PENGARUH SOCIAL SHARING CURATION TERHADAP PERILAKU KONSUMEN PT. LINTAS CIPTA MEDIA PERIODE APRIL 2012
SKRIPSI
Oleh Yosef Yonathan
1200953670
Universitas Bina Nusantara Jakarta 2012
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PENGARUH SOCIAL SHARING CURATION TERHADAP PERILAKU KONSUMEN PT. LINTAS CIPTA MEDIA PERIODE APRIL 2012
SKRIPSI
diajukan sebagai salah satu syarat untuk gelar kesarjanaan pada Jurusan Komunikasi Pemasaran Jenjang pendidikan Strata 1
Oleh Yosef Yonathan
1200953670
Universitas Bina Nusantara Jakarta 2012
ii
DAFTAR ISI
Halaman Judul Luar....................................................................................................................i Halaman Judul Dalam................................................................................................................ii Halaman Persetujuan Hard Cover............................................................................................iii Halaman Pernyatan Dewan Penguji..........................................................................................iv Halaman Pernyataan Persetujuan Publikasi Skripsi...................................................................v Halaman Abstrak.......................................................................................................................vi Kata Pengantar.........................................................................................................................vii Daftar Isi....................................................................................................................................ix Daftar Tabel............................................................................................................................xiii Daftar Gambar.........................................................................................................................xiv Daftar Lampiran.......................................................................................................................xv BAB 1 PENDAHULUAN 1.1 Latar Belakang.....................................................................................................................1 1.2 Ruang Lingkup.....................................................................................................................3 1.3 Rumusan Permasalahan........................................................................................................3 1.4 Tujuan dan Manfaat..............................................................................................................4 1.4.1 Tujuan....................................................................................................................4 1.4.2 Manfaat..................................................................................................................4 1.5 Hipotesis...............................................................................................................................5 1.6 Metodologi Penelitian..........................................................................................................5 1.7 Sistematika Penulisan...........................................................................................................7 BAB 2 LANDASAN TEORI 2.1 Teori Umum.........................................................................................................................8 2.1.1 Teori Komunikasi..................................................................................................8 2.1.2 Proses Komunikasi................................................................................................9 iii
2.1.3 Tujuan Komunikasi.............................................................................................10 2.1.4 Jenis Komunikasi................................................................................................10 2.1.5 Unsur-unsur Komunikasi....................................................................................11 2.1.6 Fungsi-fungsi Komunikasi..................................................................................12 2.1.7 Teori Komunikasi Massa....................................................................................13 2.1.7.1 Karakteristik Komunikasi Massa.........................................................14 2.1.7.2 Ciri-ciri Komunikasi Massa.................................................................17 2.1.7.3 Unsur-unsur Komunikasi Massa..........................................................20 2.1.7.4 Pengaruh Komunikasi Massa...............................................................22 2.2 Teori Khusus......................................................................................................................24 2.2.1 Teori Uses & Gratification.................................................................................24 2.2.1.1 Pengertian.............................................................................................24 2.2.1.2 Fase-fase Teori Uses & Gratification..................................................25 2.2.1.3 Tujuan Teori Uses & Gratification......................................................26 2.2.1.4 Pengaruh Uses & Gratification............................................................26 2.2.2 Teori Perilaku Konsumen....................................................................................27 2.2.2.1 Pengertian.............................................................................................27 2.3 Kerangka Teori dan Kerangka Berpikir.............................................................................33 2.3.1 Kerangka Teori....................................................................................................34 2.3.2 Kerangka Berpikir...............................................................................................35 BAB 3 OBYEK PENELITIAN 3.1 Profil Perusahaan................................................................................................................36 3.1.1 Sejarah Lintas.me................................................................................................36 3.1.2 Logo dan Situs Lintas.me....................................................................................37 3.2 Struktur Organisasi.............................................................................................................39 3.3 Prosedur yang Berlaku.......................................................................................................41 3.4 Metode Pengumpulan Data................................................................................................42 iv
3.4.1 Jenis Penelitian....................................................................................................42 3.4.2 Data Primer.........................................................................................................43 3.4.3 Data Sekunder.....................................................................................................43 34.4 Populasi dan Sampel............................................................................................44 3.4.4.1 Populasi................................................................................................44 3.4.4.2 Sampel..................................................................................................44 3.5 Permasalahan yang Ada.....................................................................................................46 3.6 Alternatif Pemecahan Masalah...........................................................................................47 3.6.1 Definisi Operasional Variabel Penelitian............................................................47 3.6.2 Skala Pengukuran................................................................................................49 3.6.3 Uji Validitas........................................................................................................51 3.6.4 Uji Reliabilitas.....................................................................................................53 3.7 Teknik Analisis Data..........................................................................................................54 3.7.1 Uji Normalitas Data............................................................................................56 3.7.2 Uji Korelasi.........................................................................................................56 3.7.3 Uji Regresi (Uji F) ..............................................................................................59 3.7.4 Koefisien Determinasi.........................................................................................60 BAB 4 HASIL PENELITIAN 4.1Penyajian Data Penelitian....................................................................................................61 4.2 Analisis Deskriptive...........................................................................................................62 4.2.1 social sharing curation (variabel x)....................................................................62 4.2.2 Perilaku Konsumen (variabel y)..........................................................................66 4.3 Pengolahan Terhadap Data yang Terkumpul.....................................................................70 4.3.1 Uji Validitas........................................................................................................70 4.3.2 Uji Reliabilitas Variabel X..................................................................................71 4.3.3 Uji Reliabilitas Variabel Y..................................................................................72 4.3.4 Uji Normalitas.....................................................................................................72 v
4.3.5 Uji Korelasi.........................................................................................................73 4.3.6 Uji Regresi...........................................................................................................74 4.3.7 Koefisien Determinasi.........................................................................................75 4.3 Pembahasan........................................................................................................................75 BAB 5 SIMPULAN DAN SARAN 5.1 Simpulan.............................................................................................................................77 5.2 Saran...................................................................................................................................77 DAFTAR PUSTAKA RIWAYAT HIDUP LAMPIRAN – LAMPIRAN SURAT SURVEI
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DAFTAR TABEL
Tabel 3.1 Dimensi Variabel......................................................................................................47 Tabel 3.2 Skala Likert..............................................................................................................50 Tabel 3.3 Tingkat Reliabilitas..................................................................................................54 Tabel 3.4 Interpretasi Koefisien Korelasi Nilai r.....................................................................59 Tabel 4.1 Pertanyaan 1.............................................................................................................62 Tabel 4.2 Pertanyaan 2.............................................................................................................63 Tabel 4.3 Pertanyaan 3.............................................................................................................63 Tabel 4.4 Pertanyaan 4.............................................................................................................64 Tabel 4.5 Pertanyaan 5.............................................................................................................65 Tabel 4.6 Pertanyaan 6.............................................................................................................65 Tabel 4.7 Pertanyaan 7.............................................................................................................66 Tabel 4.8 Pertanyaan 8.............................................................................................................67 Tabel 4.9 Pertanyaan 9.............................................................................................................67 Tabel 4.10 Pertanyaan 10.........................................................................................................68 Tabel 4.11 Pertanyaan 11.........................................................................................................69 Tabel 4.12 Pertanyaan 12.........................................................................................................69 Tabel 4.13 Uji Validitas Variabel X.........................................................................................70 Tabel 4.14 Uji Validitas Variabel Y.........................................................................................71 Tabel 4.15 Nilai Reliabilitas Variabel X..................................................................................71 Tabel 4.16 Nilai Reliabilitas Varibel Y....................................................................................72 Tabel 4.17 Uji Normalitas........................................................................................................72 Tabel 4.18 Uji Korelasi............................................................................................................73 Tabel 4.19 Uji Regresi (Uji F).................................................................................................74 Tabel 4.20 Hasil Koefisien Determinasi..................................................................................75 Tabel 4.21 Hasil Analisa Regresi Sederhana...........................................................................76 vii
DAFTAR GAMBAR
Gambar 2.1 Proses Komunikasi Model Dance..........................................................................9 Gambar 2.2 Kerangka Teori.....................................................................................................34 Gambar 2.3 Kerangka Pemikiran.............................................................................................35 Gambar 3.1 Logo Lintas.me.....................................................................................................37 Gambar 3.2 Situs Lintas.me.....................................................................................................38 Gambar 3.3 Bagan Struktur Lintas.me.....................................................................................40 Gambar 4.1 Usia Responden....................................................................................................61 Gambar 4.2 Jenis Kelamin.......................................................................................................61
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DAFTAR LAMPIRAN
Gambar Proses Komunikasi Model Dance..............................................................................L1 Kerangka Teori........................................................................................................................L2 Kerangka Berpikir Penelitian...................................................................................................L3 Logo Lintas.me........................................................................................................................L4 Situs Lintas.me.........................................................................................................................L4 Bagan Struktur Lintas.me........................................................................................................L4 Usia Responden.......................................................................................................................L5 Jenis Kelamin Responden........................................................................................................L5 Tabel Operasional Variabel.....................................................................................................L6 Skala Likert..............................................................................................................................L7 Kriteria Indeks Reliabilitas......................................................................................................L7 Pertanyaan Kuesioner 1...........................................................................................................L7 Pertanyaan Kuesioner 2...........................................................................................................L8 Pertanyaan Kuesioner 3...........................................................................................................L8 Pertanyaan Kuesioner 4...........................................................................................................L8 Pertanyaan Kuesioner 5...........................................................................................................L9 Pertanyaan Kuesioner 6...........................................................................................................L9 Pertanyaan Kuesioner 7...........................................................................................................L9 Pertanyaan Kuesioner 8.........................................................................................................L10 Pertanyaan Kuesioner 9.........................................................................................................L10 Pertanyaan Kuesioner 10.......................................................................................................L10 Pertanyaan Kuesioner 11.......................................................................................................L11 Pertanyaan Kuesioner 12.......................................................................................................L11 Uji Validitas Variabel X........................................................................................................L12 Uji Validitas Variabel Y........................................................................................................L12 ix
Nilai Reliabilitas Variabel X..................................................................................................L12 Nilai Reliabilitas Varabel Y...................................................................................................L12 Uji Normalitas........................................................................................................................L13 Uji Korelasi............................................................................................................................L13 Uji Regresi.............................................................................................................................L13 Hasil Koefisien Determinasi..................................................................................................L14 Hasil Analisa Regresi Sederhana...........................................................................................L14 Lembar Kuesioner..................................................................................................................L15
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KATA PENGANTAR
Puji syukur saya panjatkan kepada Sang Hyang Adi Buddha yang saya jadikan pedoman atas tekatnya yang kuat untuk mengakhiri adanya kelahiran kembali dan yang menjadi pedoman sehingga saya dapat menyelesaikan skripsi ini dengan baik, yang disusun sebagai salah satu persyaratan untuk memperoleh jenjang Strata-1 (S1) di Universitas Bina Nusantara. Dalam penyusunan skripsi ini, saya telah banyak memperoleh bantuan, motivasi, bimbingan dan dukungan dari berbagai pihak baik secara langsung maupun tidak langsung sehingga akhirnya dapat menyelesaikan skripsi ini dengan baik. Oleh karena itu pada kesempatan ini saya ingin menyampaikan rasa terima kasih yang sebesar-besarnya kepada: 1.
Bapak Prof. Dr. Ir. Harjanto Prabowo MM. Rektor Binus University Jakarta.
2.
Bapak Dr. Engkos Achmad Kuncoro, S.E., M.M. Dekan Binus University Jakarta.
3.
Bapak Drs. Raden Damianus Cosmas Bambang Mulyono, Dipl. Broad. Jour. Ketua Jurusan Marketing Komunikasi Binus University Jakarta.
4.
Ibu Vini Mariani, S.Kom., M.M. Sektretaris Jurusan Komunikasi Pemasaran atas segala bimbingan dan saran yang diberikan kepada penulis.
5.
Ibu Dra. Lidya Wati Evelina, M.M, dosen pembimbing yang telah meluangkan waktu, tenaga, saran dan penunjuk kepada peneliti sehingga skripsi ini dapat diselesaikan dengan baik.
6.
Para dosen dan staf pengajar yang telah memberikan pelajaran untuk disiplin dan ilmunya kepada saya.
7.
Kedua orang tua saya, Tan Kim Sian dan Lim Kim Lan yang selalu memberikan dukungan baik moril maupun materil selama proses pengerjaan skripsi ini.
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8.
Lim Len Na yang memberikan saya sebuah notebook sebagai salah satu faktor pendukung pembuatan skripsi ini.
9.
Pimpinan, Staff dan konsumen PT. Merah Cipta Media atas kesempatan yang diberikan kepada peneliti untuk memperoleh data yang diperlukan dalam penelitian ini.
10. Acin, Tasya, Julius, Rahma, Milka, Dewi, dan Vina yang telah menjadi tempat sharing dalam proses penelitian ini, serta sahabat-sahabat serta sahabat-sahabat rumah gembira 40D dan juga someone yang telah mendukung saya. 11. Semua pihak yang tidak dapat disebutkan satu persatu yang telah membantu penulisan skripsi ini. Saya menyadari bahwa dalam penyusunan skripsi ini masih jauh dari sempurna yang disebabkan keterbatasan kemampuan peneliti. Oleh karena itu peneliti mengharapkan saran dan kritik yang bersifat membangun dalam penulisan skripsi ini. Akhir kata saya berharap semoga skripsi ini dapat bermanfaat bagi pembaca dan semua pihak yang memerlukan.
Jakarta, 18 Juni 2012 Peneliti,
Yosef Yonathan
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