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PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA
SOSIAL INSTAGRAM TERHADAP LOYALITAS
PELANGGAN
(Survei Pada Followers Media Sosial Instagram @gofoodjakarta
Tahun 2017)
SKRIPSI
IKHSAN EDWIN NUGRAHA
1310411062
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2017
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PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA
SOSIAL INSTAGRAM TERHADAP LOYALITAS
PELANGGAN
(Survei Pada Followers Media Sosial Instagram @gofoodjakarta
Tahun 2017)
SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar
Sarjana Komunikasi
IKHSAN EDWIN NUGRAHA
1310411062
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2017
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PENGARUH DAYA TARIK IKLAN GO-FOOD DI MEDIA SOSIAL
INSTAGRAM TERHADAP LOYALITAS PELANGGAN
(Survei Pada Followers Media Sosial Instagram @gofoodjakarta Tahun 2017)
Ikhsan Edwin Nugraha
ABSTRAK
Latar belakang penelitian ini adalah pada era gobalisasi saat ini dalam bidang
teknologi semakin berkembang pesat karena manusia pada masa kini bergantung
dengan teknologi karena teknologi berbasis online ini menjadi peluang bagi setiap
orang untuk mendapatkan berbagai macam sumber informasi, dan lainnya ada
juga yang memanfaatkan teknologi ini menjadi peluang bisnis,dapat mengubah
prilaku masyarakat menjadi konsumtif dengan adanya fenomena ini dengan
munculnya teknologi baru yang dibutuhkan oleh masyarakat. Dengan munculnya
aplikasi GO-FOOD ini di masyarakat menjadi prilaku masyarakat untuk
berbelanja di bidang kuliner. Tujuan penelitian ini untuk mengetahui seberapa
besar pengaruh daya tarik iklan GO-FOOD dalam media sosial instagram
terhadap loyalitas pelanggan. pengaruh yang ditimbulkan oleh daya tarik iklan
terhadap loyalitas pelanggan sebesar 76,1% pengaruh yang ditimbulkan karena
tampilan gambar foto menu kuliner menarik,promo-promo, biaya ongkos kirim
sedangkan sisanya sebesar 23,9% disebakan oleh faktor lain yang tidak penulis
teliti dalam penelian ini, seperti adanya melalui media lainnya, word of mouth,
Above The Line (media lini atas) dan Bellow The Line (media lini bawah), dan
sebagainya.
Kata kunci : Daya Tarik, Iklan, GO-FOOD, Loyalitas Pelanggan
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THE INFLUENCE OF THE APPEAL GO-FOOD ADVERTISING IN
SOCIAL MEDIA INSTAGRAM TOWARD CUSTOMER LOYALTY
(Survey On Social Media Followers Instagram @gofoodjakarta 2017)
Ikhsan Edwin Nugraha
ABSTRACT
The background of this research in the current era of globalization in the field of
technology is growing rapidly because humans in the present depend on
technology because of online-based technology Becoming an opportunity for
everyone to get various sources of information, and some are utilizing this
technology into business opportunities, Can change the behavior of society to be
consumptive in the presence of this phenomenon with the emergence of new
technology needed by the community.With the advent of GO-FOOD applications
in the community became the behavior of people to shop in the field of culinary.
The purpose of this study to determine how much influence the attractiveness of
advertising GO-FOOD in social media instagram of customer loyalty. The
influence caused by the attractiveness of advertising to customer loyalty of 76.1%
influence caused by the appearance of culinary photo images interesting menu,
promo-promo, cost of postage and the rest of 23.9% caused by other factors that
are not thorough author in this research, As is through other media, word of
mouth, above line (line media) and underline (bottom line media), and so on.
Keywords : Attractiveness, Advertisement, GO-FOOD, Customer Loyalty
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KATA PENGANTAR
Puji syukur kepada Allah SWT atas segala nikmat sehat yang telah
diberikan kepada penulis, sehingga penulis dapat menyelesaikan skripsi ini
dengan sebaik mungkin. Judul yang penulis pilih adalah “Pengaruh Daya Tarik
Iklan GO-FOOD Di Media Sosial Instagram Terhadap Loyalitas Pelanggan
(Survei pada Followers Media Sosial Instagram @gofoodjakarta tahun 2017)”.
Terima kasih kepada Bapak Dr. Anter Venus,M.A.Comm selaku Dekan FISIP
Universitas Pembangunan Nasional “Veteran” Jakarta, Ibu Damayanti S. Sos, M.
Si selaku Kepala Program Studi Ilmu Komunikasi, Ibu Fitria Ayuningtyas S. Sos,
M. Si selaku dosen pembimbing, Bapak dan Ibu dosen, serta staff dan karyawan
FISIP Universitas Pembangunan Nasional “Veteran” Jakarta yang sudah
membantu selama masa perkuliahan.
Disamping itu,penulis ucapkan terimakasih kepada Alm ayah saya Arwan
Sagala,ibu saya Rachma Asrini & Aina Alifta Rahma Serta kaka saya Riszky
Andriani serta seluruh keluarga yang tak henti-hentinya memberikan semangat
dan doa, Penulis juga sampaikan terimakasih kepada teman-teman yang telah
membantu dalam penulisan skripsi. Penulisan skripsi ini tidak akan selesai tanpa
bantuan dari berbagai pihak. Semoga Allah SWT membalas semua kebaikan yang
telah diberikan kepada penulis. Penulis menyadari bahwa skripsi ini masih jauh
dari kesempurnaan. Penulis berharap semoga skripsi ini dapat bermanfaat bagi
para pembaca dan khususnya bagi mahasiswa/i Advertising untuk dijadikan
referensi.
Jakarta, 14 Juli 2017
Ikhsan Edwin Nugraha
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DAFTAR ISI
HALAMAN JUDUL .................................................................................................. i
PERNYATAAN ORISINALITAS ............................................................................ ii
PERNYATAAN PERSETUJUAN PUBLIKASI ...................................................... iii
PENGESAHAN ......................................................................................................... iv
ABSTRAK ................................................................................................................. v
ABSTRACT ............................................................................................................... vi
KATA PENGANTAR ............................................................................................... vii
DAFTAR ISI ............................................................................................................. viii
DAFTAR TABEL ..................................................................................................... x
DAFTAR GAMBAR ................................................................................................ xii
DAFTAR LAMPIRAN ............................................................................................. xiii
BAB I : PENDAHULUAN ........................................................................................ 1
I.1. Latar Belakang ............................................................................................ 1
I.2. Rumusan Masalah ........................................................................................ 10
I.3. Tujuan Penelitian ........................................................................................ 10
I.4. Manfaat Penelitian ...................................................................................... 11
1.4.1. Manfaat Akademis ............................................................................. 11
1.4.1. Manfaat Praktis .................................................................................. 11
I.5. Sistematika Penulisan ................................................................................. 11
BAB II : KAJIAN TEORI.......................................................................................... 13
II.1. Teori Dasar .................................................................................................. 13
II.1.1. S-O-R Theory .................................................................................... 13
II.1.2. Devinisi Komunikasi ......................................................................... 13
II.1.3. Proses Komunikasi ........................................................................... 14
II.1.4. Tujuan Komunikasi ........................................................................... 14
II.1.5. Fungsi Komunikasi ........................................................................... 14
II.1.6. Periklanan .......................................................................................... 15
II.1.7 Tujuan Periklanan ............................................................................. 15
II.1.8. Iklan ................................................................................................... 16
II.1.9. Manfaat iklan..................................................................................... 16
II.1.10. Jenis-jenis iklan ............................................................................... 17
II.1.11.Media Sosial Instagram ................................................................... 17
II.2. Definisi Konsep … ...................................................................................... 18
II.2.1. Daya Tarik Iklan ............................................................................... 18
II.2.2. Loyalitas Pelanggan ......................................................................... 20
II.3. Kerangka Berpikir ....................................................................................... 21
II.4. Hipotesis Penelitian .................................................................................... 22
BAB III : METODOLOGI PENELITIAN ................................................................ 23
III.1.Pendekatan Penelitian ................................................................................ 23
III.2.Jenis Penelitian ........................................................................................... 23
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III.3 .Metode Penelitian ...................................................................................... 23
III.4 .Populasi dan Sampel .................................................................................. 24
III.4.1.Populasi ............................................................................................ 24
III.4.2.Sampel .............................................................................................. 24
III.5.Teknik Pengumpulan Data .......................................................................... 26
III.5.1.Data Primer ...................................................................................... 26
III.5.2.Data Sekunder .................................................................................. 26
III.6.Operasionalisasi Variabel ........................................................................... 27
III.7.Teknik Analisis Data ................................................................................... 41
III.8.Teknik Pengujian Instrumen ....................................................................... 41
III.8.1.Uji Validitas ..................................................................................... 41
III.8.2.Uji Reliabilitas ................................................................................. 46
III.8.3.Uji Korelasi ...................................................................................... 47
III.8.4.Uji Regresi ....................................................................................... 49
III.8.5.Koefisien Determinasi ..................................................................... 49
III.8.6.Uji Hipotesis .................................................................................... 50
III.9.Waktu dan Tempat Penelitian .................................................................... 51
III.9.1.Waktu Penelitian ............................................................................... 51
III.9.2.Tempat Penelitian ............................................................................ 51
BAB IV : HASIL PENELITIAN .............................................................................. 52
IV.1 Deskripsi Objek Penelitian ....................................................................... 52
IV.1.1 Sejarah PT GO-JEK Indonesia ....................................................... 52
IV.1.2 Logo GO-JEK ................................................................................... 53
IV.1.3 Visi & Misi ....................................................................................... 53
IV.1.3.1 Visi GO-JEK .................................................................................. 53
IV.1.3.2 Misi GO-JEK ................................................................................. 54
IV.1.4 Sejarah GO-FOOD ........................................................................... 54
IV.1.4.1 Logo GO-FOOD ............................................................................ 56
IV.1.4.2 Instagram GO-FOOD .................................................................... 56
IV.2 Hasil Penelitian .......................................................................................... 57
IV.2.1 Identitas Responden ......................................................................... 57
IV.2.2 Analisis Variabel X: Daya Tarik Iklan ............................................ 60
IV.2.3 Analisis Variabel Y: Loyalitas Pelanggan ....................................... 74
IV.2.4 Uji Korelasi ...................................................................................... 85
IV.2.5 Koefisien Determinasi ..................................................................... 86
IV.2.6 Uji Regresi ....................................................................................... 87
IV.2.7 Hasil Uji t ......................................................................................... 89
IV.2.8 Pembahasan Penelitian .................................................................... 90
BAB V : PENUTUP .................................................................................................. 94
V.1 Kesimpulan Dan Saran ................................................................................ 94
V.1.1 Kesimpulan ........................................................................................ 94
V.1.2 Saran................................................................................................... 95
DAFTAR PUSTAKA ................................................................................................ 97
LAMPIRAN
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DAFTAR TABEL
Tabel 1 : Operasionalisasi Variabel (X) ..................................................................... 28
Tabel 2 : Operasionalisasi Variabel (Y) ..................................................................... 35
Tabel 3 : Skala Likert Skor dan Katagori Pengukuran Data ...................................... 41
Tabel 4 : Hasil Uji Validitas Variabel X .................................................................... 42
Tabel 5 : Validitas Variabel X ................................................................................... 43
Tabel 6 : Hasil Uji Validitas Variabel Y .................................................................... 44
Tabel 7 : Validitas Variabel Y ................................................................................... 45
Tabel 8 : Nilai Alpha Cronbach ................................................................................ 47
Tabel 9 : Uji Reliabilitas Variabel X ......................................................................... 47
Tabel 10 : Uji Reliabilitas Variabel Y ....................................................................... 47
Tabel 11 : Nilai Interpretasi Koefisiensi Korelasi ..................................................... 48
Tabel 12 : Jadwal Penelitian ...................................................................................... 51
Tabel 13 : Jenis kelamin Responden .......................................................................... 57
Tabel 14 : Usia Responden ........................................................................................ 58
Tabel 15 : Pendidikan Terakhir .................................................................................. 58
Tabel 16 : Pekerjaan/Profesi Responden.................................................................... 59
Tabel 17 : Info Responden Mengetahui GO-FOOD .................................................. 59
Tabel 18 : Jawaban Responden Terhadap Pernyataan 1 ............................................ 60
Tabel 19 : Jawaban Responden Terhadap Pernyataan 2 ............................................ 61
Tabel 20 : Jawaban Responden Terhadap Pernyataan 3 ............................................ 62
Tabel 21 : Jawaban Responden Terhadap Pernyataan 4 ............................................ 62
Tabel 22 : Jawaban Responden Terhadap Pernyataan 5 ............................................ 63
Tabel 23 : Jawaban Responden Terhadap Pernyataan 6 ............................................ 64
Tabel 24 : Jawaban Responden Terhadap Pernyataan 7 ............................................ 64
Tabel 25 : Jawaban Responden Terhadap Pernyataan 8 ............................................ 65
Tabel 26 : Jawaban Responden Terhadap Pernyataan 9 ............................................ 66
Tabel 27 : Jawaban Responden Terhadap Pernyataan 10 .......................................... 66
Tabel 28 : Jawaban Responden Terhadap Pernyataan 11 .......................................... 67
Tabel 29 : Jawaban Responden Terhadap Pernyataan 12 .......................................... 68
Tabel 30 : Jawaban Responden Terhadap Pernyataan 13 .......................................... 68
Tabel 31 : Jawaban Responden Terhadap Pernyataan 14 .......................................... 69
Tabel 32 : Jawaban Responden Terhadap Pernyataan 15 .......................................... 70
Tabel 33 : Jawaban Responden Terhadap Pernyataan 16 .......................................... 70
Tabel 34 : Jawaban Responden Terhadap Pernyataan 17 .......................................... 71
Tabel 35 : Jawaban Responden Terhadap Pernyataan 18 .......................................... 72
Tabel 36 : Jawaban Responden Terhadap Pernyataan 19 .......................................... 72
Tabel 37 : Jawaban Responden Terhadap Pernyataan 20 .......................................... 73
Tabel 38 : Penilaian Daya Tarik Iklan X ................................................................... 74
Tabel 39 : Jawaban Responden Terhadap Pernyataan 1 ............................................ 75
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Tabel 40 : Jawaban Responden Terhadap Pernyataan 2 ............................................ 75
Tabel 41 : Jawaban Responden Terhadap Pernyataan 3 ............................................ 76
Tabel 42 : Jawaban Responden Terhadap Pernyataan 4 ............................................ 76
Tabel 43 : Jawaban Responden Terhadap Pernyataan 5 ............................................ 77
Tabel 44 : Jawaban Responden Terhadap Pernyataan 6 ............................................ 78
Tabel 45 : Jawaban Responden Terhadap Pernyataan 7 ............................................ 78
Tabel 46 : Jawaban Responden Terhadap Pernyataan 8 ............................................ 79
Tabel 47 : Jawaban Responden Terhadap Pernyataan 9 ............................................ 79
Tabel 48 : Jawaban Responden Terhadap Pernyataan 10 .......................................... 80
Tabel 49 : Jawaban Responden Terhadap Pernyataan 11 .......................................... 81
Tabel 50 : Jawaban Responden Terhadap Pernyataan 12 .......................................... 81
Tabel 51 : Jawaban Responden Terhadap Pernyataan 13 .......................................... 82
Tabel 52 : Jawaban Responden Terhadap Pernyataan 14 .......................................... 82
Tabel 53 : Jawaban Responden Terhadap Pernyataan 15 .......................................... 83
Tabel 54 : Penilaian Loyalitas Pelanggan Y .............................................................. 84
Tabel 55 : Nilai Koefisien Korelasi ........................................................................... 85
Tabel 56 : Hasil Uji Korelasi ..................................................................................... 86
Tabel 57 : Koefisien Determinasi .............................................................................. 86
Tabel 58 : Analisis Hasil Uji Regresi ......................................................................... 88
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DAFTAR GAMBAR
Gambar 1 : Promo Iklan Pada Menu di Instagram Go-food ...................................... 6
Gambar 2 : Jumlah Pengorder Go-food Tahun 2016 ................................................. 8
Gambar 3 : Komentar Positif Dari Pelanggan dan Merchant GO-FOOD ................. 9
Gambar 4 : Komplain Pengaduan Pelanggan............................................................. 9
Gambar 5 : Jumlah Followers Instagram Go-food pada 2017 ................................... 10
Gambar 6 : Kerangka Berpikir ................................................................................... 21
Gambar 5 : Populasi Followers Instagram @go-foodjakarta .................................... 24
Gambar 6 : Logo GO-JEK ......................................................................................... 53
Gambar 7: Logo GO-FOOD ...................................................................................... 56
Gambar 8: Konten isi dari instagram GO-FOOD...................................................... 56
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DAFTAR LAMPIRAN
Lampiran 1 : A2.2 Kegiatan Konsultasi Skripsi
: A5 Tanda Persetujuan Ujian Skripsi
Lampiran 2 : Surat Keterangan Permohonan Riset
Lampiran 3 : Surat Pengantar Riset
Lampiran 4 : Kartu Hasil Studi
Lampiran 5 : Hasil Tes TOEFL
Lampiran 6 : Surat Keterangan Bebas Perpustakaan FISIP
Lampiran 7 : Sertifikat Outbound
Lampiran 8 : Print Out Pembayaran
Lampiran 9 : Daftar Kehadiran Mengikuti Seminar Ujian Skripsi
Lampiran 10 : Ijazah SMA
Lampiran 11 : Kuesioner
Lampiran 12 : Tabel Karakteristik Responden, Validitas, Reliabilitas, Hasil
Uji Penelitian, t Tabel, dan r Tabel
Lampiran 13 : Dokumentasi