i

“Pengaruh Brand Ambassador “Blackpink” dan Brand Image “Shopee”

Terhadap Minat Akses Aplikasi E-commerce”

( Studi pada Komunitas Seventeen Carat Malang )

Proposal Skripsi

Untuk Memenuhi Persyaratan

Dalam Memperoleh Gelar

Sarjana Ilmu Komunikasi

Oleh

Della Alifia Kanzanitra

201210040311172

Dosen Pembimbing

1. Dr. Frida Kusumastuti, M. Si.

2. Dr. Joko Susilo, S. Sos., M. Si.

JURUSAN ILMU KOMUNIKASI

FAKULTAS ILMU SOSIAL DAN POLITIK

UNIVERSITAS MUHAMMADIYAH MALANG

2019

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KATA PENGANTAR

Assalamu’alaikum warahmatullahi wabarakatuh,

Alhamdulillahirabbil alamin, Puji syukur penulis ucapkan kepada Allah

SWT atas limpahan nikmat karunia-Nya penulis dapat menyelesaikan skripsi ini.

Shalawat serta salam tak lupa terlimpahkan kepada Baginda Rasul Muhammad

SAW, kepada keluarganya, sahabatnya dan umatnya sampai akhir zaman nanti.

Penulisan skripsi ini adalah salah satu persyaratan untuk mendapatkan

gelar Sarjana pada Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu

Politik Universitas Muhammadiyah Malang. Judul yang penulis ajukan adalah

“Pengaruh Brand Ambassador “Blackpink” dan Brand Image “Shopee”

Terhadap Minat Akses Aplikasi E-commerce” (Studi pada Komunitas Seventeen

Carat Malang)

Penyusunan skripsi ini tidak lepas dari bantuan dan bimbingan berbagai pihak,

oleh karena itu penulis dengan senang hati mengucapkan terima kasih kepada :

1. Mamaku tersayang, Nila Yunitasari, yang selalu sabar menanti kelulusan

anaknya yang paling besar dan manja sekali . Yang selalu berdoa semoga saya

bisa segera menyelesaikan skripsi . Love u ma…

2. Adekku perempuan satu-satunya, Liba Laiqa Lubena. Terima kasih untuk

keceriaannya ketika aku pulang, semoga kita bisa membanggakan mama kita ya

dek..

3. Bapak Rektor Universitas Muhammadiyah Malang, Drs. H. Fauzan, M.Pd.

4. Kepada Dosen Pembimbing I, Ibu Dra. Frida Kusumastuti, M.si, yang

memberikan banyak nasehat dan bimbingan selama penulisan skripsi ini. Yang

selalu mengingat saya meskipun saya sering hilang lama disaat bimbingan.

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5. Kepada Dosen Pembimbing II Bapak Dr. Joko Susilo, M.Si yang telah

meluangkan waktunya untuk membimbing dan mendengarkan keluh kesah

peneliti dan masukan sampai dengan skripsi ini selesai.

6. Terima kasih kepada penyemangatku selama ini, Alvin Asaddun Wafi, SE.

telah setia menungguku sampai saat ini dan sabar menemaniku. Doa terbaikku

selalu kuselipkan untukmu wafi. Semoga segera dapat pekerjaan yang kamu

inginkan ya.

7. Kepada orang tua Alvin, dan Tasya telah menjadi penyemangatku agar bisa

segera menyusul alvin lulus. Terima kasih mau menunggu Della menyelesaikan

studi.

Dan masih banyak lagi yang tidak di tuliskan satu-persatu. Terima kasih

banyak penulis ucapkan, semoga Allah SWT memberi balasan yang berlipat

ganda dan semoga diperlancar segala urusannya. Namun skripsi ini jauh dari kata

sempurna, maka saran dan kritik sangat penulis terima dengan senang hati.

Wassalamu’alaikum warahmatullahi wabarakatuh

Malang, 1 Juli 2019

Della Alifia Kanzanitra

ix

DAFTAR ISI

KATA PENGANTAR ...................................................................................................... vii

DAFTAR ISI...................................................................................................................... ix

DAFTAR GAMBAR ........................................................................................................ xii

DAFTAR TABEL ........................................................................................................... xiii

ABSTRAK ........................................................................................................................ xv

BAB I .................................................................................................................................. 1

PENDAHULUAN ............................................................................................................. 1

1.1 Latar Belakang .................................................................................................. 1

1.2 Rumusan Masalah ............................................................................................ 6

1.3 Tujuan Penelitian .............................................................................................. 6

1.4 Manfaat Penelitian ............................................................................................ 6

BAB II ................................................................................................................................ 7

KERANGKA TEORITIS ................................................................................................. 7

2.1 Komunikasi Massa ............................................................................................ 7

2.2 Teori Jarum Hipodermik – AIDA ................................................................... 9

2.3 Daya Tarik Iklan ............................................................................................. 12

2.4 Brand Ambassador ......................................................................................... 14

2.4.1 Visibility ........................................................................................................... 16

2.4.2 Creadibility ...................................................................................................... 16

2.4.3 Attraction ......................................................................................................... 17

2.4.4 Power ............................................................................................................... 18

2.5 Brand image ........................................................................................................... 19

2.5.1 Manfaat Brand image..................................................................................... 20

2.6 Minat Akses ........................................................................................................... 24

2.6.1 Bentuk-bentuk Minat .................................................................................... 25

2.7 Perilaku Konsumen ........................................................................................ 26

2.8 Definisi Konseptual ......................................................................................... 29

2.8.1 Brand Ambassador .......................................................................................... 29

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2.8.2 Brand Image .................................................................................................... 29

2.8.3 Minat Akses .................................................................................................... 30

2.9 Kerangka Konseptual ....................................................................................... 30

2.10 Konsep Pemikiran ........................................................................................... 31

2.11 Definisi Operasional ........................................................................................ 32

2.11.1 Brand Ambassador Blackpink (X1) ............................................................. 32

2.11.2 Brand Image Shopee (X2) ............................................................................ 32

2.11.3 Minat Akses Aplikasi E-commerce (Y) ...................................................... 32

2.12 Hipotesis ........................................................................................................... 35

BAB III ............................................................................................................................. 36

METODE PENELITIAN ............................................................................................... 36

3.1 Pendekatan Penelitian .................................................................................... 36

3.2 Metode Penelitian ............................................................................................ 36

3.3 Tipe Penelitian ................................................................................................. 36

3.4 Populasi.dan.Sampel ....................................................................................... 37

3.5 Teknik Pengumpulan Data ............................................................................ 38

3.6 Teknik Pengukuran Data ............................................................................... 39

3.7 Uji Keabsahan Data ........................................................................................ 40

3.8 Teknik Analisis Data ....................................................................................... 41

3.9 Pengujian Hipotesis ........................................................................................ 44

BAB IV ............................................................................................................................. 47

GAMBARAN UMUM OBJEK PENELITIAN ............................................................ 47

4.1 Komunitas 17 Carat Malang .......................................................................... 47

4.2 Blackpink .......................................................................................................... 49

4.3 Shopee .............................................................................................................. 50

4.4 Iklan Shopee .................................................................................................... 51

BAB V .............................................................................................................................. 54

SAJIAN DAN ANALISA DATA ................................................................................... 54

5.1 Uji Reabilitas Instrumen ................................................................................ 54

5.2 Uji Validitas Data ............................................................................................ 55

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5.3 Sajian Data ...................................................................................................... 58

5.4 Koefisien Determinasi (Adjusted R2) ............................................................ 80

5.5 Hasil Pengujian Hipotesis ............................................................................... 82

5.6 Diskusi Teori .................................................................................................... 85

BAB VI ............................................................................................................................. 88

KESIMPULAN DAN SARAN ....................................................................................... 88

6.1 Kesimpulan ...................................................................................................... 88

6.2 Saran ................................................................................................................ 90

DAFTAR PUSTAKA ...................................................................................................... 91

LAMPIRAN..................................................................................................................... 95

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DAFTAR GAMBAR

Gambar 1 : 2.8 Kerangka Konseptual ................................................................... 30

Gambar 2 : 2.9 Konsep Pemikiran ........................................................................ 31

Gambar 3 : 4.1 Logo Komunitas 17 Carat Malang ............................................... 47

Gambar 4 4.1.1 Kegiatan Komunitas 17 Carat Malang ........................................ 48

Gambar 5 : 4.1.2 Plakat 17 Carat Malang ............................................................. 48

Gambar 6 : 4.1.1 Event 17 Carat Malang.............................................................. 48

Gambar 7 : 4.2 Girlband Blackpink ...................................................................... 49

Gambar 8 : 4 2 Logo Shopee ................................................................................ 50

Gambar 9 : 4 3 1 Cuplikan iklan Shopee : Sepedanya Mana ? ............................. 52

Gambar 10 : 4 3 2 Cuplikan Iklan Shopee : Baby Shark ...................................... 52

Gambar 11 : 4 3 3 Cuplikan Iklan Shopee : Blackpink......................................... 53

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DAFTAR TABEL

Tabel 1 : 2.6 Variabel dan Indikator Penelitian .................................................... 35

Tabel 2 : 3.6 Teknik Pengukuran Data Skala Likert ............................................. 40

Tabel 3 : 3.8.1 Tabel Rumus Jarak / Range .......................................................... 42

Tabel 4 : 3.8.2 Pedoman.Interpretasi Koefisian.Korelasi ..................................... 43

Tabel 5 : 3.9.2 Pedoman Interpretasi Koefisien Determinasi ............................... 46

Tabel 6 : 5.1 Hasil Uji Reliabilitas ........................................................................ 54

Tabel 7 : 5.2 Tabel Uji Validitas ........................................................................... 56

Tabel 8 : 5.2.1 Pedoman R Tabel .......................................................................... 56

Tabel 9 : 5.2.2 Hasil Validitas Visibility ............................................................. 57

Tabel 10 : 5.2.3 Hasil Validitas Credibility .......................................................... 57

Tabel 11 : 5.2.4 Hasil Validitas Attraction ........................................................... 57

Tabel 12 : 5.2.5 Hasil Validitas Power ................................................................. 57

Tabel 13 : 5.2.6 Hasil Validitas Brand Image ....................................................... 58

Tabel 14 : 5.2.7 Hasil Validitas Minat Akses ....................................................... 58

Tabel 15 : 5.3.1.1 Frekuensi Responden terhadap Indikator Visibility ................ 59

Tabel 16 : 5.3.1.2 Frekuensi Responden terhadap Indikator Credibility .............. 62

Tabel 17 : 5.3.1.3 Frekuensi Responden terhadap Variabel Attraction ................ 65

Tabel 18 : 5.3.1.4 Frekuensi Responden terhadap Variabel Power ...................... 68

Tabel 19 : 5.3.1.5 Frekuensi Responden terhadap Variabel Brand Image ............ 71

Tabel 20 : 5.3.1.6 Frekuensi Responden terhadap Variabel Minat Akses Aplikasi

E-commerce .......................................................................................................... 75

Tabel 21 : 5.3.2 Hasil Uji Korelasi Spearman Rank ............................................. 80

Tabel 22 : 5.4.2.1 Hasil Uji R Brand Ambassador terhadap Minat Akses ........... 81

Tabel 23 : 5.4.2.2 Hasil Uji R Brand Image terhadap Minat Akses ..................... 81

Tabel 24 : 5.4.1 Pedoman T Tabel ........................................................................ 82

Tabel 25 : 5.4.2 Hasil Hipotesis Pengaruh Brand Ambassador terhadap Minat

Akses Aplikasi E-commerce ................................................................................. 84

Tabel 26 : 5.4.2 Hasil Hipotesis Pengaruh Brand Image terhadap Minat Akses

Aplikasi E-commerce ............................................................................................ 85

xiv

DAFTAR GRAFIK

Grafik 1 : 5.3.1.1.2 Presentase Variabel Prestasi Blackpink ................................. 60

Grafik 2 : 5.3.1.1.3 Presentase Indikator Blackpink sebagai Brand Ambassador 61

Grafik 3 : 5.3.1.1.4 Presentase Indikator Daya Tarik Blackpink .......................... 61

Grafik 4 : 5.3.1.2.1 Presentase Indikator Pengetahuan Blackpink Mengenai

Shopee ................................................................................................................... 63

Grafik 5 : 5.3.1.2.2 Presentase Indikator Pengalaman dan Terampilnya Blackpink

............................................................................................................................... 64

Grafik 6 : 5.3.1.2.3 Presentase Indikator Nilai Kejujuran Blackpink Membawa

Shopee ................................................................................................................... 64

Grafik 7 : 5.3.1.2.4 Presentase Indikator Kepercayaan Terhadap Blackpink ....... 65

Grafik 8 : 5.3.1.3.1 Presentase Indikator Daya Tarik Blackpink .......................... 66

Grafik 9 : 5.3.1.3.2 Presentase Indikator Keramahan Blackpink .......................... 66

Grafik 10 : 5.3.1.3.3 Presentase Indikator Penampilan Blackpink ....................... 67

Grafik 11 : 5.3.1.4.1 Presentase Indikator Kemampuan Blackpink Mempengaruhi

Pikiran ................................................................................................................... 69

Grafik 12 : 5.3.1.4.2 Presentase Indikator Kemampuan Blackpink Mempengaruhi

Sikap ...................................................................................................................... 69

Grafik 13 :5.3.1.4.3 Presentase Indikator Kemampuan Blackpink Mempengaruhi

Persepsi ................................................................................................................. 70

Grafik 14 : 5.3.1.4.4 Presentase Indikator Kemampuan Blackpink Mempengaruhi

Ingatan ................................................................................................................... 70

Grafik 15 : 5.3.1.5.1 Presentase Indikator Dikenalnya Shopee ............................ 72

Grafik 16 : 5.3.1.5.2 Presentase Indikator Daya Tarik Shopee ............................. 72

Grafik 17 : 5.3.1.5.3 Presentase Indikator Prestasi Shopee .................................. 73

Grafik 18 : 5.3.1.5.4 Presentase Indikator Kemampuan Shopee Menarik Minat . 73

Grafik 19 : 5.3.1.6.1 Presentase Indikator Shopee Menimbulkan Minat Mencari

Kebutuhan ............................................................................................................. 76

Grafik 20 : 5.3.1.6.2 Presentase Indikator Shopee Menimbulkan Minat Untuk

Berbelanja ............................................................................................................. 76

Grafik 21 : 5.3.1.6.3 Presentase Indikator Shopee Menimbulkan Keinginan

Mereferensikan Ke Orang Lain ............................................................................. 77

Grafik 22 : 5.3.1.6.4 Presentase Indikator Keyakinan Mengakses Shopee........... 77

Grafik 23 : 5.3.1.6.5 Presentase Indikator Keyakinan Tidak Berpindah Ke

Aplikasi Lain ......................................................................................................... 78

Grafik 24 : 5.3.1.6.6 Presentase Indikator Rasa Ingin Tahu Mengenai Layanan

Terbaru Shopee ..................................................................................................... 78

Grafik 25 : 5.3.1.6.7 Presentase Indikator Konten Menarik Sebagai Daya Tarik

Akses Aplikasi ...................................................................................................... 79

91

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Internet :

https://apjii.or.id/survei2017 Diakses 24 Desember 2018 17.00 WIB

https://id.wikipedia.org/wiki/Blackpink Diakses 10 februari 2019 14.00 WIB

https://id.wikipedia.org/wiki/Shopee Diakses 10 Februari 2019 14.00 WIB

http://sumsel.tribunnews.com/2018/11/16/jadwal-dan-live-streaming-konser-

blackpink-acara-shopee-road-to-1212-birthday-sale Diakses 11 Februari

2019 19.00 WIB