PENGARUH TERPAAN IKLAN TOKOPEDIA DI GAMES TAHU …

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



(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

vi



(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 25 Kuisioner X10 ........................................................................................ 54



Tabel 28 Kuisioner Y1 .......................................................................................... 56


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Tabel 36 Kuisioner Y9 ........................................................................................... 64

Tabel 37 Kuisioner Y10 ......................................................................................... 65




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

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