KESAN PENONTON TENTANG EKUITAS MEREK DI FILM PENDEK (Studi Pada Anggota Kine Klub UMM Mengenai Film Pendek Axelerate) SKRIPSI Diajukan kepada Fakultas Ilmu Sosial dan Ilmu Politik Universitas Muhammadiyah Malang Sebagai Persyaratan Memperoleh Gelar Sarjana (S-1) Ilmu Komunikasi Oleh : Alfan Rian Bayhaqi 201310040311463 Dosen Pembimbing : Dra. Frida Kusumastuti, M.Si Dr. Muslimin Machmud, M.Si ILMU KOMUNUKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMDIYAH MALANG 2018
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KESAN PENONTON TENTANG EKUITAS MEREK DI FILM PENDEK
(Studi Pada Anggota Kine Klub UMM Mengenai Film Pendek Axelerate)
SKRIPSI
Diajukan kepada Fakultas Ilmu Sosial dan Ilmu Politik
Universitas Muhammadiyah Malang
Sebagai Persyaratan Memperoleh Gelar Sarjana (S-1) Ilmu Komunikasi
Oleh :
Alfan Rian Bayhaqi
201310040311463
Dosen Pembimbing :
Dra. Frida Kusumastuti, M.Si
Dr. Muslimin Machmud, M.Si
ILMU KOMUNUKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS MUHAMMDIYAH MALANG 2018
viii
DAFTAR ISI
LEMBAR PENGESAHAN ............................................................................. i
LEMBAR PERSETUJUAN ........................................................................... ii
PERNYATAAN ORISINALITAS ................................................................. iii
BERITA ACARA BIMBINGAN SKRIPSI .................................................. iv
ABSTRAKS ..................................................................................................... v
KATA PENGANTAR ..................................................................................... vi
DAFTAR ISI ................................................................................................. viii
BAB I : PENDAHULUAN
A. Latar Belakang Masalah........................................................................ 1 B. Rumusan Masalah ................................................................................. 3 C. Tujuan Penelitian ................................................................................. 3 D. Manfaat Penelitian ................................................................................ 3
A. Tinjauan Pustaka ................................................................................... 4 1. Kesan ............................................................................................... 4
a. Proses Pembentukan Kesan ...................................................... 4 2. Merek (Brand) ................................................................................ 6
a. Pengertian Merek (Brand) ........................................................ 6 b. Manfaat Merek (Brand) ............................................................ 7
3. Ekuitas Merek (Brand Equity) ...................................................... 10 a. Pengertian Ekuitas Merek (Brand Equity) .............................. 10 b. Kriteria Merancang Brand Equity ........................................... 10 c. Perspektif Ekutias Merek ........................................................ 11 d. Dimensi Pencipta Ekuitas Merek ............................................ 13
i. Kesadaran Merek ........................................................ 13 ii. Asosiasi Merek ............................................................ 16
iii. Persepsi Kualitas ......................................................... 17 iv. Loyalitas Merek .......................................................... 19
4. Film ............................................................................................... 22 a. Pengertian Film ....................................................................... 22 b. Fungsi Film ............................................................................. 23 c. Kekuatan Film ......................................................................... 24 d. Unsur Pembentuk Film ............................................................ 25
B. Fokus Penelitian .................................................................................. 33
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BAB III : METODE PENELITIAN
A. Pendekatan Penelitian ......................................................................... 35 B. Tipe dan Dasar Penelitian ................................................................... 35 C. Tempat dan Waktu Penelitian ............................................................. 36 D. Subjek Penelitian ................................................................................ 36 E. Teknik Pengumpulan Data .................................................................. 35 F. Teknik Analisis Data ........................................................................... 39 G. Uji Keabsahan Data ............................................................................ 40
BAB IV : GAMBARAN OBJEK PENELITIAN
A. Latar Belakang Pembuatan Film Axelerate ........................................ 42 1. Crew film Axelerate ...................................................................... 43 2. Tokoh Utama di Film Axelerate ................................................... 45 3. Fakta-fakta Mengenai Film Axelerate di Youtube ....................... 48
B. Deksripsi Subjek Penelitian ................................................................ 51 1. Sejarah Kine Klub UMM .............................................................. 51 2. Ketua-ketua Kine Klub UMM ...................................................... 52 3. Keanggotaan Kine Klub UMM ..................................................... 53 4. Program Kine Klub UMM ............................................................ 53 5. Film Produksi Kine Klub UMM ................................................... 57
BAB V : HASIL DAN PEMBAHASAN
A. Gambaran Umum Subjek Penelitian ................................................... 58 B. Analisis Kualitatif Hasil FGD dan Wawancara .................................. 62
a. Kesan Penonton tentang Kesadaran Merek Axe ..................... 62 b. Kesan Penonton tentang Asosiasi Merek Axe ........................ 72 c. Kesan Penonton tentang Persepsi Kualitas Merek Axe .......... 79 d. Kesan Penonton tentang Loyalitas Merek Axe ....................... 92
BAB VI : PENUTUP
A. Kesimpulan ....................................................................................... 104 B. Saran ................................................................................................. 105
DAFTAR PUSTAKA ........................................................................................