KUESIONER Pengaruh Celebrity Endorser (Raffi Ahmad) dalam periklanan XL terhadap pembentukan Brand Image pada Mahasiswa S-1 Jurusan Ilmu Komunikasi FISIP USU 1. Identitas Responden Nama : Jenis kelamin : Stambuk : Lama Menggunakan Kartu XL : 2. Pilihlah jawaban dengan member tanda silang (X) pada sah satu jawaban yang paling sesuai menurut saudara. Adapun makna tanda tersebut adalah sebagai berikut. No 1 2 3 4 5
No 1 2 3 4
1 2
3
4
Pertanyaan Sangat Setuju (SS) Setuju (ST) Kurang Setuju (KS) Tidak Setuju (TS) Sangat Tidak Setuju (STS)
Pertanyaan SS Atractiveness (X1) Penampilan Raffi Ahmad di Iklan XL sangat menarik Raffi Ahmad dapat mewakili image anak muda yang dinamis Raffi Ahmad dapat mewakili image anak muda yang berwawasan luas Raffi Ahmad memiliki ketampanan yang mendukung iklan kartu XL Trusthworthiness (X1) Raffi Ahmad mampu meyakinkan Anda kartu XL memiliki kualitas Raffi Ahmad dapat dipercaya dalam menyampaikan pesan iklan kartu XL Raffi Ahmad merupakan selebriti yang tulus sehingga tepat dalam menyampaikan pesan iklan Raffi Ahmad menyampaikna pesan iklan dengan jujur dalam iklan bahwa kartu XL adalah kartu
Skor 5 4 3 2 1
ST
KS
TS
STS
Universitas Sumatera Utara
1 2
3 4
1
2
3
4
seluler pilihannya Expertise (X3) Raffi Ahmad memenuhi syarat sebagai model iklan kartu XL Rafii Ahmad memiliki keahlian sebagai selebriti pendukung kartu XL Raffi Ahmad memiliki pengetahuan yang cukup tentang kartu XL Raffi Ahmad mampu mengkomunikasikan iklan dengan percaya diri sehingga dapat memerikan keyakinan konsumen. VARIABEL Y Raffi Ahmad dapat membentuk image kartu XL sebagai kartu seluler yang berkualitas Raffi Ahmad dapat membentuk image kartu XL sebagai kartu seluler yang memiliki keunggulan dibandingkan kartu lain Raffi Ahmad dapat mencitrakan bahwa kartu XL merupakan produk yang kreatif dan inovatif Raffi Ahmad meru[akan selebriti yang terkena sehingga pesan iklan mudah iingat
Universitas Sumatera Utara
N o 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
DATA VALIDITAS DAN RELIABILTAS P 1 4 4 4 5 5 4 5 4 4 5 4 5 4 5 5 5 4 4 4 4 3 2 5 4 3 4 5 5 4 4
P 2 4 4 4 4 4 4 4 4 4 4 4 4 3 4 5 5 4 4 4 4 3 2 4 4 4 4 4 5 4 4
P 3 3 2 4 3 3 4 3 4 4 4 4 4 4 5 5 4 5 5 4 4 3 2 4 4 5 4 5 4 5 4
P 4 4 4 4 4 5 5 4 4 4 5 4 4 4 4 5 5 5 4 4 4 4 4 4 4 4 5 5 5 4 4
P 5 5 5 4 5 5 4 5 4 4 5 4 5 5 5 5 5 5 5 4 4 4 4 4 4 4 5 5 5 4 4
P 6 4 5 4 5 5 5 5 4 5 5 5 5 4 5 5 5 5 5 4 4 4 4 4 4 5 5 5 5 4 4
P 7 4 4 4 5 5 5 5 4 5 5 5 5 5 5 4 4 5 5 4 4 3 2 4 4 5 4 5 4 5 4
P 8 4 4 4 4 5 5 4 4 4 5 4 4 4 4 5 5 5 4 4 4 4 4 4 4 4 5 5 5 4 4
P 9 4 5 4 5 5 5 5 4 5 5 5 5 4 5 5 5 5 5 4 4 4 4 4 4 5 5 5 5 4 4
P1 0 4 4 4 4 4 3 4 3 3 4 4 4 4 4 4 4 4 4 4 4 2 2 4 4 5 4 4 4 4 4
P1 1 2 2 4 4 5 4 4 4 4 4 4 4 4 4 5 4 4 4 4 4 4 2 4 4 5 4 4 4 4 4
P1 2 4 2 4 4 5 4 4 4 4 3 4 4 3 5 3 4 3 5 4 4 3 2 4 4 5 4 5 4 5 4
P1 3 4 4 4 3 5 2 5 4 3 5 5 5 4 4 4 4 2 5 2 4 2 2 4 2 4 3 4 4 4 4
P1 4 2 2 4 2 4 3 4 2 2 4 4 4 3 3 4 3 4 4 4 4 3 2 4 4 4 4 4 5 4 4
P1 5 4 4 4 5 4 4 4 4 4 4 4 4 3 3 4 3 5 5 4 4 3 2 4 4 4 4 4 5 4 4
P1 6 3 4 4 4 5 4 4 3 4 4 4 4 3 4 3 5 4 4 4 4 3 2 4 4 4 4 4 5 4 4
Reliability Statistics Cronbach's Alpha ,895
N of Items 16
Universitas Sumatera Utara
Item Statistics VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 VAR00016
Mean 4,2333 3,9667 3,9333 4,3000 4,5333 4,6000 4,4000 4,3000 4,6000 3,8000 3,9000 3,9000 3,7000 3,4667 3,9333 3,8667
Std. Deviation ,72793 ,55605 ,82768 ,46609 ,50742 ,49827 ,72397 ,46609 ,49827 ,61026 ,71197 ,80301 1,02217 ,86037 ,63968 ,62881
N 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
Item-Total Statistics
VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 VAR00016
Scale Mean if Item Deleted 61,2000 61,4667 61,5000 61,1333 60,9000 60,8333 61,0333 61,1333 60,8333 61,6333 61,5333 61,5333 61,7333 61,9667 61,5000 61,5667
Scale Variance if Item Deleted 38,717 40,189 39,431 42,671 42,576 41,523 38,861 42,671 41,523 40,033 39,844 39,706 38,961 39,068 40,810 39,633
Corrected Item-Total Correlation ,705 ,728 ,531 ,451 ,423 ,601 ,692 ,451 ,601 ,677 ,588 ,522 ,441 ,542 ,540 ,708
Cronbach's Alpha if Item Deleted ,883 ,884 ,890 ,892 ,893 ,888 ,883 ,892 ,888 ,885 ,887 ,890 ,898 ,890 ,889 ,883
Scale Sta tisti cs Mean 65,4333
Variance 45,633
St d. Deviation 6,75524
N of Items 16
Universitas Sumatera Utara
NO
P1
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P1
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1
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Universitas Sumatera Utara
41
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11
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Universitas Sumatera Utara
82
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91
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18
VAR00001
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 2 7 71 12 92 2 94
Percent 2,1 7,4 75,5 12,8 97,9 2,1 100,0
Valid Percent 2,2 7,6 77,2 13,0 100,0
Cumulative Percent 2,2 9,8 87,0 100,0
VAR00002
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 3 15 66 8 92 2 94
Percent 3,2 16,0 70,2 8,5 97,9 2,1 100,0
Valid Percent 3,3 16,3 71,7 8,7 100,0
Cumulative Percent 3,3 19,6 91,3 100,0
Universitas Sumatera Utara
VAR00003
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 3 24 53 12 92 2 94
Percent 3,2 25,5 56,4 12,8 97,9 2,1 100,0
Valid Percent 3,3 26,1 57,6 13,0 100,0
Cumulative Percent 3,3 29,3 87,0 100,0
VAR00004
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 4 18 65 5 92 2 94
Percent 4,3 19,1 69,1 5,3 97,9 2,1 100,0
Valid Percent 4,3 19,6 70,7 5,4 100,0
Cumulative Percent 4,3 23,9 94,6 100,0
VAR00005
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 3 17 62 10 92 2 94
Percent 3,2 18,1 66,0 10,6 97,9 2,1 100,0
Valid Percent 3,3 18,5 67,4 10,9 100,0
Cumulative Percent 3,3 21,7 89,1 100,0
VAR00006
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 1 15 61 15 92 2 94
Percent 1,1 16,0 64,9 16,0 97,9 2,1 100,0
Valid Percent 1,1 16,3 66,3 16,3 100,0
Cumulative Percent 1,1 17,4 83,7 100,0
Universitas Sumatera Utara
VAR00007
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 1 10 74 7 92 2 94
Percent 1,1 10,6 78,7 7,4 97,9 2,1 100,0
Valid Percent 1,1 10,9 80,4 7,6 100,0
Cumulative Percent 1,1 12,0 92,4 100,0
VAR00008
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 1 9 42 40 92 2 94
Percent 1,1 9,6 44,7 42,6 97,9 2,1 100,0
Valid Percent 1,1 9,8 45,7 43,5 100,0
Cumulative Percent 1,1 10,9 56,5 100,0
VAR00009
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 2 7 71 12 92 2 94
Percent 2,1 7,4 75,5 12,8 97,9 2,1 100,0
Valid Percent 2,2 7,6 77,2 13,0 100,0
Cumulative Percent 2,2 9,8 87,0 100,0
Universitas Sumatera Utara
VAR00010
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 4 18 65 5 92 2 94
Percent 4,3 19,1 69,1 5,3 97,9 2,1 100,0
Valid Percent 4,3 19,6 70,7 5,4 100,0
Cumulative Percent 4,3 23,9 94,6 100,0
VAR00011
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 1 10 74 7 92 2 94
Percent 1,1 10,6 78,7 7,4 97,9 2,1 100,0
Valid Percent 1,1 10,9 80,4 7,6 100,0
Cumulative Percent 1,1 12,0 92,4 100,0
VAR00012
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 1 9 42 40 92 2 94
Percent 1,1 9,6 44,7 42,6 97,9 2,1 100,0
Valid Percent 1,1 9,8 45,7 43,5 100,0
Cumulative Percent 1,1 10,9 56,5 100,0
VAR00013
Valid
Mis sing Total
3,00 4,00 5,00 Total System
Frequency 7 42 43 92 2 94
Percent 7,4 44,7 45,7 97,9 2,1 100,0
Valid Percent 7,6 45,7 46,7 100,0
Cumulative Percent 7,6 53,3 100,0
Universitas Sumatera Utara
VAR00014
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 2 5 63 22 92 2 94
Percent 2,1 5,3 67,0 23,4 97,9 2,1 100,0
Cumul ative Percent 2,2 7,6 76,1 100,0
Valid Percent 2,2 5,4 68,5 23,9 100,0
VAR00015
Valid
Mis sing Total
2,00 3,00 4,00 5,00 Total System
Frequency 2 21 53 16 92 2 94
Percent 2,1 22,3 56,4 17,0 97,9 2,1 100,0
Cumul ative Percent 2,2 25,0 82,6 100,0
Valid Percent 2,2 22,8 57,6 17,4 100,0
VAR00016
Valid
Mis sing Total
3,00 4,00 5,00 Total System
Frequency 9 49 34 92 2 94
Percent 9,6 52,1 36,2 97,9 2,1 100,0
Cumul ative Percent 9,8 63,0 100,0
Valid Percent 9,8 53,3 37,0 100,0
Model Summary b Model 1
R ,756a
R Square ,571
Adjusted R Square ,556
Std. Error of the Estimate 1,01944
DurbinWatson 1,495
a. Predictors: (Constant), Expertise, Atractivenes s, Trusthworthiness b. Dependent Variable: Brand_Image
ANOV Ab Model 1
Regres sion Residual Total
Sum of Squares 121,622 91,454 213,076
df 3 88 91
Mean S quare 40,541 1,039
F 39,010
Sig. ,000a
a. Predic tors: (Constant), Expertis e, A tract iveness, Trus thworthiness b. Dependent Variable: Brand_Image
Universitas Sumatera Utara
N =92 Std. Dev. =0.983
Mean =2.24E-15
Dependent Variable: Brand_Image
Histogram
12.5
Frequency
10.0
7.5
5.0
2.5
0.0 -2
0
2
4
Regression Standardized Residual
Dependent Variable: Brand_Image
Normal P-P Plot of Regression Standardized Residual
1.0
Expected Cum Prob
0.8
0.6
0.4
0.2
0.0 0.0
0.2
0.4
0.6
0.8
1.0
Observed Cum Prob
Universitas Sumatera Utara
Dependent Variable: Brand_Image
Scatterplot
Regression Studentized Residual
4
2
0
-2
-4
-2
0
2
Regression Standardized Predicted Value Coefficients a
Model 1
(Constant) Atractivenes s Trusthworthines s Expertise
Unstandardized Coefficients B Std. Error 1,209 ,727 -,048 ,051 -,032 ,063 ,054 ,075
Standardized Coefficients Beta -,144 -,081 ,143
t 1,663 -,953 -,509 ,717
Sig. ,100 ,343 ,612 ,475
a. Dependent Variable: ABSUT
Universitas Sumatera Utara
b Va riables Entere d/Re moved
Model 1
Variables Entered Ex pert ise, At ract ivene ss , Trusthwort a hiness
Variables Removed
Method
.
Enter
a. All reques ted variables ent ered. b. Dependent Variable: B rand_Image
Model Summary Model 1
Adjusted R Square ,556
R R Square ,756a ,571
Std. Error of the Estimate 1,01944
a. Predictors: (Constant), Expertise, Atractivenes s, Trusthworthines s
ANOV Ab Model 1
Regres sion Residual Total
Sum of Squares 121,622 91,454 213,076
df 3 88 91
Mean S quare 40,541 1,039
F 39,010
Sig. ,000a
a. Predic tors: (Constant), Expertis e, A tract iveness, Trus thworthiness b. Dependent Variable: Brand_Image
Coefficients a
Model 1
(Constant) Atractivenes s Trusthworthines s Expertise
Unstandardized Coefficients B Std. Error 3,842 1,240 ,267 ,087 ,200 ,107 ,344 ,127
Standardized Coefficients Beta ,305 ,196 ,355
t 3,098 3,075 1,865 2,703
Sig. ,003 ,003 ,066 ,008
a. Dependent Variable: Brand_Image
Universitas Sumatera Utara
