152
LAMPIRAN 1
KUESIONER PENELITIAN
NO:
PENGARUH PROMOSI MELALUI MEDIA SOSIAL TERHADAP
PREFERENSI KONSUMEN DAN MINAT BELI
SMARTPHONE
PADA
PENGUNJUNG MILLENIUM ICT CENTRE MEDAN
I. Identitas Responden
Nama :
Usia
:
Jawablah pertanyaan berikut dengan memberi tanda ceklis (
√) pada
setiap
jawaban yang Anda pilih.
1. Jenis media sosial yang Anda gunakan adalah ? (boleh pilih lebih dari satu)
Twitter Instagram
Youtube LINE
2. Merek Smartphone yang Anda miliki adalah ? (boleh pilih lebih dari satu)
Samsung
Blackberry Iphone LG Sonny
Oppo
Merek Lain
sebutkan
3.
Smartphone
yang ingin Anda beli di waktu yang akan datang adalah ? (Pilih
salah satu)
Samsung
Blackberry Iphone LG Sonny
Oppo
Merek Lain sebutkan
153
Samsung
Blackberry Iphone LG Sonny
Oppo
Merek Lain
sebutkan
II. KuesionerPenelitian
PetunjukPengisisan
Berikantandaceklis (
√) padapilihanjawaban yang dianggap paling sesuai
SangatSetuju
: SS
Setuju
: S
KurangSetuju
: KS
TidakSetuju
: TS
SangatTidakSetuju
: STS
A. Promosi Melalui Media Sosial
1.
Personal Relevance
No
Pernyataan
SS
S
KS TS STS
1
Smartphone aktif menyapa, membahas topik terkini
dengan pengguna media sosial dan mengirim info
mengenai promo dan kegiatan
2
Smarthphone membangun kepercayaan konsumen
untuk terus mengikuti informasi terbaru mereka
melalui media sosial
3
Smartphone membangun hubungan horizontal
dengan konsumen melalui pelayanan yang ramah dan
saling memberi umpan balik
2.
Interactivity
No
Pernyataan
SS
S
KS
TS
STS
154
2.
Smartphone sering mengupdate status dan
memberikan quiz, games interaktif melalui
media sosial.
3
Smartphone merepost kepuasan konsumen
atas produk di media sosial.
3.
Message
No
Pernyataan
SS
S
KS
TS
STS
1
Informasi yang diposting smartphone di
media sosial memiliki daya tarik bagi
pengguna untuk meyimaknya
2
Smartphone memposting informasi yang jelas
dan mudah dipahami
3
Format pesan dan visualisasi gambar yang
disampaikan Smartphone di media sosial
menarik
4.
Brand Familiarity
No
Pernyataan
SS
S
KS
TS
STS
1
Merek Smartphone yang promosinya sudah
Anda lihat di media sosial sudah lebih dahulu
dikenal oleh konsumen
2
Segala macam hal yang berhubungan dengan
smartphone seperti logo, karakteristik design
smartphone mudah dikenal sebagai produk
merek tersebut.
3
Smartphone memiliki ciri khas yang
membedakan produknya dengan merek lain
B. PreferensiKonsumen
No Pernyataan
SS
S
KS
TS STS
155
2
Smartphone menampilkan desain produk melalui
visualisasi yang jelas di media sosial
3
Smartphone memberikan keterangan harga di
media sosial.
4.
Anda lebih mempercayai kualitas merek
smartphone ini lebih baik daripada merek lain.
5.
Anda puas dengan informasi yang diberikan
smartphone mengenai atribut produk mereka
C. MinatBeli
No
Pernyataan
SS
S
KS
TS STS
1
Promosi yang dilakukan smartphone melalui media
sosial mampu meraih perhatian Anda untuk
mengamatinya
2
Promosi yang dilakukan smartphone di media social
membuat Anda tertarik pada produk yang ditawarkan
3
Promosi yang dilakukan smartphone di media sosial
membuat Anda mencari tahu lebih dalam mengenai
produk yang ditawarkan
4
Promosi yang dilakukan smartphone melalui media
social membuat anda melakukan perencanaa
npembelian
157
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total Correlation
Cronbach's
Alpha if Item
Deleted
VAR00001 88.3333 62.644 .603 .912
VAR00002 88.3667 63.620 .496 .914
VAR00003 88.7333 62.409 .577 .913
VAR00004 88.2667 64.409 .456 .915
VAR00005 88.4667 62.395 .542 .913
VAR00006 88.9000 61.266 .625 .911
VAR00007 88.6000 61.834 .603 .912
VAR00008 88.5333 62.878 .516 .914
VAR00009 88.5000 60.190 .667 .910
VAR00010 88.2667 64.409 .456 .915
VAR00011 88.3667 64.102 .440 .915
VAR00012 88.6000 61.834 .603 .912
VAR00013 88.3667 63.620 .496 .914
VAR00014 88.5000 60.190 .667 .910
VAR00015 88.9000 61.266 .625 .911
VAR00016 88.9333 65.375 .376 .916
VAR00017 88.6000 63.697 .377 .917
VAR00018 88.5000 60.190 .667 .910
VAR00019 88.6333 65.964 .411 .916
VAR00020 88.9000 61.266 .625 .911
VAR00021 88.5000 60.190 .667 .910
VAR00022 88.3333 62.644 .603 .912
Reliability Statistics
Cronbach's Alpha N of Items
161
162
165
80
4
4
5
5
4
5 4 4 5
2
5
4 5 5 4 4 4 4 5 3 3 4
81
4
5
5
5
5
4 4 5 5
5
5
5 4 4 4 3 4 5 3 4 4 4
82
4
4
4
4
4
3 4 4 4
4
4
4 4 5 4 4 4 3 4 4 4 4
83
3
4
4
4
4
4 3 4 4
4
5
5 5 5 4 4 5 4 3 3 4 3
84
4
4
4
4
4
3 4 4 4
4
4
3 4 4 3 3 4 4 4 3 4 4
85
4
5
4
5
5
5 4 5 4
5
4
5 5 4 3 4 4 5 5 4 4 3
86
4
3
3
4
4
4 4 3 3
3
4
4 3 4 4 4 3 4 4 4 4 4
87
3
3
4
4
3
3 3 3 4
4
4
4 4 5 3 3 4 5 3 3 4 3
88
5
4
5
5
4
4 5 4 5
5
5
5 4 4 5 4 5 5 5 5 5 3
89
5
5
5
5
5
5 5 5 5
5
5
5 5 5 5 5 5 5 5 5 5 5
90
5
5
5
3
3
4 5 5 5
4
5
5 4 4 5 4 5 5 4 4 5 4
91
5
5
5
4
4
5 5 5 5
3
5
5 5 5 4 4 4 5 5 4 4 5
92
5
5
4
5
4
4 5 5 4
4
5
5 4 5 5 5 5 4 4 5 4 5
93
5
4
4
3
4
3 5 4 4
4
3
4 4 3 3 3 2 5 3 4 4 4
94
4
3
4
5
4
3 4 3 4
5
4
4 4 4 2 4 5 5 4 4 5 5
95
4
4
5
5
4
3 4 4 5
4
4
5 4 5 4 4 4 3 4 5 5 4
96
4
4
4
4
4
3 4 4 4
4
4
4 4 4 3 5 4 5 5 3 2 2
LAMPIRAN 5
OUTPUT DESKRIPTIF VARIABEL
VAR00001
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 8 8.3 8.3 8.3
4.00 58 60.4 60.4 68.8
5.00 30 31.3 31.3 100.0
Total 96 100.0 100.0
VAR00002
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 10 10.4 10.4 10.4
4.00 50 52.1 52.1 62.5
5.00 36 37.5 37.5 100.0
166
VAR00003
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 8 8.3 8.3 8.3
4.00 45 46.9 46.9 55.2
5.00 43 44.8 44.8 100.0
Total 96 100.0 100.0
VAR00004
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 3 3.1 3.1 3.1
4.00 49 51.0 51.0 54.2
5.00 44 45.8 45.8 100.0
Total 96 100.0 100.0
VAR00005
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 10 10.4 10.4 11.5
4.00 56 58.3 58.3 69.8
5.00 29 30.2 30.2 100.0
Total 96 100.0 100.0
VAR00006
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 26 27.1 27.1 28.1
4.00 50 52.1 52.1 80.2
5.00 19 19.8 19.8 100.0
167
VAR00007
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 8 8.3 8.3 8.3
4.00 58 60.4 60.4 68.8
5.00 30 31.3 31.3 100.0
Total 96 100.0 100.0
VAR00008
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 10 10.4 10.4 10.4
4.00 50 52.1 52.1 62.5
5.00 36 37.5 37.5 100.0
Total 96 100.0 100.0
VAR00009
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 8 8.3 8.3 8.3
4.00 45 46.9 46.9 55.2
5.00 43 44.8 44.8 100.0
Total 96 100.0 100.0
VAR00010
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 2 2.1 2.1 2.1
3.00 6 6.3 6.3 8.3
4.00 47 49.0 49.0 57.3
5.00 41 42.7 42.7 100.0
168
VAR00011
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 2 2.1 2.1 2.1
3.00 3 3.1 3.1 5.2
4.00 50 52.1 52.1 57.3
5.00 41 42.7 42.7 100.0
Total 96 100.0 100.0
VAR00012
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 6 6.3 6.3 7.3
4.00 48 50.0 50.0 57.3
5.00 41 42.7 42.7 100.0
Total 96 100.0 100.0
VAR00013
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 10 10.4 10.4 10.4
4.00 52 54.2 54.2 64.6
5.00 34 35.4 35.4 100.0
Total 96 100.0 100.0
VAR00014
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 2 2.1 2.1 2.1
169
5.00 39 40.6 40.6 100.0
Total 96 100.0 100.0
VAR00015
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 4 4.2 4.2 4.2
3.00 22 22.9 22.9 27.1
4.00 55 57.3 57.3 84.4
5.00 15 15.6 15.6 100.0
Total 96 100.0 100.0
VAR00016
Frequency Percent Valid Percent
Cumulative Percent
Valid 3.00 16 16.7 16.7 16.7
4.00 66 68.8 68.8 85.4
5.00 14 14.6 14.6 100.0
Total 96 100.0 100.0
VAR00017
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 3 3.1 3.1 3.1
3.00 14 14.6 14.6 17.7
4.00 48 50.0 50.0 67.7
5.00 31 32.3 32.3 100.0
Total 96 100.0 100.0
VAR00018
Frequency Percent Valid Percent
Cumulative Percent
170
4.00 52 54.2 54.2 60.4
5.00 38 39.6 39.6 100.0
Total 96 100.0 100.0
VAR00019
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 7 7.3 7.3 8.3
4.00 60 62.5 62.5 70.8
5.00 28 29.2 29.2 100.0
Total 96 100.0 100.0
VAR00020
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 11 11.5 11.5 12.5
4.00 59 61.5 61.5 74.0
5.00 25 26.0 26.0 100.0
Total 96 100.0 100.0
VAR00021
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 2 2.1 2.1 2.1
3.00 8 8.3 8.3 10.4
4.00 52 54.2 54.2 64.6
5.00 34 35.4 35.4 100.0
Total 96 100.0 100.0
171
Frequency Percent Valid Percent
Cumulative Percent
Valid 2.00 1 1.0 1.0 1.0
3.00 12 12.5 12.5 13.5
4.00 53 55.2 55.2 68.8
5.00 30 31.3 31.3 100.0
Total 96 100.0 100.0
LAMPIRAN 7
OUTPUT UJI ASUMSI KLASIK
172
173
174
2.
Uji Kolmogrov – Smirnov
a.
Preferensi Konsumen
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 96
Normal Parametersa,,b Mean .0000000
Std. Deviation 1.64560239
Most Extreme Differences Absolute .070
Positive .070
175
Kolmogorov-Smirnov Z .682
Asymp. Sig. (2-tailed) .741
a. Test distribution is Normal.
b. Calculated from data.
b.
Minat Beli
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 96
Normal Parametersa,,b Mean .0000000
Std. Deviation 1.57435880
Most Extreme Differences Absolute .068
Positive .051
Negative -.068
Kolmogorov-Smirnov Z .662
Asymp. Sig. (2-tailed) .774
a. Test distribution is Normal. b. Calculated from data.
176
b.
Uji Glejser
1.
Preferensi Konsumen
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
178
a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message b. Dependent Variable: Minat Beli
179
Model Summaryb
Model R R Square
Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .624a .389 .363 1.60859 1.999
a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message b. Dependent Variable: Minat Beli
Model Summaryb
Model R R Square
Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .583a .339 .332 1.64615 1.848
a. Predictors: (Constant), Preferensi Konsumen b. Dependent Variable: Minat Beli
LAMPIRAN 8
OUTPUT ANALISIS REGRESI
1.
Uji Signifikansi Simultan (Uji – F)
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 159.698 4 39.924 14.122 .000a
Residual 257.261 91 2.827
Total 416.958 95
a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message b. Dependent Variable: Preferensi Konsumen
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 150.157 4 37.539 14.508 .000a
180
Total 385.625 95
a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message
b. Dependent Variable: Minat Beli
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 130.902 1 130.902 48.306 .000a
Residual 254.723 94 2.710
Total 385.625 95
a. Predictors: (Constant), Preferensi Konsumen b. Dependent Variable: Minat Beli
2.
Uji Signifikansi Parsial ( Uji – T)
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T Sig. B Std. Error Beta
1 (Constant) 4.378 2.186 2.002 .048
Personal Relevance .362 .124 .269 2.921 .004
Interactivity .364 .133 .250 2.732 .008
Message .277 .135 .188 2.048 .043
Brand Familiarity .259 .140 .170 1.854 .067 a. Dependent Variable: Preferensi Konsumen
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
181
a. Predictors: (Constant), Brand Familiarity, Personal Relevance,
Interactivity, Message