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PENGARUH BRAND IMAGE KAMERA DSLR CANON

TERHADAP BRAND LOYALTY PENGGUNA

(Survei pada komunitas Photographer (The Copher))

SKRIPSI

Oleh :

RIRIN DWI MULYANINGSIH

1310411079

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

FAKULTAS ILMU SOSIAL ILMU POLITIK

PROGRAM STUDI ILMU KOMUNIKASI

2017

i

PENGARUH BRAND IMAGE KAMERA DSLR CANON TERHADAP

BRAND LOYALTY PENGGUNA

(Survei pada komunitas Photographer (The Copher))

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar Sarjana Ilmu

Komunikasi

RIRIN DWI MULYANINGSIH

1310411079

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

FAKULTAS ILMU SOSIAL ILMU POLITIK

PROGRAM STUDI ILMU KOMUNIKASI

2017

ii

iii

iv

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PENGARUH BRAND IMAGE KAMERA DSLR CANON TERHADAP BRAND LOYALTY PENGGUNA

Ririn Dwi Mulyaningsih

ABSTRAK

Dewasa ini, teknologi semakin berkembang, begitu juga dengan teknologi digital salah satunya kamera dslr. canon merupakan salah satu produsen terbesar dibidang digital imaging, kini perusahaan canon menggunakan berbagai strategi untuk mempertahankan konsumen. Salah satunya dengan membuat brand image yang kuat sehingga konsumen menjadi loyal terhadap merek canon. penelitian ini bertujuan untuk mengetahui besaran pengaruh brand image kamera Dslr Canon terhadap brand loyalty pengguna di komunitas the copher. Desain penelitian yang digunakan adalah dengan pendekatan kuantitatif yang bersifat eksplanatif untuk mencari hubungan antara brand image dengan brand loyalty serta menggunakan metode survei untuk menjelaskan hubungan antara dua variabel atau lebih. Berdasarkan hasil uji hipotesis, brand image Kamera Dslr Canon berpengaruh terhadap brand loyalty pengguna di kalangan komunitas the copher. Hal ini dibuktikan dengan nilai berdasarkan uji koefisien determinasi. Dapat disimpulkan bahwa brand image kamera Dslr Canon berpengaruh terhadap brand loyalty dengan persentase pengaruh sebesar 66,4%. Sisanya sebesar 33,6% dipenaruhi oleh faktor lainnya diluar brand image, yang tidak diteliti seperti brand equity, brand trust, dan faktor lainnya.

Kata kunci : Kamera Dslr, Canon, Brand Image, Brand Loyalty, Pengguna

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Influence Brand Image of the camera Dslr Canon Against Brand Loyalty Users

Ririn Dwi Mulyaningsih

ABSTRACT

Today, technology growing, and so digital technology one of the camera Dslr. Canon is

one of the biggest producer in digital imaging, now companies use a variety of strategies to

retain customers. One of which by creating a strong brand image so customers be loyal to canon

brand. The purpose of this study is to examine the effect of the brand image canon Dslr camera

on the brand loyalty users of community of photographer. This research a quantitative study,

using the technique analysis eksplanatif to find the relationship between the brand image with

the brand loyalty users of community of photographer. This is proved by the value of the test

based on the coefficient of determination. It can concludes that the brand image canon Dslr

camera has a influences on the brand loyalty users with a percentage of 66,4%. The remaining

33,6% is influenced by other factors beyond the brand image, those not examined in this study,

such as brand equity, brand trust, and other factors.

Keyword: Camera Dslr, Canon, Brand, Brand Image, Brand Loyalty

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KATA PENGANTAR

Segala puji dan syukur penulis panjatkan kehadirat Allah SWT, berkat rahmat , hidayah

dan karunia-Nya maka penulis dapat menyelesaikan skripsi ini dengan judul :”Pengaruh Brand

Image Kamera Dslr Canon terhadap Brand Loyalty pengguna” survei pada Komunitas

Photographer (The Copher).

Skripsi ini diajukan untuk memenuhi salah satu syarat dalam menempuh ujian Sarjana

Komunikasi. Penulis menyadari bahwa penyusunan skripsi ini masih banyak terdapat

kekurangan dan masih jauh dari kesempurnaan, hal ini dikarenakan keterbatasan kemampuan

yang penulis miliki.

Atas segala kekurangan dan ketidaksempurnaan skripsi ini, penulis sangat mengharapkan

masukan, kritik, dan saran yang bersifat membangun kearah perbaikan dan penyempurnaan

skripsi ini. Cukup banyak kesulitan yang penulis temui dalam penulisan skripsi ini, tetapi

Alhamdulillah dapat penulis atasi dan selesaikan dengan baik.

Akhir kata, Semoga skripsi ini dapat memberikan manfat bagi pihak-pihak yang

membutuhkan, semoga Allah SWT senantiasa melimpahkan karunia-Nya dan membalas segala

amal budi serta kebaikan pihak-pihak yang telah membantu.

Jakarta, 11 Juli 2017

Penulis

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DAFTAR ISI

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

PERNYATAAN ORISINALITAS ............................................................... ii

PERNYATAAN PERSETUJUAN PUBLIKASI .......................................... iii

PENGESAHAN ........................................................................................... iv

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

ABSTRACT ................................................................................................. vi

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

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

DAFTAR TABEL ........................................................................................ x

DAFTAR GAMBAR ................................................................................... xi

DAFTAR LAMPIRAN ................................................................................ xii

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

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

I.2 Rumusan Masalah .................................................................................... 6

I.3 Tujuan Penelitian ..................................................................................... 7

I.4 Manfaat penelitian ................................................................................... 7

I.4.1 Manfaat Teoritis .................................................................................... 7

I.4.2 Manfaat Praktis ..................................................................................... 7

I.5 Sistematika Penulisan .............................................................................. 7

BAB II KAJIAN TEORITIS ......................................................................... 9

II.1 Teori Dasar ............................................................................................ 9

II.1.1 Periklanan ............................................................................................ 9

II.1.1.1 Tujuan Periklanan ............................................................................. 10

II.1.2 Iklan .................................................................................................... 10

II.1.2.1 Pengertian Iklan ............................................................................... 10

II.1.2.2 Fungsi Iklan ...................................................................................... 11

II.1.3 Produk ................................................................................................. 12

II.1.3.1 Pengertian Produk ............................................................................ 12

II.1.3.2 Diferensiasi produk .......................................................................... 13

II.1.4 Brand (Merek) .................................................................................... 14

II.2 Definisi Konsep ..................................................................................... 15

II.2.2 Brand Image ........................................................................................ 15

II.2.3 Brand Loyalty ...................................................................................... 17

II.3 Operasionalisasi Variabel ....................................................................... 19

II.4 Hipotesis................................................................................................. 25

II.5 Kerangka Pikir ....................................................................................... 25

BAB III METODELOGI PENELITIAN ...................................................... 26

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III.1. Desain Penelitian .................................................................................. 26

III.1.1 Pendekatan Penelitian ......................................................................... 26

III.1.2 Sifat Penelitian .................................................................................. 26

III.1.3 Metode Penelitian .............................................................................. 27

III.2 Populasi Dan Sampel ............................................................................ 27

III.2.1 Populasi ............................................................................................. 27

III.2.2 Sampel ............................................................................................... 27

III.3 Teknik Penarikan Sampel ..................................................................... 28

III.4 Metode Pengumpulan Data ................................................................... 29

III.4.1. Data Primer ...................................................................................... 29

III.4.2. Data Sekunder .................................................................................. 29

III.5 Metode Analisis Data ........................................................................... 29

III.6 Metode Pengujian Instrumen ................................................................ 31

III.6.1 Uji Validitas ...................................................................................... 31

III.6.2 Uji Realibilitas ................................................................................... 35

III.6.3 Uji Korelasi ....................................................................................... 37

III.6.4 Koefisien Determinasi ....................................................................... 37

III.6.5 Uji Regresi ........................................................................................ 38

III.6.6 Uji Hipotesis ...................................................................................... 38

III.9. Waktu dan Lokasi Penelitian ................................................................ 38

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ............................... 39

IV.1 Deskripsi Objek Penelitian .................................................................... 39

IV.1.1 Sejarah Canon ................................................................................... 39

IV.1.1.1 Visi dan Misi Canon ....................................................................... 41

IV.1.1.2 Struktur Organisasi ......................................................................... 42

IV.1.2 Sejarah The Copher ........................................................................... 45

IV.1.2.1 Visi dan Misi The Coher ................................................................. 45

IV.2 Deskripsi Hasil Penelitian .................................................................... 46

IV.3 Analisis Pernyataan Variabel X ............................................................ 46

IV.4 Analisis Pernyatan Variabel Y .............................................................. 59

IV.5 Analisis Variabel X (Pengaruh Brand Image) ....................................... 67

IV.6 Analisis Variabel Y (Brand Loyalty) .................................................... 69

IV.7 Uji Korelasi .......................................................................................... 70

IV.8 Uji Koefisien Determinasi .................................................................... 72

IV.9 Uji Regresi ........................................................................................... 72

IV.10 Uji Hipotesis ...................................................................................... 74

IV.11 Pembahasan Hasil Penelitian .............................................................. 75

BAB V PENUTUP ....................................................................................... 77 V.1 Kesimpulan ........................................................................................... 77

V.2 Saran ..................................................................................................... 78

DAFTAR PUSTAKA

LAMPIRAN

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DAFTAR TABEL

Tabel 1 Top Brand Index 2016 ................................................................... 2

Tabel 2 Operasionalisasi Konsep Variabel .................................................. 20

Tabel 3 Pengukuran Skala Likert ................................................................ 31

Tabel 4 Hasil Pre-Test uji validitas variabel X dan Y ................................. 32

Tabel 5 Tingkat reliabilitas berdasarkan nilai alpha cronbach’s .................. 36

Tabel 6 Karakteristik Responden ................................................................ 46

Tabel 7 Jawaban Responden Pernyataan 1 variabel x .................................. 47

Tabel 8 Jawaban Responden Pernyataan 2 variabel x .................................. 48

Tabel 9 Jawaban Responden Pernyataan 3 variabel x .................................. 48

Tabel 10 Jawaban Responden Pernyataan 4 variabel x .................................. 49

Tabel 11 Jawaban Responden Pernyataan 5 variabel x .................................. 50

Tabel 12 jawaban Responden Pernyataan 6 variabel x .................................. 50

Tabel 13 Jawaban Responden Pernyataan 7 variabel x .................................. 51

Tabel 14 Jawaban Responden Pernyataan 8 variabel x .................................. 52

Tabel 15 Jawaban Responden Pernyataan 9 variabel x .................................. 52

Tabel 16 Jawaban Responden Pernyataan 10 variabel x ................................ 53

Tabel 17 Jawaban Responden Pernyataan 11 variabel x ................................ 54

Tabel 18 Jawaban Responden Pernyataan 12 variabel x ................................ 54

Tabel 19 Jawaban Responden Pernyataan 13 variabel x ................................ 55

Tabel 20 Jawaban Responden Pernyataan 14 variabel x ................................ 56

Tabel 21 Jawaban Responden Pernyataan 15 variabel x ................................ 56

Tabel 22 Jawaban Responden Pernyataan 16 variabel x ................................ 57

Tabel 23 Jawaban Responden Pernyataan 17 variabel x ................................ 58

Tabel 24 Jawaban Responden Pernyataan 18 variabel x ................................ 58

Tabel 25 Jawaban Responden Pernyataan 19 variabel x ................................ 59

Tabel 26 Jawaban Responden Pernyataan 1 variabel y .................................. 60

Tabel 27 Jawaban Responden Pernyataan 2 variabel y .................................. 60

Tabel 28 Jawaban Responden Pernyataan 3 variabel y .................................. 61

Tabel 29 Jawaban Responden Pernyataan 4 variabel y .................................. 62

Tabel 30 Jawaban Responden Pernyataan 5 variabel y .................................. 62

Tabel 31 Jawaban Responden Pernyataan 6 variabel y .................................. 63

Tabel 32 Jawaban Responden Pernyataan 7 variabel y .................................. 64

Tabel 33 Jawaban Responden Pernyataan 8 variabel y .................................. 64

Tabel 34 Jawaban Responden Pernyataan 9 variabel y .................................. 65

Tabel 35 Jawaban Responden Pernyataan 10 variabel y ................................ 66

Tabel 36 Jawaban Responden Pernyataan 11 variabel y ................................ 66

Tabel 37 Jawaban Responden Pernyataan 12 variabel y ................................ 67

Tabel 38 Pengaruh Brand Image Kamera Dslr Canon (Variabel X) .............. 68

Tabel 39 Brand Loyalty (Variabel Y) ........................................................... 70

Tabel 40 Interpretasi Koefisien Korelasi ....................................................... 71

Tabel 41 Hasil Korelasi ................................................................................ 71

Tabel 42 Koefisien Determinasi ................................................................... 72

Tabel 43 Analisis Uji Regresi ....................................................................... 73

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DAFTAR GAMBAR

Gambar 1 Komunitas the copher .................................................................. 4

Gambar 2 Tingkat loyalitas .......................................................................... 18

Gambar 3 Logo Canon ................................................................................. 41

Gambar 4 Logo Komunitas .......................................................................... 45

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DAFTAR LAMPIRAN

Lampiran 1 Daftar Riwayat Hidup

Lampiran 2 Form. Kegiatan Konsultasi Skripsi (A.2.2)

Lampiran 3 Form. Tanda Persetujuan Skripsi (A.5)

Lampiran 4 Surat Permohonan Riset UPN “Veteran” Jakarta

Lampiran 5 Surat Keterangan Penerimaan

Lampiran 6 Kuesioner

Lampiran 7 Data Responden

Lampiran 8 Hasil pre-test Uji Validitas dan Reliabilitas Variabel X dan Y

Lampiran 9 Hasil Uji Korelasi

Lampiran 10 Uji Kofisien Determinasi

Lampiran 11 Uji Regresi