DAFTARISI Halaman Halaman Sampul Depan Skripsi ............................................................................... i Halaman Judul Skripsi .................................................................·............................ ii Halaman Persembahan ............................................................................................. iii Halaman Motto ......................................................................................................... iv Halaman Pemyataan Bebas Plagiarisme.; ................................................................ v Halaman Pengesahan Skripsi ................................................................................... vi Halaman Pengesahan Ujian Skripsi ......................................................................... vii Abstrak ..................................................................................................................... viii Kata Pengantar ......................................................................................................... ix Daftar lsi ................................................................................................................... xii Daftar Tabel ............................................................................................................. xvi Daftar Gam bar......................................................................................................... xvii
BABIPENDAHULUAN 1. 1 Latar Belakang Masalah ................................................................ :................. 1
1. 2 Rumusan Masalah Penelitian .......................................................................... 4 1. 3 Batasan masalah Penelitian ............................................................................. 4 1. 4 Tujuan Penelitian ............................................................................................ 5 1. 5 Manfaat Penelitian .......................................................................................... 5
BAB II LANDASAN TEORI 2. 1 Pengertian Pemasaran ..................................................................................... 6 2. 2 Arti Penting Konsep Pemasaran...................................................................... 7 2. 3 Arti Penting Penelitian Pasar .......................................................................... 12 2. 4 Segmentasi Pasar............................................................................................. 14 2. 4. 1 Pengertian Segmentasi Pasar................................................................ 14
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2. 4. 2 Tingkat Segmentasi Pasar .................................................................... 19 2. 4. 3 Dasar Segmentasi Pasar Konsumen ..................................................... 21 1. Segmentasi Geografis ...................................................................... 21 2. Segmentasi Demografis .................................................................. 21 3. Segmentasi Psikografi ..................................................................... 23 4. Segmentasi Perilaku .........................................•.............................. 24 2. 4. 4 Pola Segmentasi Pasar.. ........................................................................ 27 2. 4. 5 Prosedur dan Metode Pensegmentasian Pasar ..................................... 28 1. Tahap Survei ................................................................................... 28 2. Tahap Analisis ................................................................................. 28 3. Tahap Pembentukan Profil .............................................................. 28 2. 4. 6 Manfaat dan Kelemahan Segmentasi Pasar ......................................... 30 2. 4. 7 Strategi Segmentasi Pasar .................................................................... 31 2. 4. 8 Segmentasi Pas~r Sebagai Salah Satu Kegiatan Strategi Pemasaran .......................................................................................... 35
BAB III METODE PENELITIAN 3. 1 Lokasi Penelitian ............................................................................................. 37 3. 1. 1 Keadaan Geografis Daerah Penelitian ................................................. 37 3. 1. 2 Keadaan Penduduk Daerah Penelitian ................................................. 39 3. 1. 3 Keadaan Perekonomian Daerah Penelitian .......................................... 39 3. 2 Variabel Penelitian .......................................................................................... 42 3. 2. 1 Variabel lndependen ............................................................................ 42 3. 2. 2 Variabel Dependen ............................................................................... 42 3. 3 Definisi Operasional Variabel.. ....................................................................... 42 3. 4 Alat Pengumpulan Data .................................................................................. 43 3. 5 Data dan Teknik Pengumpulan Data............................................................... 43 3. 5. 1 Data Primer ........................................................................................... 43 3. 5. 2 Data Sekunder ...................................................................................... 45
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3. 6 Populasi dan Sampel ....................................................................................... 45 3. 6. 1 Populasi ................................................................................................ 45 3. 6. 2 Sampel .................................................................................................. 45 3. 7 Alat Analisis Data ........................................................................................... 47 3. 7. 1 Metode Cluster ..................................................................................... 47 3. 7. 2 Analisis Faktor ..................................................................................... 48
BAB IV ANALISIS DAN PEMBAHASAN 4. 1 Pengujian Validitas dan Reliabilitas ............................................................... 53 4. 1. 1 Uji Validitas ......................................................................................... 53 4. 1. 2 Uji Reliabilitas ..................................................................................... 54 4. 2 Analisis Karakteristik Konsumen ................................................................... 55 4. 2. 1 Karakteristik Konsumen Berdasarkan Variabel Demografis ............... 55 4. 2. 2 Karakteristik Konsumen Berdasarkan Variabel Geografis .................. 60 4. 2. 3 Karakteristik konsumen Berdasarkan Variabel Perilaku ..................... 61 4. 2. 4 Karakteristik Konsumen Berdasarkan Variabel Gaya Hidup .............. 63 4. 3 Atribut Produk Pasta Gigi Pepsodent.. ............................................................ 64 4. 4 Analisis Faktor ................................................................................................ 64 4. 4. 1 Analisis Faktor Variabel Gaya Hidup .................................................. 65 4. 4. 2 Analisis Faktor Variabel Manfaat ........................................................ 70 4. 5 Analisis Cluster ............................................................................................... 72 4. 5. 1 Analisis Cluster Variabel Gaya Hidup ................................................. 73 4. 5. 1. 1 Hierarchical Cluster ............................................................. 74
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4. 5. 1. 2 K-Means Cluster .................................................................. 76 4. 5. 2 Analisis Cluster Variabel Manfaat.. ..................................................... 82 4. 5. 2. 1 Hierarchical Cluster ............................................................. 82 4. 5. 2. 2 K-Means Cluster .................................................................. 84
BAB V KESIMPULAN DAN SARAN 5. 1 Kesimpulan ..................................................................................................... 90 5. 2 Saran ................................................................................................................ 92
DAFTAR PUSTAKA DAFTAR LAMP IRAN I.
Surat Ijin Penelitian
II.
Uji Validitas dan Uji Reliabilitas
III.
Kuesioner
IV.
Data Mentah
V.
Statistic Descriptive
VI.
Uji Korelasi Parsial
VII. Analisis Faktor Variabel Gaya Hidup VIII. Analisis Faktor Variabel Manfaat IX.
Analisis Cluster Variabel Gaya Hidup
X.
Analisis Cluster Variabel Manfaat
XI.
Profil Cluster
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DAFTAR TABEL
Hala man
Tabel
3. 1 Jumlah Penduduk Menurut Jenis Kelamin ................................................... 39 3. 2 Jumlah Penduduk Menurut Mata Pencaharian ............................................. 40 3. 3 Jumlah Penduduk Menurut Pendidikan ....................................................... 41 3. 4 Jumlah Penduduk Pencari Kerja .................................................................. 4 4. 1 Karakteristik Konsumen Berdasarkan Jenis Kelamin .................................. 56 4. 2 Karakteristik Kortsumen Berdasarkan Usia ................................................. 56 4. 3 Karakteristik Konswnen Berdasarkan Tingkat Pendidikan ......................... 57 4. 4 Karakteristik Konsumen Berdasarkan Jumlah Anggota Keluarga ............... 58 4. 5 Karakteristik Konsumen Berdasarkan Jenis Pekerjaan ................................ 59 4. 6 Karakteristik Konsumen Berdasarkan Pengeluaran Perbulan...................... 59 4. 7 Karakteristik Konsumen Berdasarkan Status ternpat Tinggal ..................... 61 4. 8 Status Penggunaan Pasta Gigi Pepsodent .................................................... 62 4. 9 Intensitas pemakaian Pasta Gigi Dalam Sehari ............................................ 62 4. 10 Frekuensi Pemeriksaan Gigi ...................................................................... 63 4. 11 Analisis Koefisien Agglomerasi Variabel Gaya Hidup ............................. 75 4. 12 Interpretasi Cluster Variabel Gaya Hidup .................................................. 77 4. 13 Profil Cluster Gaya Hidup Berdasarkan Karakteristik Konsumen ............ 78 4. 14 Profil Cluster Gaya Hidup Berdasarkan Atribut Produk ............................ 81 4. 15 Analisis Koefisien Agglomerasi Variabel Manfaat ................................... 83
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4. 16 Interpretasi Cluster Variabel Manfaat ........................................................ 85 4. 17 Profil Cluster Manfaat Berdasarkan Karakteristik Konsumen................... 86 4. 18 Profil Cluster Manfaat Berdasarkan Atribut Produk .................................. 89
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DAFTAR GAMBAR
Halaman
Gambar
2. 1 Proses Penelitian Pasar.. .................................................................................. 13 2. 2 Langkah-langkah Dalam Segmentasi Pasar, Penetapan Pasar Sasaran, dan Penentuan Posisi Pasar..................................... 15
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