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Transcript of KATA PENGANTAR - repository.uph.edurepository.uph.edu/1068/3/ToC.pdf · ENDORSER AGNES MONICA DALAM...
vii
KATA PENGANTAR
Puji syukur kepada Tuhan Yesus Kristus yang Maha Esa atas segala berkat
dan rahmat yang diberikan, sehingga Penulis dapat menyelesaikan karya Tugas Akhir
ini.
Tugas Akhir dengan judul “EFEKTIVITAS PENGGUNAAN CELEBRITY
ENDORSER AGNES MONICA DALAM IKLAN TELKOMSEL SIMPATI
“DANCE LIKE AGNES” ini ditujukan untuk memenuhi sebagian persyaratan
akademik guna memperoleh gelar Sarjana Ilmu Komunikasi Strata Satu Universitas
Pelita Harapan, Karawaci.
Penulis menyadari bahwa tanpa bimbingan, bantuan, dan doa dari berbagai
pihak, Tugas Akhir ini tidak akan dapat diselesaikan tepat pada waktunya. Oleh
karena itu, Penulis mengucapkan terimah kasih yang sebesar-besarnya kepada semua
pihak yang telah membantu dalam proses pengerjaan Tugas Akhir ini, yaitu kepada:
1) Prof. Aleksius Jemadu, Ph.D., selaku Dekan Fakultas Ilmu Sosial dan Ilmu
Politik.
2) Dr. phil. Deborah Simorangkir, B.A., M.S., selaku Ketua Jurusan Ilmu
Komunikasi.
3) Prof. Dr. Paulus Tangdilintin, selaku Dosen Pembimbing yang telah memberikan
bimbingan dan banyak memberikan masukan kepada Penulis.
4) Drs. Palar Pardi S. S.E., M.S., selaku Penasehat Akademik Penulis dan juga telah
memberikan banyak masukan kepada Penulis.
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5) Seluruh Dosen dan Staf pengajar yang telah memberikan bekal ilmu pengetahuan
kepada Penulis selama masa perkuliahan.
6) Seluruh Staf Karyawan perpustakaan yang telah membantu Penulis selama
penulisan Tugas Akhir ini.
7) Papa, Mama, dan Saudara-saudara yang telah memberikan dukungan, doa, dan
kasih sayang.
8) Olivia, Yunni, Melissa, Juliana, Anne, Lysan, Tracy, Cindy, dan Heny yang telah
memberikan semangat dan bantuan kepada Penulis.
9) Kepada Windy dan Ferry yang selalu menemani Penulis siang dan malam, dan
juga memberikan dukungan, semangat, dan bantuan kepada Penulis.
10) Semua pihak yang namanya tidak dapat disebutkan satu per satu.
Akhir kata, Penulis menyadari bahwa masih terdapat banyak kekurangan dalam
Tugas Akhir ini. Oleh karena itu, kritik dan saran dari pembaca akan sangat
bermanfaat bagi Penulis. Semoga Tugas Akhir ini dapat bermanfaat bagi semua pihak
yang membacanya.
Karawaci, Februari 2013
Penulis
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DAFTAR ISI
HALAMAN JUDUL ..................................................................................... i PERNYATAAN KEASLIAN TUGAS AKHIR ........................................... ii PERSETUJUAN DOSEN PEMBIMBING .................................................. iii PERSETUJUAN TIM PENGUJI TUGAS AKHIR ...................................... iv ABSTRAK .................................................................................................... v ABSTRACT .................................................................................................. vi KATA PENGANTAR .................................................................................. vii DAFTAR ISI ................................................................................................. ix DAFTAR GAMBAR .................................................................................... xii DAFTAR TABEL ......................................................................................... xiii DAFTAR LAMPIRAN ................................................................................. xv BAB I PENDAHULUAN
I.1. Latar Belakang Masalah ......................................................... 1 I.2. Identifikasi Masalah ............................................................... 4 I.3. Rumusan Masalah .................................................................. 6 I.4. Tujuan Penelitian .................................................................... 6 I.5. Kegunaan Penelitian ............................................................... 6
I.5.1. Kegunaan Akademis ..................................................... 6 I.5.2. Kegunaan Praktis ........................................................... 6 I.5.3. Kegunaan Sosial ............................................................ 7
I.6. Sistematika Penulisan ............................................................. 7 BAB II OBJEK PENELITIAN
II.1. Telkomsel .............................................................................. 9 II.2. Slogan, Visi, dan Misi Telkomsel ......................................... 11
II.2.1. Slogan Telkomsel ....................................................... 11 II.2.2. Visi Telkomsel ........................................................... 11 II.2.3. Misi Telkomsel ........................................................... 12
II.3. Produk PT. Telkomsel .......................................................... 12 II.3.1. Kartu HALO ............................................................... 12 II.3.2. simPATI ..................................................................... 13 II.3.3. Kartu AS ..................................................................... 14 II.3.4. Telkomsel Flash ......................................................... 15
II.4. Struktur Organisasi PT. Telkomsel ....................................... 15 II.5. Agnes Monica ....................................................................... 18 II.6. Iklan Telkomsel simPATI “Dance Like Agnes” ................... 21
BAB III TINJAUAN PUSTAKA III.1. Komunikasi .......................................................................... 23 III.2. Komunikasi Pemasaran ....................................................... 24 III.3. Integrated Marketing Communication ................................ 25 III.4. Iklan ..................................................................................... 26
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III.4.1. Fungsi Iklan ............................................................. 27 III.5. Celebrity Endorsement ........................................................ 28
III.5.1. Atribut Celebrity Endorsement ................................ 29 III.5.2. Manfaat Celebrity Endorsement .............................. 31 III.5.3. Resiko Penggunaan Celebrity Endorsement ............ 33
III.6. Kerangka Pemikiran ............................................................ 34 BAB IV METODE PENELITIAN
IV.1. Metode Penelitian ................................................................ 36 IV.2. Populasi dan Sampling ........................................................ 37
IV.2.1. Populasi ................................................................... 37 IV.2.2. Sampling .................................................................. 38
IV.3. Teknik Pengumpulan Data .................................................. 39 IV.3.1. Data Primer .............................................................. 39 IV.3.2. Data Sekunder ......................................................... 40
IV.4. Definisi Operasional ............................................................ 41 IV.5. Validitas dan Reliabilitas ..................................................... 44
IV.5.1. Validitas ................................................................... 44 IV.5.2. Reliabilitas ............................................................... 47
IV.6. Metode Analisis Data .......................................................... 48 BAB V HASIL DAN PEMBAHASAN
V.1. Hasil Penelitian ..................................................................... 49 V.1.1. Data Responden ......................................................... 50 V.1.2. Hasil Atribut Credibility (Expertise) .......................... 51
V.1.2.1. Perhitungan Skor Atribut Credibility (Expertise) ................................... 54
V.1.3. Hasil Atribut Credibility (Trustworthiness) ............... 54 V.1.3.1. Perhitungan Skor Atribut
Credibility (Trustworthiness) ........................ 57 V.1.4. Hasil Atribut Attractiveness (Likeability) .................. 58
V.1.4.1. Perhitungan Skor Atribut Attractiveness (Likeability) ........................... 61
V.1.5. Hasil Atribut Attractiveness (Similarity) .................... 62 V.1.5.1. Perhitungan Skor Atribut
Attractiveness (Similarity) ............................. 66 V.1.6. Hasil Atribut Power ................................................... 67
V.1.6.1. Perhitungan Skor Atribut Power .................. 68 V.2. Pembahasan .......................................................................... 69
V.2.1. Pembahasan Atribut Credibility (Expertise) .............. 70 V.2.2. Pembahasan Atribut Credibility (Trustworthiness) ... 72 V.2.3. Pembahasan Atribut Attractiveness (Likeability) ....... 73 V.2.4. Pembahasan Atribut Attractiveness (Similarity) ........ 74 V.2.5. Pembahasan Atribut Power ........................................ 75 V.2.6. Pembahasan Seluruh Atribut Agnes Monica ............. 78
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BAB VI KESIMPULAN DAN SARAN VI.1. Kesimpulan .......................................................................... 83 VI.2. Saran .................................................................................... 85
DAFTAR PUSTAKA ................................................................................... 86 LAMPIRAN CURRICULUM VITAE
xii
DAFTAR GAMBAR
Gambar 2.1. Kartu GSM HALO ................................................................... 12
Gambar 2.2. Kartu GSM simPATI ............................................................... 13
Gambar 2.3. Kartu GSM AS ......................................................................... 14
Gambar 2.4. Telkomsel Flash ....................................................................... 15
Gambar 2.5. Struktur Organisasi PT. Telkomsel .......................................... 16
Gambar 2.6. Agnes Monica .......................................................................... 18
Gambar 2.7. Poster iklan Telkomsel simPATI “Dance Like Agnes” ............ 21
Gambar 3.1. Kerangka Pemikiran ................................................................. 34
Gambar 5.1. Distribusi Persentase Atribut pada Agnes Monica ................... 66
Gambar 5.2. Comment pada Facebook fanpage Telkomsel simPATI .......... 74
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DAFTAR TABEL
Tabel 5.1. Jenis kelamin responden .............................................................. 50
Tabel 5.2. Tempat tinggal responden ............................................................ 50
Tabel 5.3. Credibility (Expertise) – Question 1 ............................................ 51
Tabel 5.4. Credibility (Expertise) – Question 2 ............................................ 52
Tabel 5.5. Credibility (Expertise) – Question 3 ............................................ 52
Tabel 5.6. Credibility (Expertise) – Question 4 ............................................ 53
Tabel 5.7. Hasil perhitungan atribut Credibility (Expertise)......................... 54
Tabel 5.8. Credibility (Trustworthiness) – Question 1 ................................. 55
Tabel 5.9. Credibility (Trustworthiness) – Question 2 ................................. 55
Tabel 5.10 Credibility (Trustworthiness) – Question 3 ................................ 56
Tabel 5.11 Credibility (Trustworthiness) – Question 4 ................................ 57
Tabel 5.12 Hasil perhitungan atribut Credibility (Trustworthiness) ............. 57
Tabel 5.13 Attractiveness (Likeability) – Question 1 .................................... 58
Tabel 5.14 Attractiveness (Likeability) – Question 2 .................................... 59
Tabel 5.15 Attractiveness (Likeability) – Question 3 .................................... 59
Tabel 5.16 Attractiveness (Likeability) – Question 4 .................................... 60
Tabel 5.17 Attractiveness (Likeability) – Question 5 .................................... 61
Tabel 5.18 Hasil perhitungan atribut Attractiveness (Likeability) ................ 61
Tabel 5.19 Attractiveness (Similarity) – Question 1 ..................................... 62
Tabel 5.20 Attractiveness (Similarity) – Question 2 ..................................... 63
Tabel 5.21 Attractiveness (Similarity) – Question 3 ..................................... 63
Tabel 5.22 Attractiveness (Similarity) – Question 4 ..................................... 64
Tabel 5.23 Attractiveness (Similarity) – Question 5 ..................................... 65
xiv
Tabel 5.24 Attractiveness (Similarity) – Question 6 ..................................... 65
Tabel 5.25 Hasil perhitungan atribut Attractiveness (Similarity).................. 66
Tabel 5.26 Power – Question 1 ..................................................................... 67
Tabel 5.27 Power – Question 2 ..................................................................... 68
Tabel 5.28 Hasil perhitungan atribut Power ................................................. 68
xv
DAFTAR LAMPIRAN
LAMPIRAN A
Lembar Monitoring Bimbingan Tugas Akhir ............................................... A-1
LAMPIRAN B
Kuesioner Penelitian ..................................................................................... B-1