24.PENGARUH STRATEGI SENSUAL ADVERTISING MEDIA TELEVISI TERHADAP MOTIVASI PEMBELIAN PRODUK SUSU L-MEN DI RATU SUPER MARKET MALANG

JUDUL SKRIPSI : PENGARUH STRATEGI SENSUAL ADVERTISING MEDIA TELEVISI TERHADAP MOTIVASI PEMBELIAN PRODUK SUSU L-MEN DI RATU SUPER MARKET MALANG SPSS

DAFTAR ISI

HALAMAN JUDUL ....................................................................................i

LEMBAR PERSETUJUAN..........................................................................iii

LEMBAR PENGESAHAN..........................................................................iv

SURAT PERNYATAAN .............................................................................v

HALAMAN PERSEMBAHAN ................................ ................................ .vi

MOTTO ....................................................................................................vii

KATA PENGANTAR ..................................................................................viii

DAFTAR ISI ...............................................................................................xi

DAFTAR TABEL .........................................................................................xiii

DAFTAR GAMBAR ....................................................................................xiv

DAFTAR LAMPIRAN ................................................................................xv

ABSTRAK ..................................................................................................xvi

BAB I. PENDAHULUAN ....................................................................1

A. Latar Belakang .......................................................................1

B. Rumusan Masalah .............................................................7.

C. Tujuan Penelitian ...............................................................7

D. Batasan Penelitian .............................................................8.

E. Manfaat Penelitian ............................................................8.

BAB II. KAJIAN PUSTAKA ...................................................................10

A. Penelitian Terdahulu..........................................................1.0

B. Kajian Teori ...........................................................................13

1. Perilaku Konsumen ....................................................1. 3

2. Sensual Advertising......................................................1.4

3. Motivasi Pembelian .....................................................1. 9

4. Komunikasi Pemasaran.................................................26

5. Periklanan........................................................................31

6. Komunikasi Pemasaran dalam perspektif Islam .....39

C. Kerangka Konseptual .........................................................4. 6

D. Hipotesis................................................................................4. 7

BAB III. METODE PENELITIAN .............................................................48

A. Lokasi Penelitian ..................................................................48

B. Jenis dan Pendekatan Penelitian.......................................48

C. Populasi dan Sampel .........................................................4.9

D. Teknik pengambilan Sampel.............................................49

E. Data dan Sumber Data ................................ ........................50

F. Teknik Pengumpulan Data ................................................51

G. Skala Pengukuran .............................................................5.2

H. Definisi Operasional Variabel...........................................53

I. Uji Instrumen ...................................................................56

J. Uji Hipotesis....................................................................57

K. Metode Analisis Data ........................................................5.9

L. Uji Asumsi Klasik Linier Berganda .................................60

1. Uji Auto Korelasi ........................................................6. 0

2. Uji Multikolinieritas ....................................................6. 1

3. Uji Normalitas .............................................................6.1

BAB IV. PAPARAN DAN PEMBAHASAN DATA HASIL

PENELITIAN ................................................................................63

A. Gambaran Umum Lokasi Penelitian ...............................63

B. Hasil Penelitian ....................................................................64

1. Karakteristik Responden .............................................64

2. Distribusi Item .............................................................6..6

3. Hasil Uji Validitas dan Reliabilitas Instrument .....69

C. Pembahasan Hasil Penelitian ...........................................71

1. Uji Asumsi Klasik .......................................................7. 1

2. Analisis Regresi Linier Berganda ..................................74

a. Pengaruh Pembawaan, Cara

Berkomunikasi, dan Bahasa Tubuh (Body

Language) secara Simultan terhadap

Motivasi Pembelian ...............................................76

b. Pengaruh Pembawaan, Cara

Berkomunikasi, dan Bahasa Tubuh (Body

Language) secara Parsial terhadap Motivasi

Pembelian ................................................................7. 7

c. Variabel Bebas Yang Dominan

Mempengaruhi Variabel Terikat .........................86

3. Implikasi Penelitian .....................................................8. 7

BAB V. PENUTUP ......................................................................................89

A. Kesimpulan ...........................................................................89

B. Saran-Saran ...........................................................................90

DAFTAR PUSTAKA

LAMPIRAN-LAMPIRAN

DAFTAR TABEL

Tabel 2.1 : Perbedaan dan Persamaan Penelitian Terdahulu dengan

Penelitian Sekarang ............................................................... 12

Tabel 2. 3 : Empat Jenis perilaku Pembelian .......................................... 23

Tabel 3. 1 : Definisi Operasional Variabel ............................................... 55

Tabel 4. 1 : Karakteristik Responden Berdasarkan Usia ....................... 64

Tabel 4. 2 : Karakteristik Responden Berdasarkan Pekerjaan ............. 65

Tabel 4. 3 : Karakteristik Responden Berdasarkan Pendapatan/uang

saku per bulan ....................................................................... 65

Tabel 4. 4 : Distribusi Frekuensi Item Pembawaan ................................ 66

Tabel 4. 5 : Distribusi Frekuensi Item Cara Berkomunikasi ................. 67

Tabel 4. 6 : Distribusi Frekuensi Item Bahasa Tubuh ............................ 67

Tabel 4. 7 : Distribusi frekuensi item Motivasi Pembelian .................... 68

Tabel 4. 8 : Rekapitulasi Hasil Uji Validitas dan Uji Reliabilitas

Instrument .............................................................................. 68

Tabel 4. 9 : Hasil Uji Auto Korelasi .......................................................... 71

Tabel 4. 10 : Hasil Multikolinieritas ........................................................... 72

Tabel 4. 11 : Rekapitulasi Analisis Regresi Linier Berganda .................. 74

Tabel 4. 12 : Kontribusi Variabel Bebas Terhadap Variabel Terikat .... 78

DAFTAR GAMBAR

Gambar 4. 1 : Grafik Hasil Uji Normalitas ...........................................73

DAFTAR LAMPIRAN

Lampiran 1 : Kuesioner

Lampiran 2 : Deskripsi Frekuensi Item

Lampiran 3 : Hasil Uji Validitas dan Reliabilitas

Lampiran 4 : Hasil Analisis Regresi Linier Berganda

Lampiran 5 : Uji Asumsi Klasik

Lampiran 6 : Produk-Produk L-Men Nutrition for Men

 KLIK INI UNTUK MEMBACA SELENGKAPNYA
 

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