PENGARUH KUALITAS PRODUK DAN HARGA SABUN CUCI ATTACK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. KAO INDONESIA
SKRIPSI Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar SARJANA EKONOMI Program Studi Manajemen– Strata 1
Nama : Anggi Prastica Nim
: 43112110060
FAKULTAS ILMU EKONOMI DAN BISNIS UNIVERSITAS MERCU BUANA JAKARTA 2014
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KATA PENGANTAR
Puji syukur penulis panjatkan kehadirat Allah SWT, yang telah memberikan rahmat dan hidayahnya kepada penulis sehingga penulis dapat menyelesaikan proposal ini. Penulisan proposal dengan judul : “Pengaruh Kualitas Produk dan Harga Sabun Cuci Attack Terhadap Keputusan Pembelian Konsumen Pada PT. Kao Indonesia.” ini dimaksudkan untuk syarat menyelesaikan proposal skripsi di Universitas Mercu Buana. Pada kesempatan ini penulis mengucapkan terima kasih kepada semua pihak yang telah membantu dalam menyelesaikan proposal skripsi ini. Khususnya kepada : 1.
Tuhan Yang Maha Esa yang selalu memberikan kasih dan karunia-Nya kepada penulis.
2.
Bapak Mochamad Rizki Sadikin, MBA selaku dosen pembimbing di Fakultas Ekonomi dan Bisnis Universitas Mercubuana Jakarta yang telah memberikan pengarahan dan memberikan masukan yang membangun bagi penulis dalam penyusunan proposal skripsi ini.
3.
Kedua orang tua saya Toto Rianto dan Eti Sumiati (alm) yang selalu memberikan doa, motivasi, dan perhatian sehingga penulis dapat menyelesaikan skripsi ini.
4.
Teman-teman angkatan XXI Fakultas Ekonomi dan Bisnis Kampus Menteng : Mochammad Arief Hidayat, Asri Maulidya, Maya Amaliyah, Yulia Faizah, Dodi Daud Komarudin, Retno Kristianingsih atas doa dan masukannya.
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5.
Calon suami Daman Nuari Maulana yang telah memberikan waktu dan tenaga selama penyusunan proposal skripsi ini.
6.
Pihak manajemen PT. Kao Indonesia yang telah mengijinkan dan membantu penulis untuk melakukan penelitian dalam rangka penyusunan proposal ini. Penulis menyadari materi dan penyajian proposal ini masih jauh dari sempurna.
Oleh karena itu penulis mengharapkan saran dan kritik yang membangun dari semua pihak. Terakhir penulis berharap semoga proposal ini dapat bermanfaat bagi semua pihak.
Jakarta, 15 Juli 2014 Penulis
Anggi Prastica
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DAFTAR ISI
Halaman HALAMAN JUDUL ................................................................................................. i ABSTRAK ...............................................................................................................ii ABSTRACT ........................................................................................................... iii LEMBAR PENGESAHAN SKRIPSI .................................................................... iv PERNYATAAN KARYA SENDIRI ....................................................................... v KATA PENGANTAR............................................................................................. vi DAFTAR ISI .........................................................................................................viii DAFTAR TABEL .................................................................................................xiii DAFTAR GAMBAR............................................................................................. xvi DAFTAR LAMPIRAN ........................................................................................ xvii
BAB I PENDAHULUAN ......................................................................................... 1 1.1 Latar Belakang ........................................................................................ 1 1.2 Rumusan Masalah ................................................................................... 4 1.3 Tujuan dan Manfaat Penelitian ................................................................ 4 1.3.1 Tujuan Penelitian ............................................................................ 4 1.3.2 Manfaat Penelitian .......................................................................... 5
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BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .... 6 2.1 Pengertian Pemasaran .............................................................................. 6 2.2 Bauran Pemasaran ................................................................................... 8 2.3 Kualitas Produk ....................................................................................... 9 2.3.1 Dimensi Kualitas Produk ............................................................... 10 2.4 Harga .................................................................................................... 11 2.4.1 Dimensi Harga ............................................................................... 13 2.5 Proses Keputusan Pembeli ..................................................................... 14 2.6 Penelitian Terlebih Dahulu .................................................................... 15 2.7 Kerangka Pemikiran .............................................................................. 17 2.8 Hipotesis ............................................................................................... 18 BAB III METODE PENELITIAN ........................................................................ 19 3.1 Profil PT. Kao Indonesia ....................................................................... 19 3.1.1 Sejarah dan Perkembangan Organisasi ........................................... 19 3.1.2 Struktur Organisasi ........................................................................ 21 3.2 Waktu dan Tempat Penelitian ................................................................ 22 3.3 Desain Penelitian ................................................................................... 22 3.4 Variabel dan Skala Pengukuran ............................................................. 22 3.4.1 Variabel Penelitian......................................................................... 22
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3.4.2 Skala Pengukuran .......................................................................... 24 3.5 Definisi Operasdional Variabel .............................................................. 24 3.6 Metode Pengumpulan Data.................................................................... 28 3.7 Jenis Data .............................................................................................. 28 3.8 Populasi dan Sampel.............................................................................. 29 3.8.1 Populasi ......................................................................................... 29 3.8.2 Sampel........................................................................................... 29 3.9 Metode Analisis Data ............................................................................ 31 3.9.1 Uji Validitas .................................................................................. 31 3.9.2 Uji Reliabilitas ............................................................................... 33 3.10 Uji Asumsi Klasik ............................................................................... 33 3.10.1 Uji Normalitas ............................................................................. 33 3.10.2 Uji Heteroskedastisitas................................................................. 34 3.10.3 Uji Multikoleniaritas .................................................................... 34 3.10.4 Uji Analisis Linear Berganda ....................................................... 35 3.11 Uji Hipotesis ....................................................................................... 36 3.11.1 Uji Simultan ( Uji F ) ................................................................... 36 3.11.2 Uji Parsial ( Uji t ) ....................................................................... 37
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BAB IV HASIL DAN PEMBAHASAN ................................................................ 39 4.1 Gambaran Umum Responden ................................................................ 39 4.1.1 Deskripsi Responden berdasarkan Jenis Kelamin ........................... 39 4.1.2 Deskripsi Responden berdasarkan Pekerjaan.................................. 40 4.1.3 Deskripsi Responden berdasarkan Umur ........................................ 41 4.1.4 Deskripsi Responden berdasarkan Pendapatan ............................... 42 4.1.5 Deskripsi Responden berdasarkan Pengeluaran .............................. 44 4.2 Hasil Penelitian ..................................................................................... 45 4.2.1 Analisis Deskriptif ......................................................................... 45 4.2.2 Deskripsi Variabel Kualitas Produk .............................................. 46 4.2.3 Deskripsi Variabel Harga .............................................................. 49 4.2.4 Deskripsi Variabel Keputusan Pembelian ...................................... 51 4.3 Hasil Pengujian Validitas dan Reliabilitas.............................................. 53 4.3.1 Hasil Uji Validitas ......................................................................... 53 4.3.2 Hasil Uji Reliabilitas...................................................................... 54 4.4 Hasil Uji Asumsi Klasik ........................................................................ 55 4.4.1 Hasil Uji Normalitas ...................................................................... 55 4.4.2 Hasil Uji Multikolonieritas ............................................................ 56
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4.4.3 Hasil Uji Heteroskedastisitas ......................................................... 57 4.5 Hasil Analisis Regresi Linier ................................................................. 57 4.6 Hasil Uji F ............................................................................................. 59 4.7 Hasil Koefisien Determinasi .................................................................. 59 4.8 Hasil Uji t .............................................................................................. 60 4.9 Pembahasan........................................................................................... 61 BAB V KESIMPULAN DAN SARAN .................................................................. 62 5.1 Kesimpulan ........................................................................................... 62 5.2 Saran ..................................................................................................... 63 DAFTAR PUSTAKA............................................................................................. 64 LAMPIRAN-LAMPIRAN .................................................................................... 66
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DAFTAR TABEL
Tabel
Halaman
2.1 Penelitian Terdahulu ..................................................................................... 16 3.1
Operasional Variabel Kualitas Produk ........................................................ 26
3.2 Operasional Variabel Harga .......................................................................... 27 3.3 Operasional Variabel Keputusan Pembelian ................................................ 27 3.4 Instrumen Skala Likert ................................................................................. 28 3.5 Koefisien Korelasi ......................................................................................... 33 4.1 Jenis Kelamin Responden ............................................................................. 40 4.2 Jenis Pekerjaan Responden .......................................................................... 41 4.3 Kategori Umur Responden ........................................................................... 42 4.4 Tingkat Pendapatan Responden ................................................................... 43 4.5 Tingkat Pengeluaran Responden .................................................................. 44 4.6
Tanggapan Responden Mengenai Kinerja Formula Sabun Cuci Attack Sangat Bagus Sesuai Fungsinya ................................................................. 46
4.7 Tanggapan Responden Mengenai Keistimewaan dari Sabun Cuci Attack yaitu Mengandung Formula Ramah Lingkungan ...................................... 46 4.8
Tanggapan Responden Mengenai Kehandalan Sabun Cuci Attack yaitu Lembut Ditangan ......................................................................................... 47
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4.9 Tanggapan Responden Mengenai Sabun Cuci Attack Sesuai dengan Fungsi ....................................................................................................................... 47 4.10 Tanggapan Responden Mengenai Sabun Cuci Attack Tidak Bau Apek jika Direndam Seharian ....................................................................................... 47 4.11 Tanggapan Responden Mengenai Nomor Telepon Pusat Pelayanan Konsumen ..................................................................................................... 48 4.12 Tanggapan Responden Mengenai Sabun Cuci Attack Tidak Bau Apek jika Direndam Seharian ....................................................................................... 48 4.13 Tanggapan Responden Mengenai Harga Sabun Cuci Attack Menjangkau semua kalangan ............................................................................................ 49 4.14 Tanggapan Responden Mengenai Harga Sabun Cuci Attack Lebih Tinggi dari Merek Lain ............................................................................................ 49 4.15 Tanggapan Responden Mengenai Sabun Cuci Attack Sering Memberikan Potongan Harga ........................................................................................... 50 4.16 Tanggapan Responden Mengenai Komposisi yang digunakan Sabun Cuci Attack Sudah sesuai Harga ......................................................................... 50 4.17 Tanggapan Responden Mengenai Sabun Cuci Attack Mudah Didapat .... 51 4.18 Tanggapan Responden Mengenai Membeli Sabun Cuci Attack karena Mereknya Terkenal ..................................................................................... 51 4.19 Tanggapan Responden Mengenai Membeli Sabun Cuci Attack karena rekomendasi dari Orang Lain ..................................................................... 52
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4.20 Tanggapan Responden Mengenai Membeli Sabun Cuci Attack karena Faktor Manfaat ............................................................................................ 52 4.21 Tanggapan Responden Mengenai Membeli Sabun Cuci Attack karena Promosi yang Menarik ................................................................................ 52 4.22 Hasil Pengujian Validitas ............................................................................. 53 4.23 Hasil Pengujian Reliabilitas ......................................................................... 54 4.24 Hasil Pengujian Multikolonieritas ............................................................... 56 4.25 Hasil Analisis Regresi Linier Berganda ...................................................... 58 4.26 Hasil Uji F ..................................................................................................... 59 4.27 Koefisien Determinasi .................................................................................. 60
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DAFTAR GAMBAR
Gambar
Halaman
2.1 Empat P Bauran Pemasaran ........................................................................... 8 2.2
Tahap Proses Keputusan Pembellian ........................................................... 14
2.3 Kerangka Pemikiran Teoritis ........................................................................ 17 3.1 Struktur Organisasi PT. Kao Indonesia........................................................ 21 4.1 Hasil Uji Normalitas Data.............................................................................. 55 4.2 Hasil Uji Heteroskedastisitas ........................................................................ 57
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DAFTAR LAMPIRAN
Lampiran
Halaman
Kuesioner Penelitian .............................................................................................. 66 Hasil Uji Validitas .................................................................................................. 69 Hasil Uji Reliabilitas .............................................................................................. 72 Hasil Uji Asumsi Klasik......................................................................................... 75 Hasil Uji Regresi, Uji F, Uji t, Koefisien Determinasi .......................................... 77 Rekap Tabulasi ...................................................................................................... 79
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