DAFTAR ISI
HALAMAN PENGESAHAN.................................. Error! Bookmark not defined. HALAMAN PERNYATAAN ..........................................................................................ii ABSTRAK.........................................................................................................................iii ABSTRACT.......................................................................................................................iv KATA PENGANTAR........................................................................................................v HALAMAN PERSEMBAHAN......................................................................................vii
DAFTAR ISI ............................................................ Error! Bookmark not defined. DAFTAR TABEL .................................................................................................. 4 DAFTAR GAMBAR .............................................................................................. 5 DAFTAR LAMPIRAN .......................................................................................... 6 BAB I PENDAHULUAN......................................... Error! Bookmark not defined. 1.1 Gambaran Umum Objek Penelitian ........... Error! Bookmark not defined. 1.1.1 Profil Perusahaan ............................. Error! Bookmark not defined. 1.1.2 Sejarah Bukalapak.com ..................................................................... 2 1.1.3 Visi dan Misi Perusahaan ................. Error! Bookmark not defined. 1.1.4 Jenis Produk The Body Shop.............................................................4 1.2 Latar Belakang Masalah .............................................................................. 6 1.3 Rumusan Masalah ..................................................................................... 11 1.4 Tujuan Penelitian........................................ Error! Bookmark not defined. 1.5 Kegunaan penelitian .................................................................................. 12 1.6 Sistematika Penelitian ............................................................................... 12 BAB II TINJAUAN PUSTAKA DAN LINGKUP PENELITIAN.................. 14 2.1 Landasan Teori .......................................................................................... 14 2.1.1 Konsep Pemasaran .......................................................................... 14 2.1.2 Proses Keputusan Pembelian .......................................................... 15 2.1.3 Customer Experience ...................................................................... 19 2.1.4 Pengaruh Customer Experience Terhadap Keputusan Pembelian .. 22 2.2 Penelitian Terdahulu ................................................................................. 23 2.3 Kerangka Pemikiran .................................................................................. 35 2.4 Hipotesis Penelitian ................................................................................... 37 BAB III METODOLOGI PENELITIAN ......................................................... 38 3.1 Jenis Penelitian .......................................................................................... 38 3.2 Variabel Penelitian dan Operasional Variabel .......................................... 39 3.2.1 Variabel Penelitian .......................................................................... 39
3.2.2 Operasional Variabel ....................................................................... 39 3.2.3 Skala Pengukuran ............................................................................ 44 3.3 Tahapan Penelitian .................................................................................... 44 3.4 Pengumpulan Data .................................................................................... 46 3.4.1 Jenis Data ........................................................................................ 46 3.4.2 Teknik Pengumpulan Data .............................................................. 46 3.5 Populasi dan Sampel ................................................................................. 47 3.5.1 Populasi ........................................................................................... 47 3.5.2 Sampel ............................................................................................. 47 3.5.3 Teknik Pengambilan Sampel........................................................... 48 3.6 Uji Validitas dan Uji Reliabilitas .............................................................. 49 3.6.1 Uji Validitas .................................................................................... 49 3.6.2 Uji Reliabilitas ................................................................................ 51 3.7 Teknik Analisis Data ................................................................................. 52 3.7.1 Analisis Deskriptif .......................................................................... 52 3.7.2 Transformasi Skala.......................................................................... 54 3.7.3 Uji Asumsi Klasik ........................................................................... 55 3.7.4 Analisa Regresi Linear Sederhana .................................................. 56 3.8 Uji Hipotesis .............................................................................................. 56 3.8.1 Uji Hipotesis secara Parsial (Uji T) ................................................ 57 3.9 Koefisien Determinasi ............................................................................... 57 BAB IV HASIL DAN PEMBAHASAN .........................................................................59 4.1
Profil Responden ..................................................................................................59 4.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin.................................59 4.1.2 Karakterisitk Responden Berdasarkan Umur...............................................60 4.1.3 Karakterisitk Responden Berdasarkan Pekerjaan........................................61 4.1.4 Karakteristik Responden Berdasarkan Pendapatan Perbulan......................61 4.1.5 Karakterisitik Responden Berdasarkan Jenis Produk..................................62 4.1.6 Karakteristik Responden Berdasarkan Lama Penggunaan Produk..............63 4.1.7 Karakteristik Responden Berdasarkan Frekuensi Pembelian......................64
4.2
Analisis Deskriptif......................................................................................................65 4.2.1 Variabel Customer Experience (X)...................................................................65 4.2.1.1 Tanggapan Responden Terhadap Dimensi Sensory Experience.........66 4.2.1.2 Tanggapan Responden Terhadap Dimensi Emotional Experience....69 4.2.1.3 Tanggapan Responden Terhadap Dimensi Social Experience...........71 4.2.1.4 Tanggapan Responden Terhadap Variabel Customer Experience......73 4.2.2 Variabel Keputusan Pembelian (Y)..................................................................76 4.2.3 Uji Asumsi Klasik............................................................................................83 4.2.3.1 Uji Normalitas..................................................................................83 4.2.3.2 Uji Heteroskedastisitas.....................................................................85 4.2.4 Regresi Linier Sederhana.................................................................................85 4.2.5 Uji Hipotesis.....................................................................................................87 4.2.5.1 Pengaruh Parsial (Uji t)...................................................................87 4.2.6 Analisis Koefisien Determinasi ......................................................................88 4.2.7.1 Pengaruh Customer Experience Terhadap Keputusan Pembelian.....................................................................................................88
BAB V KESIMPULAN DAN SARAN.................................................................................91 5.1 Kesimpulan..........................................................................................................91 5.2 Saran....................................................................................................................92
DAFTAR PUSTAKA ....................................................................................... 94 LAMPIRAN ..........................................................................................................
DAFTAR TABEL
Tabel 1.1
Produk The Body Shop.....................................................................5
Tabel 1.2
Merek Kosmetk di Indonesia Tahun 2011........................................7
Tabel 1.3
Pertumbuhan Market Share Perusahaan Kosmetik di Indonesia......8
Tabel 2.1
Penelitian Terdahulu / Ringkasan Skripsi.......................................23
Tabel 2.2
Jurnal Nasional ...............................................................................27
Tabel 2.3
Jurnal Internasional.........................................................................31
Tabel 3.1
Tabel Operasional Variabel Customer Experience.........................40
Tabel 3.2
Tabel Operasional Variabel Proses Keputusan Pembelian.............42
Tabel 3.3
Skala Penelitian Likert....................................................................44
Tabel 3.4
Hasil Uji Validitas Variabel Customer Experience .......................50
Tabel 3.5
Hasil Uji Validitas Variabel Proses Keputusan Pembelian............50
Tabel 3.6
Hasil Uji Reabilitas Variabel Customer Experience.......................52
Tabel 3.7
Hasil Uji Reabilitas Variabel Proses Keputusan Pembelian...........52
Tabel 3.8
Kategori Pengelompokan Presentase .............................................53
Tabel 4.1
Tanggapan Responden Terhadap Dimensi Sensory Experience ....66
Tabel 4.2
Tanggapan Responden Terhadap Dimensi Emotional Experience.69
Tabel 4.3
Tanggapan Responden Terhadap Dimensi Social Experience........71
Tabel 4.4
Tanggapan Responden Terhadap Variabel Customer Experience..73
Tabel 4.5
Tanggapan Responden Terhadap Variabel Proses Keputusan Pembelian .......................................................................................76
Tabel 4.6
One-sample Kolmogorov-Smirnov Test ........................................84
Tabel 4.7
Hasil Perhitungan Nilai Koefisien Persamaan Regresi...................86
Tabel 4.8
Pengujian Hipotesis Parsial ( Uji t ) ...............................................88
Tabel 4.9
Analisis Koefisien Determinasi ......................................................89
DAFTAR GAMBAR
Gambar 1.1
Logo The Body Shop ................................................................2
Gambar 1.2
Produk Skin Care The Body Shop ............................................4
Gambar Data Statistik 1.3 Produk Skin Care The Body Shop ............................................4 Gambar 1.4
The Body Shop Sebagai Top Brand Tahun 2015......................6
Gambar 2.1
Proses Keputusan Pembelian...................................................16
Gambar 2.2
Kerangka Pemikiran.................................................................37
Gambar 3.1
Tahapan Penelitian...................................................................45
Gambar 3.2
Garis Kontinum........................................................................54
Gambar 4.1
Karakteristik Responden Berdasarkan Jenis Kelamin.............59
Gambar 4.2
Karakteristik Responden Berdasarkan Umur ..........................60
Gambar 4.3
Karakteristik Responden Berdasarkan Pekerjaan....................61
Gambar 4.4
Karakteristik Responden Berdasarkan Pendapatan Perbulan..62
Gambar 4.5
Karakteristik Responden Berdasarkan Jenis Produk ..............63
Gambar 4.6
Karakteristik Responden Berdasarkan Lama Penggunaan Produk......................................................................................64
Gambar 4.7
Karakteristik Responden Berdasarkan Frekuensi Pembelian..64
Gambar 4.8
Persentase Dimensi Sensory Experience dalam Garis Kontinum ..................................................................................................68
Gambar 4.9
Persentase Dimensi Emotional Experience dalam Garis Kontinum .................................................................................69
Gambar 4.10
Persentase Dimensi Social Experience dalam Garis Kontinum ..................................................................................................73
Gambar 4.11
Persentase Variabel Customer Experience dalam Garis Kontinum ................................................................................73
Gambar 4.12
Persentase Variabel Proses Keputusan Pembelian dalam Garis Kontinum ................................................................................75
Gambar 4.13
P-P Plot Uji Normalitas ..........................................................83
Gambar 4.14
Scatterplot Uji Heteroketastisitas............................................85
DAFTAR LAMPIRAN
Lampiran 1:
Hasil Uji Validitas X dan Y
Lampiran 2:
Hasil Uji Reliabilitas X dan Y
Lampiran 3:
Hasil Uji Normalitas
Lampiran 4:
Hasil Uji Heteroskedastisitas
Lampiran 5:
Hasil Analisis Regresi Linier Sederhana
Lampiran 6:
Hasil Uji Hipotesis
Lampiran 7:
Hasil Analisis Koefisien Determinasi
Lampiran 8:
Kuesioner Penelitian
Lampiran 9:
Hasil Jawaban Responden Variabel X dan Variabel Y
