ANALISIS FAKTOR-FAKTOR PEMASARAN YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BUKU GRAMEDIA JEMBER

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ANALISIS FAKTOR-FAKTOR PEMASARAN YANG

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j. c
ABSTRAKSI
une ej.a
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Penelitianid ini bertujuan untuk mengetahui
pengaruh variabel
variabel
.id d
ca.icd.id
ca.icd.id
ca. c.id
a
a
a
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keunggulan,.unproduk,
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bukti fisik,.unenj.eajc.ac.i
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giliblib.u konsumen //dalam
giliblib.u terhadap keputusan
gilibilib.u ketersediaan //dfasilitas
promosi
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:p:/i/digi
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h htt
h hJember.
h htToko
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melakukan
pembelian pada
Buku Gramedia
Dan untuk mengetahui
variabel mana yang paling besar pengaruhnya terhadap keputusan konsumen
.id
.id
.id.id
.icd.id
dalam melakukan
pada Toko
Gramedia Jember.
j.eajc.ac.idPenelitian ini nej.eajc.ac.id
j.eajc.acBuku
j.eajc.apembelian
e
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b.u un
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bertempat
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metode htsurvey,
dimana data htdiperoleh
h
h
dengan jalan mengadakan wawancara langsung dan pengisian daftar pertanyaan
atau kuisioner oleh
sedangkan metode
.id
.id pengambilan
.id
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sampel dengan
accidental
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lib. .upurposive
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d/i/gdiigilib
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Analisis
data
yang
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untuk
menjawab
permasalahan
yang
ada
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dengan menggunakan analisis faktor, analisis regresi linier berganda, uji asumsi
klasik, uji-t dan cuji
d dari variabel
d menunjukkan bahwa
d F. Hasil analisis cdata
c.id id
ajc.a.ic.id
aj.a.ic.id
aj.a.ic.id
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j
j
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keunggulan,
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ilib b.u
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/d:/i/gddan
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promosi
ketersediaan
fasilitas,
mempunyai
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terhadap
keputusan konsumen
dalam melakukanht pembelian pada Toko
Buku
Gramedia Jember, antara lain Variabel Kenyamanan (X4) sebesar 3,969 dan
id
id d
c.id id
c.id id
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Variabel Harga
2,590. unej.eajc.a. c.id
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ilib b.u
ilib ib.u
ilib ib.u
gilgibilib.u
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//d:/i/gdigil ini adalah tidak
//d:/i/gdigildiambil dari penelitian
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bukti fisik, promosi dan ketersediaan fasilitas yang berpengaruh terhadap
.id.id
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.id
keputusan konsumen
pada Toko
Gramedia ej.ac.a.icd.id
j.eajc.acBuku
j.eajc.apembelian
j.eajc.ac.id dalam melakukan
e
e
e
n
n
n
un ej
u.un (X ) merupakan
u n ) serta variabel
u n
Jember.digDan
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variabel
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konsumen
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vii

j. ac
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DAFTAR
ISI
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Halaman
d
d
d
d
c.id id
ajc.a.ic.id
ajc.a.ic.id
ajc.a.ic.id
ajc.a.ic.id
.
.
.
.
j
j
j
j
e
e
e
e
enj.eaj.ac.
n
n
n
n
n
e
e
e
e
u
u
u
u
u
.
.
.
.
.
n
n
n
n
HALAMAN
JUDUL
i ilib b.u
ilib b.u
ilib b.u
ilib b.u ...............................................................................................
ilib b.u
/d:/i/gdigili
/d:/i/gdigili
/d:/i/gdigili
/d:/i/gdigili
/d:/i/gdigili
/
/
/
/
/
:
:
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p
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p
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hthttp
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PERSETUJUAN
............................................................................
iii
.id id
c.id id
c.id id
c.id id
c.id id
cHALAMAN
enj.eaj.ac.
enj.eaj.ac.
enj.eaj.ac.
enj.eaj.ac.
enj.eaj.ac.
n
n
n
n
n
u
u
u
u
u
.
.
.
.
.
iliblib.u
giliblib.u
giliblib.u
giliblib.u
gPENGESAHAN................................................................................iv
giliblib.u
HALAMAN
:/p/d:/i/digi
:/p/d:/i/digi
:/p/d:/i/digi
:/p/d:/i/digi
:/p/d:/i/digi
p
p
p
p
p
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t
t
t
t
t
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h htt
h htt
h htt
h htt
h htt

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.id
.id
.id
.id.id
.icd.id
MOTTO
j.eajc.ac.id
j.eajc.ac.id
j.eajc.ac.id
j.eajc.ac...........................................................................................vi
j.eajc.aHALAMAN
e
e
e
e
e
n
n
n
n
n
b.u un
b.u un
b.u un
bl.iub.un
b.u un
igdiilgi ilib.
igdiilgi ilib.
igdiilgi ilib.
igdiilgi.......................................................................................................
igdiilgi ilib.
i
d
d
d
d
d
ABSTRAKSI
vii
/
/
/
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/
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.id
.id
.id
.id
.icd.id
ISI ..........................................................................................................xi
j.eajc.ac.id
j.eajc.ac.id
j.eajc.ac.id
j.eajc.ac.id
j.eajc.aDAFTAR
e
e
e
e
e
n
n
n
n
n
u
u
u
u
u
lib. .un
lib. .un
lib. .un
lib. .un
lib. .un
d/i/gdiigilib
d/i/gdiigilib
d/i/gdiigilib
d/i/gdiigilib ...............................................................................................xiv
d/i/gdiigilib
/
/
/
/
/
/
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DAFTAR
TABEL
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HALAMAN PERNYATAAN .............................................................................. ii

HALAMAN PERSEMBAHAN ............................................................................v

KATA PENGANTAR ........................................................................................ viii

DAFTAR GAMBAR ............................................................................................xv
c.id id
c.id id
c.id id
c.id id
c.icd.id
enj.eaj.ac.
enj.eaj.ac.
enj.eaj.ac.
enj.eaj.ac........................................................................................xvi
enj.eaj.aDAFTAR
LAMPIRAN
n
n
n
n
n
u
u
u
u
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.
.
.
.
.
ilib b.u
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c.id id
c.id id
c.id id
ca.icd.id
c.id id
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enj.eaj.ac.
enj.eaj.ac.
enj.eaj.........................................................................................
enj.eaj.ac. 1.1 Latar Belakang
n
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2.1.2 Bauran Pemasaran.......................................................................... 6

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2.2 Tinjauan Penelitian Sebelumnya............................................................. 18
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3.3 Jenis dan Sumber Data............................................................................ 23

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3.7.2 Uji Reliabilitas ............................................................................... 32

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3.7.8 Uji t ................................................................................................ 39

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4.1.1 Sejarah Singkat Perusahaan ........................................................... 44
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4.1.4 Tugas dan Tanggung Jawab ........................................................... 47
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4.1.9 Tata Tertib Perusahaan .................................................................. 51
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5.2 Saran ....................................................................................................... 86

LAMPIRAN....................................................................................................... 90
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Halaman

Tabel 4.1 Karakterisitik Responden Berdasarkan Jenis Kelamin..................... 53
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4.2
Karakterisitik
Berdasarkan
..................................
53
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Tabel 4.4 Karakterisitik Responden Berdasarkan Jarak Rumah....................... 55

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Tabel
4.7 Penilaian Konsumen
Tentang Variabel
57
d
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Tabel 4.12 Penilaian Konsumen Tentang Variabel Proses (X )....................... 64

6
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c.icd.id 4.16 Uji Reliabilitas
72
enj.eaj.ac.
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4.17
Hasil
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....................................................
73
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Tabel 4.15 Uji Validitas ................................................................................... 71

Tabel 4.18 Faktoring ........................................................................................ 76
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Tabel 4.21 Hasil Analisis Multikolinearitas .................................................... 80

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Hasil
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xiv

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Analisis Faktorc.i...............................................
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Gambar 4.1 Struktur Organisasi PT. Gramedia Asri Media ............................ 46

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