DAFTAR ISI
HALAMAN SAMPUL........................................................................................ i HALAMAN JUDUL .......................................................................................... ii HALAMAN PENGESAHAN ........................................................................... iii HALAMAN PERNYATAAN ORISINALITAS ............................................ iv PERSETUJUAN AKADEMISI .........................................................................v KATA PENGANTAR ....................................................................................... vi ABSTRAK ....................................................................................................... viii DAFTAR ISI...................................................................................................... ix DAFTAR GAMBAR ....................................................................................... xiv DAFTAR TABEL ........................................................................................... xvi
BAB I PENDAHULUAN ....................................................................................1 1.1
Gambaran Umum Objek Penelitian........................................................... 1
1.2
Latar Belakang Penelitian.......................................................................... 5
1.3
Rumusan Masalah ................................................................................... 10
1.4
Tujuan penelitian ..................................................................................... 11
1.5
Kegunaan Penelitian ................................................................................ 11
1.6
Sistematika Penulisan .............................................................................. 12
BAB II TINJAUAN PUSTAKA DAN LINGKUP PENELITIAN ...............13 2.1
Tinjauan Pustaka Penelitian .................................................................... 13
2.1.1 Pemasaran ................................................................................................ 13 2.1.2 Pengertian Manajemen Pemasaran ......................................................... 13
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2.1.3 Pengertian Produk ................................................................................... 14 2.1.4 Atribut Produk ......................................................................................... 16 2.1.5 Prilaku Konsumen ................................................................................... 19 2.1.6 Keputusan Pembelian .............................................................................. 20 2.1.7 Penelitian Terdahulu ................................................................................ 23 2.2
Kerangka Pemikiran ................................................................................ 32
2.3
Hipotesis .................................................................................................. 33
2.4
Ruang Lingkup Penelitian ....................................................................... 34
2.4.1 Variabel dan Sub Variabel Penelitian...................................................... 34 2.4.2 Lokasi dan Objek Penelitian .................................................................... 34 2.4.3 Waktu dan Periode Penelitian ................................................................. 34
BAB III METODOLOGI PENELITIAN .......................................................35 3.1
Jenis Penelitian ........................................................................................ 35
3.2
Variabel Operasional ............................................................................... 35
3.2.1 Variabel dan Sub Variabel....................................................................... 35 3.2.2 Skala Pengukuran .................................................................................... 38 3.3
Tahapan Penelitian .................................................................................. 39
3.4
Populasi dan Sampel................................................................................ 40
3.4.1 Populasi ................................................................................................... 40 3.4.2 Sampel ..................................................................................................... 40 3.4.3 Teknik Sampling ...................................................................................... 41 3.5
Teknik Pengumpulan Data ...................................................................... 42
3.5.1 Data Primer .............................................................................................. 42 3.5.2 Data Sekunder ......................................................................................... 42 3.6
Uji Validitas dan Uji Reliabilitas ............................................................ 42
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3.6.1 Uji Validitas............................................................................................. 42 3.6.2 Uji Reliabilitas ......................................................................................... 46 3.7
Teknik Analisis Data ............................................................................... 48
3.7.1 Analisis Statistik Deskriptif ..................................................................... 48 3.7.2 Method of Successive Interval (MSI) ...................................................... 50 3.7.3 Uji Asumsi Klasik ................................................................................... 51 a. Uji Multikolinieritas ........................................................... 52 b. Uji Heteroskedastisitas ....................................................... 52 c. Uji Normalitas .................................................................... 53 d. Uji Linieritas ....................................................................... 53 3.7.4 Analisis Regresi Linier Berganda ................................................. 54 3.7.5 Uji Korelasi ................................................................................... 56 3.7.6 Uji Hipotesis ................................................................................. 56 a. Uji Hipotesis Secara Parsial (Uji T) ................................... 56 b. Uji Hipotesis Secara Simultan (Uji F) ................................ 56 3.7.7 Koefisien Determinasi .................................................................. 58
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................61 4.1
Gambaran Umum Objek Penelitian......................................................... 61 4.1.1 Berdasarkan Jenis Kelamin ........................................................... 62 4.1.2 Berdasarkan Usia .......................................................................... 63 4.1.3 Berdasarkan Jenis Pekerjaan ......................................................... 64 4.1.4 Berdasarkan Lama Penggunaan Produk ....................................... 65 4.1.5 Berdasarkan Penghasilan Per Bulan ............................................. 66 4.1.6 Berdasarkan Jenis Kelamin ........................................................... 67
4.2
Hasil Penelitian ........................................................................................ 68
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4.2.1 Tanggapan Responden Terhadap Kualitas Produk (X1)................ 69 4.2.2 Tanggapan Responden Terhadap Fitur Produk (X2) ..................... 75 4.2.3 Tanggapan Responden Terhadap Gaya dan Desain Produk (X3).. 77 4.2.4 Rekapitulasi Tanggapan Responden Terhadap Variabel Atribut Produk (X) ..................................................................................... 79 4.2.5 Tanggapan Responden Terhadap Keputusan Pembelian (Y) ........ 80 4.2.6 Rekapitulasi Tanggapan Responden Terhadap Variabel X dan Variabel Y ...................................................................................... 86 4.3
Pembahasan Hasil Penelitian ................................................................... 86 4.3.1 Uji Asumsi Klasik ......................................................................... 86 a. Uji Multikolinieritas ........................................................... 86 b. Uji Normalitas .................................................................... 87 c. Uji Heteroskedastisitas ....................................................... 88 d. Uji Linieritas ....................................................................... 89 4.3.2 Analisis Regresi Linier Berganda ................................................. 90 a. Koefisien Determinasi ........................................................ 92 4.3.3 Pengujian Hipotesis ...................................................................... 94 a. Uji Hipotesis Secara Simultan ............................................ 94 b. Uji Hipotesis Secara Parsial................................................ 96
BAB V KESIMPULAN DAN SARAN ......................................................... 101 5.1
Kesimpulan ............................................................................................ 101
5.2
Saran ..................................................................................................... 102
5.2.1 Bagi Peneliti Lain .................................................................................. 102 5.2.2 Bagi Perusahaan .................................................................................... 102
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DAFTAR PUSTAKA ......................................................................................103 LAMPIRAN
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DAFTAR GAMBAR
Gambar 1.1 Logo YAMAHA ............................................................................. 1 Gambar 1.2 Komposisi Motor Sport Yamaha .................................................... 2 Gambar 1.3 Penjualan Sepeda Motor Sport........................................................ 7 Gambar 1.4 Penjualan Motor Sport Kelas 150cc................................................ 8 Gambar 1.5 Penjualan Motor Sport Yamaha V-Ixion ........................................ 9 Gambar 2.1 Tiga Tingkatan Produk ................................................................. 14 Gambar 2.2 Proses Keputusan Pembelian ........................................................ 21 Gambar 2.3 Kerangka Pemikiran ...................................................................... 33 Gambar 3.1 Tahapan Penelitian ........................................................................ 39 Gambar 3.2 Garis Kontinum Interprestasi Skor ............................................... 51 Gambar 4.1 Peresentase Responden Berdasarka Jenis Kelamin ...................... 62 Gambar 4.2 Persentase Responden Berdasarkan Usia ...................................... 63 Gambar 4.3 Persentase Responden Berdasarkan Jenis Pekerjaan .................... 64 Gambar 4.4 Persentase Responden Berdasarkan Lama Menggunakan Produk Motor Sport Yamaha V-Ixion ....................................................... 65 Gambar 4.5 Persentase Responden Berdasarkan Penghasilan Per Bulan ......... 66 Gambar 4.6 Persentase Sub Variabel Kualitas Produk dalam Garis Kontinum ... ....................................................................................................... 74 Gambar 4.7 Persentase Sub Variabel Fitur Produk dalam Garis Kontinum ..... 76 Gambar 4.8 Persentase Sub Variabel Gaya dan Desain Produk dalam Garis Kontinum ...................................................................................... 78 Gambar 4.9 Persentase Variabel Atribut Produk dalam Garis Kontinum ........ 80 Gambar 4.10 Persentase Variabel Keputusan Pembelian dalam Garis Kontinum ....................................................................................................... 85 Gambar 4.11 Hasil Uji Heteroskedastisitas ........................................................ 88
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Gambar 4.12 Hasil Pengujian Secara Parsial (Uji t) Kualitas Produk (X1) ........ 97 Gambar 4.13 Hasil Pengujian Secara Parsial (Uji t) Fitur Produk (X2) .............. 98 Gambar 4.14 Hasil Pengujian Secara Parsial (Uji t) Gaya dan Desain Produk (X3) ....................................................................................................... 99
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DAFTAR TABEL
Tabel 1.1
Generasi Yamaha V-Ixion .............................................................. 3
Tabel 2.1
Penelitian Terdahulu (Skripsi) ...................................................... 23
Tabel 2.2
Jurnal Nasional.............................................................................. 25
Tabel 2.3
Jurnal Internasional ....................................................................... 28
Tabel 3.1
Variabel Operasional..................................................................... 37
Tabel 3.2
Desain Pengukuran Kuesioner ...................................................... 39
Tabel 3.3
Hasil Uji Validitas Atribut Produk (X) ......................................... 44
Tabel 3.4
Hasil Uji Validitas Keputusan Pembelian (Y) .............................. 45
Tabel 3.5
Hasil Uji Reliabilitas Atribut Produk (X) ..................................... 47
Tabel 3.6
Hasil Uji Reliabilitas Keputusan Pembelian (Y) .......................... 48
Tabel 3.7
Kriteria Presentase Skor ................................................................ 49
Tabel 3.8
Kriteria Pengujian Linieritas ......................................................... 54
Tabel 4.1
Rekapitulasi Karakteristik Responden .......................................... 67
Tabel 4.2
Tanggapan Responden Terhadap Kualitas Produk (X1)................ 69
Tabel 4.3
Tanggapan Responden Berdasarkan Fitur Produk (X2) ................ 75
Tabel 4.4
Tanggapan Responden Berdasarkan Gaya dan Desain Produk (X3) . ....................................................................................................... 77
Tabel 4.5
Rekapitulasi Tanggapan Responden Terhadap Variabel Atribut Produk (X) ..................................................................................... 79
Tabel 4.6
Tanggapan Responden Terhadap Keputusan Pembelian (Y) ........ 81
Tabel 4.7
Rekapitulasi Tanggapan Responden Terhadap Variabel X dan Variabel Y ..................................................................................... 86
Tabel 4.8
Hasil Uji Multikolinieritas ............................................................ 87
Tabel 4.9
Hasil Uji Normalitas Kolmogorov-Smirnov ................................. 88
Tabel 4.10 Hasil Uji Liniearitas ...................................................................... 90
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Tabel 4.11 Hasil Perhitungan Regresi Linier Berganda.................................. 91 Tabel 4.12 Hasil Uji R .................................................................................... 93 Tabel 4.13 Hasil Pengujian Hipotesis Secara Simultan (Uji F) ...................... 94 Tabel 4.14 Hasil Pengujian Hipotesis Secara Parsial (Uji t) ........................... 96
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