DAFTAR ISI HALAMAN JUDUL LEMBAR PERSETUJUAN LEMBAR PENGESAHAN MOTTO DAN PERSEMBAHAN RIWAYAT PENELITI ABSTRAK KATA PENGANTAR ........................................................................................
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DAFTAR ISI .......................................................................................................
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DAFTAR TABEL .............................................................................................
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DAFTAR GAMBAR ..........................................................................................
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DAFTAR GRAFIK .............................................................................................
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BAB I
BAB II
PENDAHULUAN A. Latar Belakang Penelitian ........................................................ B. Identifikasi Masalah ................................................................. C. Rumusan Masalah .................................................................... D. Tujuan Penelitian ..................................................................... E. Kegunaan Penelitian ................................................................. F. Kerangka Pemikiran ................................................................ G. Penelitian Terdahulu ................................................................. H. Hipotesis ..................................................................................
1 6 6 7 8 9 12 15
TINJAUAN PUSTAKA A.
B.
C. D.
Manajemen Pemasaran ............................................................. 1. Pengertian Manajemen ................................................... 2. Pengertian Pemasaran ..................................................... 3. Pengertian Manajemen Pemasaran ................................. Merek (brand) ........................................................................... 1. Pengertian Merek ............................................................ 2. Manfaat Merek ............................................................... 3. Keputusan Pemberian Merek ........................................... 4. Karakteristik Merek ........................................................ 5. Tingkatan Merek ............................................................. Citra (Image) ............................................................................. Citra Merek (brand image) ....................................................... 1. Pengertian Citra Merek .................................................... 2. Dimensi Citra Merek ....................................................... 3. Manfaat Citra Merek ........................................................ 4. Faktor-faktor Pembentuk Citra Merek ............................. v
18 18 19 21 22 22 24 25 27 28 29 30 30 32 38 38
E.
F.
G.
BAB III
BAB IV
Kualitas Poduk .......................................................................... 1. Faktor-faktor Yang Mempengaruhi Kualitas ................... 2. Dimensi Kualitas Produk ................................................. Harga......................................................................................... 1. Pengertian Harga ............................................................. 2. Faktor-faktor yang memepengaruhi Tingkat Harga ........ 3. Faktor-faktor yang memepengaruhi Penetapan Harga ............................................................................... Keputusan Pembelian ............................................................... 1. Proses Pengambilan Keputusan Pembelian ....................
METODOLOGI PENELITIAN A. Metode Penelitian .................................................................... B. Populasi dan Sampel ................................................................ 1. Populasi .......................................................................... 2. Sampel ............................................................................ C. Variabel dan Operasional Variabel Penelitian ......................... 1. Variabel Penelitian ......................................................... 2. Operasional Variabel ...................................................... D. Teknik Pegumpulan Data ........................................................ E. Skala Pengukuran dan Instrumen ............................................. F. Teknik Analisis Data ............................................................... 1. Uji Validitas ................................................................... 2. Uji Reliabilitas ................................................................ 3. Analisis Regresi Linear Berganda .................................. G. Uji Hipotesis ............................................................................ 1. Pengujian Hipotesis Secara Parsial (Uji t) ..................... 2. Pengujian Hipotesis Secara Simultan (Uji F) .................. 3. Analisis Korelasi Berganda ............................................. 4. Korelasi Determinasi (R2) ............................................... H. Tempat dan Jadwal Penelitian .................................................. 1. Tempat Penelitian ........................................................... 2. Jadwal Penelitian ............................................................ HASIL PENELITIAN DAN PEMBAHASAN A. Gambaran Umum Objek Penelitian ........................................ 1. Profil Perusahaan Produk Wardah .................................. 2. Visi dan Misi Perusahaan ............................................... 3. Struktur Organisasi Perusahaan .................................... 4. Lokasi Perusahaan ........................................................... B. Profil UIN Sunan Gunung Djati Bandung ................................ 1. Sejarah UIN Sunan Gunung Djati Bandung ................... C. Pengolahan Data ....................................................................... 1. Pengolahan Data Deskriptif ............................................ a. Pengolahan Data Deskriptif Karakteristik Responden ..............................................................
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39 43 44 45 46 48 50 52 56
60 61 61 62 66 66 67 71 72 76 76 77 78 80 80 83 85 86 87 87 88
89 89 91 91 92 93 93 94 94 94
b. Analisis Deskriptif Berdasarkan Kuesioner .......... Pengolahan Data Verifikatif ............................................ a. Pengolahan Data Uji Validitas ............................... b. Pengolahan Data Uji Reliabilitas .......................... c. Analisis Regreasi Linear Berganda ........................ d. Pengolahan Data Uji Parsial (Uji t) ....................... e. Pengolahan Data Uji Simultan (Uji F) ................... f. Analisis Koefisien Korelasi .................................. g. Pengolahan Data Koefisien Determinasi (R2) ...... Analisis dan Pembahasan ......................................................... 1. Pengolahan Data Deskriptif ............................................ 2. Analisa dan Pembahasan Verifikatif ............................... Pembahasan Hasil Penelitian .................................................... 2.
D.
E. BAB V
96 102 102 104 105 106 106 107 107 108 108 109 118
PENUTUP A. Kesimpulan ............................................................................. 122 B. Saran ........................................................................................ 123
DAFTAR PUSTAKA LAMPIRAN
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DAFTAR TABEL
Tabel 1.1 Tabel 3.1 Tabel 3.2 Tabel 3.3 Tabel 3.4 Tabel 3.5 Tabel 3.6 Tabel 3.7 Tabel 3.8 Tabel 3.9 Tabel 3.10 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 ................................................................... Proporsi Sampel ........................................................................... Operasional Variabel .............................................................. .... Pembobotan Kriteria Jawaban ................................................ .... Tabel Skala Interval Citra Merek ........................................... .... Tabel Skala Interval Kualitas Produk ..................................... .... Tabel Skala Interval Harga .......................................................... Tabel Skala Interval Keputusan Pembelian ................................. Interpretasi Koefisien Korelasi .................................................... Pedoman Interpretasi Koefisien Determinasi (R2) ...................... Jadwal Penelitian ......................................................................... Data Responden berdasarkan Jenis Kelamin ............................... Data Responden berdasarkan Usia .............................................. Data Responden berdasarkan Jurusan ......................................... Data Responden berdasarkan Uang Saku .................................... Tabel Skor/Bobot Penilaian Jawaban Kuesioner......................... Gambaran Kuesioner mengenai Citra Merek .............................. Gambaran Kuesioner mengenai Kualitas Produk ........................ Gambaran Kuesioner mengenai Harga ........................................ Gambaran Kuesioner mengenai Keputusan Pembelian............... Pengolahan Data Validitas Variabel Citra Merek ....................... Pengolahan Data Validitas Variabel Kualitas Produk ................. Pengolahan Data Validitas Variabel Harga ................................. Pengolahan Data Validitas Variabel Keputusan Pembelian ........ Hasil Pengujian Reliabilitas Variabel Citra Merek ..................... Hasil Pengujian Reliabilitas Variabel Kualitas Produk ............... Hasil Pengujian Reliabilitas Variabel Harga ............................... Hasil Pengujian Reliabilitas Variabel Keputusan Pembelian ...... Uji Analisis Regresi Linier Berganda .......................................... Uji Parsial (Uji T) ........................................................................ Hasil analisi regresi secara besamaan (Uji F) .............................. Uji Analisis Koefisien Korelasi ................................................... Uji Analisis Koefisien Determinasi .............................................
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DAFTAR GAMBAR
Gambar 1.1 Gambar 1.2 Gambar 2.1 Gambar 2.2
Penjualan Kosmetik di Indonesia ................................................ Kerangka Pemikiran .................................................................... Hubungan Sistem Kualitas .......................................................... Proses Pengambilan Keputusan Pembelian Model Lima Tahap ...........................................................................................
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2 11 43 57
DAFTAR GRAFIK
Gambar 3.1 Gambar 3.2 Gambar 4.1 Gambar 4.2 Gambar 4.3
Daerah Penerimaan dan Penolakan Ho (Uji-T) ........................... 82 Daerah Penerimaan dan Penolakan Ho (Uji F) ........................... 84 Daerah Penerimaan dan Penolakan Ho dalam Pengujian Hipotesis Uji Distribusi t (Citra Merek) ...................................... 113 Daerah Penerimaan dan Penolakan Ho dalam Pengujian Hipotesis Uji Distribusi t (Kualitas Produk)................................ 114 Daerah Penerimaan dan Penolakan Ho dalam Pengujian Hipotesis Uji Distribusi t (Harga) ................................................ 115
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