vii

KATA PENGANTAR

Puji syukur dan terima kasih penulis panjatkan kepada Tuhan yang Maha Esa

atas segala berkat, bimbingan , dan anugerahnya yang telah diberikan, sehingga

penulis dapat menyelesaikan tugas akhir dengan judul “HUBUNGAN DAYA

TARIK PENGGUNAAN FASHION BLOGGER DIANA JO SEBAGAI ENDORSER

DENGAN MINAT BELI PERHIASAN ADELLE JEWELLERY OLEH ANGGOTA

KOMUNITAS OOTD INDO YANG MENGAKSES INSTAGRAM PERIODE

JUNI-OKTOBER 2015” dengan tepat waktu.

Tugas akhir ini disusun sebagai salah satu syarat untuk memenuhi sebagian

persyaratan akademik guna memperoleh gelar Sarjana Ilmu Komunikasi Strata Satu

pada Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas

Pelita Harapan, Karawaci.

Penulis telah mendapatkan bimbingan , bantuan, dukungan, dan doa dari berbagai

pihak dalam menyelesaikan tugas akhir ini. Atas dukungan tersebut, penulis ingin

menyampaikan ucapan terima kasih kepada :

1) Bapak Prof. Aleksius Jemadu, Ph. D., sebagai Dekan Fakultas Ilmu

Komunikasi dan Ilmu Politik.

2) Ibu Carly Stiana Scheffer, S.S.Sos,MComn., sebagi Ketua Jurusan Ilmu

Komunikasi.

3) Bapak Dr. Drs. Emrus, M.Si., sebagai Dosen Pembimbing yang telah

meluangkan banyak waktu untuk memberikan bimbingan , panduan, serta

viii

saran dan motivasi yang sangat berguna selama proses pembuatan tugas akhir

ini.

4) Seluruh dosen yang telah mengajar dan memberikan nasihat kepada penulis

selama mengikuti perkuliahan di Jurusan Ilmu Komunikasi Universitas Pelita

Harpan.

5) Orang tua penulis atas dukungan , perhatian, kasih sayang, dan juga doa yang

telah diberikan setiap saat.

6) Seluruh keluarga penulis yang memberikan kritik dan saran yang berguna

untuk penulis.

7) Seluruh teman-teman penulis dan mahasiswa-mahasiswi Ilmu Komunikasi

Universitas Pelita Harapan serta semua pihak yang telah membantu dan

memberikan dukungan.

8) Semua pihak yang namanya tidak dapat penulis sebutkan satu per satu.

Penulis menyadari bahwa masih terdapat banyak kekurangan dan hal yang dapat

dikembangkan dalam tugas akhir ini. Oleh karena itu, kritik dan saran yang

membangun dari pembaca akan sangat bermanfaat bagi penulis. Semoga Tugas Akhir

ini dapat bermanfaat bagi semua pihak yang membaca tugas akhir ini.

Karawaci, 6 November 2015

Penulis

ix

DAFTAR ISI

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

PERNYATAAN KEASLIAN TUGAS AKHIR ....................................................... ii

PERSETUJUAN DOSEN PEMBIMBING .............................................................. iii

PERSETUJUAN TIM PENGUJI TUGAS AKHIR ................................................ iv

ABSTRAK ................................................................................................................... v

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

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

DAFTAR GAMBAR ................................................................................................ xiii

DAFTAR TABEL ..................................................................................................... xv

DAFTAR LAMPIRAN ............................................................................................ xvi

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

I.I Latar Belakang ...................................................................................................... 1

I.2 Identifikasi Masalah ............................................................................................. 3

I.3 Rumusan Masalah ................................................................................................ 3

I.4 Tujuan Penelitian ................................................................................................. 4

I.5 Kegunaan Penelitian ............................................................................................. 5

I.6 Sistematika Penulisan ........................................................................................... 6

BAB II OBJEK PENELITIAN .................................................................................. 8

II.1 Adelle Jewellery ................................................................................................. 8

II.2 Visi & Misi ......................................................................................................... 9

II.3 Target Market .................................................................................................. 10

x

II.4 Strategi Promosi ................................................................................................ 10

BAB III TINJAUAN PUSTAKA ............................................................................. 13

III.1 Komunikasi ...................................................................................................... 13

III.1.1 Definisi Komunikasi ................................................................................. 13

III.1.2 Model Komunikasi ................................................................................... 15

III.2 Periklanan ........................................................................................................ 16

III.3 Endorser ........................................................................................................... 18

III.4 Minat Beli ........................................................................................................ 22

III.5 Hubungan antara Daya Tarik Fashion Blogger dengan Minat Beli ................ 24

III.6 Kerangka Pemikiran ........................................................................................ 26

BAB IV METODOLOGI PENELITIAN ............................................................... 27

IV.1 Metode Penelitian ............................................................................................ 28

IV.2 Variabel Penelitian & Definisi Operasional .................................................... 29

IV.2.1 Variabel Penelitian ................................................................................... 29

IV.2.1.1 Variabel Dependen ................................................................................ 29

IV.2.1.2 Variabel Independen .............................................................................. 30

IV.2.1.3 Definisi Operasional .............................................................................. 30

IV.3 Teknik Pengumpulan Data .............................................................................. 31

IV.4 Populasi dan Sampel ....................................................................................... 33

IV.5 Jenis dan Sumber Data .................................................................................... 34

IV.6 Metode Pengujian Data ................................................................................... 35

IV.6.1 Pretest ....................................................................................................... 36

IV.6.2 Uji Validitas ............................................................................................. 36

xi

IV.6.3 Hasil Uji Validitas .................................................................................... 40

IV.6.4 Uji Reliabilitas .......................................................................................... 41

IV.6.5 Hasil Uji Reliabilitas ................................................................................ 43

IV.7 Teknik Analisis ............................................................................................... 44

BAB V PEMBAHASAN ........................................................................................... 46

V.1 Hasil Penelitian ................................................................................................. 47

V.1.1 Data Responden ......................................................................................... 47

  V.1.1.1 Jenis Kelamin ..................................................................................... 47

V.1.1.2 Usia .................................................................................................... 49

V.1.1.3 Pengguna Aktif Social Media Instagram ........................................... 51

V.1.1.4 Follower Account Instagram Diana Jo ............................................... 52

V.1.1.5 Perhiasan yang Digunakan dalam Keseharian ................................... 53

V.1.1.6 Mengetahui Brand Adelle Jewellery .................................................. 55

V.1.2 Data Penelitian ........................................................................................... 56

V.1.2.1 Hasil Dimensi Attention ..................................................................... 57

V.1.2.2 Perhitungan Skor Dimensi Attention .................................................. 61

V.1.2.3 Hasil Dimensi Interest ........................................................................ 62

V.1.2.4 Perhitungan Skor Dimensi Interest .................................................... 67

V.1.2.5 Hasil Dimensi Desire ......................................................................... 67

V.1.2.6 Perhitungan Skor Dimensi Desire ...................................................... 72

V.2 Pembahasan Daya Tarik Penggunaan Fashion Blogger “Diana Jo” sebagai

Endorser dengan Minat Beli Perhiasan Adelle Jewellery Berdasarkan

Definisi dan Konsep yang Digunakan .............................................................. 73

V.2.1 Periklanan .................................................................................................. 73

V.2.2 Endorser..................................................................................................... 74

xii

V.2.3 Minat Beli .................................................................................................. 75

V.2.4 Model AIDA .............................................................................................. 76

V.3 Pembahasan Daya Tarik Penggunaan Fashion Blogger “Diana Jo” sebagai

Endorser dengan Minat Beli Perhiasan Adelle Jewellery ................................ 77 

V.3.1 Pembahasan tentang Attention ................................................................... 80

V.3.2 Pembahasan tentang Interest ..................................................................... 80

V.3.3 Pembahasan tentang Desire ....................................................................... 81

BAB VI KESIMPULAN DAN SARAN................................................................... 82

VI.I Kesimpulan ...................................................................................................... 82

VI.2 Saran ................................................................................................................ 84

DAFTAR PUSTAKA ................................................................................................ 88

LAMPIRAN ............................................................................................................... 92

xiii

DAFTAR GAMBAR

Gambar 3. 1 Ecological Model of Communication Process ....................................... 15

Gambar 4. 1 Rumus Teknik Corrected Item-Total Correlation ................................. 37

Gambar 4. 2 Rumus Cronbach’s Alpha ...................................................................... 42

Gambar 5. 1 Distribusi Responden Berdasarkan Jenis Kelamin................................. 48

Gambar 5. 2 Distribusi Responden Berdasarkan Usia ................................................ 50

Gambar 5. 3 Distribusi Responden Berdasarkan Penggunaan

Aktif Social Media Instagram ................................................................ 51

Gambar 5. 4 Distribusi Responden Berdasarkan Follower

Account Instagram Diana Jo................................................................... 52

Gambar 5. 5 Distribusi Responden Berdasarkan Perhiasan

yang Digunakan dalam Keseharian ........................................................ 54

Gambar 5. 6 Distribusi Responden yang Mengetahui Adelle Jewellery .................... 55

Gambar 5. 7 Distribusi Frekuensi Pernyataan Pertama Dimensi Attention ................ 57

Gambar 5. 8 Distribusi Frekuensi Pernyataan Kedua Dimensi Attention .................. 58

Gambar 5. 9 Distribusi Frekuensi Pernyataan Ketiga Dimensi Attention .................. 59

Gambar 5. 10 Distribusi Frekuensi Pernyataan Keempat Dimensi Attention ............ 60

Gambar 5. 11 Distribusi Frekuensi Pernyataan Pertama Dimensi Interest ................. 63

Gambar 5. 12 Distribusi Frekuensi Pernyataan Kedua Dimensi Interest ................... 64

Gambar 5. 13 Distribusi Frekuensi Pernyataan Ketiga Dimensi Interest .................. 65

Gambar 5. 14 Distribusi Frekuensi Pernyataan Keempat Dimensi Interest .............. 66

xiv

Gambar 5. 15 Distribusi Frekuensi Pernyataan Pertama Dimensi Desire .................. 68

Gambar 5. 16 Distribusi Frekuensi Pernyataan Kedua Dimensi Desire .................... 69

Gambar 5. 17 Distribusi Frekuensi Pernyataan Ketiga Dimensi Desire .................... 71

xv

DAFTAR TABEL

Tabel 4. 1 Nilai Kritis untuk r ..................................................................................... 39

Tabel 4. 2 Hasil Uji Validitas Attention ...................................................................... 40

Tabel 4. 3 Hasil Uji Validitas Interest ........................................................................ 40

Tabel 4. 4 Hasil Uji Validitas Desire .......................................................................... 41

Tabel 4. 5 Hasil Uji Reliabilitas Attention .................................................................. 43

Tabel 4. 6 Hasil Uji Reliabilitas Interest ..................................................................... 44

Tabel 4. 7 Hasil Uji Reliabilitas Desire ...................................................................... 44

Tabel 5. 1 Distribusi Responden Berdasarkan Jenis Kelamin .................................... 48

Tabel 5. 2 Distribusi Responden Berdasarkan Usia .................................................... 49

Tabel 5. 3 Distribusi Responden Berdasarkan Perhiasan

yang Digunakan dalam Keseharian ............................................................ 53

Tabel 5. 4 Hasil Perhitungan Dimensi Attention ......................................................... 61

Tabel 5. 5 Hasil Perhitungan Dimensi Interest ........................................................... 67

Tabel 5. 6 Hasil Perhitungan Dimensi Desire ............................................................. 72

Tabel 5. 7 Persentase Setiap Dimensi ......................................................................... 78

xvi

DAFTAR LAMPIRAN

LAMPIRAN A

Lembar Monitoring Bimbingan Tugas Akhir ........................................................... A-1

LAMPIRAN B

Kuesioner Penelitian ................................................................................................. B-1

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Attention ..................................................................................................... B-5

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Interest ........................................................................................................ B-6

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Desire .......................................................................................................... B-7

Distribusi Frekuensi Data Responden ....................................................................... B-8

Distribusi Frekuensi Hasil Penelitian Dimensi Attention ....................................... B-10

Distribusi Frekuensi Hasil Penelitian Dimensi Interest .......................................... B-12

Distribusi Frekuensi Hasil Penelitian Dimensi Desire ............................................ B-14

Tabel Data Pernyataan Responden.......................................................................... B-15

LAMPIRAN C

Foto Postingan Diana Jo sebagai Endorser Adelle Jewellery di Instagram .............. C-1

Curriculum Vitae ....................................................................................................... C-6

 

ix  

DAFTAR ISI

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

PERNYATAAN KEASLIAN TUGAS AKHIR ....................................................... ii

PERSETUJUAN DOSEN PEMBIMBING .............................................................. iii

PERSETUJUAN TIM PENGUJI TUGAS AKHIR ................................................ iv

ABSTRAK ................................................................................................................... v

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

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

DAFTAR GAMBAR ................................................................................................ xiii

DAFTAR TABEL ..................................................................................................... xv

DAFTAR LAMPIRAN ............................................................................................ xvi

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

I.I Latar Belakang ...................................................................................................... 1

I.2 Identifikasi Masalah ............................................................................................. 3

I.3 Rumusan Masalah ................................................................................................ 3

I.4 Tujuan Penelitian ................................................................................................. 4

I.5 Kegunaan Penelitian ............................................................................................. 5

I.6 Sistematika Penulisan ........................................................................................... 6

BAB II OBJEK PENELITIAN .................................................................................. 8

II.1 Adelle Jewellery ................................................................................................. 8

II.2 Visi & Misi ......................................................................................................... 9

II.3 Target Market .................................................................................................. 10

 

x  

II.4 Strategi Promosi ................................................................................................ 10

BAB III TINJAUAN PUSTAKA ............................................................................. 13

III.1 Komunikasi ...................................................................................................... 13

III.1.1 Definisi Komunikasi ................................................................................. 13

III.1.2 Model Komunikasi ................................................................................... 14

III.2 Periklanan ........................................................................................................ 16

III.3 Endorser ........................................................................................................... 18

III.4 Minat Beli ........................................................................................................ 23

III.5 Hubungan antara Daya Tarik Fashion Blogger dengan Minat Beli ................ 25

III.6 Kerangka Pemikiran ........................................................................................ 27

BAB IV METODOLOGI PENELITIAN ............................................................... 28

IV.1 Metode Penelitian ............................................................................................ 29

IV.2 Variabel Penelitian & Definisi Operasional .................................................... 29

IV.2.1 Variabel Penelitian ................................................................................... 30

IV.2.1.1 Variabel Dependen ................................................................................ 30

IV.2.1.2 Variabel Independen .............................................................................. 31

IV.2.1.3 Definisi Operasional .............................................................................. 31

IV.3 Teknik Pengumpulan Data .............................................................................. 32

IV.4 Populasi dan Sampel ....................................................................................... 34

IV.5 Jenis dan Sumber Data .................................................................................... 35

IV.6 Metode Pengujian Data ................................................................................... 37

IV.6.1 Pretest ....................................................................................................... 37

IV.6.2 Uji Validitas ............................................................................................. 38

 

xi  

IV.6.3 Hasil Uji Validitas .................................................................................... 41

IV.6.4 Uji Reliabilitas .......................................................................................... 42

IV.6.5 Hasil Uji Reliabilitas ................................................................................ 44

IV.7 Teknik Analisis ............................................................................................... 46

BAB V PEMBAHASAN ........................................................................................... 47

V.1 Hasil Penelitian ................................................................................................. 48

V.1.1 Data Responden ......................................................................................... 48

  V.1.1.1 Jenis Kelamin ..................................................................................... 48

  V.1.1.2 Usia .................................................................................................... 50

V.1.1.3 Pengguna Aktif Social Media Instagram ........................................... 52

  V.1.1.4 Follower Account Instagram Diana Jo ............................................... 53

V.1.1.5 Perhiasan yang Digunakan dalam Keseharian ................................... 54

  V.1.1.6 Mengetahui Brand Adelle Jewellery .................................................. 56

V.1.2 Data Penelitian ........................................................................................... 57

V.1.2.1 Hasil Dimensi Attention ..................................................................... 57

V.1.2.2 Perhitungan Skor Dimensi Attention .................................................. 63

V.1.2.3 Hasil Dimensi Interest ........................................................................ 64

V.1.2.4 Perhitungan Skor Dimensi Interest .................................................... 69

V.1.2.5 Hasil Dimensi Desire ......................................................................... 70

V.1.2.6 Perhitungan Skor Dimensi Desire ...................................................... 73

 

xii  

V.2 Pembahasan Daya Tarik Penggunaan Fashion Blogger “Diana Jo” sebagai

Endorser dengan Minat Beli Perhiasan Adelle Jewellery Berdasarkan

Definisi dan Konsep yang Digunakan .............................................................. 75

V.2.1 Periklanan .................................................................................................. 75

V.2.2 Endorser..................................................................................................... 76

V.2.3 Minat Beli .................................................................................................. 77

V.2.4 Model AIDA .............................................................................................. 78

V.3 Pembahasan Daya Tarik Penggunaan Fashion Blogger “Diana Jo” sebagai

Endorser dengan Minat Beli Perhiasan Adelle Jewellery ................................ 79 

V.3.1 Pembahasan tentang Attention ................................................................... 82

V.3.2 Pembahasan tentang Interest ..................................................................... 82

V.3.3 Pembahasan tentang Desire ....................................................................... 83

BAB VI KESIMPULAN DAN SARAN................................................................... 84

VI.I Kesimpulan ...................................................................................................... 84

VI.2 Saran ................................................................................................................ 86

DAFTAR PUSTAKA ................................................................................................ 90

LAMPIRAN ............................................................................................................... 94

 

 

 

 

 

xiii  

DAFTAR GAMBAR

Gambar 3. 1 Two Step Flow Model ............................................................................. 15

Gambar 4. 1 Rumus Teknik Corrected Item-Total Correlation ................................. 38

Gambar 4. 2 Rumus Cronbach’s Alpha ...................................................................... 43

Gambar 5. 1 Distribusi Responden Berdasarkan Jenis Kelamin................................. 49

Gambar 5. 2 Distribusi Responden Berdasarkan Usia ................................................ 51

Gambar 5. 3 Distribusi Responden Berdasarkan Penggunaan

Aktif Social Media Instagram ................................................................ 52

Gambar 5. 4 Distribusi Responden Berdasarkan Follower

Account Instagram Diana Jo................................................................... 53

Gambar 5. 5 Distribusi Responden Berdasarkan Perhiasan

yang Digunakan dalam Keseharian ........................................................ 55

Gambar 5. 6 Distribusi Responden yang Mengetahui Adelle Jewellery .................... 56

Gambar 5. 7 Distribusi Frekuensi Pernyataan Pertama Dimensi Attention ................ 58

Gambar 5. 8 Distribusi Frekuensi Pernyataan Kedua Dimensi Attention .................. 59

Gambar 5. 9 Distribusi Frekuensi Pernyataan Ketiga Dimensi Attention .................. 61

Gambar 5. 10 Distribusi Frekuensi Pernyataan Keempat Dimensi Attention ............ 62

Gambar 5. 11 Distribusi Frekuensi Pernyataan Pertama Dimensi Interest ................. 65

Gambar 5. 12 Distribusi Frekuensi Pernyataan Kedua Dimensi Interest ................... 66

Gambar 5. 13 Distribusi Frekuensi Pernyataan Ketiga Dimensi Interest .................. 67

Gambar 5. 14 Distribusi Frekuensi Pernyataan Keempat Dimensi Interest .............. 68

Gambar 5. 15 Distribusi Frekuensi Pernyataan Pertama Dimensi Desire .................. 70

xiv  

Gambar 5. 16 Distribusi Frekuensi Pernyataan Kedua Dimensi Desire .................... 71

Gambar 5. 17 Distribusi Frekuensi Pernyataan Ketiga Dimensi Desire .................... 73

 

 

 

 

 

xv  

DAFTAR TABEL

Tabel 4. 1 Nilai Kritis untuk r ..................................................................................... 40

Tabel 4. 2 Hasil Uji Validitas Attention ...................................................................... 41

Tabel 4. 3 Hasil Uji Validitas Interest ........................................................................ 41

Tabel 4. 4 Hasil Uji Validitas Desire .......................................................................... 42

Tabel 4. 5 Hasil Uji Reliabilitas Attention .................................................................. 44

Tabel 4. 6 Hasil Uji Reliabilitas Interest ..................................................................... 45

Tabel 4. 7 Hasil Uji Reliabilitas Desire ...................................................................... 45

Tabel 5. 1 Distribusi Responden Berdasarkan Jenis Kelamin .................................... 49

Tabel 5. 2 Distribusi Responden Berdasarkan Usia .................................................... 50

Tabel 5. 3 Distribusi Responden Berdasarkan Perhiasan

yang Digunakan dalam Keseharian ............................................................ 54

Tabel 5. 4 Hasil Perhitungan Dimensi Attention ......................................................... 63

Tabel 5. 5 Hasil Perhitungan Dimensi Interest ........................................................... 69

Tabel 5. 6 Hasil Perhitungan Dimensi Desire ............................................................. 74

Tabel 5. 7 Persentase Setiap Dimensi ......................................................................... 80

 

 

 

 

 

 

xvi  

DAFTAR LAMPIRAN

LAMPIRAN A

Lembar Monitoring Bimbingan Tugas Akhir ........................................................... A-1

 

LAMPIRAN B

Kuesioner Penelitian ................................................................................................. B-1

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Attention ..................................................................................................... B-5

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Interest ........................................................................................................ B-6

Hasil Uji Validitas dan Reliabilitas Pretest dengan Program SPSS versi 21

Dimensi Desire .......................................................................................................... B-7

Distribusi Frekuensi Data Responden ....................................................................... B-8

Distribusi Frekuensi Hasil Penelitian Dimensi Attention ....................................... B-10

Distribusi Frekuensi Hasil Penelitian Dimensi Interest .......................................... B-12

Distribusi Frekuensi Hasil Penelitian Dimensi Desire ............................................ B-14

Tabel Data Pernyataan Responden.......................................................................... B-15

 

LAMPIRAN C

Foto Postingan Diana Jo sebagai Endorser Adelle Jewellery di Instagram .............. C-1