Universitas Sumatera Utara

LAMPIRAN 1 No. Responden:.. KUESIONER Pengaruh Iklan Aqua Versi 1 Liter Untuk 10 Liter Di Televisi Terhadap Brand Awareness (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Sumatera Utara) A. PETUNJUK PENGISIAN 1. Bacalah setiap pertanyaan dengan teliti. 2. Jawablah semua pertanyaan yang tersedia secara jujur. 3. Berilah tanda check ( ) pada jawaban Anda. 4. Setelah selesai, tolong periksa kembali jawaban Anda. Keterangan : SSS = Sangat Setuju Sekali SS = Sangat Setuju S = Setuju KS = Kurang Setuju TSSS = Tidak Sangat Setuju Sekali B. IDENTITAS RESPONDEN 1. NAMA : 2. NIM : 3. USIA : Tahun 4. JENIS KELAMIN :

C. DAFTAR PERNYATAAN 1. Sebutkan merek Air mineral yang pertama kali muncul dibenak Anda.... (Satu merek saja) 2. Berilah tanda check ( ) untuk merek Air mineral yang paling Anda sukai. (Satu merek saja) ( ) Merek Aqua Ades Prim-A 2 Tang Club Lainnya

D. DAFTAR PERNYATAAN 1. Suara (X 1 ) No. Pernyataan TSSS KS S SS SSS 1. Suara yang diucapkan dalam iklan Aqua 1 liter untuk 10 liter mudah dipahami. 2. Suara yang diucapkan dalam iklan Aqua 1 liter untuk 10 liter mampu mengungkapkan pesan yang baik. 3. Suara yang diucapkan dalam iklan Aqua 1 liter untuk 10 liter mampu membangkitkan semangat. 2. Musik (X 2 ) No. Pernyataan TSSS KS S SS SSS 4. Musik iklan Aqua 1 liter untuk 10 liter yang diperdengarkan menarik perhatian Anda. 5. Musik iklan Aqua 1 liter untuk 10 liter yang diperdengarkan mudah diingat kembali. 6. Anda menyukai musik yang digunakan dalam iklan Aqua 1 liter untuk 10 liter. 7. Musik iklan Aqua 1 liter untuk 10 liter sesuai dengan tema. 3. Kata-kata (X 3 ) No. Pernyataan TSSS KS S SS SSS 8. Tulisan kata-kata yang ditayangkan dalam iklan Aqua 1 liter untuk 10 liter mudah dibaca. 9. Tulisan kata-kata yang ditayangkan dalam iklan Aqua 1 liter untuk 10 liter memiliki arti yang jelas.

10. Tampilan tulisan kata-kata yang ditayangkan dalam iklan Aqua 1 liter untuk 10 liter sesuai dengan latar belakang yang ditampilkan. 4. Gambar (X 4 ) No. Pernyataan TSSS KS S SS SSS 11. Setting lokasi yang digunakan dalam tayangan iklan Aqua 1 liter untuk 10 liter sesuai dengan tema iklan. 12. Gambar dalam tayangan iklan Aqua 1 liter untuk 10 liter mampu memberikan informasi dengan jelas. 13. Keseluruhan gambar dalam tayangan iklan Aqua 1 liter untuk 10 liter menarik perhatian Anda. 5. Warna (X 5 ) No. Pernyataan TSSS KS S SS SSS 14. Tayangan iklan Aqua 1 liter untuk 10 liter kaya warna. 15. Kombinasi warna dalam tayangan iklan Aqua 1 liter untuk 10 liter serasi dengan latar belakang iklan (background). 16. Dominasi warna yang ditampilkan iklan Aqua 1 liter untuk 10 liter sesuai dengan warna produk Aqua.

6. Gerakan (X 6 ) No. Pernyataan TSSS KS S SS SSS 17. Gerakan anak-anak penduduk setempat dalam tayangan iklan Aqua 1 liter untuk 10 liter mampu menggugah hati pemirsa. 18. Gerakan anak-anak penduduk setempat dalam tayangan iklan Aqua 1 liter untuk 10 liter terlihat wajar (alami). 19. Gerakan anak-anak penduduk setempat dalam tayangan iklan Aqua 1 liter untuk 10 liter seirama dengan musik yang diperdengarkan dalam iklan. 7. Brand Awareness (Y) No. Pernyataan TSSS KS S SS SSS 20. Anda memilih Aqua jika ingin minum air mineral dalam kemasan. 21. Anda mengenal merek air mineral lain selain Aqua. 22. Merek air mineral Aqua mudah diingat dibandingkan merek yang lain. 23. Aqua merupakan icon air mineral dalam kemasan 24. Aqua merupakan produk air mineral yang terbaik. TERIMA KASIH

LAMPIRAN 2 A. UJI VALIDITAS DAN RELIABILITAS 1. Uji Validitas dan Reliabilitas I Scale: ALL VARIABLES Case Processing Summary N % Cases Valid 30 100.0 Excluded(a) 0.0 Total 30 100.0 a Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.922 24 Item Statistics Mean Std. Deviation N VAR00001 4.2000.40684 30 VAR00002 3.8333.87428 30 VAR00003 3.9000.84486 30 VAR00004 4.1667.74664 30 VAR00005 4.1667.83391 30 VAR00006 3.9000.88474 30 VAR00007 4.1333.68145 30 VAR00008 3.7667.81720 30 VAR00009 4.2000.48423 30 VAR00010 4.1667.83391 30 VAR00011 4.1667.69893 30 VAR00012 4.1667.74664 30 VAR00013 4.2000.40684 30 VAR00014 3.9000.80301 30 VAR00015 3.8333.87428 30 VAR00016 4.2000.40684 30 VAR00017 3.7000.91539 30 VAR00018 4.2000.40684 30 VAR00019 3.8333.87428 30 VAR00020 4.1333.77608 30 VAR00021 3.8333.87428 30 VAR00022 4.1667.91287 30 VAR00023 3.7333.52083 30 VAR00024 4.1333.77608 30

Item-Total Statistics Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted Scale Mean if Item Deleted VAR00001 92.4333 108.254.753.918 VAR00002 92.8000 103.752.577.918 VAR00003 92.7333 107.168.395.922 VAR00004 92.4667 105.154.593.918 VAR00005 92.4667 104.602.557.919 VAR00006 92.7333 104.271.539.919 VAR00007 92.5000 105.362.641.917 VAR00008 92.8667 105.016.544.919 VAR00009 92.4333 107.771.675.918 VAR00010 92.4667 104.602.557.919 VAR00011 92.4667 106.740.524.919 VAR00012 92.4667 105.154.593.918 VAR00013 92.4333 108.254.753.918 VAR00014 92.7333 104.409.593.918 VAR00015 92.8000 102.786.634.917 VAR00016 92.4333 108.254.753.918 VAR00017 92.9333 101.995.647.917 VAR00018 92.4333 108.254.753.918 VAR00019 92.8000 105.476.476.921 VAR00020 92.5000 106.259.496.920 VAR00021 92.8000 103.752.577.918 VAR00022 92.4667 105.913.428.922 VAR00023 92.9000 109.334.476.920 VAR00024 92.5000 106.259.496.920 Scale Statistics Mean Variance Std. Deviation N of Items 96.6333 114.792 10.71410 24

B. ANALISIS DESKRIPTIF Frequency Table VAR00001 Frequency Valid Valid 2,00 2 2,0 2,0 2,0 3,00 4 4,0 4,0 6,0 4,00 69 69,0 69,0 75,0 5,00 25 25,0 25,0 100,0 VAR00002 Frequency Valid Valid 2,00 6 6,0 6,0 6,0 3,00 32 32,0 32,0 38,0 4,00 46 46,0 46,0 84,0 5,00 16 16,0 16,0 100,0 VAR00003 Frequency Valid Valid 2,00 6 6,0 6,0 6,0 3,00 23 23,0 23,0 29,0 4,00 51 51,0 51,0 80,0 5,00 20 20,0 20,0 100,0 VAR00004 Frequency Valid Valid 2,00 3 3,0 3,0 3,0 3,00 29 29,0 29,0 32,0 4,00 50 50,0 50,0 82,0 5,00 18 18,0 18,0 100,0

VAR00005 Frequency Valid Valid 2,00 5 5,0 5,0 5,0 3,00 29 29,0 29,0 34,0 4,00 43 43,0 43,0 77,0 5,00 23 23,0 23,0 100,0 VAR00006 Frequency Valid Valid 2,00 2 2,0 2,0 2,0 3,00 8 8,0 8,0 10,0 4,00 63 63,0 63,0 73,0 5,00 27 27,0 27,0 100,0 VAR00007 Frequency Valid Valid 2,00 13 13,0 13,0 13,0 3,00 25 25,0 25,0 38,0 4,00 38 38,0 38,0 76,0 5,00 24 24,0 24,0 100,0 VAR00008 Frequency Valid Valid 2,00 5 5,0 5,0 5,0 3,00 23 23,0 23,0 28,0 4,00 52 52,0 52,0 80,0 5,00 20 20,0 20,0 100,0 VAR00009 Frequency Valid Valid 2,00 3 3,0 3,0 3,0 3,00 29 29,0 29,0 32,0 4,00 65 65,0 65,0 97,0 5,00 3 3,0 3,0 100,0

VAR00010 Frequency Valid Valid 2,00 1 1,0 1,0 1,0 3,00 12 12,0 12,0 13,0 4,00 71 71,0 71,0 84,0 5,00 16 16,0 16,0 100,0 VAR00011 Frequency Valid Valid 1,00 1 1,0 1,0 1,0 2,00 1 1,0 1,0 2,0 3,00 25 25,0 25,0 27,0 4,00 47 47,0 47,0 74,0 5,00 26 26,0 26,0 100,0 VAR00012 Frequency Valid Valid 2,00 2 2,0 2,0 2,0 3,00 28 28,0 28,0 30,0 4,00 53 53,0 53,0 83,0 5,00 17 17,0 17,0 100,0 VAR00013 Frequency Valid Valid 2,00 3 3,0 3,0 3,0 3,00 9 9,0 9,0 12,0 4,00 61 61,0 61,0 73,0 5,00 27 27,0 27,0 100,0 VAR00014 Frequency Valid Valid 2,00 5 5,0 5,0 5,0 3,00 34 34,0 34,0 39,0 4,00 45 45,0 45,0 84,0 5,00 16 16,0 16,0 100,0

Statistics Suara N Valid 100 Missing 0 Mean 11,7400 Std. Error of Mean,16057 Median 12,0000 Std. Deviation 1,60567 Variance 2,578 Skewness,137 Std. Error of Skewness,241 Kurtosis,083 Std. Error of Kurtosis,478 Minimum 8,00 Maximum 15,00 iles 25 11,0000 50 12,0000 75 12,0000 Statistics Musik N Valid 100 Missing 0 Mean 15,5500 Std. Error of Mean,23500 Median 16,0000 Std. Deviation 2,35005 Variance 5,523 Skewness,200 Std. Error of Skewness,241 Kurtosis -,279 Std. Error of Kurtosis,478 Minimum 10,00 Maximum 20,00 iles 25 14,0000 50 16,0000 75 17,0000

Statistics Kata_kata N Valid 100 Missing 0 Mean 11,5700 Std. Error of Mean,14857 Median 12,0000 Std. Deviation 1,48566 Variance 2,207 Skewness -,318 Std. Error of Skewness,241 Kurtosis 1,263 Std. Error of Kurtosis,478 Minimum 6,00 Maximum 15,00 iles 25 11,0000 50 12,0000 75 12,0000 Statistics Gambar N Valid 100 Missing 0 Mean 11,9300 Std. Error of Mean,16652 Median 12,0000 Std. Deviation 1,66518 Variance 2,773 Skewness,060 Std. Error of Skewness,241 Kurtosis -,030 Std. Error of Kurtosis,478 Minimum 8,00 Maximum 15,00 iles 25 11,0000 50 12,0000 75 13,0000

Statistics Warna N Valid 100 Missing 0 Mean 11,5900 Std. Error of Mean,17471 Median 11,5000 Std. Deviation 1,74712 Variance 3,052 Skewness,293 Std. Error of Skewness,241 Kurtosis -,098 Std. Error of Kurtosis,478 Minimum 8,00 Maximum 15,00 iles 25 10,0000 50 11,5000 75 12,0000 Statistics Gerakan N Valid 100 Missing 0 Mean 11,5800 Std. Error of Mean,17185 Median 12,0000 Std. Deviation 1,71847 Variance 2,953 Skewness -,516 Std. Error of Skewness,241 Kurtosis,159 Std. Error of Kurtosis,478 Minimum 6,00 Maximum 14,00 iles 25 11,0000 50 12,0000 75 13,0000

Statistics Brand_Awareness N Valid 100 Missing 0 Mean 19,6000 Std. Error of Mean,26553 Median 20,0000 Std. Deviation 2,65528 Variance 7,051 Skewness -,013 Std. Error of Skewness,241 Kurtosis -,191 Std. Error of Kurtosis,478 Minimum 12,00 Maximum 25,00 iles 25 18,0000 50 20,0000 75 21,0000 C. KORELASI Correlations Brand Suara Awareness Suara Pearson Correlation 1,511(**) Sig. (2-tailed),000 N 100 100 Brand_Awareness Pearson Correlation,511(**) 1 Sig. (2-tailed),000 N 100 100 ** Correlation is significant at the 0.01 level (2-tailed). Correlations Brand Musik Awareness Musik Pearson Correlation 1,654(**) Sig. (2-tailed),000 N 100 100 Brand_Awareness Pearson Correlation,654(**) 1 Sig. (2-tailed),000 N 100 100 ** Correlation is significant at the 0.01 level (2-tailed).

Correlations Brand Kata_kata Awareness Kata_kata Pearson Correlation 1,212(*) Sig. (2-tailed),034 N 100 100 Brand_Awareness Pearson Correlation,212(*) 1 Sig. (2-tailed),034 N 100 100 * Correlation is significant at the 0.05 level (2-tailed). Correlations Brand Gambar Awareness Gambar Pearson Correlation 1,428(**) Sig. (2-tailed),000 N 100 100 Brand_Awareness Pearson Correlation,428(**) 1 Sig. (2-tailed),000 N 100 100 ** Correlation is significant at the 0.01 level (2-tailed). Correlations Brand Warna Awareness Warna Pearson Correlation 1,550(**) Sig. (2-tailed),000 N 100 100 Brand_Awareness Pearson Correlation,550(**) 1 Sig. (2-tailed),000 N 100 100 ** Correlation is significant at the 0.01 level (2-tailed).

Suara Musik Kata_kata Gambar Warna Gerakan Brand Awareness Correlations Suara Musik Kata-kata Gambar Warna Gerakan Brand Awareness Pearson Correlation 1,630(**),418(**),673(**),599(**),418(**),511(**) Sig. (2-tailed),000,000,000,000,000,000 N 100 100 100 100 100 100 100 Pearson Correlation,630(**) 1,465(**),771(**),631(**),556(**),654(**) Sig. (2-tailed),000,000,000,000,000,000 N 100 100 100 100 100 100 100 Pearson Correlation,418(**),465(**) 1,523(**),387(**),510(**),212(*) Sig. (2-tailed),000,000,000,000,000,034 N 100 100 100 100 100 100 100 Pearson Correlation,673(**),771(**),523(**) 1,615(**),583(**),428(**) Sig. (2-tailed),000,000,000,000,000,000 N 100 100 100 100 100 100 100 Pearson Correlation,599(**),631(**),387(**),615(**) 1,450(**),550(**) Sig. (2-tailed),000,000,000,000,000,000 N 100 100 100 100 100 100 100 Pearson Correlation,418(**),556(**),510(**),583(**),450(**) 1,463(**) Sig. (2-tailed),000,000,000,000,000,000 N 100 100 100 100 100 100 100 Pearson Correlation,511(**),654(**),212(*),428(**),550(**),463(**) 1 Sig. (2-tailed),000,000,034,000,000,000 N 100 100 100 100 100 100 100 ** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).

Histogram Dependent Variable: Brand_Awareness Frequency 0 5 10 15 20 25-2 0 2 4 D. UJI ASUMSI KLASIK 1. Uji Normalitas a. Uji Kolmogorov-smirnov One-Sample Kolmogorov-Smirnov Test Unstandardize d Residual N 100 Mean.0000000 Normal Parameters(a,b) Std. Deviation 1.78253804 Most Extreme Differences Absolute.079 Positive.079 Negative -.068 Kolmogorov-Smirnov Z.789 Asymp. Sig. (2-tailed).563 a Test distribution is Normal. b Calculated from data. b. Charts Regression Standardized Residual

Scatterplot Dependent Variable: Brand_Awareness Normal P-P Plot of Regression Standardized Residual Dependent Variable: Brand_Awareness Regression Studentized Residual -4-2 0 2 4-2 Expected Cum Prob 0.0 0.2 0.4 0.6 0.8 1.0-1 0.0 0.2 0.4 0.6 0.8 Regression Standardized Predicted Value 0 1 1.0 2 3 Observed Cum Prob 2. Uji Heteroskedastisitas a. Charts

b. Uji Glejser Coefficients(a) Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta B Std. Error 1 (Constant) 3.676 1.082 3.399.001 Suara.053.104.072.512.610 Musik -.049.083 -.098 -.592.555 Kata_kata.099.096.124 1.036.303 Gambar -.202.125 -.283-1.620.109 Warna.029.092.043.319.750 Gerakan -.111.088 -.161-1.260.211 a Dependent Variable: Absut 3. Uji Multikolinieritas Coefficients(a) Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF B Std. Error 1 (Constant) 7.172 1.736 4.132.000 Suara.359.167.217 2.154.034.477 2.095 Musik.698.134.618 5.224.000.346 2.889 Kata_kata -.315.154 -.176-2.049.043.655 1.526 Gambar -.608.200 -.381-3.034.003.307 3.253 Warna.341.147.224 2.318.023.518 1.932 Gerakan.371.141.240 2.622.010.578 1.729 a Dependent Variable: Brand_Awareness

E. ANALISIS REGRESI Regression Variables Entered/Removed(b) Variables Model Entered 1 Gerakan, Suara, Kata_kata, Warna, Musik, Gambar(a) Variables Removed. Enter a All requested variables entered. b Dependent Variable: Brand_Awareness Model Summary Method Model R R Square Adjusted R Square Std. Error of the Estimate 1.741(a).549.520 1.83914 a Predictors: (Constant), Gerakan, Suara, Kata_kata, Warna, Musik, Gambar ANOVA(b) Model Sum of Squares df Mean Square F Sig. 1 Regression 383.433 6 63.906 18.893.000(a) Residual 314.567 93 3.382 Total 698.000 99 a Predictors: (Constant), Gerakan, Suara, Kata_kata, Warna, Musik, Gambar b Dependent Variable: Brand_Awareness Coefficients(a) Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta B Std. Error 1 (Constant) 7.172 1.736 4.132.000 Suara.359.167.217 2.154.034 Musik.698.134.618 5.224.000 Kata_kata -.315.154 -.176-2.049.043 Gambar -.608.200 -.381-3.034.003 Warna.341.147.224 2.318.023 Gerakan.371.141.240 2.622.010 a Dependent Variable: Brand_Awareness