DAFTAR ISI HALAMAN JUDUL ...........................................................................................
i
SURAT PERNYATAAN ...................................................................................
ii
HALAMAN PENGESAHAN .............................................................................
iii
HALAMAN MOTTO .........................................................................................
iv
HALAMAN PERSEMBAHAN ........................................................................
v
ABSTRAKSI .......................................................................................................
vi
ABSTRACK ........................................................................................................
vii
KATA PENGANTAR .........................................................................................
viii
DAFTAR ISI ........................................................................................................
x
DAFTAR GAMBAR ...........................................................................................
xiii
DAFTAR TABEL................................................................................................
xiv
DAFTAR LAMPIRAN .......................................................................................
xvi
BAB I.PENDAHULUAN 1.1 Latar Belakang Masalah .................................................................................
1
1.2 Rumusan Masalah ..........................................................................................
8
1.3 Tujuan Penelitian ............................................................................................
9
1.4 Signifikasi Penelitian ......................................................................................
9
1.4.1 Aspek Akademis .................................................................................
9
1.4.2 Aspek Praktis ......................................................................................
9
1.5 Kerangka Teori .............................................................................................
10
1.5.1 Paradigma ...........................................................................................
10
1.5.2 State of The Art .....................................................................................
12
1.5.3 Teori Penelitian ...................................................................................
13
1.5.4 Kerangka teoritis ................................................................ .................
27
1.5.5 Variabel Penelitian . .............................................................................
27
1.6 Hipotesis Penelitian .......................................................................................
29
1.7 Definisi Konseptual .......................................................................................
30
1.7.1 Identitas Merek .....................................................................................
30
1.7.2 Citra Merek ...........................................................................................
30
xi
1.7.3 Loyalitas Merek.. ..................................................................................
30
1.8 Definisi Operasional ......................................................................................
31
1.8.1 Identitas Merek .....................................................................................
31
1.8.2 Citra Merek ...........................................................................................
31
1.8.3 Loyalitas Merek.. ..................................................................................
32
1.9 Metode Penelitian ..........................................................................................
32
1.9.1 Tipe Penelitian .....................................................................................
32
1.9.2 Populasi dan Sampel ............................................................................
33
1.9.3 Teknik Sampling .................................................................................
33
1.9.4 Jenis dan Sumber Data ........................................................................
35
1.9.5 Skala Pengukuran ................................................................................
36
1.9.6 Teknik Pengumpulan Data ..................................................................
37
1.9.7 Teknik Pengolahan Data .....................................................................
38
1.9.8 Analisis Data .......................................................................................
39
1.9.9 Uji Validitas dan Reliabilitas ................................................................
40
BAB II. PROFIL PERUSAHAAN 2.1. Sejarah Singkat PT. Tirta Sibayakindo Danone Aqua Group ........................
44
2.2.Sstruktur Organisasi ........................................................................................
52
2.3. Uraian Pekerjaan PT Danone .........................................................................
53
2.4. Aqua Dan Persaingan .....................................................................................
58
2.5. Aqua Dan Air Minum Isi Ulang ....................................................................
60
2.6. Antisipasi persaingan ....................................................................................
61
2.7. Profil Kota semarang......................................................................................
62
2.8. Kecamatan genuk ...........................................................................................
64
BAB III. TEMUAN PENELITIAN 3.1. Deskripsi Responden ....................................................................................
66
3.1.1 Karakteristik Responden Berdasarkan Usia . .......................................
67
3.1.2 Karakteristik Responden Berdasarkan Jenis Kelamin . .......................
68
3.2. Uji Instrumen ...............................................................................................
68
3.3.1 Uji Validitas ........................................................................................
69
3.3.2 Uji Reliabilitas ......................................................................................
70
3.3. Deskripsi Variabel Penelitian .......................................................................
71
3.3.1Deskripsi Variabel Identitas Merek ......................................................
72
3.3.2Deskripsi Variabel Citra Merek ............................................................
76
3.3.3 Deskripsi Variabel Loyalitas Merek . ..................................................
81
3.4. Tabel Silang .................................................................................................
87
BAB IV. UJI HIPOTESIS DAN PEMBAHASAN HASIL PENELITIAN 4.1. Uji Asumsi Klasik ........................................................................................
93
4.1.1. Uji Normalitas ......................................................................................
93
4.1.2. Uji Multikolinearitas ............................................................................
94
4.1.3. Uji Heteroskedastisitas.........................................................................
95
4.2. Analisis Regresi Berganda ...........................................................................
97
4.3. Uji Hipotesis...................................................................................................
98
4.3.1 Uji Signifikansi Simultan ( Uji Statistik F ) . .......................................
98
4.3.2 Koefisien Determinasi (R2) ................................................................
99
4.3.3 Uji Signifikansi Pengaruh Parsial (Uji t) . ........................................... 100 4.4. Pembahasan .................................................................................................. 102 BAB V. PENUTUP 5.1 Kesimpulan ................................................................................................... 110 5.2 Saran .............................................................................................................. 112 DAFTAR PUSTAKA LAMPIRAN
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DAFTAR GAMBAR Halaman Gambar 1.1 Piramida BrandLoyalty ................................................................... 25 Gambar 1.2kerangka pemikiran Teoritis ........................................................... 27 Gambar 2.1Logo AQUA .. ................................................................................. 51 Gambar 2.2. Struktur organisasi PT. Tirta Sibayakindo Danone Aqua Group ..
53
Gambar 4.1. pengujian normalitas ...................................................................... 94 Gambar 4.2. Pengujian Heterokedastisitas.......................................................... 96
DAFTAR TABEL Halaman Tabel 1.1 State of theart .. ................................................................................... 12 Tabel 3.1 Karakteristik Responden Berdasarkan Usia ...................................... 67 Tabel 3.2 Karakteristik Responden Berdasarkan Jenis Kelamin . ..................... 68 Tabel 3.3Pengujian Validitas . ........................................................................... 69 Tabel 3.4Pengujian Reliabilitas . ....................................................................... 71 Tabel 3.5 TanggapanResponden Mengenai sangat menyukai desain logo AQUA . ............................................................................................... 72 Tabel 3.6 TanggapanResponden Mengenai Menyukai perpaduan warna yang digunakan logo AQUA. ............................................................ 73 Tabel 3.7 TanggapanResponden Mengenai selalu menyebut merek AQUA ketika membeli air mineral. ............................................................... 73 Tabel 3.8TanggapanResponden Mengenai sangat mudah membawa kemasan AQUA botol kemana-mana ............................................................... 74 Tabel 3.9 TanggapanRespondenMengenai gampang ketika membuka kemasan AQUA .................................................................................. 75 Tabel 3.10 TanggapanRespondenMengenai banyak orang di sekitar yang selalu memilih merek AQUA ............................................................. 75 Tabel 3.11 TanggapanResponden Mengenai ketika mengkonsumsi air minum AQUA tidak bau, berubah warna dan rasanya enak ............ 76 Tabel 3.12 TanggapanResponden Mengenai selama mengkonsumsi AQUA tidak pernah mengalami gangguan kesehatan ................................. 77 Tabel 3.13 TanggapanResponden Mengenai merasa bugar setelah meminum AQUA ............................................................................. 78 Tabel 3.14 TanggapanResponden Mengenai mampu membeli produk AQUA setiap kali habis.................................................................... 79 Tabel 3.15 TanggapanResponden Mengenai suka AQUA karena memiliki volume yang banyak ......................................................... 79 Tabel 3.16 Mengenai menyukai produk AQUA karena mampu menyediakan kebutuhan air minum di semua tempat ...................... 80 xv
Tabel 3.17 Mengenai menyukai produk AQUA karena telah terbukti produknya baik ................................................................................. 81 Tabel 3. 18 Mengenai menceritakan kepada kerabat tentang keunggulan produk AQUA ............................................................. 82 Tabel 3.19 Mengenai menawarkan kepada orang lain untuk mengkonsumsi produk AQUA ......................................................... 82 Tabel 3.20 Mengenai selalu konsisten mengkonsumsi produk AQUA meskipun ada penawaran produk lain.................................. 83 Tabel 3.21Mengenai yakin terhadap keunggulan produk AQUA sehingga tidak terpengaruh terhadap produk lain. ........................... 84 Tabel 3.22 TanggapanResponden Mengenai tidak pernah membeli produk lain selain AQUA. ................................................................ 85 Tabel 3.23 Mengenai selalu memperhatikan merek AQUA ketika melakukan pembelian air mineral. ........................................ 85 Tabel 3.24Mengenai akan tetap memilih menggunakan produk AQUA karena kebiasaan. ................................................................ 86 Tabel 3.25Interval Identitas Merek . ................................................................... 87 Tabel 3.26 Interval Citra Merek ......................................................................... 89 Tabel 3.27 Interval Loyalitas Merek .................................................................. 90 Tabel 3.28 Tabel Silang ..................................................................................... 91 Tabel 4.1 Pengujian Multikolinearitas ................................................................ 95 Tabel 4.2 Persamaan RegresiBerganda ............................................................... 97 Tabel 4.3 Regresi Secara Simultan .................................................................... 99 Tabel 4.4 Koefisien Determinasi ........................................................................ 100 Tabel 4.5 hasil Uji t Parsial ................................................................................ 101
DAFTAR LAMPIRAN
Lampiran 1 Kuesioner Lampiran 2 Tabulasi Data Responden Lampiran 3 Nilai Data Responden Lampiran 4Output SPSS 19 Lampiran 5 daftar nilai r tabel
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