DAFTAR ISI Halaman Halaman Judul............................................................................................................... i Halaman Sampul Depan Skripsi...................................................................................ii Halaman Judul Skripsi.................................................................................................iii Halaman Pernyataan Bebas Plagiarisme..................................................................... iv Halaman Pengesahan Skripsi........................................................................................v Halaman Berita Acara Ujian Skripsi........................................................................... vi Halaman Motto...........................................................................................................vii Halaman Persembahan.............................................................................................. viii Abstraksi......................................................................................................................ix Kata Pengantar.............................................................................................................xi Daftar Isi.................................................................................................................... xiv Daftar Tabel.............................................................................................................xviii Daftar Gambar........................................................................................................... xix BAB I PENDAHULUAN........................................................................................... 1 1.1 Latar Belakang Masalah................................................................................. 1 1.2 Rumusan Masalah...........................................................................................4 1.3 Tujuan Penelitian............................................................................................ 4 1.4 Manfaat Penelitian.......................................................................................... 5 BAB II KAJIAN PUSTAKA......................................................................................6 2.1 Landasan Teori................................................................................................ 6 2.1.1 Pengertian Jasa..........................................................................................6 2.1.2 Konsep Pemasaran Jasa............................................................................ 7 2.1.3 Kualitas Pelayanan....................................................................................7 2.2 Kajian Teoritik dan Hipotesis........................................................................... 9 2.2.1 Atribut Soft dan Hard............................................................................. 11 2.2.2 Kualitas Hubungan................................................................................. 12
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2.2.3 Kesamaan Karakteristik..........................................................................12 2.2.4 Atmosfir Lingkungan..............................................................................13 2.2.5 Persepsi Kinerja yang Unggul................................................................ 13 2.2.5.1 Perngertian Persepsi.....................................................................13 2.2.5.2 Perngertian Persepsi Kinerja yang Unggul..................................14 2.2.6 Kepercayaan............................................................................................ 15 2.2.7 Loyalitas.................................................................................................. 15 2.3 Kerangka Penelitian........................................................................................17 BAB III METODOLOGI PENELITIAN...............................................................20 3.1 Definisi Operasional Variabel........................................................................ 20 3.1.1 Demografi Mahasiswa.............................................................................. 20 3.1.2 Kualitas Hubungan................................................................................... 20 3.1.3 Kesamaan Karakteristik............................................................................21 3.1.4 Atmosfir Lingkungan................................................................................21 3.1.5 Persepsi Kinerja Yang Unggul................................................................. 22 3.1.6 Kepercayaan............................................................................................. 22 3.1.7 Loyalitas................................................................................................... 23 3.2 Jenis dan Teknik Pengumpulan Data...............................................................23 3.3 Populasi dan Sampel........................................................................................25 3.3.1 Populasi.....................................................................................................25 3.3.2 Sampel...................................................................................................... 26 3.4 Teknik Pengujian Validitas dan Reliabilitas Data........................................... 28 3.4.1 Uji Validitas..............................................................................................28 3.4.2 Uji Reliabilitas Data................................................................................. 28 3.5 Teknik Analisis Data....................................................................................... 29 3.5.1 Nilai Rata-Rata Hitung............................................................................. 29 3.5.2 Analisis Regresi Sederhana...................................................................... 30 3.5.3 Analisis Regresi Linier Berganda............................................................. 30
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3.5.4 Pengujian Secara Parsial (Uji t)................................................................ 32 3.5.5 Pengujian Secara Bersama-sama (Uji F).................................................. 33 3.5.6 Uji Asumsi Klasik Statistik...................................................................... 34 3.5.6.1 Uji Asumsi Multikolinieritas......................................................... 35 3.5.6.2 Uji Asumsi Heteroskedastisitas..................................................... 36 3.5.6.3 Uji Asumsi Normalitas.................................................................. 38 3.5.6.4 Uji Asumsi Linieritas.....................................................................39 3.5.7 Koefisien Determinasi Parsial.................................................................. 41 3.5.8 Koefisien Determinasi (R2).......................................................................41 BAB IV ANALISIS DATA DAN PEMBAHASAN............................................... 43 4.1 Hasil Uji Validitas dan Reliabilitas Data.......................................................43 4.1.1 Hasil Uji Validitas.................................................................................. 43 4.1.2 Hasil Uji Reliabilitas Data...................................................................... 45 4.2 Nilai Rata-Rata Hitung.................................................................................. 46 4.3 Analisis Regresi Sederhana........................................................................... 50 4.4 Analisis Regresi Linier Berganda.................................................................. 59 4.5 Pengujian Secara Parsial (Uji t)..................................................................... 61 4.6 Pengujian Secara Bersama-sama (Uji F)....................................................... 64 4.7 Uji Asumsi Klasik Statistik........................................................................... 65 4.7.1 Uji Asumsi Multikolinieritas............................................................... 65 4.7.2 Uji Asumsi Heteroskedastisitas........................................................... 66 4.7.3 Uji Asumsi Normalitas........................................................................ 67 4.7.4 Uji Asumsi Linieritas...........................................................................68 4.8 Uji Koefisien Determinasi Parsial................................................................ 70 4.9 Uji Koefisien Determinasi (R2).....................................................................70 BAB V KESIMPULAN DAN SARAN....................................................................94 5.1 Kesimpulan.................................................................................................... 94 5.2 Saran.............................................................................................................. 96
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DAFTAR PUSTAKA................................................................................................98 LAMPIRAN-LAMPIRAN
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DAFTAR TABEL Tabel 4.1 Hasil Uji Validitas...................................................................................... 45 Tabel 4.2 Hasil Uji Reliabilitas.................................................................................. 46 Tabel 4.3 Hasil Uji Nilai Rata-rata Hitung................................................................. 48 Tabel 4.4 Hasil Perhitungan Analisis Regresi Sederhana Ho1 dan Ha1......................51 Tabel 4.5 Hasil Perhitungan Analisis Regresi Sederhana Ho2 dan Ha2......................52 Tabel 4.6 Hasil Perhitungan Analisis Regresi Sederhana Ho3 dan Ha3......................53 Tabel 4.7 Hasil Perhitungan Analisis Regresi Sederhana Ho4 dan Ha4..................... 54 Tabel 4.8 Hasil Perhitungan Analisis Regresi Sederhana Ho5 dan Ha5......................55 Tabel 4.9 Hasil Perhitungan Analisis Regresi Sederhana Ho6 dan Ha6......................56 Tabel 4.10 Hasil Perhitungan Analisis Regresi Sederhana Ho7 dan Ha7....................57 Tabel 4.11 Hasil Perhitungan Analisis Regresi Sederhana Ho8 dan Ha8................... 58 Tabel 4.12 Hasil Perhitungan Analisis Regresi Sederhana Ho9 dan Ha9....................59 Tabel 4.13 Hasil Perhitungan Analisis Regresi Linier Berganda Ho10 dan Ha10........ 61 Tabel 4.14 Hasil Perhitungan Analisis Regresi Linier Berganda Ho11 dan Ha11........ 63 Tabel 4.15 Hasil Uji Multikolinieritas Ho11 dan Ha11.................................................65 Tabel 4.18 Hasil Analisis Regresi Linier Berganda Ramsey Test Ho11 dan Ha11......69 Tabel 4.19 Hasil Perhitungan Analisis Regresi Linier Berganda Ho12 dan Ha12.............. 71 Tabel 4.20 Hasil Perhitungan Analisis Regresi Linier Berganda Ho13 dan Ha13........ 73 Tabel 4.21 Hasil Perhitungan Analisis Regresi Linier Berganda Ho14 dan Ha14........ 75 Tabel 4.22 Hasil Uji Multikolinieritas Ho14 dan Ha14.................................................77 Tabel 4.25 Hasil Analisis Regresi Linier Berganda Ramsey Test Ho14 dan Ha14.......81 Tabel 4.26 Hasil Perhitungan Analisis Regresi Linier Berganda Ho15 dan Ha15........ 83 Tabel 4.27 Hasil Perhitungan Analisis Regresi Linier Berganda Ho16 dan Ha16........ 85 Tabel 4.28 Hasil Perhitungan Analisis Regresi Linier Berganda Ho17 dan Ha17........ 87
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DAFTAR GAMBAR Gambar 2.1 Kerangka Penelitian..............................................................................17 Gambar 4.16 Gambar Scatterplot uji klasil Heteroskedastisitas Ho11 dan Ha11........ 66 Gambar 4.17 Hasil Uji Normalitas Ho11 dan Ha11...................................................... 68 Gambar 4.23 Gambar Scatterplot uji klasil Heteroskedastisitas Ho14 dan Ha14......... 78 Gambar 4.24 Hasil Uji Normalitas Ho14 dan Ha14...................................................... 80 Gambar 4.29 Kerangka Hasil Penelitian.................................................................... 92
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