Pengaruh daya tarik, Elizabeth Listiani, FIKOM UMN, 2019kc.umn.ac.id/10113/5/HALAMAN_AWAL.pdfkedua...

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

PENGARUH DAYA TARIK PESAN SALES PROMOTION GO-PAY

TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN

SKRIPSI

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

Elizabeth Listiani 00000009023

PROGRAM STUDI ILMU KOMUNIKASI FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG

2019

Pengaruh daya tarik..., Elizabeth Listiani, FIKOM UMN, 2019

v

HALAMAN PERSEMBAHAN

“Janganlah kamu kuatir tentang apapun juga, tetapi nyatakanlah dalam

segala hal keinginanmu kepada Allah dalam doa dan permohonan dengan ucapan syukur”

Filipi 4:6


v

KATA PENGANTAR

Puji syukur peneliti ucapkan kepada Tuhan Yang Maha Kuasa karena telah

memcurahkan anugerah damai sejahtera sehingga peneliti dapat menyelesaikan

penyusunan skripsi mengenai “Pengaruh Daya Tarik Pesan Sales Promotion Go-Pay

terhadap Keputusan Pembelian Pelanggan” dengan tepat waktu.

Dalam menyelesaikan penelitian yang jauh dari kata sempurna ini, peneliti

telah melewati banyak kesulitan, terutama karena keterbatasan pengetahuan dan hal-

hal lainnya. Namun, penulis ingin mengucapkan terima kasih kepada beberapa pihak

yang sudah membantu kelancaran penelitian ini:

1. Dr.Endah Murwani,M.Si selaku dosen pembimbing skripsi yang selalu sabar dalam

membimbing dan memberikan masukan, kritik, saran yang membangun dari awal

hingga akhir.

2. Responden yang berjumlah 200 orang dan telah membantu kelancaran penelitian

ini.

3. Inco Hary Perdana, S.I.Kom.,M.Si selaku Ketua Program Studi Ilmu Komunikasi

yang berperan dalam pengesahan skripsi ini.

4. Kedua orangtua, Papa dan Mama yang selalu memberikan dukungan doa dan

motivasi ketika penulis berada di titik terlemah.


vii

DAFTAR ISI

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

HALAMAN PERNYATAAN ....................................................................... ii

HALAMAN PERSETUJUAN .......................................................................iii

HALAMAN PENGESAHAN ........................................................................iv

HALAMAN PERSEMBAHAN .................................................................... v

KATA PENGANTAR ................................................................................... vi

DAFTAR ISI .................................................................................................. viii

DAFTAR TABEL .......................................................................................... xi

DAFTAR GAMBAR ..................................................................................... xiii

DAFTAR LAMPIRAN .................................................................................. xiv

ABSTRAK ..................................................................................................... xv

ABSTRACT ................................................................................................... xvi

BAB I PENDAHULUAN .............................................................................. 1

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

1.2 Rumusan Masalah .................................................................................... 5

1.3 Pertanyaan Penelitian ............................................................................... 5

1.4 Tujuan Penelitian ..................................................................................... 6

1.5 Kegunaan Penelitian................................................................................. 6

1.5.1 Kegunaan Akademis ...................................................................... 6

1.5.2 Kegunaan Praktis............................................................................ 6

BAB II KERANGKA TEORI ........................................................................ 7

2.1 Penelitian Terdahulu ................................................................................ 7


2.2 Teori dan Konsep ..................................................................................... 17

2.2.1 Elaboration Likelihood Model ....................................................... 17

2.2.2 Sales Promotion .............................................................................18

2.2.3 Daya Tarik Pesan Sales Promotion ................................................23

2.2.4 Keputusan Pembelian Pelanggan ................................................... 26

2.3 Hipotesis Teoritis ..................................................................................... 29

2.4 Kerangka Pemikiran ................................................................................. 29

BAB III METODOLOGI PENELITIAN ....................................................... 31

3.1 Jenis dan Sifat Penelitian .......................................................................... 31

3.2 Metode Penelitian ..................................................................................... 32

3.3 Populasi dan Sampel ................................................................................ 32

3.3.1 Populasi .......................................................................................... 32

3.3.2 Sampel ............................................................................................ 33

3.4 Operasionalisasi Variabel ......................................................................... 35

3.4.1 Operasionalisasi Variabel Daya Tarik Pesan Sales Promotion ......35

3.4.2 Operasionalisasi Variabel Keputusan Pembelian Pelanggan ......... 37

3.5 Teknik Pengumpulan Data ....................................................................... 39

3.6 Teknik Pengukuran Data .......................................................................... 40

3.6.1 Uji Validitas ................................................................................... 40

3.6.2 Uji Reliabilitas................................................................................ 41

3.7 Teknik Analisis Data ................................................................................ 43

3.7.1 Analisis Deskriptif................................................................ ......... 43

3.7.2 Analisis Inferensial ............................................................... ......... 43

3.7.3 Uji Analisis Regresi ............................................................. ......... 43

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ..................... ......... 45


4.1 Gambaran Umum Sales Promotion Go-Pay .................................. ......... 45

4.2 Hasil Penelitian .............................................................................. ......... 47

4.2.1 Karakteristik Responden ...................................................... ......... 48

4.2.2 Daya Tarik Pesan Sales Promotion ...................................... .........49

4.2.3 Keputusan Pembelian Pelanggan ......................................... ......... 55

4.2.4 Hasil Uji Hipotesis ............................................................... ......... 59

4.3 Pembahasan .................................................................................... ......... 61

BAB V SIMPULAN DAN SARAN .................................................... ......... 64

5.1 Simpulan ......................................................................................... ......... 64

5.2 Saran ............................................................................................... ......... 64

5.2.1 Saran Akademis.................................................................... ......... 64

5.2.2 Saran Praktis ......................................................................... ......... 65

DAFTAR PUSTAKA .......................................................................... ......... 67

LAMPIRAN ......................................................................................... ......... 73

RIWAYAT HIDUP .............................................................................. ……10


x

DAFTAR TABEL

Tabel 2.1 Penelitian Terdahulu .................................................................. 12

Tabel 3.1 Jumlah Sampel yang Digunakan

dalam Studi Riset Pemasaran ..................................................................... 34

Tabel 3.2 Operasionalisasi Variabel

Daya Tarik Pesan Sales Promotion ............................................................ 35

Tabel 3.3 Operasionalisasi Variabel Keputusan Pembelian ....................... 38

Tabel 3.4 Uji Validitas Data Variabel Bebas (Independen) Pesan sales promotion ................................................................................40Tabel 3.5 Uji Validitas Data Variabel Terikat (Dependen) Keputusan Pembelian ................................................................................. 41Tabel 3.6 Uji Reliabilitas Data Variabel Bebas (Independen) Daya Tarik Pesan sales promotion ............................................................. 42Tabel 3.7 Uji Reliabilitas Data Variabel Terikat (Dependen) Keputusan Pembelian ................................................................................. 42Tabel 4.1 Jenis Kelamin Responden .......................................................... 48Tabel 4.2 Jenis Pekerjaan Responden ........................................................ 49Tabel 4.3 Tanggapan Responden terhadap Dimensi Generic Messages ........................................................................50Tabel 4.4 Tanggapan Responden terhadap Dimensi Pre-Emptive Messages .................................................................51Tabel 4.5 Tanggapan Responden terhadap Dimensi Comparative Advertising ............................................................. 52Tabel 4.6 Tanggapan Responden terhadap Dimensi Resonance ................53Tabel 4.7 Tanggapan Responden terhadap Dimensi Emotional ................53Tabel 4.8 Tanggapan Responden terhadap Dimensi Strategi Pesan Konatif .................................................................54Tabel 4.9 Tanggapan Responden terhadap Dimensi Need Recognition .........................................................................55Tabel 4.10 Tanggapan Responden terhadap Dimensi Information Search ......................................................................56Tabel 4.11 Tanggapan Responden terhadap Dimensi Evaluation of Alternativeness ...................................................... 57Tabel 4.12 Tanggapan Responden terhadap Dimensi Purchase Decision .......................................................................57Tabel 4.13 Tanggapan Responden terhadap Dimensi Post-Purchase Decision ............................................................... 58


xi

Tabel 4.14 Koefisien Determinasi………………………………………...59 Tabel 4.15 Uji Anova ................................................................................. 60Tabel 4.16 Uji Koefisien ............................................................................ 61


xii

DAFTAR GAMBAR

Gambar 1.1 Alasan Orang Menggunakan Go-Pay ....................................... 2

Gambar 1.2 Strategi Diskon Digital Payment di Indonesia ......................... 3

Gambar 1.3 Tabel Transaksi Uang Elektronik Periode 2012-awal 2019 ..... 4

Gambar 2.1 Kerangka Pemikiran ............................................................... 30

Gambar 4.1 Contoh-contoh promo diskon (cashback)dan voucher gratis ongkir melalui notifikasi Go-Jek ................................. 46


xi

DAFTAR LAMPIRAN

Lampiran .................................................................................................... 74Lampiran 1: Kuisioner ............................................................................... 75Lampiran 2: Data Frekuensi ....................................................................... 80Lampiran 3: Hasil Karakteristik Responden .............................................. 86Lampiran 4: Hasil Kuisioner Variabel Independen .................................... 91Lampiran 5: Hasil Kuisioner Variabel Dependen ...................................... 97Lampiran 6: Formulir Konsultasi Skripsi ................................................. 103Lampiran 7: Curriculum Vitae (CV) ....................................................... 106


x v

PENGARUH DAYA TARIK PESAN SALES PROMOTION GO-PAY TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN

ABSTRAK Oleh: Elizabeth Listiani

Persaingan program diskon antara fintech satu dengan yang lainnya menyebabkan daya tarik pesan sales promotion menjadi sangat penting untuk mempengaruhi keputusan pembelian. Oleh karena itu, peneliti ingin mengetahui daya tarik pesan sales promotion yang dilakukan oleh Go-Jek terhadap keputusan pembelian pelanggan. Penelitian ini mengacu pada teori Ellaboration Likelihood Model (ELM) yang menekankan pada dua rute sebelum pelanggan melakukan keputusan pembelian, yaitu rute sentral dan rute peripheral. Penelitian ini bersifat kuantitatif eksplanatif dengan metode survei. Populasinya adalah pengguna aplikasi Go-Jek yang sering mendapatkan notifikasi berupa promo diskon (cashback) maupun voucher gratis ongkir. Berdasarkan populasi tersebut, dipilih 200 responden dengan menggunakan sampling purposive. Data kemudian akan dianalisis dengan analisis regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif antara kedua variabel sebesar 54.2%. Kenaikan satu poin pada variabel daya tarik pesan sales promotion akan menambah terbentuknya keputusan pembelian sebesar 0.0636 poin.

Kata kunci: daya tarik pesan sales promotion, keputusan pembelian, sales promotion,Go-Pay


xv

THE INFLUENCE OF GO-PAY SALES PROMOTION ON CUSTOMERS DECISION PROCESS

ABSTRACT

By: Elizabeth Listiani

As competition with other financial technologies is getting serious, sales promotion is one important factor for the customer's decision process. Therefore, the researcher wanted to know the impact of Go-Jek's sales promotion on the customer's decision process. After some research, the researcher found out that it leads to the theory of Elaboration Likelihood Model (ELM) that says, the customer's decision process is affected by 2 categories, central and peripheral. This research is done through a survey, and data collected is in the form of quantitative explanatory. The population selected will be people who receive discount notifications from Go-Jek application, the discount can be in the form of cash back or free delivery. From this selection process, the researcher will gather 200 respondents with the use of sampling purposive. Data will then be gathered and analyse with simple linear regression. The result shows positive on both variable with the value of 54.2%. With the increase of one point on the attractiveness of sales promotion will make the decision process on the customer to increase by 0.0636 points.

Keywords: influence of sales promotion on customer decision process, sales promotion, Go-Pay


Pengaruh daya tarik, Elizabeth Listiani, FIKOM UMN, 2019kc.umn.ac.id/10113/5/HALAMAN_AWAL.pdfkedua...

Documents

Transcript of Pengaruh daya tarik, Elizabeth Listiani, FIKOM UMN, 2019kc.umn.ac.id/10113/5/HALAMAN_AWAL.pdfkedua...