DAFTAR ISI
HALAMAN JUDUL ...................................................................................... i SURAT PERNYATAAN KEASLIAN ......................................................... ii NOTA PEMBIMBING .................................................................................. iii PENGESAHAN .............................................................................................. iv PEDOMAN TRANSLITERASI ................................................................... v PERSEMBAHAN ........................................................................................... viii MOTTO .......................................................................................................... ix ABSTRAK ...................................................................................................... x KATA PENGANTAR .................................................................................... xii DAFTAR ISI ................................................................................................... xiv DAFTAR TABEL .......................................................................................... xvii DAFTAR GAMBAR ...................................................................................... xviii DAFTAR LAMPIRAN .................................................................................. xix BAB I
PENDAHULUAN .......................................................................... A. Latar Belakang Masalah ............................................................. B. Rumusan Masalah ....................................................................... C. Tujuan Penelitian ........................................................................ D. Kegunaan Penelitian ................................................................... E. Sistematika Pembahasan .............................................................
1 1 8 8 9 10
BAB II
KERANGKA TEORI .................................................................... A. Landasan Teori ........................................................................... 1. Pengertian Pemasaran ............................................................ 2. Bisnis Ritel ............................................................................. a. Pengertian Ritel ................................................................. b. Fungsi Utama Bisnis Ritel ................................................. c. Klasifikasi Bisnis Ritel ...................................................... d. Jenis-jenis Penjualan Eceran ............................................. e. Strategi Pemasaran Toko Eceran ....................................... f. Klasifikasi Perdagangan Eceran ........................................ 3. Perilaku Konsumen ................................................................ a. Pengertian Perilaku Konsumen ......................................... b. Perilaku Impulse Buying .................................................... c. Macam-macam Pembelian Oleh Konsumen ..................... d. Motif-motif Pembelian ...................................................... e. Keputusan Pembelian Konsumen ...................................... f. Pandangan Pengambilan Keputusan Konsumen ............... g. Perspektif Riset Perilaku Konsumen .................................
11 11 11 12 12 13 14 15 17 19 20 20 21 22 23 24 26 27
xiv
4. Promosi .................................................................................. a. Pengertian Promosi............................................................ b. Tujuan Promosi ................................................................. c. Strategi Promosi ................................................................ d. Metode Promosi ................................................................ 5. Emosi Positif .......................................................................... 6. Store Environment .................................................................. a. Pengertian Lingkungan...................................................... b. Konsep Store Environment ................................................ c. Elemen Store Environment ................................................ d. Situasi Berbelanja .............................................................. 7. Hedonic Shopping Value ........................................................ 8. Pandangan Islam Tentang Pembelian Impulsif ...................... B. Tinjauan Pustaka ......................................................................... C. Kerangka Berfikir ....................................................................... D. Hipotesis .....................................................................................
29 29 29 30 32 34 36 36 37 38 40 40 43 45 51 54
BAB III METODE PENELITIAN ............................................................. A. Jenis dan Pendekatan Penelitian ................................................. 1. Jenis Penelitian ...................................................................... 2. Pendekatan Penelitian ........................................................... B. Setting Penelitian ........................................................................ C. Variabel Penelitian ...................................................................... 1. Variabel Independen ............................................................. 2. Variabel Dependen ................................................................ D. Populasi, Sampel, dan Teknik Pengambilan Sampel .................. 1. Populasi Penelitian ................................................................ 2. Sampel Penelitian .................................................................. 3. Teknik Pengambilan Sampel ................................................. E. Instrumen dan Teknik Pengumpulan Data Penelitian................. 1. Instrumen Penelitian .............................................................. 2. Teknik Pengumpulan Data Penelitian ................................... F. Teknik Pengolahan dan Analisis Data ........................................ 1. Teknik Pengolahan Data ....................................................... 2. Analisis Data ......................................................................... a. Uji Instrumen ..................................................................... b. Uji Asumsi Klasik ............................................................. 3. Analisis Regresi Linear Berganda .......................................... 4. Uji Hipotesis ..........................................................................
56 56 56 56 57 57 57 58 59 59 60 61 62 62 63 64 64 66 66 68 70 71
xv
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ............................ A. Deskripsi Data............................................................................. B. Analisis Data ............................................................................... 1. Uji Validitas Instrumen ......................................................... 2. Uji Reliabilitas Instrumen ..................................................... 3. Uji Asumsi Klasik ................................................................. 4. Analisis Regresi Linear Berganda ......................................... 5. Uji Hipotesis ......................................................................... C. Pembahasan ................................................................................ 1. Pengaruh Promosi terhadap Perilaku Impulse Buying Konsumen Muslim pada Hypermart Pekalongan ................. 2. Pengaruh Emosi Positif terhadap Perilaku Impulse Buying Konsumen Muslim pada Hypermart Pekalongan ................. 3. Pengaruh Store Environment terhadap Perilaku Impulse Buying Konsumen Muslim pada Hypermart Pekalongan ..... 4. Pengaruh Hedonic Shopping Value terhadap Perilaku Impulse Buying Konsumen Muslim pada Hypermart Pekalongan ............................................................................ 5. Pengaruh Secara Simultan antara Promosi, Emosi Positif, Store Environment, dan Hedonic Shopping Value terhadap Perilaku Impulse Buying Konsumen Muslim pada Hypermart Pekalongan .......................................................... BAB V
74 74 78 78 79 80 87 89 93 93 94 96
97
99
PENUTUP ...................................................................................... A. Kesimpulan ................................................................................. B. Saran ...........................................................................................
101 101 102
DAFTAR PUSTAKA .....................................................................................
104
LAMPIRAN-LAMPIRAN ............................................................................
109
RIWAYAT HIDUP ........................................................................................
141
xvi
DAFTAR TABEL
Tabel 2.1 Tabel 3.1 Tabel 4.1 Tabel 4.2 Tabel 4.3 Tabel 4.4 Tabel 4.5 Tabel 4.6 Tabel 4.7 Tabel 4.8 Tabel 4.9 Tabel 4.10 Tabel 4.11 Tabel 4.12 Tabel 4.13 Tabel 4.14 Tabel 4.15 Tabel 4.16 Tabel 4.17 Tabel 4.18 Tabel 4.19 Tabel 4.20 Tabel 4.21 Tabel 4.22
Penelitian Terdahulu ................................................................... Operasional Variabel .................................................................. Deskripsi Responden Berdasarkan Jenis Kelamin...................... Deskripsi Responden Berdasarkan Kelompok Usia ................... Deskripsi Responden Berdasarkan Pendidikan Terakhir............ Deskripsi Responden Berdasarkan Pekerjaan............................. Deskripsi Responden Berdasarkan Agama ................................. Hasil Uji Validitas Promosi ........................................................ Hasil Uji Validitas Emosi Positif ................................................ Hasil Uji Validitas Store Environment ....................................... Hasil Uji Validitas Hedonic Shopping Value ............................. Hasil Uji Validitas Perilaku Impulse Buying .............................. Hasil Uji Reliabilitas Instrumen ................................................. Hasil Uji Normalitas dengan 1-KS ............................................. Hasil Uji Linearitas Promosi....................................................... Hasil Uji Linearitas Emosi Positif .............................................. Hasil Uji Linearitas Store Environment ...................................... Hasil Uji Linearitas Hedonic Shopping Value ............................ Hasil Uji Multikolonieritas ......................................................... Hasil Uji Heteroskedastisitas (Uji Glejser) ................................. Hasil Uji Regresi Linear Berganda ............................................. Hasil Uji t (Coefficients) ............................................................. Hasil Uji F (ANOVA)................................................................. Koefisien Determinasi (Model Summary) ..................................
xvii
46 58 75 75 76 77 78 78 78 79 79 79 90 82 83 83 84 84 85 87 88 90 91 92
DAFTAR GAMBAR
Gambar 2.1 Gambar 2.2 Gambar 2.3 Gambar 4.1 Gambar 4.2 Gambar 4.3
Skema Perdagangan Eceran ..................................................... Dimensi Struktur Emosi ........................................................... Kerangka Pemikiran ................................................................. Grafik Histogram ...................................................................... Grafik Normal Probability Plot................................................ Grafik Scatterplot .....................................................................
xviii
15 35 51 81 81 86
DAFTAR LAMPIRAN
Lampiran–Lampiran ......................................................................................... Surat Ijin Penelitan (Dari STAIN Pekalongan Untuk Hypermart Pekalongan) Surat Ijin Penelitan (Dari Hypermart Pekalongan Untuk STAIN Pekalongan) Kuesioner Penelitian ........................................................................................ Data Mentah Rekapitulasi Kuesioner............................................................... Data Mentah Uji Asumsi Klasik ...................................................................... Deskripsi Data .................................................................................................. Uji Validitas ..................................................................................................... Uji Reliabilitas ................................................................................................. Uji Asumsi Klasik ............................................................................................ Uji Hipotesis .................................................................................................... Table t............................................................................................................... Table F .............................................................................................................
xix
109 110 111 112 115 120 123 124 127 130 133 135 139
