PENGARUH STORE ATMOSPHERE DAN HARGA PRODUK TERHADAP KEPUASAAN PELANGGAN WARUNK UPNORMAL

DAFTAR ISI

ABSTRAK .......................................................................................................... i
ABSTRACT ....................................................................................................... ii
KATA PENGANTAR ......................................................................................... iii
UCAPAN TERIMA KASIH ............................................................................. iv
DAFTAR ISI........................................................................................................ vi
DAFTAR TABEL ............................................................................................... vii
DAFTAR GAMBAR ......................................................................................... viii
DAFTARLAMPIRAN

BAB I PENDAHULUAN
1.1 Latar Belakang Masalah ..................................................................... 1
1.2 Identifikasi Masalah ............................................................................ 9
1.3 Batasan Masalah ................................................................................. 9
1.4 Maksud dan Tujuan Penelitian............................................................ 10
1.5 Manfaat Penelitian .............................................................................. 10
1.6 Sistematika Penulisan ......................................................................... 11

BAB II TINJAUAN PUSTAKA
2.1 Kajian Teori ........................................................................................ 13

2.1.1

Manajemen Pemasaran ........................................................... 13
2.1.1.1 Pengertian Manajemen Pemasaran ............................. 13
2.1.1.2 Pengertian Pemasaran ................................................. 13

2.1.2

Bauran Pemasaran ................................................................... 15
2.1.2.1 Pengertian Bauran Pemasaran..................................... 15

2.1.3 Store Atmosphere ..................................................................... 18
2.1.3.1 Pengertian Store Atmosphere ..................................... 18
2.1.3.2 Elemen-elemen Store Atmosphere ............................. 18
2.1.3.3 Tujuan dan Pengaruh Store Atmosphere .................... 22
2.1.4 Produk ...................................................................................... 22
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2.1.4.1 Pengertian Produk ........................................................ 22
2.1.4.2 Kualitas Produk ........................................................... 23

2.1.4.3 Dimensi Produk ........................................................... 23
2.1.5 Harga ........................................................................................ 24
2.1.5.1 Penegrtian Harga ......................................................... 24
2.1.5.2 Persepsi Harga ............................................................. 25
2.1.5.3 Dimensi Harga ............................................................. 27
2.1.6 Kepuasan Pelanggan ............................................................... 30
2.1.6.1 Pengertian Kepuasan Pelanggan ................................... 30
2.1.6.2 Dimensi Kepuasan Pelanggan ...................................... 31
2.2 Penelitian Terdahulu ........................................................................... 33
2.3 Kerangka Pemikiran............................................................................ 40
2.4 Hipotesis .............................................................................................. 42
2.4.1 Perumusan Hipotesis ................................................................ 42

BAB III OBJEK DAN METODE PENELITIAN
3.1

Objek penelitian ................................................................................. 43

3.2 Unit Analisis ....................................................................................... 43
3.2.1


Sejarah Singkat Perusahaan .................................................... 43

3.2.2

Uraian Jabatan ......................................................................... 44

3.2.3

Penyajian Produk .................................................................... 45

3.3 Populasi dan Teknik Sampling ............................................................ 46
3.3.1 Populasi .................................................................................... 46
3.3.2 Teknik Sampling ...................................................................... 47
3.4 Jenis dan Sumber Data ........................................................................ 48
3.5 Teknik dan Pengumpulan Data ........................................................... 49
3.6 Operasional Variabel ........................................................................... 50
3.7

Metode Analisis .................................................................................. 53

3.7.1 Metode Pengolahan Data ......................................................... 53
3.7.2 Uji Validitas dan Reliabilitas ................................................... 55
3.7.2.1 Uji Validitas.................................................................. 55
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3.7.2.2 Uji Reliabilitas .............................................................. 56
3.7.2.3 Uji Asumsi Klasik ........................................................ 57
3.8 Regresi Linear Berganda ..................................................................... 60
3.8.1 Uji f ......................................................................................... 60
3.8.2 Uji t ......................................................................................... 61
3.8.3 Koefisien Determinasi............................................................. 62
3.9 Pengujian Hipotesis Penelitian ............................................................ 63

BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1

Hasil Penelitian .................................................................................. 65
4.1.1

4.2


Karakteristik Responden ........................................................ 65

Analisis Deskriptif Tanggapan Responden Mengenai Store Atmosphere Warunk
Upnormal Bandung ............................................................................ 67
4.2.1 Hasil Analisis Deskriptif ......................................................... 68
4.2.1.1 Store Atmosphere Warunk Upnormal ........................ 68
4.2.1.2 Harga Produk Warunk Upnormal .............................. 70
4.2.1.3 Kepuasan Pelanggan Warunk Upnormal ................... 71

4.3

Analisis Data ...................................................................................... 72
4.3.1 Uji Validitas ............................................................................ 72
4.3.2 Uji Reliabilitas ........................................................................ 74
4.3.3 Uji Asumsi Klasik ................................................................... 76
4.3.3.1 Uji Normalitas Data ................................................... 76
4.3.3.2 Uji Multikolinearitas .................................................. 77
4.3.3.3 Uji Auto Korelasi ....................................................... 77
4.3.3.4 Uji Heterokedastisitas ................................................ 78

4.3.4

Analisis Koefisien Korelasi Rank Spearmen ......................... 78

4.3.5

Koefisien Determinasi............................................................ 80

4.3.6

Analisis Regresi Linear Berganda.......................................... 81

4.3.7

Pengujian Hipotesis................................................................ 82
4.3.7.1 Uji t............................................................................. 83
4.3.7.2 Store Atmosphere Terhadap Kepuasan Pelanggan ..... 83
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4.3.7.3 Harga Produk Terhadap Kepuasan Pelanggan ........... 84

4.3.7.4 Pengujian Simultan (f-test) ........................................ 85
4.3.7.5 Store Atmosphere dan Harga Produk Terhadap Kepuasan Pelanggan
................................................................................................ 86

BAB V KESIMPULAN DAN SARAN
5.1

Kesimpulan ........................................................................................ 87

5.2

Saran................................................................................................... 88

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