x
Universitas Kristen Maranatha
DAFTAR ISI
Halaman
HALAMAN JUDUL ········································································································ i HALAMAN PENGESAHAN ·························································································
ii SURAT PERNYATAAN KEASLIAN SKRIPSI ························································
iii PERNYATAAN PUBLIKASI LAPORAN PENELITIAN ······································
iv KATA PENGANTAR ·····································································································
v ABSTRACT ·······················································································································
viii ABSTRAK ························································································································
ix DAFTAR ISI ·····················································································································
x DAFTAR GAMBAR ·······································································································
xiii DAFTAR TABEL ············································································································
xiv
BAB I PENDAHULUAN
1.1 Latar Belakang ······················································································
1 1.2
Rumusan Masalah ················································································· 4
1.3 Maksud dan Tujuan Penelitian ·······························································
5 1.4
Manfaat Penelitian ················································································ 6
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS
2.1 Kajian Pustaka ······················································································· 8
2.1.1 Pemasaran ················································································· 8
2.1.2 Manajemen Pemasaran ····························································· 10
2.1.3 Jasa ··························································································· 11
xi
Universitas Kristen Maranatha
2.1.4 Pelanggan ················································································· 17
2.1.5 Kualitas Pelayanan ·····························································
18 2.1.6 Kepuasan Pelanggan ································································
23 2.2 Rerangka Pemikiran ·············································································
27 2.2.1 Rerangka Teoritis ·····································································
28 2.3 Pengembangan Hipotesis ·····································································
29
BAB III METODE PENELITIAN
3.1 Objek Penelitian ··················································································· 30
3.2 Jenis Penelitian ····················································································· 34
3.3 Populasi dan Sampel ············································································ 35
3.3.1 Populasi ···················································································· 35
3.3.2 Sampel ······················································································ 37
3.4 Devinisi Operasional Variabel ····························································· 39
3.4.1 Tabel DOV ··············································································· 41
3.5 Teknik Pengumpulan Data ··································································· 43
3.6 Alat Analisis ························································································· 45
3.6.1 Uji Instrumen ············································································ 46
3.6.2 Analisis Regresi Linear Sederhana ·········································· 48
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
