DAFTAR ISI
Halaman Sampul Depan Skripsi…………………………………………... i Halaman Judul Skripsi…………………………………………………….. ii Halaman Persetujuan Skripsi……………………………………………… iii Halaman Pengesahan Skripsi……………………………………………… iv Berita Acara Ujian Skripsi ............................................................................ v Surat pernyataan bukan plagiarisme ............................................................. vi Inti Sari ……………………………………………………………………. vii Halaman Persembahan……………………………………………………. viii Halaman Motto……………………………………………………………. ix Kata Pengantar……………………………………………………………... x Daftar isi…………………………………………………………………… xii Daftar Tabel……………………………………………………………….. xv Daftar Lampiran…………………………………………………………… xvii
BAB I PENDAHULUAN .................................................................................... 1 1.1. Latar Belakang Masalah Penelitian ............................................................. 1 1.2. Perumusan Masalah ..................................................................................... 4 1.3. Batasan Masalah .......................................................................................... 4 1.4. Tujuan Penelitian ......................................................................................... 6 1.5. Manfaat Penelitian ....................................................................................... 6
xii
BAB II LANDASAN TEORI DAN HIPOTESIS ............................................ 7 2.1. Landasan Teori ............................................................................................ 7 1. Pengertian Pemasaran ........................................................................ 7 2. Manajemen Pemasaran ....................................................................... 9 3. Konsep Pemasaran ............................................................................. 10 4. Image .................................................................................................. 13 5. Bauran Pemasaran .............................................................................. 13 6. Kualitas Pelayanan ............................................................................. 17 7. Loyalitas Pelanggan .......................................................................... 19 2.2. Penelitian Terdahulu .................................................................................... 23 2.3. Kerangka Teori ............................................................................................ 26 2.4. Hipotesis....................................................................................................... 28
BAB III METODE PENELITIAN ................................................................... 29 3.1. Lokasi Penelitian .......................................................................................... 29 3.2. Variabel Penelitian dan Difinisi Operasional .............................................. 29 3.3. Populasi, Sampel Penelitian dan Responden ............................................... 31 3.4. Metode Pengumpulan Data .......................................................................... 32 3.5. Instrumen Penelitian .................................................................................... 32 3.6. Metode Analisis Data .................................................................................. 38
BAB IV HASIL ANALISA DAN PEMBAHASAN ........................................ 44
xiii
4.1. Pengantar ...................................................................................................... 44 4.2. Gambaran Umum Responden ...................................................................... 44 4.3. Persepsi Konsumen Tentang Bauran Pemasaran di Kedai Kopi Espresso Bar ................................................................................................................ 50 4.4. Pengaruh Variabel Bauran Pemasaran secara Parsial Terhadap Loyalitas Konsumen .................................................................................................... 53 4.5. Pengaruh Variabel kualitas pelayanan secara Parsial Terhadap Loyalitas Konsumen .................................................................................................... 57 4.6. Analisis Bauran Pemasaran dan Kualitas Pelayanan Terhadap Loyalitas Konsumen .................................................................................................... 61 4.7. Pembahasan .................................................................................................. 71
BAB V KESIMPULAN DAN SARAN .............................................................. 74 5.1. Kesimpulan ................................................................................................... 74 5.2. Saran ............................................................................................................. 75
Daftar Pustaka
xiv
DAFTAR TABEL
Tabel 3.1 Hasil Uji Validitas Bauran Pemasaran .................................................. 34 Tabel 3.2 Hasil Uji Validitas Kualitas Pelayanan ................................................. 35 Tabel 3.3 Hasil Uji Validitas Loyalitas ................................................................. 36 Tabel 3.4 Hasil Pengujian Reliabilitas .................................................................. 38 Tabel 4.1 Distribusi Responden Berdasarkan Jenis Kelamin ............................... 45 Tabel 4.2 Distribusi Responden Berdasarkan Usia ............................................... 46 Tabel 4.3 Distribusi Responden Berdasarkan Tingkat Pendidikan ...................... 47 Tabel 4.4Distribusi Responden berdasarkan Pekerjaan ....................................... 48 Tabel 4.5 Distribusi Responden berdasarkan Tingkat Pendapatan ....................... 49 Tabel 4.6 Tabel Skor Interval................................................................................ 50 Tabel 4.7. Rata-rata Jawaban Responden Pada Dimensi Bauran Pemasaran ....... 50 Tabel 4.8 Rata-rata Jawaban Responden Pada Dimensi Kualitas Pelayanan ....... 51 Tabel 4.9 Rata-rata Jawaban Responden Pada Dimensi Loyalitas ....................... 52 Tabel 4.10. Hasil Regresi Pengaruh Harga Terhadap Loyalitas Konsumen ......... 54 Tabel 4.11. Hasil Regresi Pengaruh Kualitas Produksi Terhadap Loyalitas Konsumen .......................................................................................... 54 Tabel 4.12. Hasil Regresi Pengaruh Lokasi Terhadap Loyalitas Konsumen ........ 55 Tabel 4.13. Hasil Regresi Pengaruh Promosi Terhadap Loyalitas Konsumen ..... 56 Tabel 4.14. Hasil Regresi Pengaruh Tangible Terhadap Loyalitas Konsumen .... 57 Tabel 4.15. Hasil Regresi Pengaruh Reliable Terhadap Loyalitas Konsumen ..... 58
xv
Tabel 4.16. Hasil Regresi Pengaruh Responsiveness Terhadap Loyalitas Konsumen .......................................................................................... 58 Tabel 4.17. Hasil Regresi Pengaruh Assurance Terhadap Loyalitas Konsumen .. 59 Tabel 4.18. Hasil Regresi Pengaruh Emphaty Terhadap Loyalitas Konsumen .... 60 Tabel 4.19. Hasil Regresi Pengaruh Bauran Pemasaran dan Kualitas Pelayanan Terhadap Loyalitas Konsumen........................................................... 62 Tabel 4.20 Analisis dengan Uji t .......................................................................... 64 Tabel 4.21 Analisis dengan Koefisien Deteminasi Parsial (r2) ............................. 70
xvi
DAFTAR LAMPIRAN
1. Surat Permohonan Responden 2. Daftar Pribadi Responden 3. Daftar pertanyaan kuisioner 4. Data Mentah 5. Lampiran 1 Correlations 6. Lampiran 2 Reabilitas 7. Lampiran 3 Frequency Table 8. Lampiran4 Regression 9. Lampiran 5 Correlations
xvii
DAFTAR ISI
Halaman Sampul Depan Skripsi…………………………………………... i Halaman Judul Skripsi…………………………………………………….. ii Halaman Persetujuan Skripsi……………………………………………… iii Halaman Pengesahan Skripsi……………………………………………… iv Halaman Pernyataan Etika Akademik……………………………………... v Halaman Keterangan selesai melakukan Penelitian……………………….. vi Halaman Persembahan……………………………………………………. vii Halaman Motto……………………………………………………………. viii Kata Pengantar……………………………………………………………... ix Daftar isi…………………………………………………………………… xii Daftar Tabel……………………………………………………………….. xvi Daftar Lampiran…………………………………………………………… xix Surat pernyataan bukan plagiarisme ............................................................. xx Abstrak …………………………………………………………………….xxi
BAB I PENDAHULUAN .................................................................................... 1 1.1. Latar Belakang Masalah Penelitian ............................................................. 1 1.2. Perumusan Masalah ..................................................................................... 4 1.3. Batasan Masalah .......................................................................................... 4 1.4. Tujuan Penelitian ......................................................................................... 6 1.5. Manfaat Penelitian ....................................................................................... 6
BAB II LANDASAN TEORI DAN HIPOTESIS ...................................................... 7 2.1. Landasan Teori ............................................................................................ 7 1. Pengertian Pemasaran ........................................................................ 7 2. Manajemen Pemasaran ....................................................................... 9 3. Konsep Pemasaran ............................................................................. 10 4. Image .................................................................................................. 13 5. Bauran Pemasaran .............................................................................. 13 6. Kualitas Pelayanan ............................................................................. 17 7. Loyalitas Pelanggan .......................................................................... 19 2.2. Penelitian Terdahulu .................................................................................... 23 2.3. Kerangka Teori ............................................................................................ 26 2.4. Hipotesis....................................................................................................... 28
BAB III METODE PENELITIAN ................................................................... 29 3.1. Lokasi Penelitian .......................................................................................... 29 3.2. Variabel Penelitian dan Difinisi Operasional .............................................. 29 3.3. Populasi, Sampel Penelitian dan Responden ............................................... 31 3.4. Metode Pengumpulan Data .......................................................................... 32 3.5. Instrumen Penelitian .................................................................................... 32 3.6. Metode Analisis Data .................................................................................. 38
BAB IV HASIL ANALISA DAN PEMBAHASAN ........................................ 44 4.1. Pengantar ...................................................................................................... 44 4.2. Gambaran Umum Responden ...................................................................... 44 4.3. Persepsi Konsumen Tentang Bauran Pemasaran di Kedai Kopi Espresso Bar ................................................................................................................ 50 4.4. Pengaruh Variabel Bauran Pemasaran secara Parsial Terhadap Loyalitas Konsumen .................................................................................................... 53 4.5. Pengaruh Variabel kualitas pelayanan secara Parsial Terhadap Loyalitas Konsumen .................................................................................................... 57 4.6. Analisis Bauran Pemasaran dan Kualitas Pelayanan Terhadap Loyalitas Konsumen .................................................................................................... 61 4.7. Pembahasan .................................................................................................. 71
BAB V KESIMPULAN DAN SARAN .............................................................. 74 5.1. Kesimpulan ................................................................................................... 74 5.2. Saran ............................................................................................................. 75
Daftar Pustaka
DAFTAR TABEL Tabel 3.1 Hasil Uji Validitas Bauran Pemasaran .................................................. 34 Tabel 3.2 Hasil Uji Validitas Kualitas Pelayanan ................................................. 35 Tabel 3.3 Hasil Uji Validitas Loyalitas ................................................................. 36 Tabel 3.4 Hasil Pengujian Reliabilitas .................................................................. 38 Tabel 4.1 Distribusi Responden Berdasarkan Jenis Kelamin ............................... 45 Tabel 4.2 Distribusi Responden Berdasarkan Usia ............................................... 46 Tabel 4.3 Distribusi Responden Berdasarkan Tingkat Pendidikan ...................... 47 Tabel 4.4Distribusi Responden berdasarkan Pekerjaan ....................................... 48 Tabel 4.5 Distribusi Responden berdasarkan Tingkat Pendapatan ....................... 49 Tabel 4.6 Tabel Skor Interval................................................................................ 50 Tabel 4.7. Rata-rata Jawaban Responden Pada Dimensi Bauran Pemasaran ....... 50 Tabel 4.8 Rata-rata Jawaban Responden Pada Dimensi Kualitas Pelayanan ....... 51 Tabel 4.9 Rata-rata Jawaban Responden Pada Dimensi Loyalitas ....................... 52 Tabel 4.10. Hasil Regresi Pengaruh Harga Terhadap Loyalitas Konsumen ......... 54 Tabel 4.11. Hasil Regresi Pengaruh Kualitas Produksi Terhadap Loyalitas Konsumen .......................................................................................... 54 Tabel 4.12. Hasil Regresi Pengaruh Lokasi Terhadap Loyalitas Konsumen ........ 55 Tabel 4.13. Hasil Regresi Pengaruh Promosi Terhadap Loyalitas Konsumen ..... 56 Tabel 4.14. Hasil Regresi Pengaruh Tangible Terhadap Loyalitas Konsumen .... 57 Tabel 4.15. Hasil Regresi Pengaruh Reliable Terhadap Loyalitas Konsumen ..... 58
Tabel 4.16. Hasil Regresi Pengaruh Responsiveness Terhadap Loyalitas Konsumen .......................................................................................... 58 Tabel 4.17. Hasil Regresi Pengaruh Assurance Terhadap Loyalitas Konsumen .. 59 Tabel 4.18. Hasil Regresi Pengaruh Emphaty Terhadap Loyalitas Konsumen .... 60 Tabel 4.19. Hasil Regresi Pengaruh Bauran Pemasaran dan Kualitas Pelayanan Terhadap Loyalitas Konsumen........................................................... 62 Tabel 4.20 Analisis dengan Uji t .......................................................................... 64 Tabel 4.21 Analisis dengan Koefisien Deteminasi Parsial (r2) ............................. 70
