No Pertanyaan Skor 1 Sangat Setuju (SS) 5 2 Setuju (ST) 4 3 Kurang Setuju (KS) 3 4 Tidak Setuju (TS) 2 5 Sangat Tidak Setuju (STS) 1

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(1)

KUESIONER

Pengaruh Celebrity Endorser (Raffi Ahmad) dalam periklanan XL

terhadap pembentukan Brand Image pada

Mahasiswa S-1 Jurusan Ilmu Komunikasi FISIP USU

1.

Identitas Responden

Nama

:

Jenis kelamin :

Stambuk

:

Lama Menggunakan Kartu XL :

2.

Pilihlah jawaban dengan member tanda silang (X) pada sah satu jawaban

yang paling sesuai menurut saudara. Adapun makna tanda tersebut adalah

sebagai berikut.

No

Pertanyaan

Skor

1

Sangat Setuju (SS)

5

2

Setuju (ST)

4

3

Kurang Setuju (KS)

3

4

Tidak Setuju (TS)

2

5

Sangat Tidak Setuju (STS)

1

No

Pertanyaan

Atractiveness (X

1

)

SS

ST

KS

TS

STS

1

Penampilan Raffi Ahmad di Iklan

XL sangat menarik

2

Raffi Ahmad dapat mewakili image

anak muda yang dinamis

3

Raffi Ahmad dapat mewakili image

anak muda yang berwawasan luas

4

Raffi Ahmad memiliki ketampanan

yang mendukung iklan kartu XL

Trusthworthiness (X

1

)

1

Raffi Ahmad mampu meyakinkan

Anda kartu XL memiliki kualitas

2

Raffi Ahmad dapat dipercaya

dalam menyampaikan pesan iklan

kartu XL

3

Raffi Ahmad merupakan selebriti

yang tulus sehingga tepat dalam

menyampaikan pesan iklan

4

Raffi Ahmad menyampaikna pesan

iklan dengan jujur dalam iklan

bahwa kartu XL adalah kartu

(2)

seluler pilihannya

Expertise (X

3

)

1

Raffi Ahmad memenuhi syarat

sebagai model iklan kartu XL

2

Rafii Ahmad memiliki keahlian

sebagai selebriti pendukung kartu

XL

3

Raffi Ahmad memiliki pengetahuan

yang cukup tentang kartu XL

4

Raffi Ahmad mampu

mengkomunikasikan iklan dengan

percaya diri sehingga dapat

memerikan keyakinan konsumen.

VARIABEL Y

1

Raffi Ahmad dapat membentuk

image kartu XL sebagai kartu

seluler yang berkualitas

2

Raffi Ahmad dapat membentuk

image kartu XL sebagai kartu

seluler yang memiliki keunggulan

dibandingkan kartu lain

3

Raffi Ahmad dapat mencitrakan

bahwa kartu XL merupakan produk

yang kreatif dan inovatif

4

Raffi Ahmad meru[akan selebriti

yang terkena sehingga pesan iklan

mudah iingat

(3)

N

o

DATA VALIDITAS DAN RELIABILTAS

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21

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22

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Reliability Statistics ,895 16 Cronbach's Alpha N of Items

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Item Statistics 4,2333 ,72793 30 3,9667 ,55605 30 3,9333 ,82768 30 4,3000 ,46609 30 4,5333 ,50742 30 4,6000 ,49827 30 4,4000 ,72397 30 4,3000 ,46609 30 4,6000 ,49827 30 3,8000 ,61026 30 3,9000 ,71197 30 3,9000 ,80301 30 3,7000 1,02217 30 3,4667 ,86037 30 3,9333 ,63968 30 3,8667 ,62881 30 VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 VAR00016 Mean Std. Deviation N Item-Total Statistics 61,2000 38,717 ,705 ,883 61,4667 40,189 ,728 ,884 61,5000 39,431 ,531 ,890 61,1333 42,671 ,451 ,892 60,9000 42,576 ,423 ,893 60,8333 41,523 ,601 ,888 61,0333 38,861 ,692 ,883 61,1333 42,671 ,451 ,892 60,8333 41,523 ,601 ,888 61,6333 40,033 ,677 ,885 61,5333 39,844 ,588 ,887 61,5333 39,706 ,522 ,890 61,7333 38,961 ,441 ,898 61,9667 39,068 ,542 ,890 61,5000 40,810 ,540 ,889 61,5667 39,633 ,708 ,883 VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013 VAR00014 VAR00015 VAR00016 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted Scale Statistics 65,4333 45,633 6,75524 16

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NO P1 P2 P3 P4 JLH P1 P2 P3 P4 JLH P1 P2 P3 P4 JLH P1 P2 P3 P4 JLH 1 4 4 4 4 16 5 4 4 4 17 4 4 4 4 16 4 4 4 4 16 2 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 3 3 4 3 3 13 4 3 4 3 14 3 3 4 3 13 4 3 4 4 15 4 2 4 2 2 10 4 2 4 2 12 2 2 4 2 10 4 2 4 4 14 5 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 4 4 4 5 17 6 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 7 4 4 4 4 16 4 3 4 3 14 4 4 4 3 15 4 5 4 3 16 8 4 5 4 4 17 4 4 5 4 17 4 4 5 4 17 5 4 5 4 18 9 4 5 4 4 17 5 5 5 5 20 4 4 5 5 18 5 5 5 5 20 10 5 5 5 5 20 5 5 5 5 20 5 5 5 5 20 5 4 5 5 19 11 4 4 4 4 16 5 4 4 4 17 4 4 4 4 16 4 5 4 4 17 12 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 13 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 5 4 4 5 18 14 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 5 4 4 5 18 15 4 4 4 4 16 4 4 3 5 16 4 4 3 5 16 5 4 4 5 18 16 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 5 4 4 5 18 17 5 4 3 4 16 4 4 4 5 17 5 4 4 5 18 5 5 3 4 17 18 4 4 3 3 14 4 4 4 4 16 4 3 4 4 15 4 4 3 5 16 19 5 4 4 3 16 4 4 4 5 17 5 3 4 5 17 5 5 4 5 19 20 4 4 4 4 16 4 3 4 5 16 4 4 4 5 17 5 4 4 5 18 21 4 4 4 4 16 4 3 4 5 16 4 4 4 5 17 5 4 4 5 18 22 4 3 3 4 14 4 3 3 5 15 4 4 3 5 16 5 4 3 5 17 23 4 3 3 4 14 3 4 4 5 16 4 4 4 5 17 5 4 3 5 17 24 4 4 4 4 16 4 4 4 5 17 4 4 4 5 17 5 4 4 5 18 25 4 3 3 4 14 3 4 4 5 16 4 4 4 5 17 5 4 3 5 17 26 5 4 5 4 18 4 4 4 5 17 5 4 4 5 18 5 5 5 5 20 27 4 4 5 4 17 4 4 4 5 17 4 4 4 5 17 5 4 5 5 19 28 4 4 4 3 15 3 4 4 4 15 4 3 4 4 15 4 4 4 4 16 29 3 3 4 3 13 3 4 4 5 16 3 3 4 5 15 5 3 4 4 16 30 3 3 3 5 14 4 4 5 5 18 3 5 5 5 18 5 3 3 4 15 31 2 2 2 2 8 4 4 2 4 14 2 2 2 4 10 4 2 2 4 12 32 4 3 3 4 14 4 4 4 4 16 4 4 4 4 16 4 4 3 4 15 33 5 4 4 4 17 4 4 4 5 17 5 4 4 5 18 5 5 4 4 18 34 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 5 4 4 5 18 35 4 4 3 4 15 4 5 5 5 19 4 4 5 5 18 5 4 3 4 16 36 4 4 5 3 16 4 5 4 5 18 4 3 4 5 16 5 4 5 4 18 37 4 4 4 3 15 4 4 4 3 15 4 3 4 3 14 3 4 4 4 15 38 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 5 17 39 4 4 4 3 15 4 4 4 4 16 4 3 4 4 15 4 4 4 5 17 40 4 4 4 4 16 4 5 5 4 18 4 4 5 4 17 4 4 4 5 17

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41 5 5 5 5 20 5 4 4 4 17 5 5 4 4 18 4 5 5 5 19 42 4 4 4 4 16 5 5 3 4 17 4 4 3 4 15 4 4 4 4 16 43 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 44 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 5 17 45 4 5 5 4 18 4 5 4 3 16 4 4 4 3 15 3 4 5 4 16 46 4 4 5 3 16 4 5 4 4 17 4 3 4 4 15 4 4 5 5 18 47 4 3 5 3 15 4 4 4 4 16 4 3 4 4 15 4 4 5 5 18 48 4 4 4 4 16 3 4 4 4 15 4 4 4 4 16 4 4 4 4 16 49 4 4 4 3 15 3 4 3 4 14 4 3 3 4 14 4 4 4 4 16 50 4 4 3 2 13 2 4 4 3 13 4 2 4 3 13 3 4 3 4 14 51 4 3 4 4 15 4 4 4 3 15 4 4 4 3 15 3 4 4 3 14 52 4 4 4 4 16 4 5 4 5 18 4 4 4 5 17 5 4 4 5 18 53 4 4 3 5 16 4 4 4 5 17 4 5 4 5 18 5 4 3 5 17 54 4 3 3 4 14 4 4 4 5 17 4 4 4 5 17 5 4 3 5 17 55 5 4 3 4 16 4 4 4 5 17 5 4 4 5 18 5 5 3 5 18 56 4 3 4 4 15 5 4 4 5 18 4 4 4 5 17 5 4 4 5 18 57 4 4 3 4 15 3 4 4 5 16 4 4 4 5 17 5 4 3 4 16 58 3 4 3 4 14 4 3 4 4 15 3 4 4 4 15 4 3 3 5 15 59 4 3 4 4 15 4 4 4 5 17 4 4 4 5 17 5 4 4 5 18 60 4 3 3 4 14 4 3 4 4 15 4 4 4 4 16 4 4 3 5 16 61 4 4 3 4 15 5 4 4 5 18 4 4 4 5 17 5 4 3 5 17 62 4 4 4 4 16 4 4 4 3 15 4 4 4 3 15 3 4 4 4 15 63 4 5 4 4 17 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 64 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 65 4 4 4 3 15 3 4 4 4 15 4 3 4 4 15 4 4 4 4 16 66 4 5 4 4 17 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 67 4 3 4 4 15 5 4 5 4 18 4 4 5 4 17 4 4 4 4 16 68 4 5 4 3 16 4 5 4 3 16 4 3 4 3 14 3 4 4 4 15 69 4 4 3 2 13 2 4 4 4 14 4 2 4 4 14 4 4 3 3 14 70 4 4 3 3 14 3 4 4 4 15 4 3 4 4 15 4 4 3 4 15 71 4 4 3 3 14 4 3 4 5 16 4 3 4 5 16 5 4 3 4 16 72 4 3 3 3 13 3 4 3 3 13 4 3 3 3 13 3 4 3 3 13 73 4 4 2 4 14 3 4 4 4 15 4 4 4 4 16 4 4 2 4 14 74 5 4 5 4 18 4 4 4 4 16 5 4 4 4 17 4 5 5 4 18 75 4 4 4 5 17 3 4 4 5 16 4 5 4 5 18 5 4 4 4 17 76 5 3 5 4 17 4 3 3 4 14 5 4 3 4 16 4 5 5 3 17 77 3 2 3 3 11 4 3 3 5 15 3 3 3 5 14 5 3 3 3 14 78 5 4 5 4 18 4 4 4 4 16 5 4 4 4 17 4 5 5 4 18 79 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 5 4 4 4 17 80 4 2 4 4 14 4 4 4 4 16 4 4 4 4 16 5 4 4 4 17 81 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16 4 4 4 4 16

(7)

82 4 4 5 4 17 4 4 4 5 17 4 4 4 5 17 5 5 4 4 18 83 4 4 4 4 16 4 4 4 5 17 4 4 4 5 17 5 5 5 4 19 84 4 4 4 4 16 3 3 3 4 13 4 4 3 4 15 4 5 5 3 17 85 4 4 4 4 16 2 4 4 5 15 4 4 4 5 17 5 5 4 4 18 86 5 4 4 4 17 3 3 3 4 13 5 4 3 4 16 4 4 4 3 15 87 4 4 4 4 16 4 3 3 4 14 4 4 3 4 15 4 5 4 3 16 88 5 4 4 4 17 3 4 4 5 16 5 4 4 5 18 5 5 5 4 19 89 4 4 4 4 16 5 4 4 4 17 4 4 4 4 16 4 5 4 4 17 90 4 4 4 4 16 4 4 4 5 17 4 4 4 5 17 5 5 4 4 18 91 3 4 3 3 13 3 3 4 4 14 3 3 4 4 14 5 5 4 4 18 92 3 4 3 4 14 3 3 4 5 15 3 4 4 5 16 5 5 4 4 18 VAR00001 2 2,1 2,2 2,2 7 7,4 7,6 9,8 71 75,5 77,2 87,0 12 12,8 13,0 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00002 3 3,2 3,3 3,3 15 16,0 16,3 19,6 66 70,2 71,7 91,3 8 8,5 8,7 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent

(8)

VAR00003 3 3,2 3,3 3,3 24 25,5 26,1 29,3 53 56,4 57,6 87,0 12 12,8 13,0 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00004 4 4,3 4,3 4,3 18 19,1 19,6 23,9 65 69,1 70,7 94,6 5 5,3 5,4 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00005 3 3,2 3,3 3,3 17 18,1 18,5 21,7 62 66,0 67,4 89,1 10 10,6 10,9 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00006 1 1,1 1,1 1,1 15 16,0 16,3 17,4 61 64,9 66,3 83,7 15 16,0 16,3 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent

(9)

VAR00007 1 1,1 1,1 1,1 10 10,6 10,9 12,0 74 78,7 80,4 92,4 7 7,4 7,6 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00008 1 1,1 1,1 1,1 9 9,6 9,8 10,9 42 44,7 45,7 56,5 40 42,6 43,5 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00009 2 2,1 2,2 2,2 7 7,4 7,6 9,8 71 75,5 77,2 87,0 12 12,8 13,0 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent

(10)

VAR00010 4 4,3 4,3 4,3 18 19,1 19,6 23,9 65 69,1 70,7 94,6 5 5,3 5,4 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00011 1 1,1 1,1 1,1 10 10,6 10,9 12,0 74 78,7 80,4 92,4 7 7,4 7,6 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00012 1 1,1 1,1 1,1 9 9,6 9,8 10,9 42 44,7 45,7 56,5 40 42,6 43,5 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent VAR00013 7 7,4 7,6 7,6 42 44,7 45,7 53,3 43 45,7 46,7 100,0 92 97,9 100,0 2 2,1 94 100,0 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumulative Percent

(11)

VAR00014 2 2,1 2,2 2,2 5 5,3 5,4 7,6 63 67,0 68,5 76,1 22 23,4 23,9 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumul ative Percent VAR00015 2 2,1 2,2 2,2 21 22,3 22,8 25,0 53 56,4 57,6 82,6 16 17,0 17,4 100,0 92 97,9 100,0 2 2,1 94 100,0 2,00 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumul ative Percent VAR00016 9 9,6 9,8 9,8 49 52,1 53,3 63,0 34 36,2 37,0 100,0 92 97,9 100,0 2 2,1 94 100,0 3,00 4,00 5,00 Total Valid System Mis sing Total

Frequency Percent Valid Percent

Cumul ative Percent Model Summaryb ,756a ,571 ,556 1,01944 1,495 Model 1 R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson

Predictors: (Constant), Expertise, Atractivenes s, Trusthworthiness a.

Dependent Variable: Brand_Image b. ANOVAb 121,622 3 40,541 39,010 ,000a 91,454 88 1,039 213,076 91 Regres sion Residual Total Model 1 Sum of

Squares df Mean S quare F Sig.

Predic tors: (Constant), Expertis e, A tract iveness, Trus thworthiness a.

Dependent Variable: Brand_Image b.

(12)

Regression Standardized Residual 4 2 0 -2 Frequency 12.5 10.0 7.5 5.0 2.5 0.0 Histogram Dependent Variable: Brand_Image

Mean =2.24E-15 Std. Dev. =0.983

N =92

Observed Cum Prob

1.0 0.8 0.6 0.4 0.2 0.0 Expect ed C um P rob 1.0 0.8 0.6 0.4 0.2 0.0 Normal P-P Plot of Regression Standardized Residual

(13)

Regression Standardized Predicted Value

2 0 -2 -4 R egressi on S tudent iz ed R esi dual 4 2 0 -2 Scatterplot Dependent Variable: Brand_Image

Coefficientsa 1,209 ,727 1,663 ,100 -,048 ,051 -,144 -,953 ,343 -,032 ,063 -,081 -,509 ,612 ,054 ,075 ,143 ,717 ,475 (Constant) Atractivenes s Trusthworthines s Expertise Model 1 B Std. Error Unstandardized Coefficients Beta Standardized Coefficients t Sig.

Dependent Variable: ABSUT a.

(14)

Variables Entered/Removedb Ex pert ise, At ract ivene ss , Trusthwort hinessa . Enter Model 1 Variables Entered Variables Removed Method

All reques ted variables ent ered. a.

Dependent Variable: B rand_Image b. Model Summary ,756a ,571 ,556 1,01944 Model 1 R R Square Adjusted R Square Std. Error of the Estimate Predictors: (Constant), Expertise, Atractivenes s,

Trusthworthines s a. ANOVAb 121,622 3 40,541 39,010 ,000a 91,454 88 1,039 213,076 91 Regres sion Residual Total Model 1 Sum of

Squares df Mean S quare F Sig.

Predic tors: (Constant), Expertis e, A tract iveness, Trus thworthiness a.

Dependent Variable: Brand_Image b. Coefficientsa 3,842 1,240 3,098 ,003 ,267 ,087 ,305 3,075 ,003 ,200 ,107 ,196 1,865 ,066 ,344 ,127 ,355 2,703 ,008 (Constant) Atractivenes s Trusthworthines s Expertise Model 1 B Std. Error Unstandardized Coefficients Beta Standardized Coefficients t Sig.

Dependent Variable: Brand_Image a.

Figur

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