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PENGARUH IKLAN DAN SALES PROMOTION KFC

CHOCHICKS TERHADAP KEPUTUSAN PEMBELIAN

(Survei pada Customer KFC Wilayah Tangerang)

Diajukan Guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom)

Sheren Angriani Nirmala

14140110445

PROGRAM STUDI ILMU KOMUNIKASI

KONSENTRASI STRATEGIC COMMUNICATION

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2018

Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018

THE IMPACT OF KFC CHOCHICKS’S ADVERTISING

AND SALES PROMOTION ON PURCHASE DECISION

(Survey on KFC’s Customer Tangerang Area)

Diajukan Guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom)

Sheren Angriani Nirmala

14140110445

PROGRAM STUDI ILMU KOMUNIKASI

KONSENTRASI STRATEGIC COMMUNICATION

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2018


vi

ABSTRAK

PENGARUH IKLAN DAN SALES PROMOTION KFC CHOCHICKS

TERHADAP KEPUTUSAN PEMBELIAN

Oleh: Sheren Angriani Nirmala

Penelitian ini didukung oleh teori Model Hierarki Respon. Selain itu,

penelitian ini juga menggunakan beberapa konsep diantaranya Integrated Marketing

Communication, Marketing Communication, dan keputusan pembelian. Penelitian ini

menggunakan pendekatan kuantitatif dengan metode survei kepada 400 responden

yang berusia 17-25 tahun dengan teknik purposive sampling di Kota Tangerang.

Teknik analisis data penelitian ini menggunakan uji normalitas, uji korelasi dan uji

regresi linear berganda.

Hasil penelitian ini menunjukkan nilai Cronbach’s Alpha pada uji reliabilitas

sebesar 0,981 yang artinya sangat reliable. Pada hasil uji korelasi Pearson

menunjukkan adanya nilai korelasi iklan terhadap keputusan pembelian sebesar 0,888

dan nilai korelasi sales promotion terhadap keputusan pembelian sebesar 0,822 yang

berarti keduanya menunjukkan hubungan positif yang sangat kuat. Dalam tabel

Model Summary, nilai R Square sebesar 0,848 yang berarti 84,4% keragaman dari

keputusan pembelian mampu dijelaskan oleh iklan dan sales promotion. Sedangkan,

iklan memberikan pengaruh sebesar 80,2% dan sales promotion memberikan

pengaruh sebesar 71,5%. Selain itu, hasil uji F dengan nilai signifikansi 0,000

membuktikan bahwa variabel iklan dan sales promotion secara simultan memberikan

pengaruh terhadap keputusan pembelian.

Berdasarkan hasil penelitian, dapat ditarik kesimpulan bahwa penelitian ini

menolak Ho dan menerima Ha yang artinya terdapat pengaruh antara iklan dan sales

promotion KFC ChoChicks terhadap keputusan pembelian.

Kata Kunci: iklan, sales promotion, KFC ChoChicks, keputusan pembelian


vii

ABSTRACT

THE IMPACT OF KFC CHOCHICKS’S ADVERTISING AND SALES

PROMOTION ON INTENTION OF BUY CUSTOMER

Oleh: Sheren Angriani Nirmala

This research is supported by several theories such as Lasswell's

Communication Model, Response Hierarchy Model, and S-O-R Theory. In addition,

this research also use several concepts such as Integrated Marketing Communication,

Marketing Communication, and purchase decision. This research uses quantitative

approach with survey method to 400 respondents aged 17-25 years with purposive

sampling technique in Tangerang City. Data analysis technique that used in this

research are normality test, correlation test, and multiple linear regression test.

The results of this study showed the value of Cronbach's Alpha on reliability

test of 0.981 which means very reliable. In Pearson correlation test results indicate

the value of ad correlation to the purchase decision of 0.888 and the value of sales

promotion correlation to purchase decision of 0.822 which means both show a very

strong positive relationship. In table Model Summary, R Square value of 0.848 which

means 84.8% of the diversity of purchasing decisions can be explained by advertising

and sales promotion. Meanwhile, advertising has an effect of 80.2% and sales

promotion has an effect of 71.5%. In addition, the F test results with a significance

value of 0,000 proves that the advertising and sales promotion variables

simultaneously give effect to the purchase decision.

Based on the research results, it can be concluded that this research reject Ho

and accept Ha which means there is an influence between advertising and sales

promotion KFC ChoChicks toward the purchase decision.

Keywords: advertising, sales promotion, KFC ChoChicks, purchase decision


viii

KATA PENGANTAR

Sungguh berlimpah kasih dan berkat Tuhan kepada penulis atas terselesaikannya

karya ilmiah yang berjudul “Pengaruh Iklan dan Sales Promotion KFC ChoChicks

Terhadap Keputusan Pembelian” dengan tepat waktu.

Dalam penyusunan laporan magang ini, penulis pun mendapatkan banyak bantuan

berupa saran dan kritik. Oleh karena itu, penulis ingin menyampaikan terima kasih

kepada pihak-pihak yang tercantum di bawah ini.

1. Bapak Inco Hary Perdana, S.Ikom., M. Si. selaku Ketua Program Studi Ilmu

Komunikasi,

2. Bapak Mochammad Kresna Noer, S.Sos., M.Si. selaku ketua sidang skripsi

yang telah banyak memberikan masukan untuk penelitian ini,

3. Ibu Intan Primadini, S.Sos., M.Si. selaku dosen penguji sidang skripsi yang

telah banyak memberi saran dalam penyempurnaan skripsi ini,

4. Ibu Helga Liliani Cakra Dewi, M. Comm selaku dosen pembimbing skripsi

yang telah memberikan pengarahan dan bimbingan kepada penulis selama

proses pembuatan skripsi,

5. Bapak Robertus Aditya S.Sos., M.H., M.Ikom., C.Ht. selaku dosen Marketing

and Public Relations yang telah memberikan saran dan membantu pembuatan

skripsi,

6. Bapak Syahril Ilham, selaku dosen Statistik yang telah banyak meluangkan

waktu untuk membantu proses metodologi dalam pembuatan BAB III,


ix

7. Felicia Windsor Winaktu dan Alif Ardiarahman yang telah memberikan

banyak pendapat, motivasi, dan membantu selama proses penulisan skripsi,

8. Joshua Adrian Bahar yang telah memberikan motivasi, pendapat, dan bantuan

selama proses penulisan skripsi,

9. Natasya Hanliani, Ines Caroline, Natalia Claudia, dan Natasha Kaulika,

sahabat dari semester pertama penulis yang telah mendukung, menyemangati,

dan memotivasi untuk bertoga di tahun 2018,

10. Vinna, Dea, Devian, Sonya, Intan, dan Yola, sahabat masa sekolah penulis

yang telah banyak memberikan penghiburan di kala semangat penulis mulai

menurun,

11. Sepupu penulis, Irvan Herdyanto, Lydia Agnestasya, dan Jesselyn Agustin

yang membantu dalam pengumpulan data kuesioner,

12. Ignatius Dimas selaku teman seperbimbingan yang telah menemani penulis ke

Perpustakaan Nasional untuk mencari buku referensi,

13. Adik kelas, Yolanda Wijaya, Fabio Gatti, Nisse, dan Carline yang telah

membantu menyebarkan kuesioner penulis,

14. Seluruh responden yang telah mengisi dan ikut menyebarluaskan kuesioner

penulis, dan

15. Keluarga yang selalu memberikan dukungan penuh untuk penulis baik secara

materi maupun moral dalam proses hingga terselesaikannya skripsi ini.

Besar harapan penulis akan kegunaan karya ilmiah ini bagi para pembaca.

Sekiranya dengan adanya karya ilmiah ini akan menambah wawasan dan sumber

inspirasi bagi pembaca.


x

Seperti pepatah, “kesempurnaan hanya milik Tuhan”, terdapat kekurangan dalam

penyusunan karya ilmiah ini dikarenakan keterbatasan pengetahuan maupun

pengalaman penulis. Oleh karena itu, penulis tidak tertutup bila ada saran dan kritik

guna membangun kesempurnaan karya ilmiah ini.

Tangerang, 22 Juni 2018

Peneliti


xi

DAFTAR ISI

HALAMAN JUDUL ..................................................................................................... i

COVER ......................................................................................................................... ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT............................... iii

LEMBAR PERSETUJUAN ........................................................................................ iv

LEMBAR PENGESAHAN .......................................................................................... v

ABSTRAK ................................................................................................................... vi

ABSTRACT ................................................................................................................ vii

KATA PENGANTAR ............................................................................................... viii

DAFTAR ISI ................................................................................................................ xi

DAFTAR TABEL ...................................................................................................... xiv

DAFTAR GAMBAR ............................................................................................... xviii

DAFTAR BAGAN .................................................................................................. xvix

BAB I PENDAHULUAN

1.1 Latar Belakang ............................................................................................ 1

1.2 Rumusan Masalah ..................................................................................... 13

1.3 Pertanyaan Penelitian ................................................................................ 13

1.4 Tujuan Penelitian ...................................................................................... 14

1.5 Kegunaan Penelitian

1.5.1 Kegunaan Akademis ........................................................................ 14

1.5.2 Kegunaan Praktis ............................................................................. 14

1.5.3 Kegunaan Sosial ............................................................................... 15

1.6 Keterbatasan Penelitian ............................................................................. 15

BAB II KERANGKA TEORI

2.1 Penelitian Terdahulu ................................................................................. 16

2.2 Teori dan Konsep Penelitian

2.2.1 Model Hierarki Respon .................................................................... 21

2.2.4 Integrated Marketing Communication ............................................. 25

2.2.5 Marketing Communication .............................................................. 26

2.2.5.1 Iklan ....................................................................................... 28

2.2.5.2 Sales Promotion..................................................................... 34

2.2.6 Keputusan Pembelian ....................................................................... 39


xii

2.3 Hipotesis Teoretis ..................................................................................... 43

2.4 Alur Penelitian .......................................................................................... 44

BAB III METODOLOGI PENELITIAN

3.1 Sifat Penelitian .......................................................................................... 45

3.2 Metode Penelitian ..................................................................................... 47

3.3 Populasi dan Sampel

3.3.1 Populasi ............................................................................................ 49

3.3.2 Sampel ............................................................................................. 51

3.4 Operasionalisasi Variabel ......................................................................... 58

3.5 Teknik Pengumpulan Data ........................................................................ 62

3.6 Teknik Pengukuran Data

3.6.1 Uji Validitas ..................................................................................... 64

3.6.2 Uji Reliabilitas ................................................................................. 73

3.7 Teknik Analisis Data

3.7.1 Uji Normalitas .................................................................................. 77

3.7.2 Uji Korelasi ...................................................................................... 78

3.7.3 Uji Regresi Linear Berganda............................................................ 79

BAB IV HASIL PENELITIAN DAN PEMBAHASAN

4.1 Objek Penelitian

4.1.1 Gambaran Umum KFC .................................................................... 81

4.1.2 Produk KFC ChoChicks .................................................................. 85

4.2 Hasil Penelitian

4.2.1 Identitas Responden ......................................................................... 86

4.2.2 Iklan (X1) ......................................................................................... 92

4.2.2.1 Dimensi Emphaty .................................................................. 92

4.2.2.2 Dimensi Persuassion ............................................................. 97

4.2.2.3 Dimensi Impact ................................................................... 100

4.2.2.4 Dimensi Communication ..................................................... 103

4.2.3 Sales Promotion (X2)..................................................................... 106

4.2.3.1 Dimensi Bundling ................................................................ 106

4.2.3.2 Dimensi Couponing ............................................................. 109

4.2.3.3 Dimensi Sweepstakes........................................................... 111


xiii

4.2.4 Keputusan Pembelian (Y) .............................................................. 114

4.2.4.1 Dimensi Awareness ............................................................. 114

4.2.4.2 Dimensi Interest .................................................................. 120

4.2.4.3 Dimensi Desire .................................................................... 124

4.2.5 Uji Validitas ................................................................................... 129

4.2.5.1 Uji Validitas Variabel Iklan (X1) ........................................ 129

4.2.5.2 Uji Validitas Variabel Sales Promotion (X2) ...................... 133

4.2.5.3 Uji Validitas Variabel Keputusan Pembelian (Y) ............... 135

4.2.6 Uji Reliabilitas ............................................................................... 139

4.2.6.1 Uji Reliabilitas Variabel Iklan (X1) .................................... 140

4.2.6.2 Uji Reliabilitas Variabel Sales Promotion (X2) .................. 141

4.2.6.3 Uji Reliabilitas Variabel Keputusan Pembelian (Y) ........... 142

4.2.6.4 Uji Reliabilitas Variabel X1, X2, dan Y.............................. 144

4.2.7 Uji Normalitas ................................................................................ 146

4.2.8 Uji Korelasi .................................................................................... 149

4.2.9 Uji Regresi Linear Berganda.......................................................... 152

4.3 Pembahasan ............................................................................................. 157

4.4 Uji Hipotesis ........................................................................................... 160

BAB V SIMPULAN DAN SARAN

5.1 Simpulan ................................................................................................. 161

5.2 Saran

5.2.1 Saran Akademis ............................................................................. 163

5.2.2 Saran Praktis .................................................................................. 164

DAFTAR PUSTAKA ................................................................................................ xix

LAMPIRAN .............................................................................................................. xxv

RIWAYAT HIDUP .............................................................................................. xxxvii


xiv

DAFTAR TABEL

2.1 Perbandingan Penelitian Terdahulu ...................................................................... 18

3.1 Operasionalisasi Variabel Iklan KFC ChoChicks (X1) ........................................ 58

3.2 Operasionalisasi Variabel Sales Promotion KFC ChoChicks (X2) ...................... 59

3.3 Operasionalisasi Variabel Keputusan Pembelian Customer KFC ChoChicks (Y)

..................................................................................................................................... 60

3.4 Nilai R Product Moment ....................................................................................... 66

3.5 Pre-test Uji Validitas Variabel Iklan (X1) ............................................................ 67

3.6 Pre-test Uji Variabel Sales Promotion (X2) ......................................................... 69

3.7 Pre-test Uji Variabel Keputusan Pembelian Customer (Y) .................................. 71

3.8 Pengukuran Tingkat Reliabilitas ........................................................................... 74

3.9 Pre-test Uji Reliabilitas Variabel Iklan (X1) ........................................................ 75

3.10 Pre-test Uji Reliabilitas Sales Promotion (X2) .................................................. 75

3.11 Pre-test Uji Reliabilitas Keputusan Pembelian Customer (Y) ........................... 76

3.12 Pre-test Uji Reliabilitas Variabel Iklan, Sales Promotion, dan Keputusan

Pembelian ................................................................................................................... 76

3.13 Pengukuran Nilai Koefisien Korelasi ................................................................. 78

4.1 Data Responden .................................................................................................... 87

4.2 Pernyataan Ke-1 .................................................................................................... 92

4.3 Pernyataan Ke-2 .................................................................................................... 93

4.4 Pernyataan Ke-3 .................................................................................................... 93

4.5 Pernyataan Ke-4 .................................................................................................... 94

4.6 Pernyataan Ke-5 .................................................................................................... 95

4.7 Pernyataan Ke-6 .................................................................................................... 95

4.8 Pernyataan Ke-7 .................................................................................................... 96

4.9 Pernyataan Ke-8 .................................................................................................... 97

4.10 Pernyataan Ke-9 .................................................................................................. 97

4.11 Pernyataan Ke-10 ................................................................................................ 98

4.12 Pernyataan Ke-11 ................................................................................................ 98

4.13 Pernyataan Ke-12 ................................................................................................ 99

4.14 Pernyataan Ke-13 .............................................................................................. 100

4.15 Pernyataan Ke-14 .............................................................................................. 100

4.16 Pernyataan Ke-15 .............................................................................................. 101


xv

4.17 Pernyataan Ke-16 .............................................................................................. 101

4.18 Pernyataan Ke-17 .............................................................................................. 102

4.19 Pernyataan Ke-18 .............................................................................................. 103

4.20 Pernyataan Ke-19 .............................................................................................. 103

4.21 Pernyataan Ke-20 .............................................................................................. 104

4.22 Pernyataan Ke-21 .............................................................................................. 105

4.23 Pernyataan Ke-22 .............................................................................................. 105

4.24 Pernyataan Ke-23 .............................................................................................. 106

4.25 Pernyataan Ke-24 .............................................................................................. 107

4.26 Pernyataan Ke-25 .............................................................................................. 107

4.27 Pernyataan Ke-26 .............................................................................................. 108

4.28 Pernyataan Ke-27 .............................................................................................. 109

4.29 Pernyataan Ke-28 .............................................................................................. 109

4.30 Pernyataan Ke-29 .............................................................................................. 110

4.31 Pernyataan Ke-30 .............................................................................................. 110

4.32 Pernyataan Ke-31 .............................................................................................. 111

4.33 Pernyataan Ke-32 .............................................................................................. 111

4.34 Pernyataan Ke-33 .............................................................................................. 112

4.35 Pernyataan Ke-34 .............................................................................................. 113

4.36 Pernyataan Ke-35 .............................................................................................. 113

4.37 Pernyataan Ke-36 .............................................................................................. 114

4.38 Pernyataan Ke-37 .............................................................................................. 115

4.39 Pernyataan Ke-38 .............................................................................................. 116

4.40 Pernyataan Ke-39 .............................................................................................. 116

4.41 Pernyataan Ke-40 .............................................................................................. 117

4.42 Pernyataan Ke-41 .............................................................................................. 118

4.43 Pernyataan Ke-42 .............................................................................................. 118

4.44 Pernyataan Ke-43 .............................................................................................. 119

4.45 Pernyataan Ke-44 .............................................................................................. 120

4.46 Pernyataan Ke-45 .............................................................................................. 120

4.47 Pernyataan Ke-46 .............................................................................................. 121

4.48 Pernyataan Ke-47 .............................................................................................. 121

4.49 Pernyataan Ke-48 .............................................................................................. 122


xvi

4.50 Pernyataan Ke-49 .............................................................................................. 123

4.51 Pernyataan Ke-50 .............................................................................................. 123

4.52 Pernyataan Ke-51 .............................................................................................. 124

4.53 Pernyataan Ke-52 .............................................................................................. 125

4.54 Pernyataan Ke-53 .............................................................................................. 125

4.55 Pernyataan Ke-54 .............................................................................................. 126

4.56 Pernyataan Ke-55 .............................................................................................. 127

4.57 Pernyataan Ke-56 .............................................................................................. 127

4.58 Pernyataan Ke-57 .............................................................................................. 128

4.59 Uji Validitas Variabel Iklan (X1) Data Penelitian Utama ................................ 129

4.60 Uji Validitas Variabel Sales Promotion (X2) Data Penelitian Utama .............. 133

4.61 Uji Validitas Variabel Keputusan Pembelian (Y) Data Penelitian Utama........ 136

4.62 Pengukuran Tingkat Reliabilitas ....................................................................... 139

4.63 Uji Reliabilitas Variabel Iklan (X1) Data Penelitian Utama............................. 140

4.64 Uji Reliabilitas Variabel Sales Promotion (X2) Data Penelitian Utama ......... 141

4.65 Uji Reliabilitas Variabel Keputusan Pembelian (Y) Data Penelitian Utama ... 142

4.66 Uji Reliabilitas Variabel Iklan, Sales Promotion, dan Keputusan Pembelian Data

Penelitian Utama ...................................................................................................... 144

4.67 Uji Normalitas ................................................................................................... 148

4.68 Pengukuran Nilai Koefisien Korelasi ............................................................... 150

4.69 Uji Korelasi Data Penelitian Utama .................................................................. 151

4.70 Uji Regresi Linear Berganda Data Penelitian Utama ....................................... 153

4.71 Uji Regresi Anova Data Penelitian Utama ....................................................... 155

4.72 Model Summary Data Penelitan Utama ............................................................ 155

4.73 Model Summary Variabel Iklan ........................................................................ 156

4.74 Model Summary Variebal Sales Promotion ...................................................... 156


xvii

DAFTAR GAMBAR

1.1 Popular Brand Index ............................................................................................... 3

1.2 Survei Fast Food ..................................................................................................... 4

1.3 Tampilan KFC ChoChicks ...................................................................................... 5

1.4 Iklan KFC ChoChicks di Televisi ........................................................................... 8

1.5 Iklan KFC ChoChicks di Majalah Online Kartini .................................................. 8

1.6 Iklan KFC ChoChicks di Koran Online Kompas ................................................... 9

1.7 Tampilan Facebook KFC Indonesia ....................................................................... 9

1.8 Promosi KFC ChoChickss di Instagram ............................................................... 10

1.9 Coupon/Voucher KFC ChoChicks ........................................................................ 11

1.10 Sweepstakes KFC ChoChicks ............................................................................. 12

1.11 Diskon dalam Bundling Paket Hemat ................................................................. 12

3.1 Data Badan Pusat Statistik .................................................................................... 50

4.1 Logo KFC ............................................................................................................. 81

4.2 Tampilan KFC ChoChicks .................................................................................... 85

4.3 Usia Responden .................................................................................................... 87

4.4 Domisili Responden .............................................................................................. 88

4.5 Pekerjaan Responden ............................................................................................ 89

4.6 Jenis Kelamin Responden ..................................................................................... 90

4.7 Restoran Fast Food ............................................................................................... 90

4.8 Mengetahui KFC ChoChicks ............................................................................... 91

4.9 Histogram Uji Normalitas Data Penelitian Utama .............................................. 148

4.4 P-Plot Uji Normalitas Data Penelitian Utama..................................................... 149


xviii

DAFTAR BAGAN

2.3 Model AIDA ......................................................................................................... 40

3.1 Teknik Sampling ................................................................................................... 52


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