Pengaruh Iklan Dan Sales Promotion Kfc Chochicks Terhadap Keputusan Pembelian (Survei Pada Customer Kfc Wilayah Tangerang)

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PENGARUH IKLAN DAN SALES PROMOTION KFC CHOCHICKS TERHADAP KEPUTUSAN PEMBELIAN. (Survei pada Customer KFC Wilayah Tangerang). Diajukan Guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom). Sheren Angriani Nirmala 14140110445. PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI STRATEGIC COMMUNICATION FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2018. Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

THE IMPACT OF KFC CHOCHICKS’S ADVERTISING AND SALES PROMOTION ON PURCHASE DECISION (Survey on KFC’s Customer Tangerang Area). Diajukan Guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom). Sheren Angriani Nirmala 14140110445. PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI STRATEGIC COMMUNICATION FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2018. Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

ABSTRAK. PENGARUH IKLAN DAN SALES PROMOTION KFC CHOCHICKS TERHADAP KEPUTUSAN PEMBELIAN Oleh: Sheren Angriani Nirmala Penelitian ini didukung oleh teori Model Hierarki Respon. Selain itu, penelitian ini juga menggunakan beberapa konsep diantaranya Integrated Marketing Communication, Marketing Communication, dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei kepada 400 responden yang berusia 17-25 tahun dengan teknik purposive sampling di Kota Tangerang. Teknik analisis data penelitian ini menggunakan uji normalitas, uji korelasi dan uji regresi linear berganda. Hasil penelitian ini menunjukkan nilai Cronbach’s Alpha pada uji reliabilitas sebesar 0,981 yang artinya sangat reliable. Pada hasil uji korelasi Pearson menunjukkan adanya nilai korelasi iklan terhadap keputusan pembelian sebesar 0,888 dan nilai korelasi sales promotion terhadap keputusan pembelian sebesar 0,822 yang berarti keduanya menunjukkan hubungan positif yang sangat kuat. Dalam tabel Model Summary, nilai R Square sebesar 0,848 yang berarti 84,4% keragaman dari keputusan pembelian mampu dijelaskan oleh iklan dan sales promotion. Sedangkan, iklan memberikan pengaruh sebesar 80,2% dan sales promotion memberikan pengaruh sebesar 71,5%. Selain itu, hasil uji F dengan nilai signifikansi 0,000 membuktikan bahwa variabel iklan dan sales promotion secara simultan memberikan pengaruh terhadap keputusan pembelian. Berdasarkan hasil penelitian, dapat ditarik kesimpulan bahwa penelitian ini menolak Ho dan menerima Ha yang artinya terdapat pengaruh antara iklan dan sales promotion KFC ChoChicks terhadap keputusan pembelian.. Kata Kunci: iklan, sales promotion, KFC ChoChicks, keputusan pembelian. vi Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

ABSTRACT THE IMPACT OF KFC CHOCHICKS’S ADVERTISING AND SALES PROMOTION ON INTENTION OF BUY CUSTOMER Oleh: Sheren Angriani Nirmala This research is supported by several theories such as Lasswell's Communication Model, Response Hierarchy Model, and S-O-R Theory. In addition, this research also use several concepts such as Integrated Marketing Communication, Marketing Communication, and purchase decision. This research uses quantitative approach with survey method to 400 respondents aged 17-25 years with purposive sampling technique in Tangerang City. Data analysis technique that used in this research are normality test, correlation test, and multiple linear regression test. The results of this study showed the value of Cronbach's Alpha on reliability test of 0.981 which means very reliable. In Pearson correlation test results indicate the value of ad correlation to the purchase decision of 0.888 and the value of sales promotion correlation to purchase decision of 0.822 which means both show a very strong positive relationship. In table Model Summary, R Square value of 0.848 which means 84.8% of the diversity of purchasing decisions can be explained by advertising and sales promotion. Meanwhile, advertising has an effect of 80.2% and sales promotion has an effect of 71.5%. In addition, the F test results with a significance value of 0,000 proves that the advertising and sales promotion variables simultaneously give effect to the purchase decision. Based on the research results, it can be concluded that this research reject Ho and accept Ha which means there is an influence between advertising and sales promotion KFC ChoChicks toward the purchase decision.. Keywords: advertising, sales promotion, KFC ChoChicks, purchase decision. vii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

KATA PENGANTAR Sungguh berlimpah kasih dan berkat Tuhan kepada penulis atas terselesaikannya karya ilmiah yang berjudul “Pengaruh Iklan dan Sales Promotion KFC ChoChicks Terhadap Keputusan Pembelian” dengan tepat waktu. Dalam penyusunan laporan magang ini, penulis pun mendapatkan banyak bantuan berupa saran dan kritik. Oleh karena itu, penulis ingin menyampaikan terima kasih kepada pihak-pihak yang tercantum di bawah ini. 1. Bapak Inco Hary Perdana, S.Ikom., M. Si. selaku Ketua Program Studi Ilmu Komunikasi, 2. Bapak Mochammad Kresna Noer, S.Sos., M.Si. selaku ketua sidang skripsi yang telah banyak memberikan masukan untuk penelitian ini, 3. Ibu Intan Primadini, S.Sos., M.Si. selaku dosen penguji sidang skripsi yang telah banyak memberi saran dalam penyempurnaan skripsi ini, 4. Ibu Helga Liliani Cakra Dewi, M. Comm selaku dosen pembimbing skripsi yang telah memberikan pengarahan dan bimbingan kepada penulis selama proses pembuatan skripsi, 5. Bapak Robertus Aditya S.Sos., M.H., M.Ikom., C.Ht. selaku dosen Marketing and Public Relations yang telah memberikan saran dan membantu pembuatan skripsi, 6. Bapak Syahril Ilham, selaku dosen Statistik yang telah banyak meluangkan waktu untuk membantu proses metodologi dalam pembuatan BAB III,. viii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

7. Felicia Windsor Winaktu dan Alif Ardiarahman yang telah memberikan banyak pendapat, motivasi, dan membantu selama proses penulisan skripsi, 8. Joshua Adrian Bahar yang telah memberikan motivasi, pendapat, dan bantuan selama proses penulisan skripsi, 9. Natasya Hanliani, Ines Caroline, Natalia Claudia, dan Natasha Kaulika, sahabat dari semester pertama penulis yang telah mendukung, menyemangati, dan memotivasi untuk bertoga di tahun 2018, 10. Vinna, Dea, Devian, Sonya, Intan, dan Yola, sahabat masa sekolah penulis yang telah banyak memberikan penghiburan di kala semangat penulis mulai menurun, 11. Sepupu penulis, Irvan Herdyanto, Lydia Agnestasya, dan Jesselyn Agustin yang membantu dalam pengumpulan data kuesioner, 12. Ignatius Dimas selaku teman seperbimbingan yang telah menemani penulis ke Perpustakaan Nasional untuk mencari buku referensi, 13. Adik kelas, Yolanda Wijaya, Fabio Gatti, Nisse, dan Carline yang telah membantu menyebarkan kuesioner penulis, 14. Seluruh responden yang telah mengisi dan ikut menyebarluaskan kuesioner penulis, dan 15. Keluarga yang selalu memberikan dukungan penuh untuk penulis baik secara materi maupun moral dalam proses hingga terselesaikannya skripsi ini. Besar harapan penulis akan kegunaan karya ilmiah ini bagi para pembaca. Sekiranya dengan adanya karya ilmiah ini akan menambah wawasan dan sumber inspirasi bagi pembaca. ix Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

Seperti pepatah, “kesempurnaan hanya milik Tuhan”, terdapat kekurangan dalam penyusunan karya ilmiah ini dikarenakan keterbatasan pengetahuan maupun pengalaman penulis. Oleh karena itu, penulis tidak tertutup bila ada saran dan kritik guna membangun kesempurnaan karya ilmiah ini. Tangerang, 22 Juni 2018. Peneliti. x Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

DAFTAR ISI HALAMAN JUDUL ..................................................................................................... i COVER ......................................................................................................................... ii LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT............................... iii LEMBAR PERSETUJUAN ........................................................................................ iv LEMBAR PENGESAHAN .......................................................................................... v ABSTRAK ................................................................................................................... vi ABSTRACT ................................................................................................................ vii KATA PENGANTAR ............................................................................................... viii DAFTAR ISI ................................................................................................................ xi DAFTAR TABEL ...................................................................................................... xiv DAFTAR GAMBAR ............................................................................................... xviii DAFTAR BAGAN .................................................................................................. xvix BAB I PENDAHULUAN 1.1 Latar Belakang ............................................................................................ 1 1.2 Rumusan Masalah ..................................................................................... 13 1.3 Pertanyaan Penelitian ................................................................................ 13 1.4 Tujuan Penelitian ...................................................................................... 14 1.5 Kegunaan Penelitian 1.5.1 Kegunaan Akademis ........................................................................ 14 1.5.2 Kegunaan Praktis ............................................................................. 14 1.5.3 Kegunaan Sosial ............................................................................... 15 1.6 Keterbatasan Penelitian ............................................................................. 15 BAB II KERANGKA TEORI 2.1 Penelitian Terdahulu ................................................................................. 16 2.2 Teori dan Konsep Penelitian 2.2.1 Model Hierarki Respon .................................................................... 21 2.2.4 Integrated Marketing Communication ............................................. 25 2.2.5 Marketing Communication .............................................................. 26 2.2.5.1 Iklan ....................................................................................... 28 2.2.5.2 Sales Promotion..................................................................... 34 2.2.6 Keputusan Pembelian ....................................................................... 39 xi Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

2.3 Hipotesis Teoretis ..................................................................................... 43 2.4 Alur Penelitian .......................................................................................... 44 BAB III METODOLOGI PENELITIAN 3.1 Sifat Penelitian .......................................................................................... 45 3.2 Metode Penelitian ..................................................................................... 47 3.3 Populasi dan Sampel 3.3.1 Populasi ............................................................................................ 49 3.3.2 Sampel ............................................................................................. 51 3.4 Operasionalisasi Variabel ......................................................................... 58 3.5 Teknik Pengumpulan Data ........................................................................ 62 3.6 Teknik Pengukuran Data 3.6.1 Uji Validitas ..................................................................................... 64 3.6.2 Uji Reliabilitas ................................................................................. 73 3.7 Teknik Analisis Data 3.7.1 Uji Normalitas .................................................................................. 77 3.7.2 Uji Korelasi ...................................................................................... 78 3.7.3 Uji Regresi Linear Berganda............................................................ 79 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Objek Penelitian 4.1.1 Gambaran Umum KFC .................................................................... 81 4.1.2 Produk KFC ChoChicks .................................................................. 85 4.2 Hasil Penelitian 4.2.1 Identitas Responden ......................................................................... 86 4.2.2 Iklan (X1) ......................................................................................... 92 4.2.2.1 Dimensi Emphaty .................................................................. 92 4.2.2.2 Dimensi Persuassion ............................................................. 97 4.2.2.3 Dimensi Impact ................................................................... 100 4.2.2.4 Dimensi Communication ..................................................... 103 4.2.3 Sales Promotion (X2)..................................................................... 106 4.2.3.1 Dimensi Bundling ................................................................ 106 4.2.3.2 Dimensi Couponing ............................................................. 109 4.2.3.3 Dimensi Sweepstakes........................................................... 111. xii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

4.2.4 Keputusan Pembelian (Y) .............................................................. 114 4.2.4.1 Dimensi Awareness ............................................................. 114 4.2.4.2 Dimensi Interest .................................................................. 120 4.2.4.3 Dimensi Desire .................................................................... 124 4.2.5 Uji Validitas ................................................................................... 129 4.2.5.1 Uji Validitas Variabel Iklan (X1) ........................................ 129 4.2.5.2 Uji Validitas Variabel Sales Promotion (X2)...................... 133 4.2.5.3 Uji Validitas Variabel Keputusan Pembelian (Y) ............... 135 4.2.6 Uji Reliabilitas ............................................................................... 139 4.2.6.1 Uji Reliabilitas Variabel Iklan (X1) .................................... 140 4.2.6.2 Uji Reliabilitas Variabel Sales Promotion (X2) .................. 141 4.2.6.3 Uji Reliabilitas Variabel Keputusan Pembelian (Y) ........... 142 4.2.6.4 Uji Reliabilitas Variabel X1, X2, dan Y.............................. 144 4.2.7 Uji Normalitas ................................................................................ 146 4.2.8 Uji Korelasi .................................................................................... 149 4.2.9 Uji Regresi Linear Berganda.......................................................... 152 4.3 Pembahasan ............................................................................................. 157 4.4 Uji Hipotesis ........................................................................................... 160 BAB V SIMPULAN DAN SARAN 5.1 Simpulan ................................................................................................. 161 5.2 Saran 5.2.1 Saran Akademis ............................................................................. 163 5.2.2 Saran Praktis .................................................................................. 164 DAFTAR PUSTAKA ................................................................................................ xix LAMPIRAN .............................................................................................................. xxv RIWAYAT HIDUP .............................................................................................. xxxvii. xiii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

DAFTAR TABEL 2.1 Perbandingan Penelitian Terdahulu ...................................................................... 18 3.1 Operasionalisasi Variabel Iklan KFC ChoChicks (X1) ........................................ 58 3.2 Operasionalisasi Variabel Sales Promotion KFC ChoChicks (X2) ...................... 59 3.3 Operasionalisasi Variabel Keputusan Pembelian Customer KFC ChoChicks (Y) ..................................................................................................................................... 60 3.4 Nilai R Product Moment ....................................................................................... 66 3.5 Pre-test Uji Validitas Variabel Iklan (X1) ............................................................ 67 3.6 Pre-test Uji Variabel Sales Promotion (X2) ......................................................... 69 3.7 Pre-test Uji Variabel Keputusan Pembelian Customer (Y) .................................. 71 3.8 Pengukuran Tingkat Reliabilitas ........................................................................... 74 3.9 Pre-test Uji Reliabilitas Variabel Iklan (X1) ........................................................ 75 3.10 Pre-test Uji Reliabilitas Sales Promotion (X2) .................................................. 75 3.11 Pre-test Uji Reliabilitas Keputusan Pembelian Customer (Y) ........................... 76 3.12 Pre-test Uji Reliabilitas Variabel Iklan, Sales Promotion, dan Keputusan Pembelian ................................................................................................................... 76 3.13 Pengukuran Nilai Koefisien Korelasi ................................................................. 78 4.1 Data Responden .................................................................................................... 87 4.2 Pernyataan Ke-1 .................................................................................................... 92 4.3 Pernyataan Ke-2 .................................................................................................... 93 4.4 Pernyataan Ke-3 .................................................................................................... 93 4.5 Pernyataan Ke-4 .................................................................................................... 94 4.6 Pernyataan Ke-5 .................................................................................................... 95 4.7 Pernyataan Ke-6 .................................................................................................... 95 4.8 Pernyataan Ke-7 .................................................................................................... 96 4.9 Pernyataan Ke-8 .................................................................................................... 97 4.10 Pernyataan Ke-9 .................................................................................................. 97 4.11 Pernyataan Ke-10 ................................................................................................ 98 4.12 Pernyataan Ke-11 ................................................................................................ 98 4.13 Pernyataan Ke-12 ................................................................................................ 99 4.14 Pernyataan Ke-13 .............................................................................................. 100 4.15 Pernyataan Ke-14 .............................................................................................. 100 4.16 Pernyataan Ke-15 .............................................................................................. 101. xiv Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

4.17 Pernyataan Ke-16 .............................................................................................. 101 4.18 Pernyataan Ke-17 .............................................................................................. 102 4.19 Pernyataan Ke-18 .............................................................................................. 103 4.20 Pernyataan Ke-19 .............................................................................................. 103 4.21 Pernyataan Ke-20 .............................................................................................. 104 4.22 Pernyataan Ke-21 .............................................................................................. 105 4.23 Pernyataan Ke-22 .............................................................................................. 105 4.24 Pernyataan Ke-23 .............................................................................................. 106 4.25 Pernyataan Ke-24 .............................................................................................. 107 4.26 Pernyataan Ke-25 .............................................................................................. 107 4.27 Pernyataan Ke-26 .............................................................................................. 108 4.28 Pernyataan Ke-27 .............................................................................................. 109 4.29 Pernyataan Ke-28 .............................................................................................. 109 4.30 Pernyataan Ke-29 .............................................................................................. 110 4.31 Pernyataan Ke-30 .............................................................................................. 110 4.32 Pernyataan Ke-31 .............................................................................................. 111 4.33 Pernyataan Ke-32 .............................................................................................. 111 4.34 Pernyataan Ke-33 .............................................................................................. 112 4.35 Pernyataan Ke-34 .............................................................................................. 113 4.36 Pernyataan Ke-35 .............................................................................................. 113 4.37 Pernyataan Ke-36 .............................................................................................. 114 4.38 Pernyataan Ke-37 .............................................................................................. 115 4.39 Pernyataan Ke-38 .............................................................................................. 116 4.40 Pernyataan Ke-39 .............................................................................................. 116 4.41 Pernyataan Ke-40 .............................................................................................. 117 4.42 Pernyataan Ke-41 .............................................................................................. 118 4.43 Pernyataan Ke-42 .............................................................................................. 118 4.44 Pernyataan Ke-43 .............................................................................................. 119 4.45 Pernyataan Ke-44 .............................................................................................. 120 4.46 Pernyataan Ke-45 .............................................................................................. 120 4.47 Pernyataan Ke-46 .............................................................................................. 121 4.48 Pernyataan Ke-47 .............................................................................................. 121 4.49 Pernyataan Ke-48 .............................................................................................. 122. xv Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

4.50 Pernyataan Ke-49 .............................................................................................. 123 4.51 Pernyataan Ke-50 .............................................................................................. 123 4.52 Pernyataan Ke-51 .............................................................................................. 124 4.53 Pernyataan Ke-52 .............................................................................................. 125 4.54 Pernyataan Ke-53 .............................................................................................. 125 4.55 Pernyataan Ke-54 .............................................................................................. 126 4.56 Pernyataan Ke-55 .............................................................................................. 127 4.57 Pernyataan Ke-56 .............................................................................................. 127 4.58 Pernyataan Ke-57 .............................................................................................. 128 4.59 Uji Validitas Variabel Iklan (X1) Data Penelitian Utama ................................ 129 4.60 Uji Validitas Variabel Sales Promotion (X2) Data Penelitian Utama .............. 133 4.61 Uji Validitas Variabel Keputusan Pembelian (Y) Data Penelitian Utama........ 136 4.62 Pengukuran Tingkat Reliabilitas ....................................................................... 139 4.63 Uji Reliabilitas Variabel Iklan (X1) Data Penelitian Utama............................. 140 4.64 Uji Reliabilitas Variabel Sales Promotion (X2) Data Penelitian Utama ......... 141 4.65 Uji Reliabilitas Variabel Keputusan Pembelian (Y) Data Penelitian Utama ... 142 4.66 Uji Reliabilitas Variabel Iklan, Sales Promotion, dan Keputusan Pembelian Data Penelitian Utama ...................................................................................................... 144 4.67 Uji Normalitas ................................................................................................... 148 4.68 Pengukuran Nilai Koefisien Korelasi ............................................................... 150 4.69 Uji Korelasi Data Penelitian Utama .................................................................. 151 4.70 Uji Regresi Linear Berganda Data Penelitian Utama ....................................... 153 4.71 Uji Regresi Anova Data Penelitian Utama ....................................................... 155 4.72 Model Summary Data Penelitan Utama ............................................................ 155 4.73 Model Summary Variabel Iklan ........................................................................ 156 4.74 Model Summary Variebal Sales Promotion ...................................................... 156. xvi Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

DAFTAR GAMBAR 1.1 Popular Brand Index............................................................................................... 3 1.2 Survei Fast Food..................................................................................................... 4 1.3 Tampilan KFC ChoChicks ...................................................................................... 5 1.4 Iklan KFC ChoChicks di Televisi ........................................................................... 8 1.5 Iklan KFC ChoChicks di Majalah Online Kartini .................................................. 8 1.6 Iklan KFC ChoChicks di Koran Online Kompas ................................................... 9 1.7 Tampilan Facebook KFC Indonesia ....................................................................... 9 1.8 Promosi KFC ChoChickss di Instagram ............................................................... 10 1.9 Coupon/Voucher KFC ChoChicks ........................................................................ 11 1.10 Sweepstakes KFC ChoChicks ............................................................................. 12 1.11 Diskon dalam Bundling Paket Hemat ................................................................. 12 3.1 Data Badan Pusat Statistik .................................................................................... 50 4.1 Logo KFC ............................................................................................................. 81 4.2 Tampilan KFC ChoChicks .................................................................................... 85 4.3 Usia Responden .................................................................................................... 87 4.4 Domisili Responden .............................................................................................. 88 4.5 Pekerjaan Responden ............................................................................................ 89 4.6 Jenis Kelamin Responden ..................................................................................... 90 4.7 Restoran Fast Food ............................................................................................... 90 4.8 Mengetahui KFC ChoChicks ............................................................................... 91 4.9 Histogram Uji Normalitas Data Penelitian Utama .............................................. 148 4.4 P-Plot Uji Normalitas Data Penelitian Utama..................................................... 149. xvii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.

DAFTAR BAGAN 2.3 Model AIDA ......................................................................................................... 40 3.1 Teknik Sampling ................................................................................................... 52. xviii Pengaruh Iklan Dan..., Sheren Angriani Nirmala, FIKOM, 2018.