S PEM 1103597 Table of content

Ayu Sara Herlia, 2015

PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

DAFTAR ISI

ABSTRAK ... i

ABSTRACT ... ii

KATA PENGANTAR ... iii

UCAPAN TERIMA KASIH ... iv

DAFTAR ISI ... vi

DAFTAR TABEL ... 8

DAFTAR GAMBAR ... ix

BAB I PENDAHULUAN ... Error! Bookmark not defined.

1.1. Latar belakang ... Error! Bookmark not defined.

1.2. Identifikasi & Perumusan masalah ... Error! Bookmark not defined.

1.3. Tujuan Penelitian ... Error! Bookmark not defined.

1.4. Kegunaan Penelitian ... Error! Bookmark not defined.

BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS ... Error!

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2.1 Kajian Pustaka ... Error! Bookmark not defined.

2.1.1 Pemasaran ... Error! Bookmark not defined.

2.1.2 Konsep Bauran Pemasaran Jasa ... Error! Bookmark not defined.

2.1.3 Promosi ... Error! Bookmark not defined.

2.1.4 Integrated Marketing Communication (Komunikasi Pemasaran Terpadu) ... Error! Bookmark not defined.

2.1.5 Public Relations ... Error! Bookmark not defined.

2.1.6 Marketing public relations & Marketing public relations tools ... Error!

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2.1.7 Merek ... Error! Bookmark not defined.

2.1.8 Ekuitas Merek ... Error! Bookmark not defined.

2.1.9 Music branding ... Error! Bookmark not defined.

2.1.10 4Es of Music branding ... Error! Bookmark not defined.

2.1.11 Model Strategi dalam Music branding ... Error! Bookmark not defined.

2.1.12 Teori Penghubung ... Error! Bookmark not defined.

2.2 Kerangka Pemikiran ... Error! Bookmark not defined.

2.3 Penelitian Terdahulu ... Error! Bookmark not defined.

2.4 Hipotesis ... Error! Bookmark not defined.

BAB III METODE PENELITIAN ... Error! Bookmark not defined.

Ayu Sara Herlia, 2015

PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

3.2 Metode & Desain Penelitian ... Error! Bookmark not defined.

3.2.1 Metode Penelitian ... Error! Bookmark not defined.

3.2.2 Desain Penelitian... Error! Bookmark not defined.

3.3 Oprasionalisasi Variabel ... Error! Bookmark not defined.

3.4 Jenis, Sumber dan Teknik Pengumpulan Data ... Error! Bookmark not defined.

3.4.1 Jenis dan Sumber Data ... Error! Bookmark not defined.

3.4.2 Teknik Pengumpulan Data ... Error! Bookmark not defined.

3.5 Populasi ... Error! Bookmark not defined.

3.6 Uji Validitas dan Uji Realibilitas ... Error! Bookmark not defined.

3.6.1 Pengujian Validitas ... Error! Bookmark not defined.

3.6.2 Uji Realibilitas ... Error! Bookmark not defined.

3.7 Rancangan Analisis Data ... Error! Bookmark not defined.

3.7.1 Analisis Desktiptif... Error! Bookmark not defined.

3.7.2 Analisis Verifikatif ... Error! Bookmark not defined.

3.8 Rancangan Hipotesis ... Error! Bookmark not defined.

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ... Error! Bookmark not defined.

4.1 Hasil Penelitian ... Error! Bookmark not defined.

4.1.1 Gambaran Umum Rocket Rockers... Error! Bookmark not defined.

4.1.2 Gambaran Umum Karakteristik Responden ... Error! Bookmark not

defined.

4.1.3 Gambaran Umum Pengalaman Responden Error! Bookmark not defined.

4.1.4 Gambaran Marketing public relations tools Rocket Rockers ... Error!

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4.1.5 Gambaran Music branding Rocket Rockers ... Error! Bookmark not

defined.

4.1.6 Hasil Pengujian Hipotesis ... Error! Bookmark not defined.

4.2 Pembahasan Hasil Penelitian ... Error! Bookmark not defined.

4.2.1 Pembahasan Pengalaman dan Karakteristik Responden . Error! Bookmark

not defined.

4.2.2 Pembahasan Marketing public relations tools ... Error! Bookmark not

defined.

4.2.3 Pembahasan Music branding Rocket Rockers ... Error! Bookmark not

defined.

4.2.4 Pembahasan Pengaruh Marketing public relations tools Terhadap Music branding Rocket Rockers ... Error! Bookmark not defined.

Ayu Sara Herlia, 2015

PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

5.1 Kesimpulan ... Error! Bookmark not defined.

5.2 Saran ... Error! Bookmark not defined.

Ayu Sara Herlia, 2015

PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

DAFTAR TABEL

Tabel 1.1 Sebagian Prestasi Rocket Rockers ... Error! Bookmark not defined.

Tabel 2.1 Penelitian Terdahulu ... Error! Bookmark not defined.

Tabel 3.1 Operasionalisasi Variabel ... Error! Bookmark not defined.

Tabel 3.2 Hasil Pengujian Validitas Variabel X (

Marketing Public Relations Tools

)

... Error! Bookmark not defined.

Tabel 3.3 Hasil Pengujian Validitas Variabel Y (

Music branding

)Error! Bookmark not

defined.

Tabel 3.4 Hasil Pengujian Reliabilitas Variabel

Marketing public relations tools

dan

Music branding

... Error! Bookmark not defined.

Tabel 3.5 Pola Skoring Skala likert ... Error! Bookmark not defined.

Tabel 4.1 Karakteristik Responden Berdasarkan UsiaError! Bookmark not defined.

Tabel 4.2 Karakteristik Responden Berdasarkan Jenis KelaminError! Bookmark not

defined.

Tabel 4.3 Karakteristik Responden Berdasarkan Pendidikan Formal TerakhirError!

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Tabel 4.4 Karakteristik Responden Berdasarkan PekerjaanError! Bookmark not defined.

Tabel 4.5 Karakteristik Responden Berdasarkan Pendapatan/Uang Saku

Per Bulan ... Error! Bookmark not defined.

Tabel 4.6 Pengalaman Responden Berdasarkan Jangka Waktu Telah Mengenal Rocket

Rockers ... Error! Bookmark not defined.

Tabel 4.7 Pengalaman Responden Berdasarkan Pengetahuan Terhadap Rocket Rockers

... Error! Bookmark not defined.

Tabel 4.8 Pengalaman Responden Berdasarkan Pengetahuan Pengetahuan Terhadap Band

Indie

Selain Rocket Rockers ... Error! Bookmark not defined.

Tabel 4.9 Tanggapan Responden Terhadap

PublicityError! Bookmark not defined.

Tabel 4.10 Tanggapan Responden Terhadap

EventsError! Bookmark not defined.

Tabel 4.11 Tanggapan Responden Terhadap

NewsError! Bookmark not defined.

Tabel 4.12 Tanggapan Responden Terhadap

Identity media

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Tabel 4.13 Rekapitulasi Skor Tanggapan Responden Mengenai

Marketing public relations

Rocket Rockers ... Error! Bookmark not defined.

Tabel 4.14 Tanggapan Responden Terhadap EmotionError! Bookmark not defined.

Tabel 4.15 Tanggapan Responden Terhadap EngagementError! Bookmark not defined.

Tabel 4.16 Tanggapan Responden Terhadap ExperienceError! Bookmark not defined.

Tabel 4.17 Tanggapan Responden Terhadap ExclusivityError! Bookmark not defined.

Tabel 4.18 Rekapitulasi Skor Tanggapan Responden Mengenai

Marketing public relations

Rocket Rockers ... Error! Bookmark not defined.

Tabel 4.19

Output

Korelasi ... Error! Bookmark not defined.

Tabel 4.20 Interpretasi Koefisien Korelasi ... Error! Bookmark not defined.

Tabel 4.21

Output

Pengaruh

Marketing public relations tools

Terhadap

Music branding

Ayu Sara Herlia, 2015

PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

DAFTAR GAMBAR