Pengaruh Strategi Visual, Joana Silva, FIKOM UMN, 2018kc.umn.ac.id/6094/6/HALAMAN AWAL.pdf · i PENGARUH STRATEGI VISUAL STORYTELLING WEBSERIES “MOVE ON TRIP” TERHADAP BRAND EQUITY

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i

PENGARUH STRATEGI VISUAL STORYTELLING

WEBSERIES “MOVE ON TRIP” TERHADAP BRAND

EQUITY SAMSUNG GALAXY J PRO

SKRIPSI

Diajukan Guna Memenuhi Persyaratan Memperoleh Gelar Sarjana

Ilmu Komunikasi (S.I.Kom)

Joana Silva

14140110040

Fakultas Ilmu Komunikasi

Program Studi Ilmu Komunikasi

Konsentrasi Public Relations

Universitas Multimedia Nusantara

Tangerang

2018

Pengaruh Strategi Visual..., Joana Silva, FIKOM UMN, 2018



iv

Pengaruh Strategi Visual Storytelling Webseries “Move On

Trip” terhadap Brand Equity Samsung Galaxy J Pro

ABSTRAK

Oleh: Joana Silva

Penelitian ini dilatar belakangi oleh pentingnya bagi suatu brand untuk

membangun menjadi kuat melalui brand equity. Untuk mencapai tahapan brand

equity tersebut, berbagai strategi komunikasi pun dilakukan, contohnya penggunaan

media sosial yang saat ini sedang marak digunakan sebagai sebuah sarana untuk

menjalankan strategi komunikasi. Fenomena berubahnya perilaku konsumen yang

seringkali memanfaatkan sosial media untuk mencari informasi lebih lanjut mengenai

sebuah produk, perusahaan, atau brand juga turut mendorong peneliti untuk

melakukan penelitian ini.

Teori atau model yang digunakan dalam penelitian ini adalah keterkaitan

antara teori Virtual Storytelling dan Brand Equity. Dalam teori Visual Storytelling

diungkapkan bahwa saat ini publik tidak suka dengan konten tekstual yang berat,

namun mereka lebih suka konten visual yang mengisahkan sebuah peristiwa atau

fenomena, seperti video di berbagai platform social media. Strategi pendekatan itu

memiliki tujuan untuk menghasilkan lebih banyak keterlibatan publik, percakapan,

dan sharing. Metodologi yang digunakan dalam penelitian ini adalah metode

kuantitatif dengan jenis penelitian eksplanatif. Pengumpulan data dilakukan dengan

menyebarkan kuesioner kepada 100 responden. Adapun, teknik pengambilan sampel

menggunakan purposive sampling. Hasil penelitian ini menunjukkan adanya

pengaruh strategi virtual storytelling webseries “Move On Trip” terhadap brand

equity Samsung Galaxy J Pro sebesar 43,7% sedangkan 56,3% lainnya dipengaruhi

oleh faktor lain yang tidak terdapat dalam penelitian ini.

Diharapkan penelitian ini dapat berguna serta bermanfaat bagi pembaca dan

dapat menjadi referensi bagi peneltian selanjutnya.

Kata kunci: Visual Storytelling, Online Public Relations, Marketing Communications,

Brand Equity, Kuantitatif


v

THE INFLUENCE OF VISUAL STORYTELLING “MOVE

ON TRIP” WEBSERIES TO BRAND EQUITY OF

SAMSUNG GALAXY J PRO

ABSTRACT

By: Joana Silva

This research is motivated by the importance for a brand to be strenght

through brand equity. To achieve those stages, various communication strategies

have been done, for example the use of social media, which is currently being

common used as a medium to execute communication strategy. The phenomenon of

consumer behavior changes that frequently use social media to find more information

about a product, a company, or a brand also encouraged the researcher to make this

research.

Theory or model that used in this research is the relationship between the

theory of Visual Storytelling and Brand Equity. This theory reveals that now a days

public mostly doesn’t like some heavy textual content, but they prefer some visual

content that tells some event or phenomenon.That kind of approaching strategy has

the goal to obtain more public engagement, conversation, and sharing. The

methodology used in this research is quantative method with explanative research

type.The data collection was done by distributing questionnaires to 400 respondents.

Meanwhile, the sampling technique using purposive sampling. The result indicate

that the influence of virtual storytelling strategy “Move On Trip” webseries to brand

equity of Samsung Galaxy J Pro equal to 43,7%. Meanwhile,the other 56,3% is

influenced by other factors that not included in this study.

Hopefully this research can be useful for the reader and can be a reference

for the next research.

Keywords: Visual Storytelling, Online Public Relations, Marketing Communication,

Brand Equity, Quantitative.


vi

KATA PENGANTAR

Puji syukur kami ucapkan kepada Tuhan Yang Maha Esa atas kelimpahan

ilmu pengetahuan, kesehatan jasmani, dan rohani sehingga peneliti dapat

menyelesaikan skripsi yang berjudul yang berjudul “Pengaruh Strategi Virtual

Storytelling Webseries “Move On Trip” terhadap Brand Equity Samsung Galaxy

J Pro” tepat di semester delapan. Adapun, skripsi ini diajukan untuk memperoleh

gelar Sarjana Ilmu Komunikasi, Program Studi Public Relations, Fakultas Ilmu

Komunikasi, Universitas Multimedia Nusantara.

Selama menyusun skripsi ini, penulis menyadari bahwa banyak pihak yang

turut membantu penulis. Maka, dalam kesempatan ini juga penulis ingin

mengucapkan terima kasih kepada:

1. Ibu Vega Karina Andira Putri, S.Sos, M.Si., selaku Dosen

pembimbing yang telah membimbing serta memberikan arahan,

dukungan dan saran kepada peneliti untuk menyelesaikan skripsi ini,

2. Bapak Inco Hary Perdana, M.Si., sebagai Kaprodi Fakultas Ilmu

Komunikasi Universitas Multimedia Nusantara, yang telah

memberikan dukungan kepada peneliti,

3. Bapak Wildan Hakim selaku Ketua Sidang pada saat Sidang

berlangsung,

4. Bapak Inco Hary Perdana, M.Si., selaku Dosen Penguji pada saat

Sidang Skripsi

5. Para responden yang telah bekerjasama dalam proses pengumpulan

data melalui pengisian kuesioner,

6. Orang tua, kakak, dan keluarga peneliti yang turut membantu dalam

menyebarkan kuesioner, memberikan dukungan penuh selama proses

penyelesaian skripsi ini,


vii

7. Wendy Wijaya, Nathania Pesak, Christina Retno, Gendeng girls dan

keluarga Helena yang selalu menyemangati dan tentunya membawa

keceriaan bagi peneliti selama proses penyelesaian skripsi,

8. Teman-teman SMA Regina Pacis, khususnya grup- Banana yang

selalu memberikan dukungan dan semangat kepada peneliti untuk

dapat segera menyelesaikan skripsi ini,

9. Teman-teman mahasiswa Universitas Multimedia Nusantara,

khususnya teman-teman di Fakultas Ilmu Komunikasi yang telah

berjuang bersama-sama untuk menyelesaikan skripsi.

Semoga skripsi ini bisa memberikan manfaat, baik sebagai sumber informasi

maupun referensi bagi berbagai pihak. Peneliti juga berharap semoga skripsi ini dapat

memberikan manfaat bagi pembaca, dan dapat menambah wawasan, pengetahuan

serta berguna bagi kepentingan umum. Akhir kata, peneliti ucapkan terima kasih.

Tangerang, 8 Agustus 2018

Joana Silva


viii

DAFTAR ISI

HALAMAN JUDUL ................................................................................................................. i

PERNYATAAN ........................................................................................................................ii

HALAMAN PERSETUJUAN .............................................................................................. iii

ABSTRAK ............................................................................................................................... iv

KATA PENGANTAR ............................................................................................................ vi

DAFTAR ISI ........................................................................................................................ viii

DAFTAR GAMBAR ............................................................................................................... ix

DAFTAR BAGAN .................................................................................................................... x

DAFTAR TABEL ..................................................................................................................... i

DAFTAR PUSTAKA ...............................................................................................................ii

BAB I PENDAHULUAN

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

1.2 Rumusan Masalah ................................................................................................................ 8

1.3 Tujuan Penelitian ................................................................................................................. 8

1.4 Signifikansi Penelitian ......................................................................................................... 8

BAB II TINJAUAN PUSTAKA

2.1 Penelitian Terdahulu .......................................................................................................... 10

2.2 Teori dan Konsep ............................................................................................................... 15

2.2.1 Komunikasi Pemasaran ............................................................................................ 15

2.2.2 Social Media Marketing ........................................................................................... 18

2.2.3 Online Public Relations (E-PR) ............................................................................... 23

2.2.4 Hadirnya Visual Storytelling .................................................................................... 25

2.2.4.1 Youtube ....................................................................................................... 28


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2.2.5 Brand ........................................................................................................................ 29

2.2.6 Brand Equity ............................................................................................................ 31

2.3 Hipotesis Teoritis ............................................................................................................... 36

2.4 Bagan Kerangka Teori ....................................................................................................... 37

BAB III METODOLOGI PENELITIAN

3.1 Sifat Penelitian ................................................................................................................... 38

3.2 Metode Penelitian............................................................................................................... 38

3.3 Populasi dan Sampel .......................................................................................................... 39

3.3.1 Populasi .......................................................................................................... 39

3.3.2 Sampel ............................................................................................................ 39

3.4 Operasionalisasi Variabel .................................................................................................. 42

3.5 Teknik Pengumpulan Data ................................................................................................. 57

3.5.1 Jenis Data ........................................................................................................ 57

3.6 Teknik Pengukuran Data .................................................................................................... 58

3.6.1 Uji Validitas .................................................................................................... 59

3.6.1.1 Uji Instrumen Validitas Data Pre-Test ............................................... 59

3.6.2 Uji Reliabilitas ................................................................................................ 63

3.6.2.1 Uji Instrumen Reliabilitas Data Pre-Test ........................................... 63

3.6.3 Uji Normalitas ................................................................................................ 64

3.7 Teknik Analisis Data .......................................................................................................... 65

3.7.1 Uji Korelasi .................................................................................................... 65

3.7.2 Uji Regresi ...................................................................................................... 67

BAB IV HASIL PENELITIAN DAN PEMBAHASAN

4.1 Subjek/Objek Penelitian ..................................................................................................... 68

4.1.1 Profil Perusahaan ............................................................................................ 68

4.1.2 Sekilas tentang Samsung ................................................................................ 69

4.2 Analisis Univariat............................................................................................................... 71

4.2.1 Uji Normalitas ................................................................................................ 71

4.2.2 Karakteristik Responden................................................................................. 73


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4.2.2.1 Jenis Kelamin ..................................................................................... 74

4.2.2.2 Usia .................................................................................................... 75

4.2.2.3 Pekerjaan ............................................................................................ 75

4.2.3 Hasil Olah Data Jawaban Responden ............................................................. 76

4.2.3.1 Variabel Visual Storytelling (X)......................................................... 76

4.2.3.2 Variabel Brand Equity (Y) ................................................................. 90

4.2.4 Analisis Multivariat ...................................................................................... 107

4.2.4.1 Uji Hipotesis .................................................................................... 107

4.2.4.2 Uji Korelasi ...................................................................................... 108

4.2.4.3 Uji Regresi Linier Sederhana ........................................................... 108

4.2.4.4 Pengaruh Dimensi Variabel Independen terhadap Variabel

Dependen...................................................................................................... 111

BAB V SIMPULAN DAN SARAN

5.1 Simpulan .......................................................................................................................... 112

5.2 Saran ................................................................................................................................. 113


xi

DAFTAR GAMBAR

Gambar 1.1 Hasil Survey APJII tentang Perilaku Pengguna Internet Indonesia ...................... 3

Gambar 1.2 Presentase Aplikasi yang digunakan untuk Mentonton Video Online ................... 3

Gambar 1.3 Rentang sia Pengguna Media Sosial ...................................................................... 4

Gambar 1.4 Presentase Jumplah Penonton Webseries ............................................................... 6

Gambar 2.1 Promotion Mix sebagai Bagian dari Marketing Mix ............................................ 16

Gambar 2.2 Fakta mengenai Youtube ...................................................................................... 29

Gambar 2.3 Dimensi Ekuitas Merek ....................................................................................... 32

Gambar 2.4 Level Kesadaran Merek ....................................................................................... 33

Gambar 4.1 Logo Perusahaan .................................................................................................. 68

Gambar 4.2 P-Plot Uji Normalitas........................................................................................... 72


xii

DAFTAR BAGAN

Bagan 2.1 Kerangka Teori ...................................................................................................... 37


xiii

DAFTAR TABEL

Tabel 2.1 Perbandingan Penelitian Terdahulu ......................................................................... 10

Tabel 2.2 Bauran Pemasaran .................................................................................................... 15

Tabel 3.1 Definisi Operasionalisasi Variabel........................................................................... 42

Tabel 3.2 Operasionalisasi Variabel dengan Kode .................................................................. 51

Tabel 3.3 Nilai Jawaban pada Skala Likert .............................................................................. 58

Tabel 3.4 Uji Validitas Data Pre-Test Variavbel Visual Storytelling (X) Pearson

Correlation ............................................................................................................................... 60

Tabel 3.5 Uji Validitas Data Pre-Test Variabel Brand Equity (Y) Pearson Correlation ........ 62

Tabel 3.6 Uji Reliabilitas Data Pre-Test Variabel Visual Storytelling (X) Cronbach’s

Alpha Reliability Statistic ......................................................................................................... 64

Tabel 3.7 Uji Reliabilitas Data Pre-Test Variabel Brand Equity (Y) Cronbach’s Alpha

Reliability Statistic ................................................................................................................... 64

Tabel 3.8 Nilai Koefisien Korelasi........................................................................................... 65

Tabel 4.1 One-Sample Kolmogorov-Smirnov Test .................................................................. 73

Tabel 4.2 Pertanyaan Saringan Berdasarkan Pengalaman Menonton Webseries .................... 74

Tabel 4.3 Karakteristik Responden Berdasarkan Jenis Kelamin ............................................. 74

Tabel 4.4 Karakteristik Responden Berdasarkan Usia ............................................................. 75

Tabel 4.5 Karakteristik Responden Berdasarkan Pekerjaan .................................................... 75

Tabel 4.6 Tabulasi Data Pertanyaan Variabel X (Visual Storytelling) .................................... 76

Tabel 4.7 Design 1 ................................................................................................................... 79

Tabel 4.8 Design 2 ................................................................................................................... 79

Tabel 4.9 Design 3 ................................................................................................................... 80

Tabel 4.10 Design 4 ................................................................................................................. 80

Tabel 4.11 Design 5 ................................................................................................................. 81

Tabel 4.12 Personality 1 .......................................................................................................... 82


xiv



Tabel 4.15 Usefulness 1 ........................................................................................................... 84



Tabel 4.18 Storytelling 1 .......................................................................................................... 86



Tabel 4.21 Shareworthiness 1 .................................................................................................. 87

Tabel 4.22 Shareworthiness 2 .................................................................................................. 88

Tabel 4.23 Real-time Amplification 1 ...................................................................................... 89

Tabel 4.24 Real-time Amplification 2 ...................................................................................... 89

Tabel 4.25 Tabulasi Data Pernyataan Variabel Y (Brand Equity) ........................................... 90

Tabel 4.26 Brand Awareness 1 ................................................................................................ 93





Tabel 4.31 Perceived Quality 1 ................................................................................................ 96



Tabel 4.34 Brand Association 1 ............................................................................................... 97




Tabel 4.38 Brand Association 5 ............................................................................................. 100

Tabel 4.39 Brand Association 6 ............................................................................................. 100

Tabel 4.40 Brand Loyalty 1 .................................................................................................... 101



xv








Tabel 4.49 Brand Loyalty 10 .................................................................................................. 106

Tabel 4.50 Uji Hipotesis ........................................................................................................ 107

Tabel 4.51 Uji Korelasi .......................................................................................................... 108

Tabel 4.52 Analisis Regresi Linear Sederhana ...................................................................... 108

Tabel 4.53 Uji Anova ............................................................................................................. 109

Tabel 4.54 Koefisien Regresi ................................................................................................. 110

Tabel 4.55 Pengaruh Dimensi Variabel Independen Terhadap Variabel Dependen ............. 111


Documents

Pengaruh Strategi Visual, Joana Silva, FIKOM UMN, 2018kc.umn.ac.id/6094/6/HALAMAN AWAL.pdf · i PENGARUH STRATEGI VISUAL STORYTELLING WEBSERIES “MOVE ON TRIP” TERHADAP BRAND EQUITY