pengaruh daya tarik iklan go-food di media instagram ...repository.upnvj.ac.id/1301/1/awalan.pdf ·...

PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA

SOSIAL INSTAGRAM TERHADAP LOYALITAS

PELANGGAN

(Survei Pada Followers Media Sosial Instagram @gofoodjakarta

Tahun 2017)

SKRIPSI

IKHSAN EDWIN NUGRAHA

1310411062

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2017

i

PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA

SOSIAL INSTAGRAM TERHADAP LOYALITAS

PELANGGAN

(Survei Pada Followers Media Sosial Instagram @gofoodjakarta

Tahun 2017)

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar

Sarjana Komunikasi

IKHSAN EDWIN NUGRAHA

1310411062

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2017

v

PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA SOSIAL

INSTAGRAM TERHADAP LOYALITAS PELANGGAN

(Survei Pada Followers Media Sosial Instagram @gofoodjakarta Tahun 2017)

Ikhsan Edwin Nugraha

ABSTRAK

Latar belakang penelitian ini adalah pada era gobalisasi saat ini dalam bidang

teknologi semakin berkembang pesat karena manusia pada masa kini bergantung

dengan teknologi karena teknologi berbasis online ini menjadi peluang bagi setiap

orang untuk mendapatkan berbagai macam sumber informasi, dan lainnya ada

juga yang memanfaatkan teknologi ini menjadi peluang bisnis,dapat mengubah

prilaku masyarakat menjadi konsumtif dengan adanya fenomena ini dengan

munculnya teknologi baru yang dibutuhkan oleh masyarakat. Dengan munculnya

aplikasi GO-FOOD ini di masyarakat menjadi prilaku masyarakat untuk

berbelanja di bidang kuliner. Tujuan penelitian ini untuk mengetahui seberapa

besar pengaruh daya tarik iklan GO-FOOD dalam media sosial instagram

terhadap loyalitas pelanggan. pengaruh yang ditimbulkan oleh daya tarik iklan

terhadap loyalitas pelanggan sebesar 76,1% pengaruh yang ditimbulkan karena

tampilan gambar foto menu kuliner menarik,promo-promo, biaya ongkos kirim

sedangkan sisanya sebesar 23,9% disebakan oleh faktor lain yang tidak penulis

teliti dalam penelian ini, seperti adanya melalui media lainnya, word of mouth,

Above The Line (media lini atas) dan Bellow The Line (media lini bawah), dan

sebagainya.

Kata kunci : Daya Tarik, Iklan, GO-FOOD, Loyalitas Pelanggan

vi

THE INFLUENCE OF THE APPEAL GO-FOOD ADVERTISING IN

SOCIAL MEDIA INSTAGRAM TOWARD CUSTOMER LOYALTY

(Survey On Social Media Followers Instagram @gofoodjakarta 2017)


ABSTRACT

The background of this research in the current era of globalization in the field of

technology is growing rapidly because humans in the present depend on

technology because of online-based technology Becoming an opportunity for

everyone to get various sources of information, and some are utilizing this

technology into business opportunities, Can change the behavior of society to be

consumptive in the presence of this phenomenon with the emergence of new

technology needed by the community.With the advent of GO-FOOD applications

in the community became the behavior of people to shop in the field of culinary.

The purpose of this study to determine how much influence the attractiveness of

advertising GO-FOOD in social media instagram of customer loyalty. The

influence caused by the attractiveness of advertising to customer loyalty of 76.1%

influence caused by the appearance of culinary photo images interesting menu,

promo-promo, cost of postage and the rest of 23.9% caused by other factors that

are not thorough author in this research, As is through other media, word of

mouth, above line (line media) and underline (bottom line media), and so on.

Keywords : Attractiveness, Advertisement, GO-FOOD, Customer Loyalty

vii

KATA PENGANTAR

Puji syukur kepada Allah SWT atas segala nikmat sehat yang telah

diberikan kepada penulis, sehingga penulis dapat menyelesaikan skripsi ini

dengan sebaik mungkin. Judul yang penulis pilih adalah “Pengaruh Daya Tarik

Iklan GO-FOOD Di Media Sosial Instagram Terhadap Loyalitas Pelanggan

(Survei pada Followers Media Sosial Instagram @gofoodjakarta tahun 2017)”.

Terima kasih kepada Bapak Dr. Anter Venus,M.A.Comm selaku Dekan FISIP

Universitas Pembangunan Nasional “Veteran” Jakarta, Ibu Damayanti S. Sos, M.

Si selaku Kepala Program Studi Ilmu Komunikasi, Ibu Fitria Ayuningtyas S. Sos,

M. Si selaku dosen pembimbing, Bapak dan Ibu dosen, serta staff dan karyawan

FISIP Universitas Pembangunan Nasional “Veteran” Jakarta yang sudah

membantu selama masa perkuliahan.

Disamping itu,penulis ucapkan terimakasih kepada Alm ayah saya Arwan

Sagala,ibu saya Rachma Asrini & Aina Alifta Rahma Serta kaka saya Riszky

Andriani serta seluruh keluarga yang tak henti-hentinya memberikan semangat

dan doa, Penulis juga sampaikan terimakasih kepada teman-teman yang telah

membantu dalam penulisan skripsi. Penulisan skripsi ini tidak akan selesai tanpa

bantuan dari berbagai pihak. Semoga Allah SWT membalas semua kebaikan yang

telah diberikan kepada penulis. Penulis menyadari bahwa skripsi ini masih jauh

dari kesempurnaan. Penulis berharap semoga skripsi ini dapat bermanfaat bagi

para pembaca dan khususnya bagi mahasiswa/i Advertising untuk dijadikan

referensi.

Jakarta, 14 Juli 2017


viii

DAFTAR ISI

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

PERNYATAAN ORISINALITAS ............................................................................ ii

PERNYATAAN PERSETUJUAN PUBLIKASI ...................................................... iii

PENGESAHAN ......................................................................................................... iv

ABSTRAK ................................................................................................................. v

ABSTRACT ............................................................................................................... vi

KATA PENGANTAR ............................................................................................... vii

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

DAFTAR TABEL ..................................................................................................... x

DAFTAR GAMBAR ................................................................................................ xii

DAFTAR LAMPIRAN ............................................................................................. xiii

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

I.1. Latar Belakang ............................................................................................ 1

I.2. Rumusan Masalah ........................................................................................ 10

I.3. Tujuan Penelitian ........................................................................................ 10

I.4. Manfaat Penelitian ...................................................................................... 11

1.4.1. Manfaat Akademis ............................................................................. 11

1.4.1. Manfaat Praktis .................................................................................. 11

I.5. Sistematika Penulisan ................................................................................. 11

BAB II : KAJIAN TEORI.......................................................................................... 13

II.1. Teori Dasar .................................................................................................. 13

II.1.1. S-O-R Theory .................................................................................... 13

II.1.2. Devinisi Komunikasi ......................................................................... 13

II.1.3. Proses Komunikasi ........................................................................... 14

II.1.4. Tujuan Komunikasi ........................................................................... 14

II.1.5. Fungsi Komunikasi ........................................................................... 14

II.1.6. Periklanan .......................................................................................... 15

II.1.7 Tujuan Periklanan ............................................................................. 15

II.1.8. Iklan ................................................................................................... 16

II.1.9. Manfaat iklan..................................................................................... 16

II.1.10. Jenis-jenis iklan ............................................................................... 17

II.1.11.Media Sosial Instagram ................................................................... 17

II.2. Definisi Konsep … ...................................................................................... 18

II.2.1. Daya Tarik Iklan ............................................................................... 18

II.2.2. Loyalitas Pelanggan ......................................................................... 20

II.3. Kerangka Berpikir ....................................................................................... 21

II.4. Hipotesis Penelitian .................................................................................... 22

BAB III : METODOLOGI PENELITIAN ................................................................ 23

III.1.Pendekatan Penelitian ................................................................................ 23

III.2.Jenis Penelitian ........................................................................................... 23

ix

III.3 .Metode Penelitian ...................................................................................... 23

III.4 .Populasi dan Sampel .................................................................................. 24

III.4.1.Populasi ............................................................................................ 24

III.4.2.Sampel .............................................................................................. 24

III.5.Teknik Pengumpulan Data .......................................................................... 26

III.5.1.Data Primer ...................................................................................... 26

III.5.2.Data Sekunder .................................................................................. 26

III.6.Operasionalisasi Variabel ........................................................................... 27

III.7.Teknik Analisis Data ................................................................................... 41

III.8.Teknik Pengujian Instrumen ....................................................................... 41

III.8.1.Uji Validitas ..................................................................................... 41

III.8.2.Uji Reliabilitas ................................................................................. 46

III.8.3.Uji Korelasi ...................................................................................... 47

III.8.4.Uji Regresi ....................................................................................... 49

III.8.5.Koefisien Determinasi ..................................................................... 49

III.8.6.Uji Hipotesis .................................................................................... 50

III.9.Waktu dan Tempat Penelitian .................................................................... 51

III.9.1.Waktu Penelitian ............................................................................... 51

III.9.2.Tempat Penelitian ............................................................................ 51

BAB IV : HASIL PENELITIAN .............................................................................. 52

IV.1 Deskripsi Objek Penelitian ....................................................................... 52

IV.1.1 Sejarah PT GO-JEK Indonesia ....................................................... 52

IV.1.2 Logo GO-JEK ................................................................................... 53

IV.1.3 Visi & Misi ....................................................................................... 53

IV.1.3.1 Visi GO-JEK .................................................................................. 53

IV.1.3.2 Misi GO-JEK ................................................................................. 54

IV.1.4 Sejarah GO-FOOD ........................................................................... 54

IV.1.4.1 Logo GO-FOOD ............................................................................ 56

IV.1.4.2 Instagram GO-FOOD .................................................................... 56

IV.2 Hasil Penelitian .......................................................................................... 57

IV.2.1 Identitas Responden ......................................................................... 57

IV.2.2 Analisis Variabel X: Daya Tarik Iklan ............................................ 60

IV.2.3 Analisis Variabel Y: Loyalitas Pelanggan ....................................... 74

IV.2.4 Uji Korelasi ...................................................................................... 85

IV.2.5 Koefisien Determinasi ..................................................................... 86

IV.2.6 Uji Regresi ....................................................................................... 87

IV.2.7 Hasil Uji t ......................................................................................... 89

IV.2.8 Pembahasan Penelitian .................................................................... 90

BAB V : PENUTUP .................................................................................................. 94

V.1 Kesimpulan Dan Saran ................................................................................ 94

V.1.1 Kesimpulan ........................................................................................ 94

V.1.2 Saran................................................................................................... 95

DAFTAR PUSTAKA ................................................................................................ 97

LAMPIRAN

x

DAFTAR TABEL

Tabel 1 : Operasionalisasi Variabel (X) ..................................................................... 28

Tabel 2 : Operasionalisasi Variabel (Y) ..................................................................... 35

Tabel 3 : Skala Likert Skor dan Katagori Pengukuran Data ...................................... 41

Tabel 4 : Hasil Uji Validitas Variabel X .................................................................... 42

Tabel 5 : Validitas Variabel X ................................................................................... 43

Tabel 6 : Hasil Uji Validitas Variabel Y .................................................................... 44

Tabel 7 : Validitas Variabel Y ................................................................................... 45

Tabel 8 : Nilai Alpha Cronbach ................................................................................ 47

Tabel 9 : Uji Reliabilitas Variabel X ......................................................................... 47

Tabel 10 : Uji Reliabilitas Variabel Y ....................................................................... 47

Tabel 11 : Nilai Interpretasi Koefisiensi Korelasi ..................................................... 48

Tabel 12 : Jadwal Penelitian ...................................................................................... 51

Tabel 13 : Jenis kelamin Responden .......................................................................... 57

Tabel 14 : Usia Responden ........................................................................................ 58

Tabel 15 : Pendidikan Terakhir .................................................................................. 58

Tabel 16 : Pekerjaan/Profesi Responden.................................................................... 59

Tabel 17 : Info Responden Mengetahui GO-FOOD .................................................. 59

Tabel 18 : Jawaban Responden Terhadap Pernyataan 1 ............................................ 60









Tabel 27 : Jawaban Responden Terhadap Pernyataan 10 .......................................... 66











Tabel 38 : Penilaian Daya Tarik Iklan X ................................................................... 74


xi















Tabel 54 : Penilaian Loyalitas Pelanggan Y .............................................................. 84

Tabel 55 : Nilai Koefisien Korelasi ........................................................................... 85

Tabel 56 : Hasil Uji Korelasi ..................................................................................... 86

Tabel 57 : Koefisien Determinasi .............................................................................. 86

Tabel 58 : Analisis Hasil Uji Regresi ......................................................................... 88

xii

DAFTAR GAMBAR

Gambar 1 : Promo Iklan Pada Menu di Instagram Go-food ...................................... 6

Gambar 2 : Jumlah Pengorder Go-food Tahun 2016 ................................................. 8

Gambar 3 : Komentar Positif Dari Pelanggan dan Merchant GO-FOOD ................. 9

Gambar 4 : Komplain Pengaduan Pelanggan............................................................. 9

Gambar 5 : Jumlah Followers Instagram Go-food pada 2017 ................................... 10

Gambar 6 : Kerangka Berpikir ................................................................................... 21

Gambar 5 : Populasi Followers Instagram @go-foodjakarta .................................... 24

Gambar 6 : Logo GO-JEK ......................................................................................... 53

Gambar 7: Logo GO-FOOD ...................................................................................... 56

Gambar 8: Konten isi dari instagram GO-FOOD...................................................... 56

xiii

DAFTAR LAMPIRAN

Lampiran 1 : A2.2 Kegiatan Konsultasi Skripsi

: A5 Tanda Persetujuan Ujian Skripsi

Lampiran 2 : Surat Keterangan Permohonan Riset

Lampiran 3 : Surat Pengantar Riset

Lampiran 4 : Kartu Hasil Studi

Lampiran 5 : Hasil Tes TOEFL

Lampiran 6 : Surat Keterangan Bebas Perpustakaan FISIP

Lampiran 7 : Sertifikat Outbound

Lampiran 8 : Print Out Pembayaran

Lampiran 9 : Daftar Kehadiran Mengikuti Seminar Ujian Skripsi

Lampiran 10 : Ijazah SMA

Lampiran 11 : Kuesioner

Lampiran 12 : Tabel Karakteristik Responden, Validitas, Reliabilitas, Hasil

Uji Penelitian, t Tabel, dan r Tabel

Lampiran 13 : Dokumentasi

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