KUESIONER PENELITIAN

(1)

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)

Facebook

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

4. Smartphone

manakah yang promosinya SERING Anda lihat di media sosial ?

(Pilih salah satu)

(2)

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

1 Smartphone membangun komunikasi dengan

mengupdate status yang membuat pengguna

media sosial berinteraksi, memberikan

comment, dan berbagi berita dengan

pengguna lain.

(3)

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

1 Smartphone menjelaskan fitur produk

denganlengkap di media sosial.

(4)

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

5 Anda berbagi informasi mengenai promosi

smartphone di media sosial dengan orang lain.

(5)

156

LAMPIRAN 2

OUTPUT UJI VALIDITAS DAN RELIABILITAS

No.

Personal

Relevance

Interactivity Message

Brand

Familiarity

Preferensi

Konsumen

Minat Beli

1 5 4 4 4

4 4 4 4 4 4 4 4 4 5 4 4 4 4 4 4 4 5

2 5 4 4

4

5 4 4 4 4 4 4 4 4 5 4 4 4 4 4 4 4 5

3 4 3 4

5

3 4 4 4 4 5 4 4 3 5 4 3 3 4 4 4 4 4

4 5 5 4

5

5 4 5 5 5 5 5 5 5 6 4 4 4 5 4 4 5 5

5 5 5 5

4

4 4 5 5 5 4 5 5 5 6 4 4 4 5 4 4 5 5

6 4 4 4

4

4 4 4 4 4 4 4 4 4 5 4 4 3 4 4 4 4 4

7 4 5 3

4

4 3 4 4 3 4 5 4 5 4 3 3 5 3 4 3 3 4

8 4 4 3

4

4 3 4 4 4 4 4 4 4 5 3 4 4 4 4 3 4 4

9 4 4 3

4

4 3 3 3 3 4 4 3 4 4 2 4 4 3 4 3 3 4

10 4 4 4

4

4 4 4 4 4 4 4 4 4 5 5 4 5 4 4 4 4 4

11 5 5 5

5

5 2 5 5 2 5 5 5 5 2 3 4 3 3 4 2 2 5

12 4 4 4

5

5 5 4 4 5 5 4 4 4 5 5 3 3 5 4 5 5 4

13 5 4 4

4

4 4 5 5 5 4 5 5 4 5 4 4 5 5 4 4 5 5

141 5 5 4

5

4 4 4 4 4 5 4 4 5 4 4 3 5 4 4 4 4 5

5 5 5 4

5

5 4 5 5 5 5 5 5 5 5 4 4 4 5 4 4 5 5

16 5 4 5

5

5 4 4 4 5 5 5 4 4 5 4 4 4 5 5 4 5 5

17 5 5 4

5

5 5 5 5 4 5 5 5 5 4 5 4 5 4 4 5 5 5

18 5 5 4

5

5 4 3 3 5 5 5 3 5 5 5 4 4 5 4 4 5 5

19 4 4 4

5

4 3 4 4 4 5 4 4 4 4 3 4 4 4 4 3 4 4

20 4 4 4

4

4 3 3 3 4 4 3 3 4 4 3 3 3 4 4 3 4 4

21 5 5 5

4

4 4 5 5 5 4 4 5 5 5 4 4 4 5 4 4 5 5

22 5 5 5

5

5 5 5 5 5 5 4 5 5 5 5 4 5 5 5 5 5 5

23 4 4 4

4

4 4 4 4 5 4 5 4 4 5 4 4 5 5 4 4 5 4

24 3 4 3

4

3 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 3

25 5 5 5

5

5 5 4 4 4 5 5 4 5 4 5 5 5 4 5 5 4 5

26 4 4 4

5

4 4 4 4 4 5 5 4 4 5 4 4 5 5 5 4 5 4

27 4 4 4

4

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

28 4 5 4

5

5 4 5 5 5 5 4 5 5 5 4 4 5 5 4 4 5 4

29 4 5 4

5

5 3 4 4 4 5 5 4 5 4 3 4 4 4 4 3 4 4

30 4 4 3

4

3 4 3 5 4 4 4 3 4 4 4 4 4 4 4 4 4 4

Item-Total Statistics

(6)

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

(7)

158

LAMPIRAN 3

OUTPUT DESKRIPTIF RESPONDEN

No.

Responden

Usia Media

Sosial yang

Digunakan

Smartphone

yang Dimiliki

Smartphone

yang Ingin

Dibeli

Promosi Smartphone yang

SERING Dilihat di Media

Sosial

1

25

11

5

1

2

23

14

8

3

1

3

23

16

3

1

4

24

7

6

1

5

24

16

10

1

6

21

6

11

3

6

7

25

16

8

1

8

23

12

9

3

9

19

6

2

4

10

22

6

1

11

31

7

2

5

12

28

14

1

4

13

23

15

1

14

26

13

2

6

15

23

16

6

1

16

30

6

1

3

4

17

27

12

1

3

2

18

25

16

8

1

19

22

13

2

1

20

23

16

9

1

21

24

15

12

1

22

25

6

2

23

20

11

3

5

24

20

15

1

3

5

25

6

2

6

26

11

5

1

27

26

10

8

1

28

26

14

9

5

29

27

16

8

3

(8)

159

30

25

17

11

3

4

31

32

1

2

3

1

32

22

1

33

21

16

1

7

6

34

20

11

3

2

35

22

3

1

2

1

36

20

7

1

2

1

37

19

8

1

2

38

18

1

6

1

39

19

16

13

1

40

21

10

9

6

1

41

18

16

7

1

42

18

19

1

6

1

43

21

12

8

3

1

44

25

2

6

1

45

28

7

5

3

6

46

35

6

5

1

5

47

23

16

2

3

5

48

21

13

2

1

7

49

21

6

2

5

1

50

21

16

7

5

51

21

7

2

3

1

52

24

17

1

7

1

53

22

2

1

6

54

21

11

1

3

6

55

25

15

2

1

56

22

18

2

3

1

57

21

16

1

6

58

15

1

6

1

59

21

12

1

6

60

29

16

9

3

6

61

27

16

6

5

6

62

21

5

1

3

63

30

16

8

6

64

32

10

1

3

6

65

27

11

1

7

6

66

16

11

3

1

67

17

15

5

3

5

68

39

5

3

1

(9)

160

69

22

18

8

4

2

70

38

7

6

5

6

71

26

16

9

1

72

22

11

1

73

21

15

9

3

1

74

21

11

3

1

75

24

16

5

6

76

40

16

3

77

19

1

2

1

78

18

1

2

1

79

18

2

1

3

1

80

18

1

2

1

81

18

16

1

5

4

82

18

16

7

4

3

83

30

15

3

84

19

17

7

1

85

18

16

6

5

1

86

18

5

1

3

1

87

38

8

6

88

29

11

2

3

1

89

19

11

8

1

90

20

2

5

91

18

14

1

3

1

92

18

10

1

3

1

93

19

8

1

3

1

94

18

16

1

2

95

19

16

13

4

1

96

23

16

4

Social Media * Usia Crosstabulation Count

Usia

Total 15 - 21 22 - 28 29 - 40

Social Media Facebook 4 1 1 6

Twitter 1 3 0 4

Instagram 0 1 0 1

Line 2 0 1 3

(10)

161

Fbtwitter 2 2 2 6 Fbinsta 2 0 1 3 Fbtwitinsta 2 1 1 4 Fbtwigline 6 4 1 11 Twitinsta 2 2 0 4 Twitline 1 2 0 3 Twitigline 1 3 0 4 Instaline 3 3 1 7 All 10 12 3 25 Igytbline 1 2 0 3 FByoutube 1 2 0 3 Fbtwtbline 1 0 0 1 Total 42 41 13 96

Smartphone yang Dimiliki * Usia Crosstabulation Count

Usia

Total 15 - 21 22 - 28 29 - 40

Smartphone yang Dimiliki Samsung 19 9 2 30

Blackberry 6 8 3 17 Iphone 4 1 2 7 LG 0 1 0 1 Sony 1 5 2 8 Oppo 1 4 2 7 Mere Lain 4 0 0 4 SamsungBB 2 6 1 9 IphoneBB 2 4 1 7 BBLG 0 1 0 1 BBSony 1 1 0 2 BBOppo 0 1 0 1 SamsIphone 2 0 0 2 Total 42 41 13 96

Future Intention * Usia Crosstabulation Count

Usia

Total 15 - 21 22 – 28 29 - 40

(11)

162

Blackberry 4 2 0 6 Iphone 14 9 8 31 LG 3 3 0 6 Sony 4 4 2 10 Oppo 4 4 2 10 Merek Lain 2 2 0 4 Total 42 41 13 96

Smartphone yang Promosinya Sering Dilihat di Media Sosial * Usia Crosstabulation Count Usia Total 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 35 38 39 40 Smartphone yang Promosinya Sering Dilihat di Media Sosial Samsung 1 1 0 10 6 1 6 6 5 4 5 3 0 0 1 0 0 1 0 0 1 0 51 Blackberry 0 0 0 1 1 1 0 1 0 0 1 0 1 0 0 0 0 0 0 0 0 0 6 Iphone 0 0 0 1 0 0 1 0 1 0 0 0 1 0 0 1 0 0 0 0 0 1 6 LG 0 0 0 1 1 0 0 0 1 0 1 0 0 1 0 1 0 0 0 0 0 0 6 Sony 0 0 1 0 0 3 1 0 1 0 0 1 0 0 0 0 1 0 1 0 0 0 9 Oppo 0 0 0 0 0 0 5 1 0 1 1 1 2 1 1 1 0 1 0 2 0 0 17 Merek Lain 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 Total 1 1 1 13 8 5 14 8 8 5 8 5 4 2 2 3 1 2 1 2 1 1 96

LAMPIRAN 4

TANGGAPAN RESPONDEN

No

.

Relevanc

Personl

e

Interactivit

y

Messag

e

Familiarit

Brand

y

Preferensi

Konsumen

Minat Beli

(12)

163 2 4 4 5 5 4 4 4 4 5 5 5 4 4 5 4 4 4 5 5 4 5 4

3 3 5 4 4 3 4 3 5 4 4 4 3 4 4 4 4 4 4 4 4 4 4

4 4 5 5 5 5 5 4 5 5 5 4 5 5 5 5 4 4 5 5 5 5 5

5 4 4 5 4 4 4 4 4 5 5 4 5 4 4 5 4 4 5 4 4 5 4

6 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4 3

7 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4 4 5 5 4 4 4 5

8 5 4 4 4 5 4 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5

9 3 4 4 5 3 4 3 4 4 5 4 4 3 4 4 4 4 4 4 5 4 4

10 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4 4 4 4 4

11 5 5 3 5 5 2 5 5 3 5 5 5 5 5 2 4 3 4 4 4 2 5

12 5 4 4 5 5 5 5 4 4 5 5 4 5 5 5 3 2 5 4 4 5 4

13 4 4 4 5 5 5 4 4 4 5 5 4 5 4 5 5 4 4 5 5 4 5

14 4 4 4 5 5 3 4 4 4 5 5 4 5 4 3 4 5 5 4 3 4 4

15 4 4 4 4 5 4 4 4 4 4 4 5 4 4 4 4 5 4 4 4 5 5

16 4 5 5 5 5 4 4 5 5 5 5 5 5 5 4 4 4 5 5 4 5 5

17 4 5 5 4 4 4 4 5 5 4 5 5 5 5 4 4 4 4 5 4 5 5

18 3 4 4 4 4 4 3 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4

19 4 3 3 4 4 3 4 3 3 4 4 3 4 4 4 4 4 3 4 3 3 4

20 4 4 4 4 4 3 4 4 4 4 4 4 4 4 3 4 4 4 4 4 4 4

21 5 5 5 4 4 4 5 5 5 4 5 5 4 5 4 4 5 5 4 5 5 5

22 4 4 3 4 4 3 4 4 3 4 5 4 5 4 4 4 5 5 4 4 3 4

23 4 5 5 5 5 4 4 5 5 5 5 5 5 4 4 4 4 5 4 3 5 5

24 4 5 5 5 5 4 4 5 5 5 5 5 5 5 4 4 5 5 4 3 5 5

25 4 4 4 5 4 4 4 4 4 5 4 4 5 4 4 3 5 4 4 5 4 5

26 5 5 5 4 4 4 5 5 5 4 4 5 5 5 4 4 4 5 4 4 5 5

27 5 5 4 5 5 5 5 5 4 5 5 5 5 4 5 4 5 4 4 4 4 5

28 4 3 4 4 4 3 4 3 4 4 3 3 4 4 3 4 5 5 4 3 4 4

29 4 3 5 5 5 4 4 3 5 5 5 3 5 5 4 4 4 5 4 4 5 5

30 4 4 4 5 4 3 4 4 4 5 4 4 4 4 3 4 4 4 4 4 4 4

31 4 4 3 4 3 3 4 4 3 4 4 4 3 4 4 4 4 3 4 4 4 4

32 4 5 5 4 5 5 4 5 5 4 4 5 4 5 5 4 4 5 2 2 4 5

33 4 4 4 4 3 3 4 4 4 5 5 4 3 4 4 3 4 4 5 4 5 4

34 4 3 5 4 4 4 4 3 5 4 4 4 5 5 4 5 5 4 4 4 4 4

35 5 5 4 3 4 4 5 5 4 4 2 4 4 4 3 4 5 4 4 4 4 4

36 5 4 3 5 4 4 5 4 3 4 2 4 5 4 5 3 5 4 4 4 5 4

37 4 3 4 5 4 5 4 3 4 4 4 4 5 4 3 3 5 4 5 4 4 5

38 4 4 4 4 4 4 4 4 4 4 4 5 5 5 4 3 4 4 5 5 4 5

39 3 4 4 5 5 5 3 4 4 4 4 4 4 4 4 4 4 4 4 4 3 4

40 4 4 5 4 3 4 4 4 5 3 4 4 4 4 4 4 3 4 4 4 4 4

(13)

164 41 4 4 3 5 4 3 4 4 3 5 5 4 5 5 4 5 3 4 4 4 5 5

42 4 4 4 4 4 3 4 4 4 4 4 4 5 4 3 4 3 4 4 4 4 4

43 4 4 5 4 5 4 4 4 5 4 5 5 4 4 4 3 3 4 4 4 5 5

44 4 4 4 4 4 4 4 4 4 4 4 4 4 5 4 4 4 5 4 5 4 4

45 5 5 5 5 5 4 5 5 5 4 5 4 4 4 3 5 5 5 4 4 4 4

46 5 5 5 4 4 3 5 5 5 4 4 3 4 5 4 4 4 4 4 4 4 3

47 4 4 4 5 5 5 4 4 4 5 4 5 4 5 4 5 5 5 5 5 5 4

48 3 4 5 5 4 3 3 4 5 4 5 5 3 5 4 4 4 4 4 4 4 4

49 4 4 4 4 2 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3

50 4 5 5 4 4 4 4 5 5 5 5 4 5 5 4 5 4 4 4 4 4 5

51 4 3 4 5 4 4 4 3 4 3 4 5 4 4 5 4 3 4 5 5 5 5

52 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

53 4 5 5 4 4 4 4 5 5 5 5 5 3 4 3 4 4 5 3 4 5 4

54 5 5 5 4 4 5 5 5 5 5 5 5 4 5 4 4 5 5 5 5 4 4

55 5 5 5 5 4 5 5 5 5 5 5 4 3 4 4 4 4 4 4 5 4 4

56 5 5 5 5 4 3 5 5 5 5 5 5 5 5 4 4 4 5 4 4 4 4

57 5 4 5 4 4 3 5 4 5 5 5 4 4 5 4 5 4 5 5 5 5 4

58 4 5 5 4 5 4 4 5 5 4 5 4 4 4 3 4 4 5 5 4 5 4

59 3 5 4 5 4 5 3 5 4 4 5 5 4 4 3 4 5 4 4 5 4 4

60 5 5 5 5 5 5 5 5 5 3 4 4 4 5 4 4 4 4 5 5 4 4

61 5 5 5 4 4 3 5 5 5 4 4 5 4 5 3 4 4 4 5 4 5 4

62 4 4 4 4 4 4 4 4 4 4 5 5 4 4 3 3 3 3 3 4 3 5

63 5 5 5 5 5 4 5 5 5 2 4 4 3 4 3 4 4 4 4 4 3 4

64 5 5 4 4 5 5 5 5 4 4 4 4 4 4 4 4 4 4 5 4 4 3

65 4 3 4 5 4 4 4 3 4 5 5 2 5 4 3 3 3 4 4 4 4 3

66 5 5 5 4 4 4 5 5 5 5 4 4 3 5 4 4 5 4 4 4 4 4

67 5 5 5 5 5 3 5 5 5 3 4 4 4 5 2 4 3 4 4 3 4 3

68 4 4 5 5 4 4 4 4 5 5 4 5 5 4 4 4 5 4 4 5 4 4

69 5 4 4 4 4 3 5 4 4 4 4 4 4 4 4 4 3 5 4 4 3 3

70 4 4 4 5 5 4 4 4 4 5 4 4 4 4 4 4 5 5 5 5 5 4

71 4 4 5 4 4 4 4 4 5 5 4 4 5 4 4 5 5 4 4 4 3 3

72 4 4 4 5 4 4 4 4 4 5 4 4 5 3 2 4 4 4 4 4 4 4

73 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5

74 4 4 5 4 4 3 4 4 5 4 5 5 4 4 5 4 3 4 4 4 5 4

75 4 4 4 4 3 4 4 4 4 5 4 5 4 5 3 3 4 4 4 4 4 4

76 5 5 5 5 5 4 5 5 5 5 5 5 4 4 3 5 5 5 5 5 5 4

77 4 4 5 5 4 5 4 4 5 5 5 5 5 5 4 5 3 4 5 5 5 4

78 5 4 5 4 3 3 5 4 5 4 5 5 3 4 4 3 4 4 5 5 4 4

79 4 4 3 4 4 4 4 4 3 5 3 5 4 4 5 4 2 3 3 4 4 5

(14)

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

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

(15)

166

VAR00003

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

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 Total 96 100.0 100.0

(16)

167

VAR00007

(17)

168

VAR00011

Cumulative Percent

Valid 3.00 2 2.1 2.1 2.1

(18)

169

5.00 39 40.6 40.6 100.0

Total 96 100.0 100.0

VAR00015

Cumulative Percent

(19)

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

(20)

171

LAMPIRAN 7

OUTPUT UJI ASUMSI KLASIK

1. UJI NORMALITAS

(21)

172

(22)

173

(23)

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

(24)

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.

3. Uji Heteroskedastisitas

a.

Metode Grafik

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176

b.

Uji Glejser

1. Preferensi Konsumen

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients T Sig. B Std. Error Beta

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177

1 (Constant) -.137 1.376 -.100 .921 Personal Relevance -.148 .078 -.215 -1.896 .061 Interactivity .091 .084 .122 1.082 .282 Message .135 .085 .179 1.589 .116 Brand Familiarity .027 .088 .035 .307 .759

a. Dependent Variable: absut

2. Minat Beli

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -.408 1.233 -.331 .741 Personal Relevance .060 .070 .099 .857 .394 Interactivity .049 .075 .075 .657 .513 Message -.053 .076 -.079 -.694 .490 Brand Familiarity .075 .079 .109 .950 .344

a. Dependent Variable: absut1

4. Uji Multikolinearitas

Coefficientsa Model Unstandardized Coefficients Standardize d Coefficients t Sig. Collinearity Statistics B Std. Error Beta Toleranc e VIF 1 (Constant) 4.378 2.186 2.002 .048 Personal Relevance .362 .124 .269 2.921 .004 .800 1.251 Interactivity .364 .133 .250 2.732 .008 .813 1.230 Message .277 .135 .188 2.048 .043 .807 1.239 Brand Familiarity .259 .140 .170 1.854 .067 .804 1.244

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178

Coefficientsa Model Unstandardized Coefficients Standardize d Coefficients t Sig. Collinearity Statistics B Std. Error Beta Toleranc e VIF 1 (Constant) 4.378 2.186 2.002 .048 Personal Relevance .362 .124 .269 2.921 .004 .800 1.251 Interactivity .364 .133 .250 2.732 .008 .813 1.230 Message .277 .135 .188 2.048 .043 .807 1.239 Brand Familiarity .259 .140 .170 1.854 .067 .804 1.244

a. Dependent Variable: Preferensi Konsumen

Coefficientsa Model Unstandardized Coefficients Standardiz ed Coefficients t Sig. Collinearity Statistics B Std. Error Beta Toleranc e VIF 1 (Constant) 5.262 2.092 2.516 .014 Personal Relevance .184 .119 .142 1.551 .124 .800 1.251 Interactivity .232 .127 .166 1.824 .071 .813 1.230 Message .362 .129 .255 2.793 .006 .807 1.239 Brand Familiarity .456 .134 .312 3.412 .001 .804 1.244

a. Dependent Variable: Minat Beli

5. Uji Autokorelasi

1. Preferensi Konsumen

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

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a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message b. Dependent Variable: Minat Beli

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

1 Regression 150.157 4 37.539 14.508 .000a

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180

Total 385.625 95

a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message

b. Dependent Variable: Minat Beli

ANOVAb

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 T Sig. B Std. Error Beta

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181

1 (Constant) 5.262 2.092 2.516 .014 Personal Relevance .184 .119 .142 1.551 .124 Interactivity .232 .127 .166 1.824 .071 Message .362 .129 .255 2.793 .006 Brand Familiarity .456 .134 .312 3.412 .001

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients T Sig. B Std. Error Beta 1 (Constant) 9.635 1.653 5.829 .000 Preferensi Konsumen .560 .081 .583 6.950 .000

3. Uji Koefisien Determinan (

𝑹𝑹

𝟐𝟐

)

a.

Preferensi Konsumen

Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .619a .383 .356 1.68138

a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message

b.

Minat Beli

Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .624a .389 .363 1.60859

a. Predictors: (Constant), Brand Familiarity, Personal Relevance, Interactivity, Message Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .583a .339 .332 1.64615

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4. Koefisien Korelasi

Correlations Personal Relevance Interacti vity Messa ge Brand Familiarity Preferensi Konsumen Minat Beli Personal Relevance Pearson Correlation 1 .339** .345** .300** .470** .380** Sig. (2-tailed) .001 .001 .003 .000 .000 N 96 96 96 96 96 96 Interactivity Pearson Correlation .339** 1 .277** .335** .450** .389** Sig. (2-tailed) .001 .006 .001 .000 .000 N 96 96 96 96 96 96 Message Pearson Correlation .345** .277** 1 .341** .408** .456** Sig. (2-tailed) .001 .006 .001 .000 .000 N 96 96 96 96 96 96 Brand Familiarity Pearson Correlation .300** .335** .341** 1 .399** .497** Sig. (2-tailed) .003 .001 .001 .000 .000 N 96 96 96 96 96 96 Preferensi Konsumen Pearson Correlation .470** .450** .408** .399** 1 .583** Sig. (2-tailed) .000 .000 .000 .000 .000 N 96 96 96 96 96 96

Minat Beli Pearson

Correlation

.380** .389** .456** .497** .583** 1

Sig. (2-tailed) .000 .000 .000 .000 .000

N 96 96 96 96 96 96