BAB II TINJAUAN PUSTAKA DAN LINGKUP PENELITIAN

DAFTAR ISI

HALAMAN JUDUL .............................................................................................. i HALAMAN PENGESAHAN ............................................................................... ii HALAMAN PERNYATAAN .............................................................................. iii ABSTRAK ............................................................................................................ iv ABSTRACT ............................................................................................................ v KATA PENGANTAR .......................................................................................... vi HALAMAN PERSEMBAHAN ....................................................................... viii DAFTAR ISI ......................................................................................................... ix DAFTAR TABEL .............................................................................................. xiii DAFTAR GAMBAR ........................................................................................... xv BAB I PENDAHULUAN ...................................................................................... 1 1.1 Gambaran Umum Objek Penelitian ................................................................ ..1 1.1 Gambaran Umum PT Djarum ..................................................................... 1 1.2 Visi dan Misi ............................................................................................... 4 1.3 Budaya PerusahaanPT Djarum .................................................................... 5 1.4 Bidang Usaha ............................................................................................... 6 1.2 Latar Belakang Penelitian ............................................................................... .6 1.3 Perumusan Masalah ........................................................................................ 14 1.4 Tujuan Penelitian ............................................................................................ 15 1.5 Kegunaan Penelitian........................................................................................ 15 1.6 Sistematika Penelitian ..................................................................................... 15 BAB II TINJAUAN PUSTAKA DAN LINGKUP PENELITIAN ................ 15 2.1 Tinjauan Pustaka Penelitian ........................................................................... 17 2.1.1 Pemasaran (Marketing) .......................................................................... 17 2.1.2 Bauran Pemasaran (Marketing Mix) ....................................................... 17 2.1.3 Merek (Brand) ........................................................................................ 18 2.1.4 Citra Merek (Brand Image) .................................................................... 20 2.1.5 Promosi ................................................................................................... 21 2.1.6 Event ....................................................................................................... 22

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2.17 Event Marketing ....................................................................................... 23 2.18 Hubungan Event Marketing dengan Brand Image ................................... 28 2.2 Penelitian Terdahulu ....................................................................................... 30 2.3 Kerangka Pemikiran ....................................................................................... 38 2.4 Hipotesis Penelitian ........................................................................................ 39 2.5 Ruang Lingkup Penelitian .............................................................................. 40 BAB III METODE PENELITIAN.................................................................... 41 3.1 Jenis Penelitian ............................................................................................... 41 3.2 Operasionalisasi Variabel dan Skala Pengukuran .......................................... 41 3.2.1 Operasional Variabel .............................................................................. 41 3.2.2 Skala Pengukuran ................................................................................... 47 3.3 Tahapan Penelitian ......................................................................................... 47 3.4 Pengumpulan Data ......................................................................................... 49 3.4.1 Jenis Data ................................................................................................ 49 3.4.2 Teknik Pengumpulan Data...................................................................... 49 3.5 Populasi dan Sampel....................................................................................... 50 3.5.1 Populasi ................................................................................................... 50 3.5.2 Sampel .................................................................................................... 50 3.5.2 Teknik Pengambilan Sampel .................................................................. 51 3.6 Uji Validitas dan Reliabilitas .......................................................................... 51 3.6.1 Uji Validitas ............................................................................................ 52 3.6.2 Uji Reliabilitas ........................................................................................ 54 3.7 Teknik Analisis Data ...................................................................................... 54 3.7.1 Analisis Data ........................................................................................... 55 3.7.2 Uji Method Succesive Interval (MSI) ..................................................... 56 3.7.3 Uji Asumsi Klasik ................................................................................... 57 3.7.4 Analisis Regresi Linear Berganda .......................................................... 59 3.8 Uji Hipotesis ………………………………………………………………....59 3.8.1 Pengujian Hipotesis Secara Simultan ..................................................... 59 3.8.2 Pengujian Hipotesis Secara Parsial ......................................................... 60 3.9 KoefisienDeterminasi………………………………………………………...62

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BAB IV HASIL DAN PEMBAHASAN ........................................................... 63 4.1 Karakteristik Responden ................................................................................. 63 4.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin ............................. 63 4.1.2 Karakteristik Responden Berdasarkan Usia ........................................... 64 4.1.3 Karakteristik Responden Berdasarkan Pekerjaan .................................... 64 4.1.4 Karakteristik Responden Berdasarkan Pendapatan ................................. 65 4.2 Hasil Penelitian .............................................................................................. 66 4.2.1Tanggapan Responden Terhadap Variabel Event Marketing ................... 66 4.2.1.1 Tanggapan Responden Terhadap dimensi Involvement ................ 67 4.2.1.2 Tanggapan Responden Terhadap dimensi Interaction .................. 68 4.2.1.3 Tanggapan Responden Terhadap dimensi Intensity...................... 70 4.2.1.4 Tanggapan Responden Terhadap dimensi Individuality ............... 74 4.2.1.5 Tanggapan Responden Terhadap dimensi Innovation .................. 75 4.2.1.6 Tanggapan Responden Terhadap dimensi Integrity...................... 76 4.2.1.7 Tanggapan Responden Terhadap Variabel Event Marketing Secara Keseluruhan ....................................................................... 77 4.2.2 Tanggapan Responden Terhadap Variabel Brand Image ........................ 79 4.3

Analisis Data ............................................................................................... 82

4.3.1 Transformasi Data .................................................................................. 82 4.3.2 Uji Asumsi Klasik ................................................................................. 83 4.4 Analisis Regresi Linear Berganda .................................................................. 83 4.5

Uji Hipotesis ............................................................................................... 88

4.5.1 Pengujian Hipotesis Secara Simultan (Uji F) ......................................... 88 4.5.2 Pengujian Hipotesis Secara Parsial (Uji t) .............................................. 89 4.6

Koefisien Determinasi ................................................................................. 91

4.7

Pembahasan Analisis Penelitian .................................................................. 92

BAB V Kesimpulan dan Saran ........................................................................ 97 5.1 Kesimpulan ................................................................................................... 97 5.2 Saran ................................................................................................................ 98 5.2.1 Saran Bagi Perusahaan ........................................................................... 98 5.2.2 Saran Bagi Peneliti Selanjutnya ............................................................. 99

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DAFTAR PUSTAKA ....................................................................................... 100 LAMPIRAN

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DAFTAR TABEL

Tabel 1.1 Merek Produk PT Djarum ..................................................................... 2 Tabel 1.2 Kegiatan CSR PT Djarum ..................................................................... 3 Tabel 1.3 Penghargaan Yang Diraih PT Djarum .................................................. 5 Tabel 1.4 Produk Kompetitor................................................................................ 10 Tabel 1.5 Tanggapan responden mengenai brand image Djarum Super Mild ..... 12 Tabel 2.1 Penelitian Terdahulu Skripsi ................................................................. 30 Tabel 2.2 Penelitian Terdahulu Jurnal Nasional ................................................... 35 Tabel 2.3 Penelitian Terdahulu Jurnal Internasional............................................. 36 Tabel 3.1 Operasionalisasi Variabel ..................................................................... 43 Tabel 3.2 Skala Penelitian Likert .......................................................................... 47 Tabel 3.3 Hasil Uji Validitas Variabel Event Marketing ...................................... 53 Tabel 3.4 Hasil Uji Validitas Variabel Brand Image ............................................ 53 Tabel 3.5 Hasil Uji Reliabilitas Variabel Event Marketing .................................. 54 Tabel 3.6 Hasil Uji Reliabilitas Variabel Brand Image ........................................ 54 Tabel 3.7 Kategori Pengelompokan Presentase .................................................... 55 Tabel 4.1 Tanggapan Responden Terhadap Variabel Involvement ...................... 67 Tabel 4.2 Tanggapan Responden Terhadap Variabel Interaction ...................... 68 Tabel 4.3 Tanggapan Responden Terhadap Variabel Intensity ........................... 70 Tabel 4.4 Tanggapan Responden Terhadap Variabel Individuality ..................... 72 Tabel 4.5 Tanggapan Responden Terhadap Variabel Innovation ......................... 74 Tabel 4.6 Tanggapan Responden Terhadap Variabel Integrity ........................... 76 Tabel 4.7 Tanggapan Responden Terhadap Keseluruhan Variabel Event Marketing ............................................................................................. 78 Tabel 4.8 Tanggapan Responden Terhadap Variabel Brand Image ..................... 79 Tabel 4.9 Hasil Yji Normalitas Variabel Brand Image (Y) pada One-Sample Kolmogorov-Smirnov ........................................................................... 84 Tabel 4.10 Hasil Uji Multikolinearitas.................................................................. 85 Tabel 4.11Hasil Persamaan Regresi ...................................................................... 87 Tabel 4.12 Pengujian Hipotesis Secara Simultan ................................................. 88

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Tabel 4.13Pengujian Hipotesis Secara Parsial ..................................................... 90 Tabel 4.14 Tabel Koefisien Determinasi .............................................................. 91

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DAFTAR GAMBAR

Gambar 1.1 Logo PT Djarum................................................................................ ..1 Gambar 1.2 Pangsa Pasar Perusahaan Rokok di Indonesia Tahun 2014 .............. ..8 Gambar 1.3 Packaging Djarum Super Mild ......................................................... ..9 Gambar 1.4 Poster Stage Bus Jazz Tour 2015 ...................................................... 11 Gambar 2.1 Bauran Pemasaran (Marketing Mix) ................................................. 18 Gambar 2.2 Kategori Spesial Event ...................................................................... 23 Gambar 2.3 Kerangka Pemikiran .......................................................................... 39 Gambar 3.1 Tahapan Penelitian ............................................................................ 48 Gambar 3.2 Garis Kontinum ................................................................................ 56 Gambar 4.1 Karaktristik Responden Berdasarkan Jenis Kelamin ........................ 63 Gambar 4.2 Karaktristik Responden Berdasarkan Usia ........................................ 64 Gambar 4.3 Karaktristik Responden Berdasarkan Pekerjaan ............................... 65 Gambar 4.4 Karaktristik Responden Berdasarkan Pendapatan............................. 66 Gambar 4.5 Garis Kontinum Tanggapan Responden Terhadap Dimensi Involvement ...................................................................................... 68 Gambar 4.6 Garis Kontinum Tanggapan Responden Terhadap Dimensi Interaction ........................................................................................ 70 Gambar 4.7 Garis Kontinum Tanggapan Responden Terhadap Dimensi Intensity ............................................................................................ 72 Gambar 4.8 Garis Kontinum Tanggapan Responden Terhadap Dimensi Individuality ..................................................................................... 74 Gambar 4.9 Garis Kontinum Tanggapan Responden Terhadap Dimensi Innovation ......................................................................................................... 76 Gambar 4.10 Garis Kontinum Tanggapan Responden Terhadap Dimensi Integrity ............................................................................................ 77 Gambar 4.11 Garis Kontinum Tanggapan Responden Terhadap Event Marketing Secara Keseluruhan.......................................................................... 78 Gambar 4.12 Garis Kontinum Tanggapan Responden Terhadap Brand Image ... 82 Gambar 4.13 Uji Normalitas Variabel Brand Image (Y) pada Histogram ........... 83

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Gambar 4.14 Uji Normalitas Variabel Brand Image (Y) pada P-P Plot ............. 84 Gambar 4.15 Hasil Uji Heterokedastisitas pada Scatterplot ................................ 86

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