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PENGARUH TERPAAN IKLAN TOKOPEDIA DI GAMES TAHU BULAT
TERHADAP PENINGKATAN BRAND EQUITY
(Survei pada Pengunjung Fanpage Facebook Own Games Indonesia)
SKRIPSI
NURUL ZULHIJAYANTI
1210411061
UNIVERSITAS PEMBANGUNAN NASIONAL“VETERAN”JAKARTA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
ILMU KOMUNIKASI
2017
PENGARUH TERPAAN IKLAN TOKOPEDIA DI GAMES TAHU BULAT
TERHADAP PENINGKATAN BRAND EQUITY
(Survei pada Pengunjung Fanpage Facebook Own Games Indonesia)
SKRIPSI
Diajukan sebagai Salah Satu Syarat untuk Memperoleh Gelar
Sarjana Ilmu Komunikasi
NURUL ZULHIJAYANTI
1210411061
UNIVERSITAS PEMBANGUNAN NASIONAL“VETERAN”JAKARTA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
ILMU KOMUNIKASI
2017
iii
iv
v
vi
PENGARUH TERPAAN IKLAN TOKOPEDIA DI GAMES TAHU BULAT
TERHADAP PENINGKATAN BRAND EQUITY
(SURVEI PADA PENGUNJUNG FANPAGE FACEBOOK
OWN GAMES INDONESIA)
Nurul Zulhijayanti
1210411061
Abstrak
Banyaknya fenomena situs toko online di Indonesia memiliki strategi dalam
mengiklankan produknya. Terdapat merek Tokopedia di dalam games tahu bulat
merupakan cara beriklan yang baru bagi dunia E-Commerce. Games tahu bulat
menampilkan iklan Tokopedia tagline (sudah cek Tokopedia?), hingga mascot
Tokopedia yang dapat dilihat oleh para pemain tanpa menggangu jalannya
permainan. Tujuan penelitian untuk mengetahui seberapa besar pengaruh terpaan
iklan Tokopedia di games tahu bulat terhadap peningkatan Brand Equity.
Penelitian ini menggunakan teori terpaan iklan dan brand equity. Pendekatan
penelitian kuantitatif dengan jenis penelitian eksplanatif. Populasi sebesar 78.279
dan perhitungan sampel melalui rumus yamane yang hasilnya sebanyak 100
responden. Teknik penarikan sampel yang digunakan yaitu non probability
sampling yaitu accidental sampling. Hasil penelitian diperoleh uji korelasi sebesar
0,674 yang berarti mempunyai hubungan yang cukup kuat yang menyatakan
mempunyai pengaruh yang signifikan dan koefisien determinasi besarnya 45,0%
sedangkan untuk nilai t hitung 8,947> t tabel 1,600 yang berarti terdapat pengaruh
terpaan iklan terhadap brand equity. Berdasarkan hasil penelitian ini dapat
disimpulkan bahwa terdapat taraf signifikasi 10% diperoleh t hitung 8,947> t tabel
1,600. Sehingga terlihat bahwa H0 ditolak dan Ha diterima, artinya bahwa ada
pengaruh Terpaan Iklan Tokopedia di Games Tahu Bulat Terhadap Peningkatan
Brand Equity (Survei Pengunjung Fanpage Facebook Own Games Indonesia).
Kata kunci : Terpaan iklan, Games Tahu Bulat, Brand Equity
vii
THE INFLUENCE OF ADVERTISING TOKOPEDIA IN TAHU BULAT
GAMES TO INCREASE BRAND EQUITY
(VISITOR SURVEY FACEBOOK FANPAGE
OWN GAMES INDONESIA)
Nurul Zulhijayanti
1210411061
Abstract
Many phenomena site online store in indonesia has strategy in advertising their
product .In games this tokopedia an advertising display tokopedia , a tagline , until
mascot tokopedia that can be viewed by the players without disturbing his way
game .The purpose of this research is to know how big the influence of double-
digit advertising tokopedia in games Tahu Bulat on increased brand equity. A
theory that used in this research was communication theory, mass communication,
advertising, application, social media, double digit advertising and brand equity.
Approach research use is quantitative eksplanatif with the kind of research .The
population of 78.279 and calculation sample formula yamane through the result of
as many as 100 respondents . Technique withdrawal sample used the probability
of sampling namely accidental sampling .The results of the study obtained the
correlation of 0,674 that means it has a strong enough that have an significant and
coefficients determination the size of the 45,0 % and to value t count 8,947 > t
table 1,600 which means is the double-digit advertising to brand equity . The
conclusion of the study to level of significance in 10 % obtained t count 8,947 > t
tabel 1,600 table .So that it can be seen that h0 were rejected and ha accepted , it
means that there is the influence of advertising tokopedia double-digit in games
know round to a significant increase in brand equity ( visitors survey fanpage
facebook own games indonesia ) .
Keywords: advertising exposure , games tahu bulat, brand equity
viii
KATA PENGANTAR
Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas segala
karunia-Nya sehingga penulis dapat menyelesaikan skripsi ini. Judul dalam skripsi
ini “Pengaruh Terpaan Iklan Tokopedia Di Games Tahu Bulat Terhadap
Peningkatan Brand Equity (Survei Pengunjung Fanpage Facebook Own
Games Indonesia)”. Penulis ucapkan terima kasih kepada Ibu Ana Kuswanti,
S.Ikom, M.Si selaku dosen pembimbing yang telah memberikan waktu serta
banyak masukan yang sangat bermanfaat bagi penulis.
Disamping itu, penulis juga mengucapkan terimakasih kepada orang tua
penulis yang telah memberikan semangat, doa dan dukungan bagi penulis serta
para sahabat Asrie, Della, Rara, Lolita, Bacil serta Komunikasi angkatan 2012 dan
teman-teman satu bimbingan penulis yang telah memberikan semangat, motivasi
dan bantuan dalam penulisan skripsi ini.
Jakarta, 20 Januari 2016
Penulis
Nurul Zulhijayanti
ix
DAFTAR ISI
JUDUL SKRIPSI……………………………………………………………… i
PERYATAAN ORISINLITAS ........................................................................... iii
PERNYATAAN PERSETUJUAN ..................................................................... iv
PENGESAHAN .................................................................................................. v
ABSTRAK .......................................................................................................... vi
KATA PENGANTAR ........................................................................................ viii
DAFTAR ISI………………………………………………………………….. ix
DAFTAR TABEL ............................................................................................... xii
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR LAMPIRAN ....................................................................................... xv
BAB I PENDAHULUAN ................................................................................... 1
I.1 Latar Belakang ........................................................................................... 1
I.2 Rumusan Masalah ...................................................................................... 7
I.3 Tujuan Penelitian ....................................................................................... 7
I.4 Manfaat Penelitian ..................................................................................... 7
1.5 Sistematika Penulisan …………………………………………………… 9
BAB II KAJIAN TEORI ................................................................................ 10
II.1 Landasan Teori ................................................................................... 10
II.1.1 Definisi Komunikasi ........................................................................... 10
II.1.2 Komunikasi Massa ............................................................................. 10
II.1.3 Periklanan ........................................................................................... 11
II.1.4 Pengertian Aplikasi ............................................................................ 13
II.1.5 Media Sosial ....................................................................................... 13
II.2 Teori Konsep ...................................................................................... 15
II.2.1 Terpaan Iklan ...................................................................................... 15
II.2.2 Brand Equity ....................................................................................... 16
II.3 Kerangka Berfikir……………………………………………………. 19
II.4 Perumusan Hipotesis………………………………………………….19
x
BAB III METODOLOGI PENELITIAN............................................................ 20
III.1 Pendekatan Penelitian ............................................................................. 20
III.2 Sifat Penelitiam …………………………………………………………. 20
III.3 Populasi dan Sampel ................................................................................ 20
III.3.1 Populasi …………………………………………………………. 20
III.3.2 Sampel …………………………………………………………... 21
III.4 Teknik Pengumpulan Data ....................................................................... 23
III.5 Oprasional Variabel .................................................................................. 24
III.6 Teknik Analisis Data ................................................................................. 26
III.7 Pre Test ...................................................................................................... 27
III.7.1 Uji Validitas .................................................................................. 27
III.7.2 Uji Reliabilitas .............................................................................. 29
III.7.3 Uji Korelasi ................................................................................... 31
III.7.4 Koefisien Determinasi ................................................................... 33
III.7.5 Uji Hipotesis ................................................................................. 33
III.8 Waktu dan Tempat Penelitian .................................................................. 34
BAB IV ANALISIS DAN PEMBAHASAN ...................................................... 35
IV.1 Gambaran Umum Objek Penelitian ........................................................... 35
IV.1.1 Profile PT. Tokopedia .................................................................... 35
IV.1.2 Sistem Pembayaran ........................................................................ 37
IV.1.3 Mascot Perusahaan ......................................................................... 37
IV.1.4 Visi dan Misi Tokopedia ………………………………………... 38
IV.1.5 Jenis produk ……………………………………………………... 38
IV.1.6 Struktur Organisasi………………………………………………. 40
IV.1.7 Sejarah Own Games Indonesia………………………………….. 41
IV.1.8 Visi dan Misi Own Games Indonesia…………………………… 42
IV.1.9 Tahu Bulat By Own Games……………………………………… 42
IV.1.10 Konten di Dalam Games……………………………………….. 43
IV.2 Hasil Penelitian .......................................................................................... 43
IV.2.1 Identitas Responden ....................................................................... 43
xi
IV.2.2 Analisis Variabel ........................................................................... 46
IV.2.2.1 Variabel X Terpaan Iklan ............................................................ 46
IV.2.2.2 Variabel Y Brand Equity ............................................................ 55
IV.3 Analisis Pengaruh Terpaan Iklan Tokopedia ............................................ 64
IV.4 Analisis Peningkatan Brand Equity ........................................................... 66
IV.5 Uji Korelasi ................................................................................................ 67
IV.6 Uji Koefisien Determinasi ......................................................................... 68
IV.7 Uji Signifikasi Hipotesis ............................................................................ 69
IV.8 Pembahasan ................................................................................................ 69
BAB V PENUTUP
V.1 Kesimpulan ................................................................................................. 73
V.2 Saran ............................................................................................................ 74
DAFTAR PUSTAKA .........................................................................................
RIWAYAT HIDUP
LAMPIRAN
xii
DAFTAR TABEL
Tabel 1 Jumlah Pengunjung Facebook Own Games ......................................... 21
Tabel 2 Operasional Variabel............................................................................... 24
Tabel 3 Pengukuran Skala Likert ......................................................................... 26
Tabel 4 Interpretasi Koefisien Korelasi Nilai ...................................................... 26
Tabel 5 Uji Validitas Variabel X ........................................................................ 29
Tabel 6 Uji Validitas Variabel Y ......................................................................... 30
Tabel 7 Tingkat Reabilitas ................................................................................. 31
Tabel 8 Uji Reabilitas Variabel X ....................................................................... 32
Tabel 9 Uji Reabilitas Variabel Y ....................................................................... 32
Tabel 10 Interpretasi Koefisien Korelasi Nilai ..................................................... 33
Tabel 11 Uraian Tabel Kegiatan ........................................................................... 35
Tabel 12 Karakteristik Responden Jenis Kelamin ................................................ 46
Tabel 13 Usia Responden...................................................................................... 46
Tabel 14 Pekerjaan Responden ............................................................................. 47
Tabel 15 Responden Memainkan Tahu Bulat ....................................................... 47
Tabel 16 Kuisioner X1 .......................................................................................... 48
Tabel 17 Kuisioner X2 .......................................................................................... 49
Tabel 18 Kuisioner X3 .......................................................................................... 49
Tabel 19 Kuisioner X4 .......................................................................................... 50
Tabel 20 Kuisioner X5 .......................................................................................... 51
Tabel 21 Kuisioner X6 .......................................................................................... 51
Tabel 22 Kuisioner X7 .......................................................................................... 52
Tabel 23 Kuisioner X8 .......................................................................................... 53
Tabel 24 Kuisioner X9 .......................................................................................... 53
Tabel 25 Kuisioner X10 ........................................................................................ 54
Tabel 26 Kuisioner X11 ........................................................................................ 55
Tabel 27 Kuisioner X12 ........................................................................................ 55
Tabel 28 Kuisioner Y1 .......................................................................................... 56
Tabel 29 Kuisioner Y2 .......................................................................................... 57
xiii
Tabel 30 Kuisioner Y3 .......................................................................................... 58
Tabel 31 Kuisioner Y4 .......................................................................................... 59
Tabel 32 Kuisioner Y5 .......................................................................................... 60
Tabel 33 Kuisioner Y6 .......................................................................................... 61
Tabel 34 Kuisioner Y7 .......................................................................................... 62
Tabel 35 Kuisioner Y8 .......................................................................................... 63
Tabel 36 Kuisioner Y9 ........................................................................................... 64
Tabel 37 Kuisioner Y10 ......................................................................................... 65
Tabel 38 Kuisioner Y11 ......................................................................................... 66
Tabel 39 Kuisioner Y12 ......................................................................................... 67
Tabel 40 Kuisioner Y13 ......................................................................................... 68
Tabel 41 Skala Interval Variabel X ........................................................................ 69
Tabel 42 Skala Interval Variabel Y ........................................................................ 71
Tabel 43 Analisis Hasil Uji Korelasi ..................................................................... 71
Tabel 44 Analisis Hasil Uji Determinasi ............................................................... 72
xiv
DAFTAR GAMBAR
Gambar 1 Tampilan awal games tahu bulat ......................................................... 5
Gambar 2 Tampilan pada saat permainan berlangsung ......................................... 6
Gambar 3 Kerangka berfikir ................................................................................ 19
Gambar 4 Logo Tokopedia .................................................................................. 35
Gambar 5 Mascot Tokopedia ............................................................................... 37
Gambar 6 Logo Own Games Indonesia ............................................................... 42
xv
DAFTAR LAMPIRAN
Lampiran 1 : A. 2. 2
Lampiran 2 : A. 5
Lampiran 3 : Surat Permohonan Riset
Lampiran 4 : Surat Balasan Riset
Lampiran 5 : KHS
Lampiran 6 : Print Out Pembayaran
Lampiran 7 : Surat Bebas Perpustakaan Fakultas
Lampiran 8 : TOEFL
Lampiran 9 : Sertifikat Outbound
Lampiran 10 : Ijazah SMA
Lampiran 11 : Riwayat Hidup
Lampiran 12 : Kuesioner
Lampiran 13 : Data Variabel X
Lampiran 14 : Data Variabel Y
Lampiran 15 : Hasil Penghitungan SPSS