DAFTAR ISI Halaman ABSTRAK ...................................................................................................... i KATA PENGANTAR ................................................................................... ii DAFTAR ISI .................................................................................................. v DAFTAR TABEL .......................................................................................... ix DAFTAR GAMBAR ..................................................................................... xi DAFTAR LAMPIRAN ................................................................................. xii BAB I PENDAHULUAN 1.1 Latar Belakang Masalah ................................................................... 1 1.2 Identifikasi Masalah ......................................................................... 12 1.3 Rumusan Masalah ............................................................................ 13 1.4 Tujuan Penelitian ............................................................................. 14 1.5 Kegunaan Penelitian ......................................................................... 14 1.6 Kerangka Pemikiran ......................................................................... 15 1.7 Hipotesis Penelitian .......................................................................... 22 BAB II TINJAUAN PUSTAKA 2.1 Manajemen Pemasaran ..................................................................... 24 2.1.1 Pengertian Manajemen ........................................................... 24 2.1.2 Pengertian Pemasaran ............................................................ 26 2.1.3 Pengertian Manajemen Pemasaran ........................................ 28 2.2 Restoran ........................................................................................... 29 2.3 Kualitas Produk ................................................................................ 31
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2.3.1 Pengertian Kualitas ................................................................ 31 2.3.2 Pengertian Produk .................................................................. 34 2.3.3 Pengertian Kualitas Produk .................................................... 35 2.3.4 Indikator Kualitas Produk ...................................................... 37 2.4 Servicescape ..................................................................................... 38 2.4.1 Peran Servicescape ................................................................. 39 2.4.2 Indikator Servicescape ........................................................... 43 2.5 Kepuasan Konsumen ........................................................................ 48 2.5.1 Faktor-Faktor yang Menentukan Kepuasan Pelanggan ......... 54 2.5.2 Metode Pengukuran Kepuasan Konsumen ............................ 56 2.5.3 indikator Kepuasan Konsumen .............................................. 56 BAB III METODE PENELITIAN 3.1 Metode Penelitian ............................................................................. 58 3.2 Populasi dan Sampel ........................................................................ 58 3.2.1 Populasi .................................................................................. 58 3.2.2 Sampel .................................................................................... 59 3.3 Variabel Penelitian ........................................................................... 60 3.3.1 Variabel Independent ............................................................ 60 3.3.2 Definisi Variabel Independent (X1) ....................................... 60 3.3.3 Definisi variabel independent (X2) ........................................ 61 3.3.4 Variabel Dependen (Y) .......................................................... 61 3.4 Teknik Pengumpulan Data ............................................................... 63 3.5 Teknik Analisis Data ........................................................................ 64 3.5.1 Uji Validitas ............................................................................ 64 3.5.2 Uji Reliabilitas ........................................................................ 67 3.6 Teknik Pengolahan Data .................................................................. 70
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3.7 Uji Hipotesis .................................................................................... 71 3.7.1 Uji Parsial (Uji t) .................................................................... 71 3.7.2 Uji Signifikan Simultan (F-test).............................................. 72 3.7.3 Koefisien determinasi ............................................................. 73 3.8 Jadwal dan Tempat Penelitian .......................................................... 74 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Profil Perusahaan .............................................................................. 76 4.1.1 Sejarah Singkat Perusahaan ................................................... 76 4.1.2 Logo Perusahaan .................................................................... 79 4.1.3 Visi Misi Perusahaan ............................................................. 80 4.1.4 Aktivitas Perusahaan .............................................................. 80 4.1.5 Produk Yang Dihasilkan ....................................................... 82 4.1.6 Struktur Organisasi ................................................................ 83 4.2 Hasil Penelitian ................................................................................. 83 4.2.1 Analisis Deskriptif Berdasarkan Kuesioner ........................... 83 4.2.2 Statistik Deskriptif ................................................................. 92 4.2.3 Hasil Uji Validitas dan Reliabilitas ........................................ 96 4.2.3.1 Uji Validitas .............................................................. 96 4.2.3.2 Uji Reliabilitas ........................................................... 99 4.2.4 Analisis Korelasi .................................................................... 101 4.2.5 Hasil Uji Regresi .................................................................... 103 4.2.6 Uji Hipotesis .......................................................................... 105 4.2.6.1 Uji Koefisien Regresi Secara Parsial (Uji t) .............. 105 4.2.6.2 Uji Koefisien Regresi Secara Bersama-sama (Uji F).. 107 4.2.6.3 Uji Koefisien Determinasi (R2) .................................. 108 4.3 Pembahasan Hasil Penelitian ............................................................ 109 4.3.1 Pengaruh Kualitas Produk terhadap Kepuasan Konsumen .... 109
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4.3.2 Pengaruh Servicescape terhadap Kepuasan Konsumen ......... 111 4.3.3 Pengaruh Kualitas Produk dan Servicescape terhadap Kepuasan
Konsumen
............................................................................................... ......................................................................................... 112 BAB V PENUTUP 5.1 Kesimpulan ..................................................................................... 113 5.2 Saran ................................................................................................ 114 DAFTAR PUSTAKA LAMPIRAN
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DAFTAR TABEL Halaman Tabel 1.1 Survey Top Brand Index 7 ............................................................... 7 Tabel 1.2 Data Pengunjung KFC Cimahi ........................................................ 9 Tabel 1.3 Hasil penelitian terdahulu yang berkaitan dengan variabel X1, X2 dan Y .................................................................................. 17 Tabel 2.1 Asosiasi dan Respon Seseorang Terhadap Warna ........................... 44 Tabel 3.1 Tabel Oprasionalisasi Variabel ........................................................ 62 Tabel 3.2 Skala Interval ................................................................................... 64 Tabel 3.3 Kaidah Reliabilitas Tritton .............................................................. 68 Tabel 3.4 Jadwal Penelitian ............................................................................. 75 Tabel 4.1 Data Karakteristik Responden Berdasarkan Jenis Kelamin ............ 84 Tabel 4.2 Data Karakteristik Responden Berdasarkan Usia ............................ 85 Tabel 4.3 Data Karakteristik Responden Berdasarkan Pendidikan ................. 86 Tabel 4.4 Data Karakteristik Responden Berdasarkan Profesi ........................ 87 Tabel 4.5 Rekapitulasi Variabel Kualitas Produk ........................................... 89 Tabel 4.6 Rekapitulasi Variabel Servicescape ................................................ 90 Tabel 4.7 Rekapitulasi Variabel Kepuasan Konsumen ................................... 91 Tabel 4.8 Data Deskriptif Total Skor .............................................................. 93 Tabel 4.9 Kriteria Interpretasi Skor ................................................................. 94
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Tabel 4.10 Hasil Uji Validitas Kualitas Produk (X1) ...................................... 97 Tabel 4.11 Hasil Uji Validitas Servicescape (X2) ........................................... 98 Tabel 4.12 Hasil Uji Kepuasan Konsumen (Y) ............................................... 99 Tabel 4.13 Kaidah Reliabilitas Triton ............................................................. 100 Tabel 4.14 Hasil Pengujian Reliabilitas Kualitas Produk (X1) ....................... 100 Tabel 4.15 Hasil Pengujian Reliabilitas Servicescape (X2) ............................ 100 Tabel 4.16 Hasil Pengujian Reliabilitas Kepuasan Konsumen (Y) ................. 101 Tabel 4.17 Hubungan Kualitas Produk dengan Kepuasan Konsumen ............ 102 Tabel 4.18 Hubungan Servicescape dengan Kepuasan Konsumen ................. 103 Tabel 4.19 Hasil analisis regresi linier berganda ............................................. 104 Tabel 4.20 Koefisien Regresi .......................................................................... 106 Tabel 4.21 Hasil Uji F ..................................................................................... 108 Tabel 4.22 Hasil Uji Determinasi (R2) ............................................................ 109
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DAFTAR GAMBAR Halaman Gambar 1.1 Kerangka Pemikiran .................................................................... 22 Gambar 2.1 Pertukaran Dalam Sistem Pemasaran Sederhana ........................ 27 Gambar 2.2 Model Kepuasan/Ketidakpuasan Konsumen ............................... 51 Gambar 4.1 Perubahan Logo KFC .................................................................. 79 Gambar 4.2 Struktur Perusahaan KFC ............................................................ 83 Gambar 4.3 Diagram Karakteristik Responden Berdasarkan Jenis Kelamin ... 85 Gambar 4.4 Diagram Karakteristik Responden BerdasarkanUsia .................. 86 Gambar 4.5 Diagram Karakteristik Responden Berdasarkan Pendidikan ....... 87 Gambar 4.6 Diagram Karakteristik Responden Berdasarkan Profesi ............. 88
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DAFTAR LAMPIRAN
Lampiran 1
Surat Keterangan (SK) Judul Skripsi dari Fakultas
Lampiran 2
Lembar Konsultasi Bimbingan Skripsi
Lampiran 3
Surat Permohonan Pengisian Kuesioner Terhadap Responden
Lampiran 4
Identitas Responden dan Petunjuk Pengisian Angket
Lampiran 5
Lembar Jawaban Angket/ Kuisioner
Lampiran 6
Hasil Output Pengolahan Data
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