S MBS 0906129 Table of Content
DAFTAR ISI
ABSTRAK......................................................................................................................
i
ABSTRACT.....................................................................................................................
ii
KATA PENGANTAR.................................................................................................... iii
UCAPAN TERIMA KASIH.........................................................................................
iv
DAFTAR ISI................................................................................................................... ix
DAFTAR TABEL..........................................................................................................
xiii
DAFTAR GAMBAR...................................................................................................... xvi
DAFTAR LAMPIRAN..................................................................................................
xvii
BAB I PENDAHULUAN............................................................................................... 1
1.1 Latar Belakang Penelitian..........................................................................................
1
1.2 Identifikasi Masalah...................................................................................................
14
1.3 Rumusan Masalah......................................................................................................
15
1.4 Tujuan Penelitian.......................................................................................................
15
1.5 Kegunaan Penelitian..................................................................................................
16
BAB II KAJIAN PUSTAKA, KERANGKA PENELITIAN, DAN HIPOTESIS....
18
2.1 Kajian Pustaka............................................................................................................ 18
2.1.1 Konsep Continuity Marketing.......................................................................
18
2.1.1.1 Konsep Continuity Marketing Dalam Manajemen Pemasaran.............. 18
2.1.1.2 Definisi Continuity Marketing...............................................................
35
2.1.1.3 Dimensi Continuity Marketing..............................................................
39
2.1.2 Konsep Loyalitas Pelanggan.........................................................................
41
2.1.2.1 Definisi Loyalitas Pelanggan.................................................................
42
2.1.2.2 Jenis-Jenis Loyalitas..............................................................................
46
2.1.2.3 Tahapan-Tahapan Loyalitas................................................................... 50
2.1.2.4 Dimensi Loyalitas Pelanggan................................................................
53
2.1.3 Pengaruh Continuity Marketing Terhadap Loyalitas Pelanggan................... 55
2.2 Orisinalitas Penelitian................................................................................................
57
2.3 Kerangka Penelitian...................................................................................................
67
2.4 Hipotesis..................................................................................................................... 68
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
BAB III OBJEK DAN METODE PENELITIAN....................................................... 69
3.1 Objek Penelitian.........................................................................................................
69
3.2 Metode Penelitian......................................................................................................
70
3.2.1 Jenis Penelitian dan Metode yang Digunakan...............................................
70
3.2.2 Operasionalisasi Variabel..............................................................................
71
3.2.3 Jenis dan Sumber Data..................................................................................
76
3.2.4 Populasi, Sampel, dan Teknik Sampel..........................................................
78
3.2.4.1 Populasi.................................................................................................. 78
3.2.4.2 Sampel...................................................................................................
78
3.2.4.3 Teknik Sampel.......................................................................................
80
3.2.5 Teknik Pengumpulan Data............................................................................
81
3.2.6 Pengujian Validitas dan Reliabilitas.............................................................. 82
3.2.6.1 Hasil Pengujian Validitas....................................................................... 82
3.2.6.2 Hasil Pengujian Reliabilitas..................................................................
85
3.2.7 Teknik Analisis Data.....................................................................................
87
3.2.7.1 Analisis Deskriptif.................................................................................
88
3.2.7.2 Analisis Verifikatif Menggunakan Path Analysis.................................
89
3.2.8 Pengujian Hipotesis.......................................................................................
96
BAB IV HASIL PENELITIAN DAN PEMBAHASAN.............................................. 99
4.1 Profil Perusahaan dan Profil Responden.................................................................... 99
4.1.1 Profil Perusahaan...........................................................................................
99
4.1.1.1 Profil PT Pikiran Rakyat........................................................................ 99
4.1.1.2 Sejarah Singkat Pikiran Rakyat.............................................................
99
4.1.1.3 Visi dan Misi Pikiran Rakyat................................................................. 102
4.1.1.4 Program Membership Card Pikiran Rakyat Readers Club.................... 105
4.1.2 Karakteristik Responden................................................................................ 106
4.1.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin...........................
106
4.1.2.2 Karakteristik Responden Berdasarkan Usia........................................... 107
4.1.2.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir.................
108
4.1.2.4 Karakteristik Responden Berdasarkan Jenis Pekerjaan........................
109
4.1.2.5 Karakteristik Responden Berdasarkan Penghasilan............................... 110
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xi
4.1.3 Pengalaman Responden................................................................................
111
4.1.3.1 Pengalaman Responden Berdasarkan Membaca Surat Kabar Lain 111
Selain Pikiran Rakyat............................................................................
4.1.3.2 Pengalaman Responden Berlangganan Surat Kabar Pikiran Rakyat..... 112
4.1.3.3 Pengalaman Responden Berdasarkan Alasan Berlangganan................. 113
4.1.3.4 Pengalaman Responden Berdasarkan Sumber Informasi......................
114
4.1.3.5 Pengalaman Responden Menjadi Member Pikiran Rakyat Readers 115
Club.......................................................................................................
4.2 Tanggapan Responden dan Gambaran Terhadap Continuity Marketing...................
116
4.2.1 Tanggapan Responden Terhadap Continuity Marketing...............................
116
4.2.1.1 Tanggapan Responden Terhadap Kartu Anggota.................................
116
4.2.1.2 Tanggapan Responden Terhadap Diskon..............................................
119
4.2.1.3 Tanggapan Responden Terhadap Voucher............................................
120
4.2.1.4 Tanggapan Responden Terhadap Fasilitas Khusus................................ 122
4.2.2 Gambaran Kinerja Continuity Marketing......................................................
124
4.3 Tanggapan Responden dan Gambaran Terhadap Loyalitas Pelanggan.....................
127
4.3.1 Tanggapan Responden Terhadap Loyalitas Pelanggan.................................
127
4.3.1.1 Tanggapan Responden Terhadap Repeat Purchase............................... 128
4.3.1.2 Tanggapan Responden Terhadap Purchase Accros Product Line......... 129
4.3.1.3 Tanggapan Responden Terhadap Referse Other.................................... 130
4.3.1.4 Tanggapan Responden Terhadap Immunity........................................... 131
4.3.2 Gambaran Loyalitas Pelanggan.....................................................................
132
4.4 Pengujian hipotesis Kinerja Continuity Marketing Terhadap Loyalitas 135
Pelanggan................................................................................................................
4.4.1 Pengujian Simultan........................................................................................ 135
4.4.2 Pengujian Parsial...........................................................................................
136
4.5 Implikasi Hasil Temuan Penelitian............................................................................
143
4.5.1 Temuan Penelitian Bersifat Teoritis..............................................................
143
4.5.2 Temuan Penelitian Bersifat Empiris.............................................................. 145
4.6 Implikasi Penelitian Terhadap Pengembangan Pendidikan Manajemen Bisnis........
146
BAB V KESIMPULAN DAN SARAN.........................................................................
150
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xii
5.1 Kesimpulan................................................................................................................
150
5.1 Rekomendasi..............................................................................................................
151
DAFTAR PUSTAKA..................................................................................................... 153
LAMPIRAN
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiii
DAFTAR TABEL
No
Judul
Hal
1.1
Market Share Pembaca Surat Kabar (Orang Per Hari) Tahun 2010-2012......
5
1.2
Market Share Sirkulasi Surat Kabar (Eksemplar Per Hari) Tahun 2010-
6
Tabel
2012.................................................................................................................
1.3
Tiras Surat Kabar Pikiran Rakyat Di Beberapa Provinsi Tahun 2007-2012...
7
1.4
Tiras Surat Kabar Pikiran Rakyat di Jawa Barat Tahun 2007-2012................
8
1.5
Daftar Merchant Membership Card PR Readers Club....................................
13
2.1
Konsep Customer Relationship Management.................................................
27
2.2
Program Customer Relationship Management................................................
37
2.3
Konsep Loyalitas Pelanggan............................................................................
43
2.4
Pengaruh Continuity Marketing Terhadap Loyalitas Pelanggan.....................
56
2.5
Orisinalitas Penelitian......................................................................................
57
3.1
Operasionalisasi Variabel................................................................................
72
3.2
Jenis dan Sumber Data.....................................................................................
77
3.3
Interprestasi Besarnya Koefisien Korelasi.......................................................
83
3.4
Hasil Pengujian Validitas Variabel X .............................................................
84
3.5
Hasil Pengujian Validitas Variabel Y..............................................................
85
3.6
Hasil Pengujian Reliabilitas Variabel X dan Y...............................................
87
3.7
Kriteria Penafsiran Hasil Perhitungan Responden..........................................
89
3.8
Pedoman Untuk Memberikan Interprestasi Koefisien Determinasi................
96
3.9
Pedoman Untuk Memberikan Interprestasi Koefisien Korelasi......................
98
4.1
Karakteristik Responden Berdasarkan Jenis Kelamin.....................................
106
4.2
Karakteristik Responden Berdasarkan Usia....................................................
107
4.3
Karakteristik Responden Berdasarkan Pendidikan Terakhir...........................
108
4.4
Karakteristik Responden Berdasarkan Jenis Pekerjaan...................................
109
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiv
4.5
Karakteristik Responden Berdasarkan Penghasilan........................................
4.6
Pengalaman Responden Berdasarkan Membaca Surat Kabar Lain Selain
Pikiran Rakyat.................................................................................................
4.7
114
Pengalaman Responden Berdasarkan Lama Menjadi Member Pikiran
Rakyat Readers Club.......................................................................................
4.11
113
Pengalaman Responden Berdasarkan Sumber Informasi Tentang Program
Membership Card Pikiran Rakyat Readers Club............................................
4.10
112
Pengalaman Responden Berdasarkan Alasan Berlangganan Surat Kabar
Pikiran Rakyat.................................................................................................
4.9
111
Pengalaman Responden Berdasarkan Lama Berlangganan Surat Kabar
Pikiran Rakyat.................................................................................................
4.8
110
115
Tanggapan Responden Terhadap Kartu Anggota Pikiran Rakyat Readers
Club..................................................................................................................
116
4.12
Tanggapan Responden Terhadap Kartu Diskon..............................................
119
4.13
Tanggapan Responden Terhadap Voucher......................................................
121
4.14
Tanggapan Responden Terhadap Fasilitas Khusus.........................................
122
4.15
Rekapitulasi Kinerja Continuity Marketing.....................................................
124
4.16
Tanggapan Responden Terhadap Repeat Purchase........................................
128
4.17
Tanggapan Responden Terhadap Purchase Accross Product Line.................
129
4.18
Tanggapan Responden Terhadap Referse Other.............................................
130
4.19
Tanggapan Responden Terhadap Immunity.....................................................
131
4.20
Rekapitulasi Loyalitas Pelanggan....................................................................
132
4.21
Pengujian Secara Simultan..............................................................................
135
4.22
Matriks
Korelasi
Antara Continuity
Marketing
Dengan
Loyalitas
Pelanggan.........................................................................................................
136
4.23
Pengujian Parsial.............................................................................................
138
4.24
Matriks Korelasi Antara Continuity Marketing Dengan Loyalitas Pelanggan
Setelah Trimming...........................................................................................
139
4.25
Pengujian Parsial Setelah Trimming................................................................
141
4.26
Pengaruh Langsung Dan Tidak Langsung X Terhadap Y...............................
141
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xv
DAFTAR GAMBAR
No
Judul
Hal
1.1
Tingkat Kepercayaan Masyarakat Terhadap Media Tahun 2013........
2
1.2
Jumlah Media Cetak Di Indonesia......................................................
4
1.3
Cara Pembaca Mendapatkan Surat Kabar Pikiran Rakyat..................
10
2.1
Dimensi Pemasaran Holistik...............................................................
21
2.2
The Transition To Relationship Marketing.........................................
24
2.3
Jenis-Jenis Loyalitas............................................................................
47
2.4
Kerangka Pemikiran Analisis Kinerja Continuity Marketing Melalui
67
Gambar
Program ”Membership Card Pikiran Rakyat Readers Club”
Terhadap Loyalitas Pelanggan.............................................................
2.5
Paradigma Penelitian Analisis Kinerja Continuity Marketing
68
Melalui Program ”Membership Card Pikiran Rakyat Readers Club”
Terhadap Loyalitas Pelanggan...... .....................................................
3.1
Struktur Hubungan Kausal Antara X dan Y........................................
90
3.2
Diagram Jalur Hipotesis......................................................................
91
3.3
Jalur Sub Struktur Hipotesis................................................................
92
4.1
Hasil Kontinum Continuity Marketing................................................
127
4.2
Hasil Kontinum Loyalitas Pelanggan..................................................
134
4.3
Diagram Jalur Pengujian Hipotesis Pengaruh Continuity Marketing 138
Terhadap Loyalitas Pelanggan.............................................................
4.4
Diagram Jalur Pengujian Hipotesis Pengaruh Continuity Marketing 140
Terhadap Loyalitas Pelanggan Setelah Trimming...............................
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xvi
DAFTAR LAMPIRAN
Lampiran 1
Daftar Riwayat Hidup
Lampiran 2
Form Bimbingan
Lampiran 3
Izin Kuesioner
Lampiran 4
Kuesioner Penelitian
Lampiran 5
Koding Data Responden
Lampiran 6
Koding Data X
Lampiran 7
Koding Data Y
Lampiran 8
Hasil Uji Validitas dan Reliabilitas melalui SPSS 21.0 for windows
Lampiran 9
Daerah Kontinum X dan Y
Lampiran 10
F Tabel
Lampiran 11
F Tabel dan T Tabel Melalui SPSS 21.0 for windows
Lampiran 12
Path Analysis
Lampiran 13
R Product Moment
Lampiran 14
Distribusi t
Lampiran 15
Tabel Durbin-Watson
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRAK......................................................................................................................
i
ABSTRACT.....................................................................................................................
ii
KATA PENGANTAR.................................................................................................... iii
UCAPAN TERIMA KASIH.........................................................................................
iv
DAFTAR ISI................................................................................................................... ix
DAFTAR TABEL..........................................................................................................
xiii
DAFTAR GAMBAR...................................................................................................... xvi
DAFTAR LAMPIRAN..................................................................................................
xvii
BAB I PENDAHULUAN............................................................................................... 1
1.1 Latar Belakang Penelitian..........................................................................................
1
1.2 Identifikasi Masalah...................................................................................................
14
1.3 Rumusan Masalah......................................................................................................
15
1.4 Tujuan Penelitian.......................................................................................................
15
1.5 Kegunaan Penelitian..................................................................................................
16
BAB II KAJIAN PUSTAKA, KERANGKA PENELITIAN, DAN HIPOTESIS....
18
2.1 Kajian Pustaka............................................................................................................ 18
2.1.1 Konsep Continuity Marketing.......................................................................
18
2.1.1.1 Konsep Continuity Marketing Dalam Manajemen Pemasaran.............. 18
2.1.1.2 Definisi Continuity Marketing...............................................................
35
2.1.1.3 Dimensi Continuity Marketing..............................................................
39
2.1.2 Konsep Loyalitas Pelanggan.........................................................................
41
2.1.2.1 Definisi Loyalitas Pelanggan.................................................................
42
2.1.2.2 Jenis-Jenis Loyalitas..............................................................................
46
2.1.2.3 Tahapan-Tahapan Loyalitas................................................................... 50
2.1.2.4 Dimensi Loyalitas Pelanggan................................................................
53
2.1.3 Pengaruh Continuity Marketing Terhadap Loyalitas Pelanggan................... 55
2.2 Orisinalitas Penelitian................................................................................................
57
2.3 Kerangka Penelitian...................................................................................................
67
2.4 Hipotesis..................................................................................................................... 68
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
BAB III OBJEK DAN METODE PENELITIAN....................................................... 69
3.1 Objek Penelitian.........................................................................................................
69
3.2 Metode Penelitian......................................................................................................
70
3.2.1 Jenis Penelitian dan Metode yang Digunakan...............................................
70
3.2.2 Operasionalisasi Variabel..............................................................................
71
3.2.3 Jenis dan Sumber Data..................................................................................
76
3.2.4 Populasi, Sampel, dan Teknik Sampel..........................................................
78
3.2.4.1 Populasi.................................................................................................. 78
3.2.4.2 Sampel...................................................................................................
78
3.2.4.3 Teknik Sampel.......................................................................................
80
3.2.5 Teknik Pengumpulan Data............................................................................
81
3.2.6 Pengujian Validitas dan Reliabilitas.............................................................. 82
3.2.6.1 Hasil Pengujian Validitas....................................................................... 82
3.2.6.2 Hasil Pengujian Reliabilitas..................................................................
85
3.2.7 Teknik Analisis Data.....................................................................................
87
3.2.7.1 Analisis Deskriptif.................................................................................
88
3.2.7.2 Analisis Verifikatif Menggunakan Path Analysis.................................
89
3.2.8 Pengujian Hipotesis.......................................................................................
96
BAB IV HASIL PENELITIAN DAN PEMBAHASAN.............................................. 99
4.1 Profil Perusahaan dan Profil Responden.................................................................... 99
4.1.1 Profil Perusahaan...........................................................................................
99
4.1.1.1 Profil PT Pikiran Rakyat........................................................................ 99
4.1.1.2 Sejarah Singkat Pikiran Rakyat.............................................................
99
4.1.1.3 Visi dan Misi Pikiran Rakyat................................................................. 102
4.1.1.4 Program Membership Card Pikiran Rakyat Readers Club.................... 105
4.1.2 Karakteristik Responden................................................................................ 106
4.1.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin...........................
106
4.1.2.2 Karakteristik Responden Berdasarkan Usia........................................... 107
4.1.2.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir.................
108
4.1.2.4 Karakteristik Responden Berdasarkan Jenis Pekerjaan........................
109
4.1.2.5 Karakteristik Responden Berdasarkan Penghasilan............................... 110
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xi
4.1.3 Pengalaman Responden................................................................................
111
4.1.3.1 Pengalaman Responden Berdasarkan Membaca Surat Kabar Lain 111
Selain Pikiran Rakyat............................................................................
4.1.3.2 Pengalaman Responden Berlangganan Surat Kabar Pikiran Rakyat..... 112
4.1.3.3 Pengalaman Responden Berdasarkan Alasan Berlangganan................. 113
4.1.3.4 Pengalaman Responden Berdasarkan Sumber Informasi......................
114
4.1.3.5 Pengalaman Responden Menjadi Member Pikiran Rakyat Readers 115
Club.......................................................................................................
4.2 Tanggapan Responden dan Gambaran Terhadap Continuity Marketing...................
116
4.2.1 Tanggapan Responden Terhadap Continuity Marketing...............................
116
4.2.1.1 Tanggapan Responden Terhadap Kartu Anggota.................................
116
4.2.1.2 Tanggapan Responden Terhadap Diskon..............................................
119
4.2.1.3 Tanggapan Responden Terhadap Voucher............................................
120
4.2.1.4 Tanggapan Responden Terhadap Fasilitas Khusus................................ 122
4.2.2 Gambaran Kinerja Continuity Marketing......................................................
124
4.3 Tanggapan Responden dan Gambaran Terhadap Loyalitas Pelanggan.....................
127
4.3.1 Tanggapan Responden Terhadap Loyalitas Pelanggan.................................
127
4.3.1.1 Tanggapan Responden Terhadap Repeat Purchase............................... 128
4.3.1.2 Tanggapan Responden Terhadap Purchase Accros Product Line......... 129
4.3.1.3 Tanggapan Responden Terhadap Referse Other.................................... 130
4.3.1.4 Tanggapan Responden Terhadap Immunity........................................... 131
4.3.2 Gambaran Loyalitas Pelanggan.....................................................................
132
4.4 Pengujian hipotesis Kinerja Continuity Marketing Terhadap Loyalitas 135
Pelanggan................................................................................................................
4.4.1 Pengujian Simultan........................................................................................ 135
4.4.2 Pengujian Parsial...........................................................................................
136
4.5 Implikasi Hasil Temuan Penelitian............................................................................
143
4.5.1 Temuan Penelitian Bersifat Teoritis..............................................................
143
4.5.2 Temuan Penelitian Bersifat Empiris.............................................................. 145
4.6 Implikasi Penelitian Terhadap Pengembangan Pendidikan Manajemen Bisnis........
146
BAB V KESIMPULAN DAN SARAN.........................................................................
150
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xii
5.1 Kesimpulan................................................................................................................
150
5.1 Rekomendasi..............................................................................................................
151
DAFTAR PUSTAKA..................................................................................................... 153
LAMPIRAN
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiii
DAFTAR TABEL
No
Judul
Hal
1.1
Market Share Pembaca Surat Kabar (Orang Per Hari) Tahun 2010-2012......
5
1.2
Market Share Sirkulasi Surat Kabar (Eksemplar Per Hari) Tahun 2010-
6
Tabel
2012.................................................................................................................
1.3
Tiras Surat Kabar Pikiran Rakyat Di Beberapa Provinsi Tahun 2007-2012...
7
1.4
Tiras Surat Kabar Pikiran Rakyat di Jawa Barat Tahun 2007-2012................
8
1.5
Daftar Merchant Membership Card PR Readers Club....................................
13
2.1
Konsep Customer Relationship Management.................................................
27
2.2
Program Customer Relationship Management................................................
37
2.3
Konsep Loyalitas Pelanggan............................................................................
43
2.4
Pengaruh Continuity Marketing Terhadap Loyalitas Pelanggan.....................
56
2.5
Orisinalitas Penelitian......................................................................................
57
3.1
Operasionalisasi Variabel................................................................................
72
3.2
Jenis dan Sumber Data.....................................................................................
77
3.3
Interprestasi Besarnya Koefisien Korelasi.......................................................
83
3.4
Hasil Pengujian Validitas Variabel X .............................................................
84
3.5
Hasil Pengujian Validitas Variabel Y..............................................................
85
3.6
Hasil Pengujian Reliabilitas Variabel X dan Y...............................................
87
3.7
Kriteria Penafsiran Hasil Perhitungan Responden..........................................
89
3.8
Pedoman Untuk Memberikan Interprestasi Koefisien Determinasi................
96
3.9
Pedoman Untuk Memberikan Interprestasi Koefisien Korelasi......................
98
4.1
Karakteristik Responden Berdasarkan Jenis Kelamin.....................................
106
4.2
Karakteristik Responden Berdasarkan Usia....................................................
107
4.3
Karakteristik Responden Berdasarkan Pendidikan Terakhir...........................
108
4.4
Karakteristik Responden Berdasarkan Jenis Pekerjaan...................................
109
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiv
4.5
Karakteristik Responden Berdasarkan Penghasilan........................................
4.6
Pengalaman Responden Berdasarkan Membaca Surat Kabar Lain Selain
Pikiran Rakyat.................................................................................................
4.7
114
Pengalaman Responden Berdasarkan Lama Menjadi Member Pikiran
Rakyat Readers Club.......................................................................................
4.11
113
Pengalaman Responden Berdasarkan Sumber Informasi Tentang Program
Membership Card Pikiran Rakyat Readers Club............................................
4.10
112
Pengalaman Responden Berdasarkan Alasan Berlangganan Surat Kabar
Pikiran Rakyat.................................................................................................
4.9
111
Pengalaman Responden Berdasarkan Lama Berlangganan Surat Kabar
Pikiran Rakyat.................................................................................................
4.8
110
115
Tanggapan Responden Terhadap Kartu Anggota Pikiran Rakyat Readers
Club..................................................................................................................
116
4.12
Tanggapan Responden Terhadap Kartu Diskon..............................................
119
4.13
Tanggapan Responden Terhadap Voucher......................................................
121
4.14
Tanggapan Responden Terhadap Fasilitas Khusus.........................................
122
4.15
Rekapitulasi Kinerja Continuity Marketing.....................................................
124
4.16
Tanggapan Responden Terhadap Repeat Purchase........................................
128
4.17
Tanggapan Responden Terhadap Purchase Accross Product Line.................
129
4.18
Tanggapan Responden Terhadap Referse Other.............................................
130
4.19
Tanggapan Responden Terhadap Immunity.....................................................
131
4.20
Rekapitulasi Loyalitas Pelanggan....................................................................
132
4.21
Pengujian Secara Simultan..............................................................................
135
4.22
Matriks
Korelasi
Antara Continuity
Marketing
Dengan
Loyalitas
Pelanggan.........................................................................................................
136
4.23
Pengujian Parsial.............................................................................................
138
4.24
Matriks Korelasi Antara Continuity Marketing Dengan Loyalitas Pelanggan
Setelah Trimming...........................................................................................
139
4.25
Pengujian Parsial Setelah Trimming................................................................
141
4.26
Pengaruh Langsung Dan Tidak Langsung X Terhadap Y...............................
141
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xv
DAFTAR GAMBAR
No
Judul
Hal
1.1
Tingkat Kepercayaan Masyarakat Terhadap Media Tahun 2013........
2
1.2
Jumlah Media Cetak Di Indonesia......................................................
4
1.3
Cara Pembaca Mendapatkan Surat Kabar Pikiran Rakyat..................
10
2.1
Dimensi Pemasaran Holistik...............................................................
21
2.2
The Transition To Relationship Marketing.........................................
24
2.3
Jenis-Jenis Loyalitas............................................................................
47
2.4
Kerangka Pemikiran Analisis Kinerja Continuity Marketing Melalui
67
Gambar
Program ”Membership Card Pikiran Rakyat Readers Club”
Terhadap Loyalitas Pelanggan.............................................................
2.5
Paradigma Penelitian Analisis Kinerja Continuity Marketing
68
Melalui Program ”Membership Card Pikiran Rakyat Readers Club”
Terhadap Loyalitas Pelanggan...... .....................................................
3.1
Struktur Hubungan Kausal Antara X dan Y........................................
90
3.2
Diagram Jalur Hipotesis......................................................................
91
3.3
Jalur Sub Struktur Hipotesis................................................................
92
4.1
Hasil Kontinum Continuity Marketing................................................
127
4.2
Hasil Kontinum Loyalitas Pelanggan..................................................
134
4.3
Diagram Jalur Pengujian Hipotesis Pengaruh Continuity Marketing 138
Terhadap Loyalitas Pelanggan.............................................................
4.4
Diagram Jalur Pengujian Hipotesis Pengaruh Continuity Marketing 140
Terhadap Loyalitas Pelanggan Setelah Trimming...............................
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xvi
DAFTAR LAMPIRAN
Lampiran 1
Daftar Riwayat Hidup
Lampiran 2
Form Bimbingan
Lampiran 3
Izin Kuesioner
Lampiran 4
Kuesioner Penelitian
Lampiran 5
Koding Data Responden
Lampiran 6
Koding Data X
Lampiran 7
Koding Data Y
Lampiran 8
Hasil Uji Validitas dan Reliabilitas melalui SPSS 21.0 for windows
Lampiran 9
Daerah Kontinum X dan Y
Lampiran 10
F Tabel
Lampiran 11
F Tabel dan T Tabel Melalui SPSS 21.0 for windows
Lampiran 12
Path Analysis
Lampiran 13
R Product Moment
Lampiran 14
Distribusi t
Lampiran 15
Tabel Durbin-Watson
Vinalia, 2014
Analisis Kinerja Continuity Marketing Terhadap Loyalitas Pelanggan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu