DAFTAR ISI
HALAMAN JUDUL............................................................................................. ii HALAMAN PENGESAHAN .............................................................................. iii HALAMAN PERNYATAAN ............................................................................. iv HALAMAN PERSEMBAHAN ........................................................................... v KATA PENGANTAR ......................................................................................... vi DAFTAR ISI ...................................................................................................... viii DAFTAR TABEL ................................................................................................. x DAFTAR GAMBAR .......................................................................................... xii DAFTAR LAMPIRAN ...................................................................................... xiii INTISARI........................................................................................................... xiv BAB I PENDAHULUAN .................................................................................... 1 A. Latar Belakang Masalah .................................................................. 1 B. Perumusan Masalah ......................................................................... 6 C. Tujuan Penelitian ............................................................................. 7 D. Manfaat Penelitian ........................................................................... 8 E. Tinjauan Pustaka .............................................................................. 8 1. Pemasaran ................................................................................... 8 2. Bauran pemasaran ..................................................................... 10 3. Perilaku konsumen .................................................................... 32 4. Keputusan pembelian ................................................................ 34 5. Pengaruh bauran pemasaran terhadap keputusan pembelian .... 38 6. Profil produk losion anti nyamuk Autan® ................................. 41 F. Landasan Teori .............................................................................. 43 G. Kerangka Konsep Penelitian .......................................................... 44 H. Hipotesis ........................................................................................ 45 BAB II METODOLOGI PENELITIAN ............................................................ 46 A. Rancangan Penelitian ..................................................................... 46 B. Lokasi dan Waktu Penelitian ......................................................... 46
viii
C. Subjek Penelitian ........................................................................... 47 D. Penentuan Jumlah Sampel dan Teknik Pengumpulan Sampel ...... 48 E. Data dan Teknik Pengumpulan Data ............................................. 49 F. Variabel Penelitian ......................................................................... 50 G. Definisi Operasional Variabel Penelitian ...................................... 51 H. Instrumen Penelitian ...................................................................... 53 I. Uji Instumen Penelitian ................................................................. 55 J. Analisis Data .................................................................................. 62 1. Analisis deskriptif ..................................................................... 62 2. Analisis statistik ........................................................................ 63 BAB III HASIL PENELITIAN DAN PEMBAHASAN .................................... 70 A. Karakteristik Responden ................................................................ 70 B. Deskripsi Jawaban Responden....................................................... 72 C. Uji Asumsi Klasik .......................................................................... 82 1. Uji normalitas ............................................................................ 82 2. Uji multikolinieritas .................................................................. 84 3. Uji heteroskedastisitas............................................................... 85 D. Analisis Regresi Sederhana ........................................................... 87 E. Analisis Regresi Linier Berganda .................................................. 93 F. Keterbatasan Penelitian.................................................................. 95 BAB IV KESIMPULAN DAN SARAN ........................................................... 96 A. Kesimpulan .................................................................................... 96 B. Saran .............................................................................................. 97 DAFTAR PUSTAKA ......................................................................................... 98 LAMPIRAN ...................................................................................................... 102
ix
DAFTAR TABEL
Tabel I.
Data Persaingan Pasar Losion Anti Nyamuk di Indonesia Tahun 2013-2015 ........................................................................................ 3
Tabel II.
Daftar Pertanyaan Kuesioner ......................................................... 53
Tabel III.
Hasil Uji Validitas Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ... 57
Tabel IV.
Hasil Uji Reliabilitas Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ... 58
Tabel V.
Hasil Uji Validitas ke-2 Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ...................................................................................... 59
Tabel VI.
Hasil Uji Reliabilitas ke-2 Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ...................................................................................... 60
Tabel VII.
Hasil Uji Validitas ke-3 Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ...................................................................................... 61
Tabel VIII.
Hasil Uji Reliabilitas ke-3 Item Pertanyaan Kuesioner dengan Variabel Produk, Harga, Distribusi, Promosi, dan Keputusan Pembelian ...................................................................................... 62
Tabel IX.
Profil Respoden Berdasarkan Usia ................................................ 70
Tabel X.
Profil Respoden Berdasarkan Jenis Kelamin ................................ 70
Tabel XI.
Profil Respoden Berdasarkan Tahun Angkatan Masuk Universitas ..................................................................................... 71
Tabel XII.
Profil Respoden Berdasarkan Pengeluaran Tiap Bulan................. 71
Tabel XIII.
Deskripsi Jawaban Responden terhadap Variabel Produk ............ 72
Tabel XIV.
Deskripsi Jawaban Responden terhadap Variabel Harga .............. 75
Tabel XV.
Deskripsi Jawaban Responden terhadap Variabel Distribusi ........ 77
Tabel XVI.
Deskripsi Jawaban Responden terhadap Variabel Promosi .......... 79
x
Tabel XVII.
Deskripsi Jawaban Responden terhadap Variabel Keputusan Pembelian ...................................................................................... 81
Tabel XVIII. Hasil Uji Normalitas Kolmogorov-Smirnov Variabel Bauran Pemasaran terhadap Keputusan Pembelian ................................... 84 Tabel XIX.
Hasil Uji Multikolinieritas Variabel Bauran Pemasaran ............... 85
Tabel XX.
Hasil Uji Heteroskedastisitas Variabel Bauran Pemasaran ........... 86
Tabel XXI.
Hasil Uji Regresi Sederhana Variabel Produk .............................. 87
Tabel XXII.
Hasil Uji Regresi Sederhana Variabel Harga ................................ 88
Tabel XXIII. Hasil Uji Regresi Sederhana Variabel Distribusi .......................... 90 Tabel XXIV. Hasil Uji Regresi Sederhana Variabel Promosi............................. 91 Tabel XXV. Hasil Uji Regresi Linier Berganda Variabel Produk, Harga, Distribusi, dan Promosi terhadap Keputusan Pembelian .............. 93
xi
DAFTAR GAMBAR
Gambar 1. Model Proses Pembelian Lima Tahap ................................................. 35 Gambar 2. Kerangka Konsep Penelitian ............................................................... 44 Gambar 3. Uji Normalitas P-Plot Variabel Bauran Pemasaran ............................ 83 Gambar 4. Uji Heteroskedastisitas Scatter Plot Variabel Bauran Pemasaran ...... 86
xii
DAFTAR LAMPIRAN
Lampiran 1.
Surat Keterangan Selesai Penelitian ............................................ 102
Lampiran 2.
Kuesioner Penelitian .................................................................... 103
Lampiran 3.
Hasil Uji Validitas ke-1 ............................................................... 109
Lampiran 4.
Hasil Uji Reliabilitas ke-1 ........................................................... 112
Lampiran 5.
Hasil Uji Validitas ke-2 ............................................................... 114
Lampiran 6.
Hasil Uji Reliabilitas ke-2 ........................................................... 117
Lampiran 7.
Hasil Uji Validitas ke-3 ............................................................... 119
Lampiran 8.
Hasil Uji Reliabilitas ke-3 ........................................................... 122
Lampiran 9.
Data Mentah Kuesioner ............................................................... 124
Lampiran 10. Hasil Uji Normalitas .................................................................... 145 Lampiran 11. Hasil Uji Multikolinieritas ........................................................... 146 Lampiran 12. Hasil Uji Heteroskedastisitas....................................................... 147 Lampiran 13. Hasil Uji Analisis Regresi Sederhana.......................................... 148 Lampiran 14. Hasil Uji Analisis Regresi Linier Berganda ................................ 150
xiii
