1.1 Latar Belakang Rumusan Masalah Batasan Masalah Tujuan Penelitian Manfaat Penelitian

xi

DAFTAR ISI

TUGAS AKHIR ............................................................................................... i PERNYATAAN KEASLIAN TUGAS AKHIR ...................................................ii LEMBAR PENELITIAN ............................................................................... iii LEMBAR PENGESAHAN PEMBIMBING ...................................................... iv LEMBAR PENGESAHAN PENGUJI ............................................................... v PERSEMBAHAN ........................................................................................... vi MOTTO ........................................................................................................vii KATA PENGANTAR .................................................................................. viii DAFTAR ISI .................................................................................................. xi BAB I PENDAHULUAN .................................................................................. 1 1.1

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

1.2

Rumusan Masalah .............................................................................................. 3

1.3

Batasan Masalah................................................................................................. 3

1.4

Tujuan Penelitian ............................................................................................... 3

1.5

Manfaat Penelitian ............................................................................................. 3

1.6

Sistematika Penulisan......................................................................................... 4

BAB II KAJIAN LITERATUR .....................................................................................6 2.1

Kajian Induktif ................................................................................................... 6

2.2

Kajian Deduktif .................................................................................................. 8

2.2.1

Pengertian Periklanan ................................................................................. 8

2.2.2

Tujuan Periklanan ....................................................................................... 9

2.2.3

Jenis – Jenis Media Iklan .......................................................................... 11

2.2.4

Efektivitas ................................................................................................. 12

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2.2.5

Efektivitas Periklanan ............................................................................... 13

2.2.6

Pengertian EPIC MODEL ........................................................................ 14

2.2.8

EPIC Rate ................................................................................................. 16

2.2.9

Segmentasi Pasar ...................................................................................... 16

2.2.10

Skala Pengukuran ..................................................................................... 18

2.2.11

Menentukan Jumlah Sampel ..................................................................... 21

2.2.12

Analisis Tabulasi Sederhana ..................................................................... 22

2.2.13

Uji Validitas .............................................................................................. 23

2.2.14

Uji Reliabilitas .......................................................................................... 24

BAB III ......................................................................................................... 26 METODE PENELITIAN ............................................................................... 26 3.1

Objek Penelitian ............................................................................................... 26

3.2

Identifikasi Masalah ......................................................................................... 26

3.3

Sumber Data ..................................................................................................... 26

3.4

Pengumpulan Data ........................................................................................... 27

3.5

Pengolahan Data............................................................................................... 27

3.5.1

Uji Validitas .............................................................................................. 28

3.5.2

Uji Reliabilitas .......................................................................................... 29

3.5.3

EPIC Model .............................................................................................. 29

3.6

Kerangka Penelitian ......................................................................................... 34

BAB IV PENGUMPULAN DAN PENGOLAHAN DATA ..................................... 35 4.1

Pengumpulan Data ........................................................................................... 35

4.2

Pengolahan Data............................................................................................... 35

4.2.1

Uji Validitas .............................................................................................. 35

4.2.2

Uji Reliabilitas .......................................................................................... 38

4.2.3

Uji EPIC Model ........................................................................................ 39

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4.2.3.1 Perhitungan Dimensi Empati Pada Media Billboard ................................ 39 4.2.3.2 Perhitungan Dimensi Persuasi Pada Media Billboard .............................. 41 4.2.3.3 Perhitungan Dimensi Dampak Pada Media Billboard ............................... 43 4.2.3.4 Perhitungan Dimensi Komunikasi Pada Media Billboard ........................ 44 4.2.3.5 Perhitungan Dimensi Empati Pada Media Shospsign ............................... 46 4.2.3.6 Perhitungan Dimensi Persuasi Pada Media Shospsign ............................. 48 4.2.3.7 Perhitungan Dimensi Dampak Pada Media Shospsign ............................. 50 4.2.3.8 Perhitungan Dimensi Komunikasi Pada Media Shospsign ....................... 52 4.2.3.9 Perhitungan Dimensi Empati Pada Media TVC ........................................ 53 4.2.3.10

Perhitungan Dimensi Persuasi Pada Media TVC .................................. 55

4.2.3.12

Perhitungan Dimensi Komunikasi Pada Media TVC ............................ 59

4.2.3.13

EPIC Rate Media Billboard .................................................................. 60

4.2.3.14 EPIC Rate Media Shopsign ....................................................................... 61 4.2.3.15

EPIC Rate Media TVC .......................................................................... 63

BAB V PEMBAHASAN ................................................................................. 65 5.1

Uji Validitas ..................................................................................................... 65

5.2

Uji Reliabilitas ................................................................................................. 66

5.3 Analisa EPIC Model ............................................................................................. 66 5.3.1

Analisa EPIC Model Pada Media Billboard ............................................ 66

5.3.2

Shopsign .................................................................................................... 67

5.3.3

TVC ........................................................................................................... 69

5.3.4

Perbandingan EfektivitasAntar Billboard, Shopsign, dan TVC ................ 70

BAB VI KESIMPULAN DAN SARAN .................................................................... 72 6.1

Kesimpulan ...................................................................................................... 72

6.2

Saran ................................................................................................................. 73 DAFTAR PUSTAKA

xiv

LAMPIRAN

xv

DAFTAR TABEL

Tabel 3.1 Aspek – Aspek dalam Billboard ................................................................ 29 Tabel 3.2 Aspek – Aspek dalam Shopsign ................................................................ 30 Tabel 3.3 Aspek – Aspek dalam TVC ....................................................................... 30 Tabel 3.4 Bobot Nilai EPIC Model ........................................................................... 32 Tabel 3.5 Rentang Skala Keputusan EPIC Model ..................................................... 33 Tabel 4.1 Hasil Validasi Pertanyaan Media Billboard .............................................. 36 Tabel 4.2 Hasil Validasi Pertanyaan Media Shopsign ............................................... 36 Tabel 4.3 Hasil Validasi Pertanyaan Media TVC ...................................................... 37 Tabel 4.4 Nilai Cronbach’s Alpha Media Billboard ................................................. 38 Tabel 4.5 Nilai Cronbach’s Alpha Media Shopsign .................................................. 38 Tabel 4.6 Nilai Cronbach’s Alpha Media TVC ........................................................ 39 Tabel 4.7 Perhitungan Empati EPIC Billboard ......................................................... 40 Tabel 4.8 Perhitungan Persuasi EPIC Billboard ........................................................ 41 Tabel 4.9 Perhitungan Dampak EPIC Billboard ....................................................... 43 Tabel 4.10 Perhitungan Komunikasi EPIC Billboard ............................................... 45 Tabel 4.11 Perhitungan Empati EPIC Shopsign ........................................................ 47 Tabel 4.12 Perhitungan Persuasi EPIC Shopsign ...................................................... 48 Tabel 4.13 Perhitungan Dampak EPIC Shopsign ...................................................... 50 Tabel 4.14 Perhitungan Komunikasi EPIC Shopsign ................................................ 52 Tabel 4.15 Perhitungan Empati EPIC TVC ............................................................... 54 Tabel 4.16 Perhitungan Persuasi EPIC TVC .............................................................. 55 Tabel 4.17 Perhitungan Dampak EPIC TVC ............................................................. 57 Tabel 4.18 Perhitungan Komunikasi EPIC TVC ....................................................... 59 Tabel 4.19 Perhitungan EPIC Rate Billboard ............................................................ 60 Tabel 4.20 Perhitungan EPIC Rate Shopsign ............................................................ 61 Tabel 4.21 Perhitungan EPIC Rate TVC .................................................................... 62

xvi

DAFTAR GAMBAR

Gambar 3.1 Flowchart Penelitian .............................................................................. 34 Gambar 4.1 Grafik Jawaban Empati Responden Terhadap Media Billboard .......... 39 Gambar 4.2 Posisi Keputusan Dimensi Empati Media Billboard ............................ 40 Gambar 4.3 Grafik Jawaban Persuasi Responden Terhadap Media Billboard.......... 41 Gambar 4.4 Posisi Keputusan Dimensi Persuasi Media Billboard .......................... 42 Gambar 4.5 Grafik Jawaban Dampak Responden Terhadap Media Billboard ......... 43 Gambar 4.6 Posisi Keputusan Dimensi Dampak Media Billboard .......................... 44 Gambar 4.7 Grafik Jawaban Komunikasi Responden Terhadap Media Billboard ... 45 Gambar 4.8 Posisi Keputusan Dimensi Komunikasi Media Billboard .................... 46 Gambar 4.9 Grafik Jawaban Empati Responden Terhadap Media Shopsign ............ 46 Gambar 4.10 Posisi Keputusan Dimensi Empati Media Shopsign ........................... 47 Gambar 4.11 Grafik Jawaban Persuasi Responden Terhadap Media Shopsign ........ 48 Gambar 4.12 Posisi Keputusan Dimensi Persuasi Media Shopsign ......................... 49 Gambar 4.13 Grafik Jawaban Dampak Responden Terhadap Media Shopsign ........ 50 Gambar 4.14 Posisi Keputusan Dimensi Dampak Media Shopsign ......................... 51 Gambar 4.15 Grafik Jawaban Komunikasi Responden Terhadap Media Shopsign .. 52 Gambar 4.16 Posisi Keputusan Dimensi Komunikasi Media Shopsign ................... 53 Gambar 4.17 Grafik Jawaban Empati Responden Terhadap Media TVC ................. 53 Gambar 4.18 Posisi Keputusan Dimensi Empati Media TVC ................................. 54 Gambar 4.19 Grafik Jawaban Persuasi Responden Terhadap Media TVC................ 55 Gambar 4.20 Posisi Keputusan Dimensi Persuasi Media TVC ................................ 56 Gambar 4.21 Grafik Jawaban Dampak Responden Terhadap Media TVC .............. 57 Gambar 4.22 Posisi Keputusan Dimensi Dampak Media TVC ................................ 58 Gambar 4.23 Grafik Jawaban Komunikasi Responden Terhadap Media TVC ......... 59 Gambar 4.24 Posisi Keputusan Dimensi Komunikasi Media TVC .......................... 60 Gambar 4.25 Tampilan EPIC Model pada Media Billboard ..................................... 61

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Gambar 4.26 Tampilan EPIC Model pada Media Shopsign ..................................... 62 Gambar 4.27 Tampilan EPIC Model pada Media TVC ............................................. 63 Gambar 5.1 Diagram Perbandingan Billboard, Shopsign, dan TVC ......................... 69