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Table Of Contents

1.1 Latar Belakang Masalah
Tabel 1.1 Top 10 Cosmetics Brands berdasarkan Brand Finance 2011
1.2 Tujuan Penelitian
1.3 Kegunaan Penelitian
1.4 Sistematika Penulisan
2.1 Landasan Teori
2.1.1 Komunikasi Pemasaran
2.1.2 Pengertian Periklanan
2.1.3 Tujuan Periklanan
2.1.4 Sasaran Periklanan
2.1.5 Fungsi Periklanan
2.1.6 Celebrity Endorser
2.1.6.1 Definisi Celebrity Endorser
2.1.6.2 Peran Celebrity Endorser
2.1.6.3 Kriteria Celebrity Endorser
2.1.6.4 Evaluasi Penggunaan Selebriti dalam Iklan
2.1.7 Periklanan dan Celebrity Endorser
2.1.8 Pengertian Niat Beli
2.1.9 Sikap Konsumen dan Norma Subyektif
2.1.10 Hubungan Antara Niat Beli dan Perilaku
2.1.11 Model Keputusan Pembelian
2.2 Penelitian Sebelumnya
2.3 Model Penelitian dan Hipotesis
3.1 Lokasi Penelitian
3.2 Obyek Penelitian
3.3 Identifikasi Variabel
3.4 Definisi Operasional dan Pengukuran Variabel
3.4.1 Definisi Operasional Variabel
3.4.2 Pengukuran Variabel
3.5 Jenis dan Sumber Data
3.5.1 Data Menurut Jenisnya
3.5.2 Data Menurut Sumbernya
3.6 Metode Penentuan Sampel
3.6.1 Populasi
3.6.2 Sampel
3.7 Metode Pengumpulan Data
3.8 Pengujian Instrumen Penelitian
3.8.1 Analisis Faktor Konfirmatori
3.8.2 Uji Reliabilitas
3.9 Teknik Analisis Data
3.9.1 Analisis Regresi Linear Berganda
3.9.2 Uji F (F-test)
3.9.3 Uji Asumsi Klasik
3.9.4 Pengujian Hipotesis
Gambar 3.2 Daerah pengujian Penolakan dan Penerimaan Ho dengan Uji t
4.1 Gambaran Umum Perusahaan
4.1.1 Sejarah Singkat Perusahaan
4.1.2 Jenis-jenis Produk
Tabel 4.1 Segmentasi dan Merek produk L’Oréal
4.2 Profil Dian Sastrowardoyo
Tabel 4.2 Judul Film yang Dibintangi Dian Sastrowardoyo
Tabel 4.3 Penghargaan yang Diraih Dian Sastrowardoyo
4.3.1 Karakteristik Responden
4.3.2 Pengujian Instrumen Penelitian
4.3.2.1 Analisis Faktor Konfirmatori
Tabel 4.9 Nilai Measures of Sampling Adequancy (MSA)
Tabel 4.10 Nilai Percentage of Variance
Tabel 4.11 Nilai Loading factor
Tabel 4.12 Uji Reliabilitas Instrumen
4.3.3 Hasil Analisis Deskriptif
Celebrity Endorser
Tabel 4.16 Deskripsi Jawaban Responden Terhadap Variabel Niat Beli
4.3.4 Analisis Regresi Linear Berganda
Tabel 4.17 Hasil Uji Regresi Linier Berganda
4.3.5 Uji F (F-test)
Gambar 4.1 Kurva Daerah Penerimaan Dan Penolakan H0 dengan Uji F-test
4.3.6 Uji Asumsi Klasik
4.3.6.1 Uji Normalitas
4.3.6.2 Uji Multikolinieritas
4.3.6.3 Uji Heteroskedastisitas
Gambar 4.2 Daerah pengujian Penolakan dan Penerimaan Ho dengan Uji t
Gambar 4.3 Daerah pengujian Penolakan dan Penerimaan Ho dengan Uji t
Gambar 4.4 Daerah pengujian Penolakan dan Penerimaan Ho dengan Uji t
5.1 Simpulan
5.3 Saran
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Published by: Adhi 'maVerick' Widiana on Mar 12, 2012
Copyright:Attribution Non-commercial

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10/23/2013

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