DAFTAR ISI HALAMAN SAMPUL ....................................................................................
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HALAMAN JUDUL ........................................................................................
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HALAMAN PENGESAHAN ..........................................................................
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HALAMAN PERNYATAAN ORISINALITAS .............................................
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KATA PENGANTAR .....................................................................................
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HALAMAN PERNYATAAN PERSETUJUAN .............................................
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ABSTRAK ......................................................................................................
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DAFTAR ISI ....................................................................................................
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DAFTAR GAMBAR .......................................................................................
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DAFTAR TABEL ............................................................................................
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BAB I PENDAHULUAN ................................................................................
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1.1 Gambaran Umum Objek Penelitian ...........................................................
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1.1.1 Gambaran Umum Perusahaan ..........................................................
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1.1.2 Produk dan Layanan Perusahaan .....................................................
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1.2 Latar Belakang Penelitian ..........................................................................
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1.3 Perumusan Masalah ...................................................................................
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1.4 Tujuan Penelitian .......................................................................................
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1.5 Kegunaan Penelitian...................................................................................
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1.6 Sistematika Penulisan Tugas Akhir ...........................................................
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BAB II TINJAUAN PUSTAKA DAN LINGKUP PENELITIAN .................
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2.1 Tinjauan Pustaka Penelitian .......................................................................
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2.1.1 Pemasaran ........................................................................................
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2.1.2 Manajemen Pemasaran ....................................................................
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2.1.3 Bauran Pemasaran ............................................................................
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A. Produk .........................................................................................
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B. Harga ...........................................................................................
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C. Tempat ........................................................................................
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D. Promosi ......................................................................................
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2.1.4 Perilaku Konsumen .......................................................................
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2.1.5 Keputusan Pembelian ....................................................................
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2.1.6 Tahap-tahap Proses Keputusan Pembelian ....................................
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2.1.7 Hubungan Bauran Pemasaran dengan Keputusan Pembelian ........
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2.2 Penelitian Terdahulu ..................................................................................
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2.3 Kerangka Pemikiran ..................................................................................
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2.4 Hipotesis Penelitian ...................................................................................
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2.5 Ruang Lingkup Penelitian .........................................................................
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BAB III METODE PENELITIAN...................................................................
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3.1 Jenis Penelitian ...........................................................................................
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3.2 Variabel Operasional ..................................................................................
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3.2.1 Variabel Independen ........................................................................
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3.2.2 Variabel Dependen ...........................................................................
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3.2.3 Skala Pengukuran ............................................................................
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3.3 Tahapan Penelitian .....................................................................................
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3.4 Populasi dan Sampel ..................................................................................
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3.4.1 Populasi ............................................................................................
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3.4.2 Sampel ..............................................................................................
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3.5 Pengumpulan Data .....................................................................................
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3.5.1 Jenis Data .........................................................................................
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3.5.2 Pengumpulan Data ...........................................................................
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3.6 Uji Validitas dan Reliabilitas .....................................................................
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3.6.1 Uji Validitas .....................................................................................
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3.6.2 Uji Reliabilitas .................................................................................
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3.7 Teknik Analisis Data dan Hipotesis ...........................................................
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3.7.1 Analisis Statistik Deskriptif .............................................................
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3.7.2 Method of Successive Interval (MSI) ...............................................
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3.7.3 Uji Asumsi Klasik ...........................................................................
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1. Uji Autokorelasi .........................................................................
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2. Uji Multikolinearitas....................................................................
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3. Uji Heteroskedastisitas ................................................................
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4. Uji Normalitas ............................................................................
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3.7.4 Analisis Regresi Linier Berganda ....................................................
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3.8 Pengujian Hipotesis ....................................................................................
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3.8.1 Pengujian Hipotesis Secara Simultan (Uji F) ..................................
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3.8.2 Pengujian Hipotesis Secara Parsial (Uji t) .......................................
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3.8.3 Koefisien Determinasi .....................................................................
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BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................
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4.1 Karakteristik Responden ............................................................................
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4.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin .....................
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4.1.2 Karakteristik Responden Berdasarkan Usia ....................................
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4.1.3 Karakteristik Responden Berdasarkan Pekerjaan ...........................
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4.1.4 Karakteristik Responden Berdasarkan Pendapatan Setiap Bulan ...
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4.1.5 Karakteristik Responden Berdasarkan Frekuensi Kunjungan ........
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4.2 Analisis Deskriptif ....................................................................................
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4.2.1 Tanggapan Responden Mengenai Sub Variabel Produk ................
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4.2.2 Tanggapan Responden Mengenai Sub Variabel Harga ...................
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4.2.3 Tanggapan Responden Mengenai Sub Variabel Tempat ................
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4.2.4 Tanggapan Responden Mengenai Sub Variabel Promosi ...............
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4.2.5 Tanggapan Responden Mengenai Variabel Bauran Pemasaran ......
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4.2.6 Tanggapan Responden Mengenai Keputusan Pembelian Bandrek Bajigur Café .............................................................................................
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4.3 Uji Asumsi Klasik .....................................................................................
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4.3.1 Uji Autokorelasi ..............................................................................
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4.3.2 Uji Multikolinearitas........................................................................
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4.3.3 Uji Heterokedastisitas ......................................................................
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4.3.4 Uji Normalitas .................................................................................
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4.4 Analisis Regresi Linear Berganda .............................................................
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4.5 Pengujian Hipotesis ...................................................................................
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4.5.1 Pengujian Hipotesis Secara Simultan (Uji F) ..................................
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4.5.2 Pengujian Hipotesis Secara Parsial (Uji t) ....................................... 101 4.5.3 Koefisien Determinasi .................................................................... 105
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4.6 Pembahasan Hasil Penelitian .................................................................... 106 BAB V KESIMPULAN DAN SARAN .......................................................... 109 5.1 Kesimpulan ............................................................................................... 109 5.2 Saran .......................................................................................................... 110 5.2.1 Bagi Perusahaan ............................................................................. 110 5.2.2 Bagi Penelitian Selanjutnya ............................................................ 111 DAFTAR PUSTAKA ...................................................................................... 112 LAMPIRAN ..................................................................................................... 118
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DAFTAR GAMBAR Gambar 1.1 Logo Perusahaan ................................................................................. 2 Gambar 1.2 Data Omset Bajigur Bandrek Cafe Tahun 2013 sampai 2015 .......... 13 Gambar 2.1 Proses Pemasaran .............................................................................. 19 Gambar 2.2 Bauran Pemasaran ............................................................................. 21 Gambar 2.3 Product Life Cycle ............................................................................. 23 Gambar 2.4 Proses Keputusan Pembelian ............................................................ 31 Gambar 2.5 Model Konsumen Mengambil Keputusan, Model Schiffman dan Kanuk 2008 ............................................................................................... 33 Gambar 2.6 Kerangka Pemikiran ......................................................................... 45 Gambar 3.1 Tahapan Penelitian ........................................................................... 53 Gambar 3.2 Garis Kontinum ................................................................................ 65 Gambar 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin ..................... 75 Gambar 4.2 Karakteristik Responden Berdasarkan Usia ..................................... 76 Gambar 4.3 Karakteristik Responden Berdasarkan Pekerjaan ............................ 77 Gambar 4.4 Karakteristik Responden Berdasarkan Pendapatan Setiap Bulan .... 78 Gambar 4.5 Karakteristik Responden Berdasarkan Frekuensi Kunjungan .......... 79 Gambar 4.6 Garis Kontinum ............................................................................... 81 Gambar 4.7 Gambar Garis Kontinum Sub Variabel Produk................................. 82 Gambar 4.8 Gambar Garis Kontinum Sub Variabel Harga .................................. 84 Gambar 4.9 Gambar Garis Kontinum Sub Variabel Tempat ................................ 86 Gambar 4.10 Gambar Garis Kontinum Sub Variabel Promosi ............................. 87 Gambar 4.11 Gambar Garis Kontinum Variabel Bauran Pemasaran ................... 88 Gambar 4.12 Gambar Garis Kontinum Variabel Keputusan Pembelian .............. 92 Gambar 4.13 Hasil Uji Heterokedastisitas (Scatterplot) .......................................95 Gambar 4.14 Hasil Uji Normalitas (Normal P-Plot) .............................................96 Gambar 4.15 Hasil Hipotesis dalam Grafik 2-tail ................................................97
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DAFTAR TABEL Tabel 1.1 Daftar Menu Bandrek Bajigur Cafe .........................................................2 Tabel 1.2 Waktu Operasional Bandrek Bajigur Cafe...............................................2 Tabel 1.3 Tempat Penyedia Minuman Bandrek dan Bajigur Kota Bandung ...........9 Tabel 2.1 Tabel Jurnal Nasional.............................................................................35 Tabel 2.2 Tabel Jurnal Internasional ......................................................................38 Tabel 2.3 Tabel Skripsi ..........................................................................................41 Tabel 3.1 Operasional Variabel..............................................................................49 Tabel 3.2 Skala Pengukuran ..................................................................................53 Tabel 3.3 Hasil Uji Validitas Variabel X ...............................................................60 Tabel 3.4 Hasil Uji Validitas Variabel Y ..............................................................61 Tabel 3.5 Hasil Uji Reliabilitas .............................................................................63 Tabel 3.6 Klasifikasi Penilaian Persentase ............................................................65 Tabel 3.7 Skema Output Anova ............................................................................70 Tabel 4.1 Tabel Kategori Penilaian .......................................................................80 Tabel 4.2 Tabel Tanggapan Responden Mengenai Sub Variabel Produk ............81 Tabel 4.3 Tabel Tanggapan Responden Mengenai Sub Variabel Harga ..............83 Tabel 4.4 Tabel Tanggapan Responden Mengenai Sub Variabel Tempat ............85 Tabel 4.5 Tabel Tanggapan Responden Mengenai Sub Variabel Promosi ...........86 Tabel 4.6 Tabel Tanggapan Responden Mengenai Variabel Bauran Pemasaran .92 Tabel 4.7 Tabel Tanggapan Responden Mengenai Variabel Keputusan Pembelian ................................................................................................................................88 Tabel 4.8 Tabel Hasil Uji Autokorelasi ................................................................93 Tabel 4.9 Tabel Hasil Uji Multikolinearitas .........................................................94 Tabel 4.10 Tabel Hasil Uji One Sample Kolmgorov-Smirnov Test .......................96 Tabel 4.11 Tabel Hasil Analisis Linear Berganda .................................................97 Tabel 4.12 Tabel Hasil Analisis Uji F ..................................................................100 Tabel 4.13 Tabel Hasil Analisis Uji t ...................................................................102 Tabel 4.14 Tabel Hasil Pengujian Hipotesis Uji F dan Uji t ................................103 Tabel 4.15 Tabel Hasil Koefisisen Determinasi ..................................................105
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