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Analisis Pengaruh Kredibilitas Dr. H. Susilo

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Analisis Pengaruh Kredibilitas Dr. H. Susilo ANALISIS PENGARUH KREDIBILITAS DR. H. SUSILO BAMBANG YUDHOYONO SEBAGAI CELEBRITY ENDORSER TERHADAP KEPUTUSAN MEMILIH DAN LOYALITAS PEMILIH PARTAI DEMOKRAT DI KOTA MEDAN TESIS Oleh MARISI SUMANTRI PARLINDUNGAN SINAGA 077019085/IM O L K A E H S P A A S N C A A S R J A SEKOLAH PASCASARJANA UNIVERSITAS SUMATERA UTARA MEDAN 2010 Universitas Sumatera Utara ANALISIS PENGARUH KREDIBILITAS DR. H. SUSILO BAMBANG YUDHOYONO SEBAGAI CELEBRITY ENDORSER TERHADAP KEPUTUSAN MEMILIH DAN LOYALITAS PEMILIH PARTAI DEMOKRAT DI KOTA MEDAN TESIS Diajukan Sebagai Salah Satu Syarat untuk Memperoleh Gelar Magister Sains dalam Program Studi Ilmu Manajemen pada Sekolah Pascasarjana Universitas Sumatera Utara Oleh MARISI SUMANTRI PARLINDUNGAN SINAGA 077019085/IM SEKOLAH PASCASARJANA UNIVERSITAS SUMATERA UATARA MEDAN 2010 Universitas Sumatera Utara Judul Tesis : ANALISIS PENGARUH KREDIBILITAS Dr.H. SUSILO BAMBANG YUDHOYONO SEBAGAI CELEBRITY ENDORSER TERHADAP KEPUTUSAN MEMILIH DAN LOYALITAS PARTAI DEMOKRAT DI KOTA MEDAN Nama Mahasiswa : Marisi Sumantri Parlindungan Sinaga Nomor Pokok : 077019085 Program Sudi : Ilmu Manajemen Menyetujui, Komisi Pembimbing (Prof. Dr. Amrin Fauzi) (Dr. Arlina Nurbaity Lubis, MBA) Ketua Anggota Ketua Program Studi, Direktur, (Prof. Dr. Rismayani, SE., M.S) (Prof. Dr. Ir. T. Chairun Nisa B, M.Sc) Tanggal lulus: 2 Juni 2010 Universitas Sumatera Utara Telah diuji pada Tanggal : 2 Juni 2010 PANITIA PENGUJI TESIS Ketua : Prof. Dr. Amrin Fauzi Anggota : 1. Dr. Arlina Nurbaity Lubis, MBA 2. Prof. Dr. Rismayani, SE, MS 3. Dr. Endang Sulistya Rini, SE, MSi 4. Drs. Syahyunan, MSi Universitas Sumatera Utara PERNYATAAN Dengan ini menyatakan bahwa Tesis saya yang berjudul: “Analisis Pengaruh Kredibilitas Dr. H. Susilo Bambang Yudhoyono sebagai Celebrity Endorser Terhadap Keputusan Memilih dan Loyalitas Pemilih Partai Demokrat di Kota Medan” Adalah benar hasil karya saya sendiri dan belum pernah dipublikasikan oleh siapapun juga sebelumnya. Sumber-sumber data yang diperoleh dan digunakan telah dinyatakan secara jelas dan benar. Medan, Mei 2010 Yang membuat pernyataan, Marisi Sumantri Parlindungan Sinaga Universitas Sumatera Utara ABSTRAK Marketing politik adalah ilmu baru yang berkembang akhir-akhir ini, digabungkannya ilmu marketing kedalam dunia politik. Persaingan dalam dunia politik terjadi untuk memperebutkan hati konstituen dan membuat mereka memilih kandidat (partai politik atau kontestan individu) masing-masing selama pemilihan umum. Persaingan ini menuntut masing-masing produsen untuk memikirkan cara dan metode yang efektif untuk mampu berkomunikasi dan meyakinkan konstituen bahwa kandidat dan partai politik merekalah yang layak dipilih. Penggunaan bintang iklan dalam bidang politik untuk memenangkan suatu partai pada pemilihan umum adalah salah satu contohnya, dimana ketokohan seorang publik figur digunakan untuk mengajak masyarakat untuk menentukan pilihan pada suatu pilihan politik. Dr. H Susilo Bambang Yudhoyono sebagai Ketua Dewan Pembina Partai Demokrat dimanfaatkan oleh Partai Demokrat sebagai bintang iklan untuk mendorong perolehan Suara Partai Demokrat Secara Nasional, yang terbukti berhasil dengan perolehan luar biasa, khususnya untuk Pemilihan Anggota DPRD Kota Medan. Perumusan masalah dalam penelitian ini adalah: a) Sejauhmana pengaruh kredibilitas Dr. H. Susilo Bambang Yudhoyono sebagai celebrity endorser, yang terdiri dari: daya tarik, kesukaan, kepercayaan dan keahlian terhadap keputusan memilih Partai Demokrat di Kota Medan? dan b) Sejauhmana pengaruh kredibilitas Dr. Susilo Bambang Yudhoyono sebagai celebrity endorser, yang terdiri dari daya tarik, kesukaan, kepercayaan dan keahlian terhadap loyalitas pemilih Partai Demokrat di Kota Medan? Teori yang digunakan pada penelitian ini adalah Teori Manajemen Pemasaran yang telah dipadu dengan Pemasaran Politik, khususnya yang berkaitan dengan Celebrity endorser, keputusan memilih dan loyalitas pemilih. Metode penelitian dalam penelitian ini adalah pendekatan survey, jenis penelitian adalah deskriptif kuantitatif, dan sifat penelitiannya adalah penjelasan (explanatory). Metode pengumpulan data dilakukan dengan wawancara (interview), daftar pertanyaan (quistionaire), dan studi dokumentasi. Model analisis data yang digunakan adalah analisis regresi linier berganda menggunakan taraf keyakinan 90% (e=0,1). Populasi adalah Pemilih Partai Demokrat untuk pemilihan Anggota DPRD Kota Medan di 5 Kecamatan terbesar berjumlah 80.558 orang. Penentuan jumlah sampel dalam penelitian ini menggunakan rumus Slovin dan jumlah sampel penelitian adalah sebanyak 100 orang Pemilih Partai Demokrat. Hasil penelitian ini menunjukkan bahwa a) Variabel daya tarik, kesukaan, kepercayaan dan keahlian secara serempak berpengaruh sangat signifikan (high significant) terhadap keputusan Pemilih Partai Demokrat Kota Medan. b) Variabel Universitas Sumatera Utara daya tarik, kesukaan, kepercayaan dan keahlian secara serempak berpengaruh terhadap loyalitas pemilih Partai Demokrat Kota Medan. Kesimpulan dari penelitian ini adalah secara serempak kredibilitas Celebrity endorser DR. H Susilo Bambang Yudhoyono yang terdiri dari daya tarik, kesukaan, kepercayaan dan keahlian berpengaruh terhadap keputusan memilih Partai Demokrat Kota Medan dengan tingkat pengaruh yang sangat signifikan, dan secara parsial variabel daya tarik lebih dominan daripada variabel kepercayaan, kesukaan dan keahlian, dan kredibilitas Celebrity endorser yang etrdiri dari daya tarik, kesukaan, kepercayaan dan keahlian berpengaruh terhadap loyalitas pemilih Partai Demokrat Kota Medan. Kata kunci: Kredibilitas, keputusan pemilih dan loyalitas pemilih. Universitas Sumatera Utara ABSTRACT Marketing politics is a new knowledge that expand recently, the mix of knowledge marketing into political world. The competition in the political word happened to seize the heart of the constituents and make them choose the candidate (the political party or the individual contestant) especially in the general election. This competition allow the producer to think about the effective method to communicate and make the constituents convinced that the candidate and their political party was the right choice. The usage of celebrity endorser in the field of politics to win a party at General election is one of the example, where personality of a public figure are used to invite society to take a choice at one particular political choice. Dr. H Susilo Bambang Yudhoyono as chairman of the board of supervisor Demokrat Party exploited by Demokrat Party as the celebrity endorser to push acquirement voting of Demokrat Party, success and proven with extraordinary acquirement, specially for Choosing the member of DPRD Kota Medan. Formulation of research internal issue this is the : a) The extent of credibility Dr. H. Susilo Bambang Yudhoyono as celebrity endorser, that consist of: attractiveness, likeability, trustworthiness and expertise to influence the decision of Demokrat Party elector in Medan city? and b) The extent of credibility Dr. H. Susilo Bambang Yudhoyono as celebrity endorser, that consists of attractiveness, Likeability, trustworthiness and expertise to influence the loyalty of Partai Demokrat elector in city Medan? Theory that used at this research is the theory Marketing Management that already combine with Political Marketing, specially related to celebrity endorser, decision selects and elector loyalty. Research Method in research this is the approach survey, research type is descriptive quantitative, and its research characteristic is explanation (explanatory). Data collecting Method is conducted by interview, questionnaire, and documentation study. Model of data analysis that used by is Multiple linear regression analysis use confidence level 90% (e=0,1). Population is the voters Demokrat party for election member of DPRD Medan City in 5 biggest regions amount to 80.558 people. Amount Determination sample in this research use formula Slovin and amount sample research is 100 people Demokrat Party voter. This research Result indicates that a) Attractiveness Variable, likeability, trustworthiness and expertise simultaneously have an effect on very significant (high Significant) to decision Demokrat Party Voter in Medan. b) Attractiveness Variable, likeability, trustworthiness and expertise simultaneously have an effect on to loyalty of Demokrat Party elector in Medan City. Conclusion from the research is the simultaneously credibility Celebrity endorser DR. H Susilo Bambang Yudhoyono that consist of Attractiveness, likeability, Universitas Sumatera Utara trustworthiness and expertise have an effect on to decision select Demokrat Party Kota Medan by very significant influence level, and in partial attractiveness variable overdraws dominant than trustworthiness variable, likeability and expertise, and credibility Celebrity endorser that consist of attractiveness, likeability, trustworthiness and expertise have an effect on to loyalty of Demokrat Party elector in Medan city. Keywords: Credibility, elector decision and elector loyalty. Universitas Sumatera Utara KATA PENGANTAR Penulis mengucapkan puji dan syukur kepada Tuhan Yang Maha Esa, yang selalu memberikan kekuatan kepada penulis sehingga dapat menyelesaikan penulisan Tesis ini. Penelitian ini merupakan tugas akhir pada Program Studi Ilmu Manajemen Sekolah Pascasarjana Universitas Sumatera Utara. Judul penelitian yang dilakukan penulis adalah: “Analisis Pengaruh Kredibilitas Dr. H. Susilo Bambang Yudhoyono Sebagai Celebrity Endorser Terhadap Keputusan Memilih dan Loyalitas Pemilih Partai Demokrat
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