error! Bookmark not defined.

3.2

Metode dan Desain Penelitian .............................. Error! Bookmark not defined.

3.2.1

Metode Penelitian ......................................... Error! Bookmark not defined.

3.2.2

Desain Penelitian .......................................... Error! Bookmark not defined.

Dea Sintia Dwiyanty, 2016
PENGARUH CELEBGRAM (CELEBRITY ENDORSER PADA INSTAGRAM) TERHADAP KEPUTUSAN
PEMBELIAN

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

viii

3.3

Operasionalisasi Variabel ..................................... Error! Bookmark not defined.

3.4

Jenis, Sumber dan Teknik Pengumpulan Data......Error! Bookmark not defined.

3.4.1

Jenis dan Sumber Data .................................Error! Bookmark not defined.

3.4.2

Teknik Pengumpulan Data ........................... Error! Bookmark not defined.

3.5

Populasi, Sampel dan Teknik Sampling ...............Error! Bookmark not defined.

3.5.1

Populasi dan Sampel..................................... Error! Bookmark not defined.

3.5.2

Teknik Penarikan Sampel ............................. Error! Bookmark not defined.

3.6

Uji Instrumen Penelitian ....................................... Error! Bookmark not defined.

3.6.1

Uji Validitas ................................................. Error! Bookmark not defined.

3.6.2

Uji Reliabilitas.............................................. Error! Bookmark not defined.

3.7

Rancangan Analisis Data ...................................... Error! Bookmark not defined.

3.7.1

Rancangan Analisis ...................................... Error! Bookmark not defined.

3.7.2

Teknik Analisis Data Deskriptif ................... Error! Bookmark not defined.

3.7.3

Teknik Analisis Data Verifikatif................... Error! Bookmark not defined.

3.8

Uji Hipotesis ........................................................Error! Bookmark not defined.

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ......Error! Bookmark not defined.
4.1

Hasil Penelitian ....................................................Error! Bookmark not defined.

4.1.1

Profil Perusahaan .......................................... Error! Bookmark not defined.

4.1.2

Gambaran Umum Karakteristik Responden .Error! Bookmark not defined.

4.1.3

Gambaran Umum Pengalaman Responden ...Error! Bookmark not defined.

4.1.4
Gambaran Celebrity Endorser Pada Instagram ........... Error! Bookmark not
defined.
4.1.5

Gambaran Keputusan Pembelian .................. Error! Bookmark not defined.

4.1.6

Hasil Pengujian Hipotesis ............................. Error! Bookmark not defined.

4.2

Pembahasan Hasil Penelitian ................................ Error! Bookmark not defined.

4.2.1
Pembahasan Karakteristik dan Pengalaman Responden ... Error! Bookmark
not defined.
4.2.2

Pembahasan Celebrity Endorser pada Instagram........ Error! Bookmark not
defined.
4.2.3

Pembahasan Keputusan Pembelian ..............Error! Bookmark not defined.

4.2.4
Pembahasan Pengaruh Celebrity Endorser pada Instagram terhadap
Keputusan Pembelian ................................................... Error! Bookmark not defined.
BAB V KESIMPULAN DAN SARAN ............................... Error! Bookmark not defined.
Dea Sintia Dwiyanty, 2016
PENGARUH CELEBGRAM (CELEBRITY ENDORSER PADA INSTAGRAM) TERHADAP KEPUTUSAN
PEMBELIAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

ix

5.1

Kesimpulan ..........................................................Error! Bookmark not defined.

5.2

Saran ....................................................................Error! Bookmark not defined.

DAFTAR PUSTAKA ..........................................................Error! Bookmark not defined.

Dea Sintia Dwiyanty, 2016
PENGARUH CELEBGRAM (CELEBRITY ENDORSER PADA INSTAGRAM) TERHADAP KEPUTUSAN
PEMBELIAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

x

DAFTAR TABEL
Tabel 1.1 Data 4 Pesaing Menurut Perusahaan Walk in Summer ... Error! Bookmark not
defined.
Tabel 1.2 15 Top Selebgram Hijab Terpopuler di Indonesia ........... Error! Bookmark not
defined.
Tabel 2.1 Kerangka Dasar Komunikasi Umum ................. Error! Bookmark not defined.

Tabel 2.2 Lima Komponen dalam TEARS Model dari Atribut Endorser .................Error!
Bookmark not defined.
Tabel 2.3 Penelitian Terdahulu ......................................... Error! Bookmark not defined.
Tabel 3.1 Operasionalisasi Variabel .................................. Error! Bookmark not defined.
Tabel 3.2 Jenis dan Sumber Data ...................................... Error! Bookmark not defined.
Tabel 3.3 Variabel X (Celebrity Endorser pada Instagram) ............ Error! Bookmark not
defined.
Tabel 3.4 Variabel Y (Keputusan Pembelian) ................... Error! Bookmark not defined.
Tabel 3.5 Hasil Uji Reliabilitas ......................................... Error! Bookmark not defined.
Tabel 3.6 Kriteria Bobot Nilai Alternatif .......................... Error! Bookmark not defined.
Tabel 3.7 Rekapitulasi Pengolahan Data ........................... Error! Bookmark not defined.
Tabel 3.8 Pengubahan Data Ordinal ke Iterval .................. Error! Bookmark not defined.
Tabel 3.9 Pedoman Untuk Memberikan Interpretasi Koefisien KorelasiError! Bookmark
not defined.
Tabel 4.1 Karakteristik Responden Berdasarkan Usia....... Error! Bookmark not defined.
Tabel 4.2 Karakteristik Responden Berdasarkan Uang Saku Perbulan ..Error! Bookmark
not defined.
Tabel 4.3 Karakteristik Responden Berdasarkan Pendidikan Formal Terakhir .........Error!
Bookmark not defined.
Tabel 4.4 Pengalaman Responden Berdasarkan Lama Memiliki Akun Media Sosial
Instagram .......................................................................... Error! Bookmark not defined.
Tabel 4.5 Pengalaman Responden Berdasarkan Cara Mengetahui Zahratul Jannah ..Error!
Bookmark not defined.
Tabel 4.6 Celebrity Endorser pada Instagram Berdasarkan Trustworthiness ............Error!
Bookmark not defined.
Tabel 4.7 Celebrity Endorser pada Instagram Berdasarkan Expertise ...Error! Bookmark
not defined.
Tabel 4.8 Celebrity Endorser pada Instagram Berdasarkan Physical Attractiveness .Error!
Bookmark not defined.
Tabel 4.9 Celebrity Endorser pada Instagram Berdasarkan Respect Error! Bookmark not
defined.
Tabel 4.10 Celebrity Endorser pada Instagram Berdasarkan Similarity .Error! Bookmark
not defined.
Tabel 4.11 Rekapitulasi Skor Tanggapan Konsumen Mengenai Celebrity Endorser pada
Instagram Sepatu Walk in Summer ................................... Error! Bookmark not defined.
Tabel 4.12 Keputusan Pembelian Berdasarkan Pemilihan Produk .. Error! Bookmark not
defined.
Tabel 4.13 Keputusan Pembelian Berdasarkan Pemilihan Merek ... Error! Bookmark not
defined.

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Tabel 4.14 Keputusan Pembelian Berdasarkan Pemilihan Saluran Pembelian ..........Error!
Bookmark not defined.
Tabel 4.15 Keputusan Pembelian Berdasarkan Penentuan Waktu Pembelian ...........Error!
Bookmark not defined.
Tabel 4.16 Rekapitulasi Skor Tanggapan Konsumen Mengenai Keputusan Pembelian
Sepatu Walk in Summer.................................................... Error! Bookmark not defined.
Tabel 4.17 Output Korelasi ............................................... Error! Bookmark not defined.
Tabel 4.18 Interpretasi Koefisien Korelasi ........................ Error! Bookmark not defined.
Tabel 4.19 Output Pengaruh Celebrity Endorser Pada Instagram ... Error! Bookmark not
defined.
Tabel 4.20 Output Koefisien Regresi ................................ Error! Bookmark not defined.
Tabel 4.21 Nilai Signifikasi Uji t ...................................... Error! Bookmark not defined.

Dea Sintia Dwiyanty, 2016
PENGARUH CELEBGRAM (CELEBRITY ENDORSER PADA INSTAGRAM) TERHADAP KEPUTUSAN
PEMBELIAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

xii

DAFTAR GAMBAR
Gambar 1.1 Pertumbuhan Pengguna Internet dan Media Sosial di Indonesia ...........Error!
Bookmark not defined.
Gambar 1.2 Tiga Peringkat Pengguna Instagram Terbanyak di Dunia ...Error! Bookmark
not defined.
Gambar 1.3 Perilaku Pengguna Instagram ........................ Error! Bookmark not defined.
Gambar 1.4 Perilaku Tingkat Daya Beli Belanja Online di Instagram ...Error! Bookmark
not defined.
Gambar 1.5 Pertumbuhan Penjualan Walk in Summer ..... Error! Bookmark not defined.
Gambar 2.1 Model Perilaku Konsumen ............................ Error! Bookmark not defined.
Gambar 2.2 Model Lima Tahap Proses Keputusan Pembelian........ Error! Bookmark not
defined.
Gambar 2.3 Kerangka Pemikiran Pengaruh Celebrity Endorser pada Instagram Terhadap
Keputusan Pembelian ........................................................ Error! Bookmark not defined.
Gambar 2.4 Paradigma Penelitian ..................................... Error! Bookmark not defined.
Gambar 3.1 Screenshot Jumlah Followers Walk in Summer .......... Error! Bookmark not
defined.
Gambar 3.2 Garis Kontinum Variabel X dan Y ................ Error! Bookmark not defined.
Gambar 4.1 Hasil Kontinum Celebrity Endorser pada Instagram Konsumen Sepatu Walk
in Summer ......................................................................... Error! Bookmark not defined.
Gambar 4.2 Hasil Kontinum Keputusan Pembelian Konsumen Sepatu Walk in Summer
.......................................................................................... Error! Bookmark not defined.
Gambar 4.3 Uji Normalitas ............................................... Error! Bookmark not defined.

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DAFTAR LAMPIRAN
Lampiran 1

Administratif

Lampiran 2

Kuisioner Penelitian

Lampiran 3

Output Validitas dan Reliabilitas

Lampiran 4

Output Regresi Linear Sederhana dengan SPSS 17.0 for Windows

Lampiran 5

Data Ordinal

Lampiran 6

Data Interval

Lampiran 7

Catatan Bimbingan

Lampiran 8

Daftar Riwayat Hidup

Lampiran 9

Produk Walk in Summer dan Celebgram

Dea Sintia Dwiyanty, 2016
PENGARUH CELEBGRAM (CELEBRITY ENDORSER PADA INSTAGRAM) TERHADAP KEPUTUSAN
PEMBELIAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

xiv