DAFTAR ISI Halaman HALAMAN JUDUL ..................................................................................
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HALAMAN PERSETUJUAN PEMBIMBING ......................................
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HALAMAN PENGESAHAN ..................................................................
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MOTTO ......................................................................................................
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ABSTRAK ..................................................................................................
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ABSTRACK.................................................................................................
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PERSEMBAHAN SKRIPSI .....................................................................
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KATA PENGANTAR ..............................................................................
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DAFTAR ISI ..............................................................................................
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DAFTAR TABEL ......................................................................................
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DAFTAR GAMBAR ................................................................................ xviii BAB 1 PENDAHULUAN ..........................................................................
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1.1 Latar Belakang Masalah .................................................................
1
1.2 Rumusan Masalah...........................................................................
6
1.3 Tujuan Penelitian ............................................................................
6
1.4 Manfaat Penelitian ..........................................................................
7
BAB II TELAAH PUSTAKA ...................................................................
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2.1 Landasan Teori ...............................................................................
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2.1.1 Pengertian Manajemen Pemasaran ........................................
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2.1.2 Pengertian Pemasaran ............................................................
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2.1.3 Pemasaran Jasa ......................................................................
10
2.1.4 Karakteristik Jasa ...................................................................
11
2.1.5 Pengertian Jasa Laundry ....................................................................
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2.2 Beli Ulang .......................................................................................
13
2.2.1 Manajemen Hubungan Pelanggan ...............................................
16
2.3 Harga ..............................................................................................
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2.3.1 Konsep Utilitas atau Kegunaan Harga ..................................
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2.3.2 Peranan Harga........................................................................
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2.3.3 Tipe – tipe Program Penetapan Harga ...................................
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2.3.4 Kebijakan Strategik dalam Penetapan Harga ........................
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2.3.5 Tujuan Penetapan Harga ........................................................
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2.3.6 Indikator Harga ......................................................................
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2.4 Lokasi .............................................................................................
21
2.5 Promosi ...........................................................................................
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2.5.1 Bauran Komunikasi Promosi .................................................
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2.5.2 Pengembangan Komunikasi Pemasaran ................................
26
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2.6 Pengaruh Antar Variabel ................................................................
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2.6.1 Pengaruh Harga terhadap Beli Ulang ....................................
27
2.6.2 Pengaruh Lokasi terhadap Beli Ulang ...................................
28
2.6.3 Pengaruh Promosi terhadap Beli Ulang.................................
28
2.7 Penelitian Terdahulu .......................................................................
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2.8 Kerangka Konseptual .....................................................................
32
2.9 Hipotesis .........................................................................................
32
BAB III METODE PENELITIAN ...........................................................
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3.1 Jenis Penelitian ...............................................................................
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3.2 Deskripsi Populasi dan Penentuan Sampel .....................................
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3.2.1 Pengertian Populasi ...............................................................
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3.2.2 Pengertian Sampel dan Penentuan Sampel ............................
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3.2.3 Teknik Sampling ...................................................................
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3.3 Variabel dan Definisi Operasional Variabel ...................................
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3.3.1 Variabel ....................................................................................
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3.3.2 Definisi Operasional Variabel ...............................................
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3.4 Teknik Pengumpulan Data danInstrumen Penelitian .....................
39
3.4.1 Jenis dan Sumber Data ..........................................................
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3.4.2 Metode Pengumpulan Data ...................................................
39
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3.5 Teknik Keabsahan Data .................................................................
40
3.5.1 Uji Validitas dan Realibilitas ..................................................
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3.5.1.1 Uji Validitas ...............................................................
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3.5.1.2 Uji Realibilitas ...........................................................
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3.5.2 Uji Asumsi Klasik .................................................................
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3.5.2.1 Uji Multikolinearitas..................................................
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3.5.2.2 Uji Hetorekedastisitas ................................................
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3.5.2.3 Uji Normalitas ..........................................................................
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3.6 Teknik Analisis Data .....................................................................
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3.6.1 Analisis Regresi Linear Berganda ..........................................
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3.6.2 Koefisien Determinasi (
) ...................................................
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3.7 Uji Hipotesis ...................................................................................
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3.7.1 Analisis secara Simultan (Uji F) ............................................
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3.7.2 Analisis secara Parsial ( Uji T) .............................................
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BAB 1V PENYAJIAN dan ANALISIS DATA ......................................
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4.1 Penyajian Data ...............................................................................
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4.1.1 Profil Jasa Laundry ...............................................................
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4.1.2 Struktur Organisasi ................................................................
50
4.1.3 Deskripsi Pekerjaan ...............................................................
50
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4.1.4 Keunggulan jasa .....................................................................
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4.1.5 Jasa yang Dihasilkan ..............................................................
51
4.2 Analisis Data ..................................................................................
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4.2.1 Analisis Deskripsi Responden ................................................
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4.2.1.1 Jumlah Sampel dan Tingkat Pengembangan ..............
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4.2.1.2 Karakteristik Responden Jenis Kelamin ....................
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4.2.1.3 Karakteristik Responden berdasarkan Usia ...............
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4.2.1.4 Karakteristik Responden berdasarkan Pekerjaan .......
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4.2.2 Analisis Deskriptif Variabel Penelitian ..................................
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4.2.2.1 Penilaian atas masing - masingVariabel ....................
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4.2.2.2 Deskripsi Variabel hubungan Harga ..........................
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4.2.2.3 Deskripsi Variabel Lokasi ..........................................
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4.2.2.4 Deskripsi Variabel Promosi .......................................
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4.2.2.5 Deskripsi Variabel Beli Ulang ...................................
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4.3 Uji Keabsahan Data .......................................................................
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4.3.1 Hasil Pengujian Validitas ......................................................
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4.3.1.1 Hasil Pengujian Variabel Harga ................................
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4.3.1.2 Hasil Pengujian Variabel Lokasi ...............................
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4.3.1.3 Hasil Pengujian Variabel Promosi .............................
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4.3.1.4 Hasil Pengujian Variabel Beli Ulang.........................
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4.3.2 Hasil Pengujian Reliabilitas...................................................
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4.3.3 Uji Asumsi Klasik .................................................................
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4.3.3.1 Hasil Pengujian Normalitas .......................................
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4.3.3.2 Hasil Pengujian Multikolinearitas .............................
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4.3.3.3 Hasil Pengujian Hetorekedastisitas ...........................
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4.4 Teknik Analisis Data .....................................................................
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4.4.1 Hasil Pengujian Regresi Linear Berganda .............................
66
4.4.2 Hasil Pengujian Koefensi Determinasi (
) .........................
68
4.5 Uji Hipotesis ...................................................................................
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4.5.1 Hasil Pengujian Hipotesis secara Simultan (Uji F) ..............
69
4.5.2 Hasil Pengujian Hipotesis secara Parsial (Uji T) ..................
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4.6 Interprestasi ....................................................................................
74
BAB V KESIMPULAN dan SARAN .......................................................
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5.1 Kesimpulan .....................................................................................
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5.2 Saran ..............................................................................................
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DAFTAR PUSTAKA ................................................................................
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LAMPIRAN - LAMPIRAN
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DAFTAR TABEL
Halaman Tabel 2.1 Strategi Pemasaran dan Tujuan Penetapan Harga .......................
21
Tabel 2.2 Bauran Komunikasi Pemasaran ...................................................
26
Tabel 2.3 Penelitian Terdahulu ....................................................................
31
Tabel 3.1 Operasional Variabel Penelitian ..................................................
37
Tabel 4.1 Sampeldan Tingkat Pengembalian ..............................................
52
Tabel 4.2 Karakteristik Jenis Kelamin ........................................................
53
Tabel 4.3 Karakteristik Usia ........................................................................
54
Tabel 4.4 Karakteristik Pekerjaan................................................................
55
Tabel 4.5 Kategori Mean Masing - MasingVariabel ...................................
56
Tabel 4.6 Jawaban Responden Mengenai Variabel Hubungan Harga ........
56
Tabel 4.7 Jawaban Responden Mengenai Variabel Lokasi .........................
57
Tabel 4.8 Jawaban Responden Mengenai Variabel Promosi.......................
58
Tabel 4.9 Jawaban Responden Mengenai Variabel Beli Ulang ..................
58
Tabel 4.10 Hasil Pengujian Validitas Variabel Harga (X1) ........................
59
Tabel 4.11 Hasil Pengujian Validitas Variabel Lokasi (X2) .......................
60
Tabel 4.12 Hasil Pengujian Validitas Variabel Promosi(X3) ......................
60
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Tabel 4.13 Hasil Pengujian Validitas Variabel Beli Ulang (Y)...................
61
Tabel 4.14 Hasil Pengujian Reliabilitas ......................................................
62
Tabel 4.15 Hasil uji multikolinearitas .........................................................
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Tabel 4.16 Koefisien Determinasi Berganda (R2) ......................................
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Tabel 4.17 Hasil Analisa Uji F ....................................................................
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Tabel 4.18 Hasil Analisa Uji T ...................................................................
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DAFTAR GAMBAR
Halaman Gambar 2.1 Kerangka Konseptual...............................................................
32
Gambar 4.1 Struktur Organisasi ..................................................................
50
Gambar 4.2 Normalitas................................................................................
63
Gambar 4.3 Heterokedastisitas ....................................................................
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Gambar 4.4 Kurva Distribusi Uji F .............................................................
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Gambar 4.5 Kurva DistribusiUji T Pengaruh Harga (X1) Terhadap Beli Ulang (Y) .........................................................................
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Gambar 4.6 Kurva Distribusi Uji T Pengaruh Lokasi (X2) Terhadap Beli Ulang (Y) .........................................................................
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Gambar 4.7 Kurva Distribusi Uji T Pengaruh Promosi (X3) Terhadap Beli Ulang (Y) .........................................................................
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