DAFTAR ISI
Halaman HALAMAN JUDUL LEMBAR PENGESAHAN SURAT PERNYATAAN ABSTRAK
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ABSTRACT ................................................................................................ ii KATA PENGANTAR ................................................................................. iii DAFTAR ISI ............................................................................................... vi DAFTAR TABEL ....................................................................................... x DAFTAR GAMBAR ................................................................................ xiii DAFTAR LAMPIRAN ............................................................................. xiv
BAB I PENDAHULUAN 1.1. Latar Belakang Penelitian ......................................................... 1 1.2. Identifikasi Masalah ................................................................... 5 1.3. Tujuan Penelitian ....................................................................... 6 1.4. Kegunaan Penelitian .................................................................. 6 1.5. Kerangka Pemikiran dan Hipotesis ........................................... 7 1.6. Metode Penelitian ...................................................................... 11 vi
1.7. Lokasi dan Waktu Penelitian ..................................................... 12
BAB II. TINJAUAN PUSTAKA 2.1. Pengertian Pemasaran ............................................................... 14 2.2. Pengertian Manajemen Pemasaran ............................................ 15 2.3. Bauran Pemasaran ..................................................................... 16 2.3.1. Pengertian Bauran Pemasaran ....................................... 16 2.3.2. Unsur-Unsur Bauran Pemasaran ................................... 17 2.4. Ruang Lingkup Produk ............................................................. 18 2.4.1. Pengertian Produk ......................................................... 18 2.4.2. Tingkatan Produk .......................................................... 18 2.5. Klasifikasi Produk ..................................................................... 19 2.6. Diferensiasi Produk ................................................................... 20 2.6.1. Pengertian Diferensiasi Produk ..................................... 20 2.6.2. Variabel Diferensiasi Produk ........................................ 21 2.7. Keputusan Pembelian Konsumen .............................................. 23 2.7.1. Pengertian Keputusan Pembelian Konsumen ................ 23 2.7.2. Model Rangsangan Tanggapan Keputusan Pembelian .. 24 2.7.3. Karakteristik Pengambilan Keputusan Pembelian ......... 25 2.8. Hubungan Diferensiasi Produk Terhadap Keputusan Pembelian . 26
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BAB III. OBJEK DAN METODE PENELITIAN 3.1. Objek Penelitian ......................................................................... 28 3.1.1. Gambaran Umum Perusahaan ....................................... 28 3.1.2. Struktur Organisasi ........................................................ 29 3.2. Metode Penelitian ...................................................................... 31 3.2.1. Teknik Pengumpulan Data ............................................ 31 3.2.2. Jenis dan Sumber Data .................................................. 32 3.2.3. Populasi dan Sampel ..................................................... 32 3.2.4. Operasional Variabel ..................................................... 34 3.3. Teknik Pengolahan Data ........................................................... 36 3.4. Metode Statistik ......................................................................... 38 3.4.1. Uji Validitas .................................................................. 38 3.4.2. Uji Reliabilitas ............................................................... 39 3.4.3. Model Binary Logistik .................................................. 39 3.4.4. Analisis Binary Logistik ................................................ 41 3.4.5. Uji Kelayakan Model .................................................... 41 BAB IV. PEMBAHASAN DAN HASIL PENELITIAN 4.1
Tanggapan Responden Mengenai Diferensiasi Produk Pada Kampung Laut Resto & Cafe .................................................... 43 4.1.1. Karakteristik Responden ................................................ 43
4.2 Uji Validitas dan Uji Reliabilitas ................................................ 47 4.2.1. Uji Validitas .................................................................. 47
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4.2.2. Uji Reliabilitas ............................................................... 48 4.3 Analisis Data Penelitian ............................................................. 48 4.3.1. Variabel Diferensiasi Produk ........................................ 49 4.3.2. Variabel Keputusan Pembelian ..................................... 57 4.4
Hubungan Diferensiasi Produk (X) Terhadap Keputusan Pembelian Ikan Hiu (Y) .......................................................... 57 4.4.1. Analisis Data ................................................................. 57 4.4.2. Uji Kelayakan Model Regresi Logistik ......................... 58
BAB V. KESIMPULAN DAN SARAN 5.1
Kesimpulan .............................................................................. 63
5.2
Saran ......................................................................................... 64
DAFTAR PUSTAKA LAMPIRAN
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DAFTAR TABEL
Halaman Tabel 1.1 Data keuntungan Kampung Laut Resto & Cafe .......................... 2 Tabel 1.2 Jadual Penelitian .......................................................................... 13 Tabel 3.1 Operasional Variabel X ................................................................ 35 Tabel 3.2 Operasional Variabel Y ................................................................ 36 Tabel 3.3 Bobot Penilaian Kuesioner Variabel X ........................................ 37 Tabel 3.4 Bobot Penilaian Kuesioner Variabel Y ........................................ 38 Tabel 4.1 Karakterisitik Responden Berdasarkan Jenis Kelamin ................ 43 Tabel 4.2 Karakterisitik Responden Berdasarkan Usia ................................ 44 Tabel 4.3 Karakterisitik Responden Berdasarkan Pekerjaan ....................... 44 Tabel 4.4 Karakterisitik Responden Berdasarkan Penghasilan Perbulan ..... 45 Tabel 4.5 Karakterisitik Responden Berdasarkan Kunjungan Makan di Restoran/Rumah Makan Seafood Hiu .......................................................... 46 Tabel 4.6 Restoran/Rumah Makan Tersebut Bersaing Dalam Menu Masakan Ikan Hiu ........................................................................................ 46 Tabel 4.7 Hasil Uji Validitas ........................................................................ 47 Tabel 4.8 Hasil Uji Reliabilitas .................................................................... 48 Tabel 4.9 Intepretasi Skor ............................................................................ 50
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Tabel 4.10 Rekapitulasi Tanggapan Konsumen Terhadap Diferensiasi Produk di Kampung Laut Resto & Cafe ...................................................... 51 Tabel 4.11 Tanggapan Responden Mengenai Pernyataan “Variasi menu Ikan Hiu berbeda dengan pesaing” .............................................................. 52 Tabel 4.12 Tanggapan Responden Mengenai Pernyataan “Pelayanan di Kampung Laut Resto & Cafe lebih cepat” ................................................... 53 Tabel 4.13 Tanggapan Responden Mengenai Pernyataan “Harga yang ditawarkan lebih murah” .............................................................................. 53 Tabel 4.14 Tanggapan Responden Mengenai Pernyataan “Menu Ikan Hiu dapat dikonsumsi lebih dari 1 hari” ...................................................... 54 Tabel 4.15 Tanggapan Responden Mengenai Pernyataan “Ikan Hiu disajikan dengan bumbu yang memberi kenikmatan” ................................. 55 Tabel 4.16 Tanggapan Responden Mengenai Pernyataan “Merasa bangga saat mengkonsumsi Ikan Hiu di Kampung Laut Resto & Cafe ” .... 55 Tabel 4.17 Tanggapan Responden Mengenai Pernyataan “Ikan Hiu yang ditawarkan membuat ketertarikan untuk dikonsumsi” ........................ 56 Tabel 4.18 Tanggapan Responden Mengenai Pernyataan “Anda memutuskan melakukan pembelian menu masakan Ikan Hiu di Kampung Laut Resto & Cafe ” .................................................................... 57 Tabel 4.19 Hasil Uji Tingkat Keakuratan (Block Number =0) .................... 58 Tabel 4.20 Hasil Uji Tingkat Keakuratan (Block Number =1) .................... 59 Tabel 4.21 Hasil Uji Cox and Snell’s R Square dan Nagelkerke R Square .......................................................................................................... 60 xi
Tabel 4.22 Hasil Uji Hosmer and Lemeshow’s Test .................................... 60 Tabel 4.21 Hasil Uji Hipotesis ..................................................................... 61
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DAFTAR GAMBAR
Halaman Gambar 1.1 Model Rangsangan Tanggapan Konsumen .............................. 10 Gambar 3.1 Struktur Organisasi ................................................................... 30
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DAFTAR LAMPIRAN
Kuesioner Penelitian
Rekapitulasi Jawaban Kuesioner
Output SPSS
Tabel R Product Moment
Daftar Riwayat Hidup
Surat Survei
Fotocopy Kartu Bimbingan Skripsi
Foto – foto Pendukung
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