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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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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