Pengaruh Terpaan Iklan Tokopedia Di Televisi Terhadap Brand Equity (Studi Eksplanatif Pada Mahasiswa FISIP Universitas Brawijaya)”.

Djatikesuma, Fuad Yusuf (2017) Pengaruh Terpaan Iklan Tokopedia Di Televisi Terhadap Brand Equity (Studi Eksplanatif Pada Mahasiswa FISIP Universitas Brawijaya)”. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh terpaan iklan Tokopedia di televisi terhadap brand equity. Iklan yang dijadikan objek adalah iklan yang beredar di televisi selama tahun 2016. Terdapat tiga versi yang diedarkan Tokopedia, yakni edisi “Isyana vs gangster”, edisi “berani memulai, berani berusaha”, edisi “rayakan kebebasanmu”. Terdapat dua variabel yang diolah peneliti yakni terpaan iklan (X) sebagai variabel dependen dan brand equity (Y) sebagai variabel independen. Terpaan iklan terbagi menjadi tiga dimensi diadopsi dari Wells, Burnet, & Moriarty (2000, h. 156) yakni frekuensi, intensitas, dan durasi. Sedangkan brand equity terbagi menjadi empat dimensi diadopsi dari Tjiptono (2005, h. 40) dan Durianto (2004, h. 4) yakni Brand awareness (kesadaran merek), brand association (asosiasi merek), perceived quality (persepsi kualitas), dan brand loyalty (kesetiaan merek). Penelitian ini menggunakan metodologi kuantitatif dengan menggunakan metode survei. Survei dilakukan dengan menyebarkan atau membagikan kuesioner kepada responden yang merupakan mahasiswa yang masih aktif dalam perkuliahan di kampus FISIP Universitas Brawijaya Malang. Sampel penelitian ini adalah 100 mahasiswa yang didapatkan dari 6770 mahasiswa FISIP dan di hitung menggunakan rumus slovin. Responden diberi kuesioner serta dipandu dan diawasi dalam pengisian kuesioner. Teknik pengambilan sampel dengan accidental sampling, sehingga peneliti menjumpai responden yang sedang ada di sekitar tempat penelitian. Teknik analisis data dengan menggunakan regresi linier sederhana dan uji-t. Hasil data yang telah diolah menunjukan dari persamaan regresi linier sederhana didapatkan terpaan iklan Tokopedia di televisi sebesar 0,804. Sehingga dapat disimpulkan bahwa Terpaan Iklan Tokopedia di televisi berpengaruh positif terhadap Brand Equity. Sedangkan dari nilai statistik uji t-hitung lebih besar daripada t-tabel (8,513 > 1,984) dan nilai signifikansi lebih kecil daripada α = 0,05. Pengujian ini menunjukkan bahwa H0 ditolak dan Ha diterima, dapat disimpulkan bahwa variabel Terpaan Iklan Tokopedia di televisi (X) berpengaruh signifikan terhadap variabel Brand Equity (Y).

English Abstract

This study aimed to determine the effect of advertising exposure on television Tokopedia to brand equity. Ads that made the object is circulating in television advertising during 2016. There are three versions that circulated Tokopedia, namely the issue of "Isyana vs gangster", edition of "berani memulai, berani berusaha", edition of "rayakan kebebasanmu". There are two variables that the researchers processed advertising exposure (X) as the dependent variable and brand equity (Y) as independent variables. Advertising exposure is divided into three dimensions adopted from Wells, Burnet, and Moriarty (2000, p. 156) the frequency, intensity, and duration. While brand equity is divided into four dimensions adopted from Tjiptono (2005, p. 40) and Durianto (2004, p. 4) namely brand awareness (brand awareness), brand association (association brand), perceived quality (perceived quality), and the brand loyalty (brand loyalty). This study used quantitative methodology using a survey method. The survey was conducted by spreading or distributing questionnaires to respondents who are students who are still active in the lecture on the campus of the University of Brawijaya FISIP. The sample was 100 students obtained from 6770 students of FISIP and calculated using the formula slovin. Respondents were given a questionnaire as well as guided and supervised in filling out the questionnaire. The sampling technique accidental sampling, so that researchers encounter respondents being around a place of research. Data analysis techniques using simple linear regression and t-test. The results show the data that has been processed from a simple linear regression equation obtained Tokopedia on television advertising exposure amounted to 0.804. It can be concluded that Ad Exposure on television Tokopedia positive effect on brand equity. While the value of the test statistic t-count is greater than t table (8.513> 1.984) and a significant value smaller than α = 0.05. This test shows that H0 is rejected and Ha is received, it can be concluded that the variable Tokopedia Ad Exposure on television (X) significantly influence the Brand Equity variable (Y).

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2017/975/051711320
Uncontrolled Keywords:	Terpaan iklan, Tokopedia, Brand Equity.
Subjects:	300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) > 302.234 Motion pictures, radio, television > 302.234 5 Television
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	16 Nov 2017 03:52
Last Modified:	24 Jun 2022 03:19
URI:	http://repository.ub.ac.id/id/eprint/5630

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