DAFTAR ISI. ABSTRAK... i KATA PENGANTAR... ii DAFTAR ISI... v DAFTAR TABEL... viii DAFTAR LAMPIRAN... x

DAFTAR ISI

ABSTRAK ......................................................................................................... i KATA PENGANTAR ....................................................................................... ii DAFTAR ISI ...................................................................................................... v DAFTAR TABEL ............................................................................................. viii DAFTAR LAMPIRAN ..................................................................................... x BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian ....................................................................... 1 1.2 Identifikasi Masalah ................................................................................ 9 1.3 Maksud dan Tujuan Penelitian................................................................ 10 1.4 Kegunaan Penelitian ............................................................................... 11 1.5 Kerangka Pemikiran dan Hipotesis ......................................................... 12 1.6 Metodologi Penelitian ............................................................................. 15 1.7 Lokasi dan Waktu Penelitian .................................................................. 17 BAB II TINJAUAN PUSTAKA 2.1 Pengertian Manajemen............................................................................ 18 2.2 Pengertian Pemasaran ............................................................................. 19 2.3 Pengertian Manajemen Pemasaran ......................................................... 20 2.4 Bauran Pemasaran .................................................................................. 21 2.4.1 Pengertian Bauran Pemasaran ....................................................... 21 2.4.2 Unsur-unsur Bauran Pemasaran .................................................... 22 2.5 Ruang Lingkup Produk........................................................................... 24 2.5.1 Pengertian Produk ......................................................................... 24 2.5.2 Atribut Produk............................................................................... 25 2.5.3 Tingkatan Produk ......................................................................... 26 2.6 Desain Produk......................................................................................... 27 2.6.1 Pengertian Desain Produk ............................................................. 27 2.6.2 Maksud dan Tujuan Desain Produk .............................................. 28 v

2.6.3 Strategi Produk Desain.................................................................. 29 2.7 Mutu Desain ........................................................................................... 30 2.7.1 Penilaian Kualitas Desain ............................................................. 30 2.7.2 Peningkatan Mutu Desain ............................................................. 32 2.8 Tahapan Kegiatan Desain Produk .......................................................... 33 2.8.1 Faktor yang Mempengaruhi Desain Produk ................................. 35 2.8.2 Hubungan Desain Produk Dengan Proses Desain ........................ 36 2.9 Perilaku Konsumen................................................................................. 37 2.9.1 Pengertian Perilaku Konsumen ..................................................... 37 2.9.2 Faktor – faktor Perilaku Konsumen .............................................. 38 2.9.3 Perilaku Pembelian........................................................................ 40 2.9.4 Proses Pengambilan Keputusan .................................................... 41 2.10 Minat Beli Konsumen............................................................................ 44 2.10.1 Pengertian Minat Beli Konsumen ............................................... 44 2.10.2 Faktor Yang Mempengaruhi Minat Beli Konsumen ................... 45 2.11 Penelitian yang Relevan ........................................................................ 48

BAB III OBJEK DAN METODOLOGI PENELITIAN 3.1 Objek Penelitian ...................................................................................... 51 3.1.1 Gambaran Umum Perusahaan ....................................................... 51 3.1.2 Struktur Organisasi ........................................................................ 53 3.2 Metode Penelitian ................................................................................... 54 3.2.1 Teknik Pengumpulan Data ............................................................ 55 3.2.2 Jenis dan Sumber Data .................................................................. 56 3.2.3 Populasi dan Sampel...................................................................... 56 3.2.4 Operasionalisasi Variabel ............................................................. 58 3.2.5 Teknik Pengolahan Data ............................................................... 60 3.2.6 Metode Statistik ............................................................................ 63 3.2.6.1 Uji Validitas .................................................................... 63 3.2.6.2 Uji Reliabilitas .................................................................. 64 3.2.7 Alat Bantu Statistik ........................................................................ 64 vi

3.2.8 Pengujian Hipotesis ....................................................................... 68

BAB IV HASIL PENELITIAN & PEMBAHASAN 4.1 Tanggapan Konsumen Mengenai Desain Produk jaket di Natural Blindware ................................................................................................ 70 4.1.1 Karakteristik Konsumen ................................................................ 70 4.2 Uji Validitas dan Uji Reliabilitas ........................................................... 73 4.2.1 Uji Validitas ................................................................................... 73 4.2.2 Uji Reliabilitas ............................................................................... 75 4.3 Analisis Data Penelitian .......................................................................... 77 4.3.1 Variabel Desain Produk ................................................................. 77 4.4 Pengaruh Design Product Jaket terhadap Minat Beli Konsumen ............ 92 4.4.1 Koefisien Korelasi Pearson Product Moment ............................... 93 4.4.2 Koefisien Determinasi ................................................................. 94 4.5 Uji Hipotesis ............................................................................................ 95

BAB V KESIMPULAN DAN SARAN 5.1 Kesimpulan ......................................................................................... 97 5.2 Saran................................................................................................... 98 DAFTAR PUSTAKA LAMPIRAN

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DAFTAR TABEL

Tabel 1.1 Penjualan Natural Blindware Periode 2006-2011 .............................. 8 Tabel 1.2 Perkembangan Penjualan Natural Blindware Periode 2006-2011 .......................................................................................... 14 Tabel 1.3 Jadwal Penelitian ................................................................................ 17 Tabel.3.1 Rumusan Metode Penelitian............................................................... 54 Table 3.2 Operasioanalisasi Variabel ................................................................. 59 Tabel 3.3 Interprestasi koefien korelasi ............................................................. 65 Tabel 4.1 Karateristik Responden Berdasarkan Jenis Kelamin ......................... 70 Tabel 4.2 Karateristik Responden Berdasarkan Usia ......................................... 71 Tabel 4.3 Karateristik Responden Berdasarkan Profesi ..................................... 72 Tabel 4.4 Karateristik Responden Berdasarkan Penghasilan Perbulan .............. 73 Tabel 4.5 Hasil Uji Validitas Desain Produk (X)............................................... 74 Tabel 4.6 Uji Validitas Minat Beli (Y)............................................................... 75 Tabel 4.7 Hasil Uji Reliabilitas Desain Produk (X) ........................................... 76 Tabel 4.8 Hasil Uji realibilitas Minat Beli (Y)................................................... 76 Tabel 4.9 Interpretasi Skor ................................................................................. 78 Tabel 4.10 Rekapitulasi Tanggapan Konsumen Terhadap Desain Produk Jaket di Natural Blindware ................................................................ 78 Tabel 4.11 Rancangan

Produk

Natural

Blindware

Sesuai

dengan

Konsumen........................................................................................... 79 Tabel 4.12 Rancangan Produk Natural Blindware tidak Sesuai dengan Konsumen........................................................................................... 80 Tabel 4.13 Motif Jaket Produk Natural Blindware menarik ................................ 81 Tabel 4.14 Motif Jaket Produk Natural Blindware tidak menarik ....................... 82 Tabel 4.15 Jahitan Jaket Produk Natural Blindware Rapih ................................. 83 Tabel 4.16 Jahitan Jaket Produk Natural Blindware Rapih ................................. 84 Tabel 4.17 Desain/penampilan Produk Jaket Natural Blindware Menarik.......... 85 Tabel 4.18 Desain/penampilan Produk Jaket Natural Blindware tidak Menarik. 86 Tabel 4.19 Kemasan Produk Natural Blindware baik ......................................... 87 viii

Tabel 4.20 Kemasan Produk Natural Blindware tidak baik ................................ 88 Tabel 4.21 Jenis Kain Produk Jaket Natural Blindware Sesuai dengan konsumen ........................................................................................... 89 Tabel 4.22 Jenis Kain Produk Jaket Natural Blindware tidak Sesuai dengan konsumen ........................................................................................... 90 Tabel 4.23 Warna Produk Jaket Natural Blindware Bervariasi ........................... 91 Tabel 4.24 Warna Produk Jaket Natural Blindware tidak Bervariasi .................. 92 Tabel 4.25 Rekapitulasi Tanggapan Konsumen Terhadap Minat Beli di Natural Blindware ........................................................................................... 93 Tabel 4.26 Desain Produk Mempengaruhi Keinginan Untuk Memiliki .............. 94 Tabel 4.27 Desain Produk tidak Mempengaruhi Keinginan Untuk Memiliki ..... 95 Tabel 4.28 Desain Produk Mempengaruhi Keinginan Untuk Membeli ............... 96 Tabel 4.29 Desain Produk tidak Mempengaruhi Keinginan Untuk Membeli ...... 97 Tabel 4.30 Perhatian Desain Produk Jaket Pada Natural Blindware tinggi ......... 98 Tabel 4.31 Perhatian Desain Produk Jaket Pada Natural Blindware rendah ....... 99 Tabel 4.32 Minat yang Tinggi Pada Produk Natural Blindware ......................... 100 Tabel 4.33 Minat yang Rendah Pada Produk Natural Blindware ........................ 101 Tabel 4.34 Keinginan memiliki Pada Produk Natural Blindware ....................... 102 Tabel 4.35 Ketidakinginan memiliki Pada Produk Natural Blindware ............... 103 Tabel 4.36 Keinginan membeli Pada Produk Natural Blindware ........................ 104 Tabel 4.37 Ketidainginan membeli Pada Produk Natural Blindware .................. 105 Tabel 4.38 Uji Korelasi Person ............................................................................ 106 Tabel 4.39 Koofisien Determinasi........................................................................ 107 Tabel 4.40 Regresi Linear Sederhana................................................................... 108

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DAFTAR LAMPIRAN

Lampiran 1 : Kuesioner Lampiran 2 : Rekapitulasi Jawaban Kuesioner Variabel X Lampiran 3 : Rekapitulasi Jawaban Kuesioner Variabel Y Lampiran 4 : Output Hasil Validitas dan Realibilitas Lampiran 5 : Tabel Product Moment Lampiran 6 : Tabel Distribusi t Lampiran 7: Surat Survey Lampiran 8 : Kartu Bimbingan Lampiran 9 : Gambar Produk

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