PENGARUH PROMOSI, HARGA, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEBLAK BASAH INSTAN MOMMYINDO
DAFTAR ISI
LEMBAR PENGESAHAN ........................................................................... ii
SURAT PERNYATAAN .............................................................................. iii
ABSTRACT .................................................................................................... iv
ABSTRAK ...................................................................................................... v
KATA PENGANTAR .................................................................................... vi
DAFTAR ISI .................................................................................................. viii
DAFTAR TABEL .......................................................................................... xii
DAFTAR GAMBAR ..................................................................................... xiii
DAFTAR LAMPIRAN ................................................................................. xiv
BAB I
PENDAHULUAN
1.1 Latar Belakang ...........................................................................
1
1.2 Identifikasi Masalah ...................................................................
8
1.3 Rumusan Masalah ......................................................................
9
1.4 Tujuan Penelitian ........................................................................
9
1.5 Manfaat Penelitian .....................................................................
9
1.6 Lokasi & Waktu Penelitian ........................................................
10
BAB II TINJAUAN PUSTAKA, KERANGKA PEMIKIRAN DAN
HIPOTESIS
2.1 Pemasaran ...................................................................................
11
2.1.1Pengertian Pemasaran .........................................................
11
2.1.2 Pengertian Manajemen Pemasaran ....................................
12
2.1.3 Bauran Pemasaran .............................................................
12
2.2 Promosi .......................................................................................
13
2.2.1 Pengertian Promosi ...........................................................
13
2.2.2 Tujuan Promosi .................................................................
14
2.2.3 Bauran Promosi .................................................................
15
2.3 Harga ..........................................................................................
17
2.3.1 Pengertian Harga ...............................................................
17
viii
2.3.2 Tujuan Penetapan Harga ...................................................
17
2.3.3 Indikator Harga ..................................................................
19
2.4 Inovasi Produk ...........................................................................
20
2.4.1 Pengertian Inovasi Produk ................................................
20
2.4.2 Indikator Inovasi Produk ...................................................
21
2.5 Keputusan Pembelian .................................................................
21
2.5.1 Pengertian Keputusan Pembelian ......................................
21
2.5.2 Proses Pengambilan Keputusan Pembelian ......................
22
2.5.3 Dimensi Keputusan Pembelian .........................................
24
2.6 Penelitian Terdahulu ...................................................................
26
2.7 Kerangka Pemikiran ....................................................................
30
2.8 Hipotesis ......................................................................................
30
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .........................................................................
31
3.1.1 Profil Mommyindo ...........................................................
31
3.1.2 Visi dan Misi Perusahaan .................................................
32
3.1.3 Struktur Organisasi Perusahaan ........................................
33
3.2 Metode Penelitian .......................................................................
34
3.3 Teknik Pengumpulan Data .........................................................
34
3.3.1 Data Primer .......................................................................
34
3.3.2 Data Sekunder ...................................................................
35
3.3.3 Skala Pengukuran ..............................................................
35
3.4 Populasi dan Sampel ..................................................................
36
3.4.1 Populasi Penelitian ............................................................
36
3.4.2 Unit Sampel .......................................................................
36
3.5 Variabel Penelitian .....................................................................
37
3.5.1 Variabel Bebas ..................................................................
37
3.5.2 Variabel Terikat ................................................................
38
3.5.3 Operasional Variabel Penelitian .........................................
38
3.6 Metode Pengumpulan Data ........................................................
41
ix
3.7 Uji Validitas & Uji Reliabilitas ..................................................
41
3.7.1 Uji Validitas ......................................................................
41
3.7.2 Uji Reliabilitas ..................................................................
42
3.8 Metode Analisis Data .................................................................
43
3.8.1 Analisis Deskriptif Statistik ..............................................
44
3.9 Analisis Regresi Linear Berganda ..............................................
44
3.9.1 Uji F ..................................................................................
44
3.9.2 Uji t ....................................................................................
45
3.9.3 Koefisien Determinsi (R2) .................................................
46
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ..........................................................................
47
4.1.1 Karakteristik Responden ...................................................
47
4.1.1.1 Deskripsi Jenis Kelamin Responden ........................
47
4.1.1.2 Deskripsi Umur Responden .....................................
48
4.1.1.3 Deskripsi Pendapatan Responden ............................
48
4.1.2 Uji Instrumen Penelitian ....................................................
49
4.1.2.1 Uji Validitas .............................................................
49
4.1.2.2 Uji Reliabilitas .........................................................
51
4.1.3 Deskripsi Variabel Penelitian ............................................
52
4.1.3.1 Gambaran Variabel Promosi ....................................
54
4.1.3.2 Gambaran Variabel Harga ........................................
56
4.1.3.3 Gambaran Variabel Inovasi Produk .........................
57
4.1.3.4 Gambaran Variabel Keputusan Pembelian ..............
58
4.1.4 Analisis Regresi Linear Berganda .....................................
60
4.1.5 Uji F ..................................................................................
62
4.1.6 Uji t ....................................................................................
62
4.1.7 Analisis Koefisien Determinasi .........................................
64
x
4.1.8 Pengaruh Promosi Terhadap Keputusan Pembelian Seblak
Basah Instan Mommyindo .........................................................
65
4.1.9 Pengaruh Harga Terhadap Keputusan Pembelian Seblak Basah
Instan Mommyindo ....................................................................
66
4.1.10 Pengaruh Inovasi Produk Terhadap Keputusan Pembelian
Seblak Basah Instan Mommyindo .............................................
67
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................
68
5.2 Saran ...........................................................................................
68
DAFTAR PUSTAKA
LAMPIRAN
xi
LEMBAR PENGESAHAN ........................................................................... ii
SURAT PERNYATAAN .............................................................................. iii
ABSTRACT .................................................................................................... iv
ABSTRAK ...................................................................................................... v
KATA PENGANTAR .................................................................................... vi
DAFTAR ISI .................................................................................................. viii
DAFTAR TABEL .......................................................................................... xii
DAFTAR GAMBAR ..................................................................................... xiii
DAFTAR LAMPIRAN ................................................................................. xiv
BAB I
PENDAHULUAN
1.1 Latar Belakang ...........................................................................
1
1.2 Identifikasi Masalah ...................................................................
8
1.3 Rumusan Masalah ......................................................................
9
1.4 Tujuan Penelitian ........................................................................
9
1.5 Manfaat Penelitian .....................................................................
9
1.6 Lokasi & Waktu Penelitian ........................................................
10
BAB II TINJAUAN PUSTAKA, KERANGKA PEMIKIRAN DAN
HIPOTESIS
2.1 Pemasaran ...................................................................................
11
2.1.1Pengertian Pemasaran .........................................................
11
2.1.2 Pengertian Manajemen Pemasaran ....................................
12
2.1.3 Bauran Pemasaran .............................................................
12
2.2 Promosi .......................................................................................
13
2.2.1 Pengertian Promosi ...........................................................
13
2.2.2 Tujuan Promosi .................................................................
14
2.2.3 Bauran Promosi .................................................................
15
2.3 Harga ..........................................................................................
17
2.3.1 Pengertian Harga ...............................................................
17
viii
2.3.2 Tujuan Penetapan Harga ...................................................
17
2.3.3 Indikator Harga ..................................................................
19
2.4 Inovasi Produk ...........................................................................
20
2.4.1 Pengertian Inovasi Produk ................................................
20
2.4.2 Indikator Inovasi Produk ...................................................
21
2.5 Keputusan Pembelian .................................................................
21
2.5.1 Pengertian Keputusan Pembelian ......................................
21
2.5.2 Proses Pengambilan Keputusan Pembelian ......................
22
2.5.3 Dimensi Keputusan Pembelian .........................................
24
2.6 Penelitian Terdahulu ...................................................................
26
2.7 Kerangka Pemikiran ....................................................................
30
2.8 Hipotesis ......................................................................................
30
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .........................................................................
31
3.1.1 Profil Mommyindo ...........................................................
31
3.1.2 Visi dan Misi Perusahaan .................................................
32
3.1.3 Struktur Organisasi Perusahaan ........................................
33
3.2 Metode Penelitian .......................................................................
34
3.3 Teknik Pengumpulan Data .........................................................
34
3.3.1 Data Primer .......................................................................
34
3.3.2 Data Sekunder ...................................................................
35
3.3.3 Skala Pengukuran ..............................................................
35
3.4 Populasi dan Sampel ..................................................................
36
3.4.1 Populasi Penelitian ............................................................
36
3.4.2 Unit Sampel .......................................................................
36
3.5 Variabel Penelitian .....................................................................
37
3.5.1 Variabel Bebas ..................................................................
37
3.5.2 Variabel Terikat ................................................................
38
3.5.3 Operasional Variabel Penelitian .........................................
38
3.6 Metode Pengumpulan Data ........................................................
41
ix
3.7 Uji Validitas & Uji Reliabilitas ..................................................
41
3.7.1 Uji Validitas ......................................................................
41
3.7.2 Uji Reliabilitas ..................................................................
42
3.8 Metode Analisis Data .................................................................
43
3.8.1 Analisis Deskriptif Statistik ..............................................
44
3.9 Analisis Regresi Linear Berganda ..............................................
44
3.9.1 Uji F ..................................................................................
44
3.9.2 Uji t ....................................................................................
45
3.9.3 Koefisien Determinsi (R2) .................................................
46
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ..........................................................................
47
4.1.1 Karakteristik Responden ...................................................
47
4.1.1.1 Deskripsi Jenis Kelamin Responden ........................
47
4.1.1.2 Deskripsi Umur Responden .....................................
48
4.1.1.3 Deskripsi Pendapatan Responden ............................
48
4.1.2 Uji Instrumen Penelitian ....................................................
49
4.1.2.1 Uji Validitas .............................................................
49
4.1.2.2 Uji Reliabilitas .........................................................
51
4.1.3 Deskripsi Variabel Penelitian ............................................
52
4.1.3.1 Gambaran Variabel Promosi ....................................
54
4.1.3.2 Gambaran Variabel Harga ........................................
56
4.1.3.3 Gambaran Variabel Inovasi Produk .........................
57
4.1.3.4 Gambaran Variabel Keputusan Pembelian ..............
58
4.1.4 Analisis Regresi Linear Berganda .....................................
60
4.1.5 Uji F ..................................................................................
62
4.1.6 Uji t ....................................................................................
62
4.1.7 Analisis Koefisien Determinasi .........................................
64
x
4.1.8 Pengaruh Promosi Terhadap Keputusan Pembelian Seblak
Basah Instan Mommyindo .........................................................
65
4.1.9 Pengaruh Harga Terhadap Keputusan Pembelian Seblak Basah
Instan Mommyindo ....................................................................
66
4.1.10 Pengaruh Inovasi Produk Terhadap Keputusan Pembelian
Seblak Basah Instan Mommyindo .............................................
67
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................
68
5.2 Saran ...........................................................................................
68
DAFTAR PUSTAKA
LAMPIRAN
xi