ABSTRACT This research aimed to determine influence of television commercials toward the brand awareness of the coffee Luwak White Coffee to environment Bandung State University Christian Maranatha. One effective marketing communication tool in creating brand awarenessis the medium of television advertising. This can be seen in one instant coffee product is classified as a new comer whose adsare emerging on the television screen that coffee Luwak White Koffie. Efforts made Civet White Koffie seems reap upon the success. It can be seen from the data index of top branding Indonesia in 2014 where Mongoose White Koffie ranked first as the top brand in the product category of white coffee with a rating of 74.4% of TBI. Seeing the success of Luwak coffee White Koffie the researchers wanted to know whether there was an effect of advertising on television advertising media for brand awareness and the extent of their influence in the case of coffee Luwak White Koffie This study a sample of 52 respondent at environment Maranatha Christian University. Data were processed using SPSS 21.0 using simple regression because researcher want to test whether there is influence between advertising on television media toward brand awareness. The results of this study indicate that there is a positive effect of advertising on television advertising media for brand awareness to the value ofthe effect of 186 or 18.6%; while the remaining 100% -18.6% = 81.4% influenced by other factors. Keywords : Advertising on Television Media, Brand Awareness, Luwak White Coffee
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ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh media iklan televisi terhadap kesadaran merek kopi Luwak White Koffie di lingkungan Universitas Kristen Maranatha Bandung.Salah satu alat komunikasi pemasaran yang efektif dalam menciptakan brand awareness ialah media iklan televisi. Hal ini terlihat pada salah satu produk kopi instan yang tergolong sebagai pendatang baru yang iklannya banyak bermunculan di layar kaca televisi yaitu kopi Luwak White Koffie. Upaya yang dilakukan Luwak White Koffie ini nampaknya menuai kesusksesan. Hal ini dapat dilihat dari data top brand index di Indonesia pada tahun 2014 dimana Luwak White Koffie mendapat peringkat pertama sebagai top brand pada kategori produk white coffee dengan penilaian sebesar 74,4% TBI. Melihat kesuksesan kopi Luwak White Koffie maka peneliti ingin mengetahui apakah ada pengaruh periklanan pada media iklan televisi terhadap kesadaran merek dan seberapa besar pengaruhnya dalam kasus kopi Luwak White Koffie. Penelitian ini menggunakan sampel sebanyak 52 responden di lingkungan Universitas Kristen Maranatha. Data diolah dengan menggunakan SPSS 21.0 menggunakan regresi sederhana karena peneliti ingin menguji apakah terdapat pengaruh periklanan di media iklan televisi terhadap kesadaran merek. Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif periklanan pada media iklan televisi terhadap kesadaran merek dengan nilai pengaruh sebesar 0,186 atau 18,6%; sedangkan sisanya 100% - 18,6% = 81,4% dipengaruhi oleh faktor-faktor lain. Kata-kata Kunci: Periklanan pada Media Iklan Televisi, Brand Awareness, Luwak White Koffie
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DAFTAR ISI Halaman SURAT PERNYATAAN ORISINALITAS SKRIPSI .........................................
i
SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN ...................................................................
ii
SURAT PERNYATAAN PUBLIKASI LAPORAN PENELITIAN ...................
iii
KATA PENGANTAR ..........................................................................................
iv
ABSTRACT ............................................................................................................
vi
ABSTRAK ............................................................................................................
vii
DAFTAR ISI .........................................................................................................
viii
DAFTAR GAMBAR ............................................................................................
xii
DAFTAR TABEL .................................................................................................
xiii
DAFTAR LAMPIRAN .........................................................................................
xv
BAB I PENDAHULUAN 1.1 Latar Belakang Masalah ..................................................................
1
1.2 Rumusan Masalah ............................................................................
4
1.3 Tujuan Penelitian .............................................................................
5
1.4 Manfaat Penelitian ...........................................................................
5
BAB II TINJAUAN PUSTAKA 2.1 Kajian Pustaka .................................................................................
6
2.1.1 Definisi Pemasaran .................................................................
6
2.1.2 Bauran Pemasaran..................................................................
7
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2.1.3 Memutuskan Bauran Komunikasi Pemasaran .......................
10
2.1.4 Promosi ..................................................................................
12
2.1.5 Bauran Promosi......................................................................
13
2.1.6 Periklanan ..............................................................................
14
2.1.7 Tujuan Periklanan ..................................................................
15
2.1.8 Fungsi Periklanan .................................................................
16
2.1.9 Media Periklanan ..................................................................
17
2.1.10 Media Iklan Televisi ............................................................
19
2.1.11 Elemen-Elemen Iklan Televisi.............................................
25
2.1.12 Merek (Brand) .....................................................................
27
2.1.13 Peranan dan Manfaat Merek ................................................
29
2.1.14 Brand Awareness .................................................................
30
2.1.15 Hubungan Media Iklan Televisi Terhadap Brand Awareness 32
BAB III METODE PENELITIAN 3.1 Metode Penelitian ............................................................................
39
3.2 Populasi dan Sampel ........................................................................
39
3.3 Teknik Pengambilan Sampel ...........................................................
40
3.4 Operasional Variabel .......................................................................
41
3.5 Metode Pengumpulan Data ..............................................................
42
3.6 Metode Analisis Data......................................................................
44
3.6.1 Uji Instrumen .........................................................................
45
3.6.2 Uji Asumsi Klasik..................................................................
47
3.6.3 Analisis Regresi Linear Sederhana ........................................
47
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BAB IV HASIL DAN PEMBAHASAN 4.1 Gambaran Umum Responden ..........................................................
49
4.2 Tanggapan Responden Terhadap Media Iklan Televisi Kopi Luwak White Koffie ....................................................................................
52
4.2.1 Tanggapan Responden Terhadap Penampilan Iklan Luwak White Koffie ...........................................................................
52
4.2.2 Tanggapan Responden Terhadap Kesadaran Merek (Brand Awareness) .............................................................................
60
4.3 Hasil Uji Validitas dan Reliabilitas................................................
64
4.3.1 Uji Validitas.........................................................................
64
4.3.2 Uji Reliabilitas ....................................................................
65
4.4 Uji Asumsi Klasik ............................................................................
65
4.4.1 Uji Normalitas.........................................................................
65
4.5 Analisa Akhir ...................................................................................
67
4.5.1 Uji Signifikasi Simultan (Uji F).............................................
68
4.5.2 Pengujian Signifikan Parsial (Uji t) .......................................
69
4.6 Pembahasan......................................................................................
70
BAB V PENUTUP 5.1 Kesimpulan ......................................................................................
71
5.2 Implikasi Manajerial ........................................................................
72
5.3 Keterbatasan Penelitian....................................................................
72
5.4 Saran ................................................................................................
73
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DAFTAR PUSTAKA ..........................................................................................
75
LAMPIRAN
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DAFTAR GAMBAR Halaman Gambar 1.1
Data Top Brand............................................................................
3
Gambar 2.1
Empat P Bauran Pemasaran .........................................................
8
Gambar 2.2
Piramida Kesadaran Merek..........................................................
34
Gambar 2.3
Rerangka Teoritis.........................................................................
36
Gambar 2.4
Rerangka pemikiran .....................................................................
37
Gambar 2.5
Model Penelitian ..........................................................................
38
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DAFTAR TABEL Halaman Tabel 1.1
Data Top Brand Index produk white coffee di Indonesia tahun 2014 ...............................................................................................
3
Tabel 3.4
Definisi operasional variabel ........................................................
41
Tabel 4.1
Karakteristik Responden Berdasarkan Jenis Kelamin ..................
49
Tabel 4.2
Karakteristik Responden Berdasarkan Lama ................................
50
Tabel 4.3
Karakteristik Responden Berdasarkan Kopi .................................
51
Tabel 4.4
Tanggapan Responden Berdasarkan Tampilan Komposisi Warna Iklan Luwak White Koffie yang Menarik .....................................
Tabel 4.5
Tanggapan Responden Berdasarkan Efek Pencahayaan Iklan Luwak White Koffie yang Baik ....................................................
Tabel 4.6
56
Tanggapan Responden Berdasarkan Instrumen Musik Iklan Kopi Luwak White yang Memberikan Daya Tarik Bagi Penonton .......
Tabel 4.9
55
Tanggapan Responden Berdasarkan Durasi dan Waktu Jam Tayang Iklan Kopi Luwak White Koffie yang Tepat ...................
Tabel 4.8
54
Tanggapan Responden Berdasarkan Penataan Gambar Iklan Kopi Luwak White Koffie yang Baik dan Menarik ...............................
Tabel 4.7
53
57
Tanggapan Responden Berdasarkan Peran Artis Terkenal Sebagai Public Figure di dalam Media Iklan Televisi Menambah Daya Tarik Iklan .....................................................................................
Tabel 4.10
58
Tanggapan Responden Berdasarkan Slogan Iklan Luwak White Koffie yang Mudah Diingat oleh Penonton (The Real White Koffie)...........................................................................................
59
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Tabel 4.11
Tanggapan Responden Berdasarkan Penilaian Responden yang Tidak Mengetahui atau Mengenali Merek Kopi Luwak White Koffie ............................................................................................
Tabel 4.12
Tanggapan Responden Berdasarkan Penilaian Responden Mengetahui dengan Jelas Merek Kopi Luwak White Koffie........
Tabel 4.13
61
Tanggapan Responden Berdasarkan Penilaian Responden Mengingat dengan Jelas Merek Kopi Luwak White Koffie .........
Tabel 4.14
60
62
Tanggapan Responden Berdasarkan Penilaian untuk Menyebutkan Merek Kopi Luwak white Koffie maka Merek Luwak White Koffie adalah Merek Pertama Kali yang Muncul dalam Benak Anda ........................................................................
63
Tabel 4.15
Hasil Uji Validitas .........................................................................
64
Tabel 4.16
Hasil Uji Reliabilitas .....................................................................
65
Tabel 4.17
Hasil Uji Normalitas .....................................................................
65
Tabel 4.18
Hasil Uji Persamaan Regresi .........................................................
67
Tabel 4.19
Hasil Uji ANOVA (Regresi Simultan) .........................................
68
Tabel 4.20
Hasil Uji t (Regresi Parsial) ..........................................................
69
Tabel 4.21
Hasil Model Summary ..................................................................
69
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DAFTAR LAMPIRAN
Lampiran A
Kuesioner Penelitian
Lampiran B
Tabel Input Data Responden
Lampiran C
Data Frequencies
Lampiran D
Uji Validitas
Lampiran E
UJi Asumsi Klasik
Lampiran F
Analisis Regresi Linier Sederhana
Lampiran G
Daftar Riwayat hidup
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