PENGARUH AD INTRUSIVENESS DALAM BENTUK REMARKETING TERHADAP

PURCHASE INTENTION LAZADA DENGAN ATTITUDE TOWARD AD SEBAGAI

VARIABEL INTERVENING

(Studi pada pengguna Lazada di Surabaya)

Disusun oleh :

WAHYU RAHARJO

14080574111

JURUSAN MANAJEMEN

FAKULTAS EKONOMI

UNIVERSITAS NEGERI SURABAYA

2018

i
 DAFTAR ISI
HALAMAN JUDUL ..................................................................................... i
DAFTAR ISI ................................................................................................. ii
DAFTAR GAMBAR .................................................................................... iii
DAFTAR TABEL ........................................................................................... iv
BAB I PENDAHULUAN
1.1 Latar Belakang ......................................................................... 1
1.2 Rumusan Masalah .................................................................... 11
1.3 Tujuan........................................................................................ 11
1.4 Manfaat...................................................................................... 11
1.5 Asumsi....................................................................................... 12
1.6 Batasan ..................................................................................... 13
BAB II TINJAUAN PUSTAKA
2.1 Landasan Teori ........................................................................ 14
2.2 Hubungan Antar Variabel ....................................................... 38
2.3 Penelitian Terdahulu ............................................................... 40
2.4 Kerangka Berpikir ................................................................... 44
2.5 Hipotesis .................................................................................. 45
BAB III METEDOLOGI PENELITIAN
3.1 Jenis dan Rancangan Penelitian ................................................ 46
3.2 Identifikasi Variabel dan Definisi Operasional Variabel .......... 48
3.2 Lokasi Penelitian ....................................................................... 52
3.2 Populasi dan Sampel ................................................................. 52
3.2 Intsrumen Penelitian .................................................................. 53
3.2 Teknik Pengumpulan Data ........................................................ 57
3.2 Uji Instrumen Penelitian............................................................ 57
3.2 Teknik Analisis Data .................................................................. 58
DAFTAR PUSTAKA ............................................................................... ... 60

ii
 DAFTAR GAMBAR

Gambar 1.1 Pertumbuhan Pengguna Internet Indonesia.................................... 2

Gambar 1.2 Peta E-Commerce Indonesia .......................................................... 3

Gambar 1.3 Media yang sering digunakan dalam pemasaran 2014 .................. 4

Gambar 1.4 Remarketing Lazada Pada Website ................................................ 6

Gambar 1.5 Remarketing Lazada Pada Smartphone.......................................... 6

Gambar 2.1 Model Perilaku Konsumen............................................................. 28

Gambar 2.2 Perilaku Konsumen Era Digital..................................................... 32

Gambar 2.3 Konsep hubungan antar elemen dalam model sikap pada iklan .... 36

Gambar 2.4 Kerangka Berpikir .......................................................................... 44

Gambar 3.1 Rancangan Penelitian ..................................................................... 47

iii
 DAFTAR TABEL

Tabel 1.1 Perilaku Pengguna Internet Indonesia ............................................... 2

Tabel 1.2 Advertising Spend in ‘000 IDR ......................................................... 4

Tabel 1.3 Pra Penelitian Iklan Intrusiveness Lazada ......................................... 8

Tabel 1.4 Tabel Pebandingan Pengunjung Lazada dan jumlah Transaksi......... 10

Tabel 1.5 Top Brand Index Lazada.................................................................... 10

Tabel 3.1 Skor Angket ....................................................................................... 54

Tabel 3.2 Skor Angket ....................................................................................... 55

Tabel 3.3 Kisi-Kisi Angket ................................................................................ 55

iv