DAFTAR ISI

HALAMAN JUDUL Halaman

TANDA PERSETUJUAN PROPOSAL SKRIPSI

TANDA PENGESAHAN PROPOSAL SKRIPSI

ABSTRAK ..................................................................................................i

ABSTRACT ............................................................................................ ii

DAFTAR ISI ........................................................................................... iii

DAFTAR GAMBAR ............................................................................... vi

DAFTAR TABEL ..................................................................................... vii

DAFTAR LAMPIRAN ............................................................................ viii

BAB I PENDAHULUAN

1.1. Latar Belakang Masalah .............................................................. 11

1.2. Rumusan Masalah .......................................................................88

1.3. Tujuan Penelitian ..........................................................................88

1.4. Manfaat Penelitian ........................................................................88

1.4.1. Manfaat Akademis ........................................................................88

1.4.2. Manfaat Praktis ............................................................................99

1.5. Sistematika Penulisan .................................................................. 9

11

13
iii
15

18
BAB II KERANGKA TEORETIS

2.1. Penelitian Sebelumnya ....................................................................

11
2.2. Brand Image ....................................................................................
13
2.3. Komunikasi ......................................................................................
15
2.4. Public Relations ................................................................................
18
2.5. Media Sosial .....................................................................................
21
2.6. Instagram ..........................................................................................
22
2.7. Citra Perusahaan .................................................................. 25
2.8. Kerangka Kerja Penelitian ................................................................
30
2.9. Hipotesis ...........................................................................................
31

BAB III METODOLOGI PENELITIAN

3.1. Metode Penelitian ..............................................................................

32
3.2. Populasi dan Sampel.........................................................................
33
3.3. Teknik Pengumpulan Data .................................................................
36
3.4. Teknik Analisis Data ........................................................................38

3.5. Operasional Variabel Penelitian .......................................................

39
3.6. Uji Instrumen ....................................................................................
41
3.7. Waktu dan Tempat Penelitian ............................................................
42
3.8. Batasan Penelitian ...........................................................................
43

DAFTAR PUSTAKA ............................................................................... 44

iv
 DAFTAR GAMBAR

Halaman

Gambar 1 Kerangka Kerja Penelitian ...............................................34

12

41

42

43

44

v
 DAFTAR TABEL

Halaman

Tabel 1 Ranked by Internet Users ...................................................2

Tabel 2 Perbandingan Hasil Penelitian ........................................... 12

Tabel 3 Pengukuran Skala Likert ......................................................41

Tabel 4 Tingkat Korelasi dan Kekuatan Hubungan ........................ 42

43
Tabel 5 Operasional Variabel X ...................................................

44
Tabel 6 Operasional Variabel Y.......................................................

vi