DAFTAR ISI
Halaman HALAMAN JUDUL..................................................................................
i
HALAMAN PENGESAHAN...................................................................
ii
MOTTO DAN PERSEMBAHAN............................................................
iii
ABSTRAKSI..............................................................................................
iv
KATA PENGANTAR...............................................................................
v
DAFTAR ISI...............................................................................................
viii
DAFTAR TABEL......................................................................................
xi
DAFTAR GAMBAR.................................................................................
xiv
BAB I
PENDAHULUAN....................................................................
1
1.1 Latar Belakang.....................................................................
1
1.2 Rumusan Masalah................................................................
5
1.3 Tujuan Penelitian.................................................................
6
1.4 Manfaat Penelitian...............................................................
6
1.5 Kajian Empiris......................................................................
7
1.6 Landasan Teori.....................................................................
11
1.6.1
Pemasaran.................................................................
11
1.6.2
Bauran Pemasaran....................................................
12
1.6.3
Produk.......................................................................
14
1.6.4
Atribut Produk...........................................................
15
1.6.5
Perilaku Konsumen...................................................
26
1.6.6
Keputusan pembelian................................................
28
1.6.6.1 Tahap-Tahap dalam Keputusan Pembelian.....................................................
30
1.6.6.2 Pengaruh Atribut Produk Terhadap Keputusan Pembelian.................................... viii
33
1.7 Kerangka Pemikiran.............................................................. 34
BAB II
1.8 Hipotesis...............................................................................
35
1.9 Definisi Konsep dan Definisi Operasional...........................
36
1.9.1
Definisi Konsep........................................................
36
1.9.2
Definisi Operasional.................................................
37
1.10 Metode Penelitian................................................................
39
1.10.1 Tipe Penelitian........................................................
39
1.10.2 Ruang Lingkup Penelitian......................................
40
1.10.3 Lokasi Penelitian....................................................
40
1.10.4 Sumber Data...........................................................
40
1.10.5 Teknik Pengumpulan Data.....................................
41
1.10.6 Populasi dan Sampel...............................................
41
1.10.7 Teknik Sampling.....................................................
43
1.10.8 Teknik Pengukuran Instrumen................................
43
1.10.9 Teknik Analisis Data..............................................
46
1.10.10 Uji Hipotesis..........................................................
49
GAMBARAN UMUM OBYEK PENELITIAN.....................
52
2.1 Sejarah Perusahaan PT. Baba Rafi Indonesia......................
52
2.2 Visi dan Misi Perusahaan.....................................................
53
2.3 Penghargaan-Penghargaan yang Berhasil Diraih Kebab Turki Baba Rafi..................................................................
54
2.4 Struktur Organisasi Perusahaan............................................
56
2.5 Gambar Produk Kebab Turki Baba Rafi............................
58
2.6 Atribut Produk Kebab Turki Baba Rafi...............................
61
BAB III HASIL DAN PEMBAHASAN.................................................
64
3.1 Hasil Uji Validitas dan Reliabilitas......................................
64
3.1.1 Uji Validitas.............................................................
64
3.1.2 Uji Reliabilitas.........................................................
67
3.2 Karakteristik Responden......................................................
68
ix
3.2.1
Jenis Kelamin...........................................................
68
3.2.2
Usia..........................................................................
69
3.2.3
Pekerjaan.................................................................
69
3.3 Analisis Deskriptif Variabel Penelitian................................
70
3.3.1 Variabel Kualitas (X 1 )..............................................
71
3.3.2
Variabel Merek (X 2 ).................................................
74
3.3.3
Variabel Kemasan (X 3 )............................................
78
3.3.4
Variabel Jaminan (X 4 ).............................................. 81
3.3.5
Variabel Pelayanan (X 5 )..........................................
84
3.3.6
Variabel Keputusan Pembelian (Y).........................
87
3.4 Analisis Regresi Linier Berganda........................................
91
3.4.1 Uji Asumsi Klasik.....................................................
91
3.4.1.1 Uji Normalitas...............................................
91
3.4.1.2 Uji Heterokedastisitas...................................
91
3.4.1.3 Uji Multikolinieritas......................................
92
3.4.2
Persamaan Regresi Linier Berganda.........................
94
3.4.3
Uji Hipotesis.............................................................
96
3.4.3.1 Uji F..............................................................
96
3.4.3.2 Uji t...............................................................
97
Koefisien Determinasi (R2)......................................
99
3.4.4
3.5 PEMBAHASAN..................................................................
100
BAB IV PENUTUP.................................................................................
107
4.1 KESIMPULAN....................................................................
107
4.2 SARAN................................................................................
108
DAFTAR PUSTAKA LAMPIRAN
x
DAFTAR TABEL
Halaman 1.1 Tabel Kajian Empiris.............................................................................
9
2.1 Tabel Contoh Produk Kebab Turki Baba Rafi......................................
59
3.1 Tabel Hasil Uji Validitas Kualitas (X 1 )................................................
65
3.2 Tabel Hasil Uji Validitas Merek (X 2 )...................................................
65
3.3 Tabel Hasil Uji Validitas Kemasan (X 3 )...............................................
66
3.4 Tabel Hasil Uji Validitas Jaminan (X 4 )................................................
66
3.5 Tabel Hasil Uji validitas Pelayanan (X 5 )..............................................
66
3.6 Tabel Hasil Uji Keputusan Pembelian (Y)............................................
66
3.7 Tabel Hasil Uji Reliabilitas Instrumen Penelitian.................................
67
3.8 Tabel Persentase Responden Berdasarkan Jenis kelamin......................
68
3.9 Tabel Persentase Responden Berdasarkan Usia....................................
69
3.10 Tabel Persentase Responden Berdasarkan Pekerjaan...........................
69
3.11 Tanggapan responden terhadap item pernyataan rasa Kebab Turki Baba Rafi enak....................................................................................
71
3.12 Tanggapan responden terhadap item pernyataan variasi rasa yang ditawarkan Kebab Turki Baba Rafi sesuai dengan selera...................
72
3.13 Tanggapan responden terhadap item pernyataan bahan baku yang digunakan Kebab Turki Baba Rafi memiliki gizi yang baik..............
73
3.14 Ringkasan rata-rata jawaban variabel kualitas.....................................
73
3.15 Tanggapan responden terhadap item pernyataan nama merek Kebab Turki Baba Rafi mudah diucapkan.....................................................
74
3.16 Tanggapan responden terhadap item pernyataan desain merek Kebab Turki Baba Rafi mudah dikenali........................................................
75
3.17 Tanggapan responden terhadap item pernyataan simbol merek Kebab Turki Baba Rafi mudah diingat.......................................................... xi
76
3.18 Tanggapan responden terhadap item peryataan merek Kebab Turki Baba Rafi terkenal...............................................................................
76
3.19 Ringkasan rata-rata variabel merek......................................................
77
3.20 Tanggapan responden terhadap item pernyataan kemasan Kebab Turki Baba Rafi mampu melindungi isinya........................................
78
3.21 Tanggapan responden terhadap item pernyataan kemasan Kebab Turki Baba Rafi dapat memberikan kemudahan saat mengkonsumsi produk.................................................................................................
79
3.22 Tanggapan responden terhadap item pernyataan kemasan Kebab Turki Baba Rafi menarik.....................................................................
79
3.23 Ringkasan rata-rata variabel kemasan..................................................
80
3.24 Tanggapan responden terhadap item pernyataan Kebab Turki Baba Rafi terjamin kehalalannya.................................................................
81
3.25 Tanggapan responden terhadap item pernyataan produk Kebab Turki Baba Rafi tidak menggunakan bahan-bahan yang berbahaya...........
82
3.26 Tanggapan responden terhadap item pernyataan cara pembuatan Kebab Turki Baba Rafi higienis..........................................................
82
3.27 Ringkasan rata-rata variabel jaminan.................................................... 83 3.28 Tanggapan responden terhadap item pernyataan pelayanan karyawan Kebab Turki Baba Rafi ramah............................................................. 84 3.29 Tanggapan resonden terhadap item pernyataan pelayanan karyawan Kebab Turki Baba Rafi memberikan informasi tentang produk jelas... 85 3.30 Tanggapan responden terhadap item pernataan pelayanan karyawan Kebab Turki Baba Rafi cepat dalam penyajian.................................... 85 3.31 Ringkasan rata-rata variabel pelayanan................................................. 86 3.32 Tanggapan responden terhadap item pernyataan saya lebih memilih membeli Kebab Turki Baba Rafi daripada merek kebab yang lain....
87
3.33 Tanggapan responden terhadap item pernyataan saya membeli Kebab Turki Baba Rafi karena sesuai dengan kebutuhan saya....................... 88 xii
3.34 Tanggapan responden terhadap item pernyataan saya tidak salah membeli Kebab Turki Baba Rafi.......................................................... 88 3.35 Tanggapan responden terhadap item pernyataan saya membeli Kebab Turki Baba Rafi karena manfaat yang ditawarkan produknya sesuai dengan harapan saya............................................................................. 89 3.36 Ringkasan rata-rata variabel keputusan pembelian................................ 90 3.37 Tabel Hasil Uji Normalitas.................................................................... 91 3.38 Tabel Hasil Uji Multikolinieritas........................................................... 93 3.39 Tabel Ringkasan Hasil Uji Regresi Linier Berganda............................
94
3.40 Tabel Hasil Uji F................................................................................... 97 3.41 Tabel Hasil Uji t....................................................................................
97
3.42 Tabel Hasil Uji Koefisien Determinasi.................................................. 99
xiii
DAFTAR GAMBAR
Halaman 1.1 Gambar Bauran Pemasaran..................................................................
13
1.2 Model Perilaku Konsumen...................................................................
28
1.3 Tahap-Tahap dalam Keputusan Pembelian.........................................
30
1.4 Kerangka Pemikiran..............................................................................
34
1.5 Hipotesis................................................................................................
35
2.1 Struktur Organisasi PT. Baba Rafi Indonesia.......................................
56
3.1 Uji Heterokedastisitas dengan Scatterplot............................................
92
xiv
