Daftar Isi PENGARUH RESTAURANT ATMOSPHERE DAN KERAGAMAN PRODUK TERHADAP LOYALITAS PELANGGAN WARUNG NASI AMPERA CABANG PADASUKA CIACAHEUM
iv
DAFTAR ISI
ABSTRAK ............................................................................................................ i
ABSTRACT............................................................................................................ ii
KATA PENGANTAR .......................................................................................... iii
DAFTAR ISI ......................................................................................................... iv
DAFTAR TABEL ................................................................................................. vii
DAFTAR GAMBAR ............................................................................................ x
BAB I PENDAHULUAN
1.1 Latar Belakang Masalah ............................................................................ 1
1.2 Indentifikasi Masalah ............................................................................... 7
1.3 Tujuan Penelitian ...................................................................................... 7
1.4 Kegunaan Penelitian.................................................................................. 8
1.5 Lokasi dan Waktu Penelitian .................................................................... 8
BAB II TINJAUAN PUSTAKA
2.1 Manajemen Pemasaran.............................................................................. 9
2.2 Bauran Pemasaran ..................................................................................... 10
2.3 Restaurant atmosphere.............................................................................. 12
2.3.1
Tujuan Restaurant atmosphere ..................................................... 13
2.3.2
Indikator Restaurant Atmosphere ................................................. 15
2.4 Keragaman Produk ................................................................................... 16
2.4.1
Lebar dan Panjang Keragaman Produk ......................................... 17
2.5 Saluran Pemasaran ................................................................................... 19
2.5.1
Jenis-Jenis Perantara Pemasaran ................................................... 19
2.6 Loyalitas Pelanggan .................................................................................. 20
2.6.1
Definisi Loyalitas ......................................................................... 21
v
2.6.2
Karakteristik Loyalitas Pelanggan ................................................ 22
2.6.3
Tahap-tahap Loyalitas Pelanggan ................................................. 23
2.6.4
Tipe-tipe Loyalitas Pelanggan....................................................... 24
2.6.5
Tingkat Loyalitas Pelanggan ......................................................... 25
2.7 Penelitian Sebelumnya .............................................................................. 26
2.8 Kerangka Pemikiran dan Hipotesis .......................................................... 28
2.8.1
Kerangka Pemikiran ..................................................................... 28
2.8.2
Hipotesis ....................................................................................... 31
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .................................................................................. 32
3.1.1
Sejarah Perusahaan.................................................................. 32
3.1.2
Struktur Organisasi dan Uraian Kerja ..................................... 33
3.2 Metode Penelitian................................................................................ 35
3.2.1
Sumber Data ............................................................................ 35
3.2.2
Teknik Pengumpulan Data ...................................................... 35
3.2.3
Populasi dan sampel ................................................................ 36
3.2.4
Operasionalisasi Variabel........................................................ 39
3.3 Metode Statistik .................................................................................. 41
3.3.1
Skala Pengukuran .................................................................... 41
3.3.2
Uji Validitas ............................................................................ 43
3.3.3
Uji Reliabilitas ........................................................................ 44
3.3.4
Metode Analisis Data .............................................................. 45
3.3.4.1 Uji Asumsi Klasik ...................................................... 45
3.3.4.2 Regresi Linier Berganda ............................................. 47
3.3.4.3 Pengujian Hipotesis ..................................................... 48
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Tanggapan Konsumen Mengenai Restaurant Atmosphere
Pada Warung Nasi Ampera Cicaheum.......................................... 50
4.1.1
Gambaran Umum Responden ........................................... 50
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4.2
4.1.2
Uji Validitas ...................................................................... 53
4.1.3
Uji Reliabilitas .................................................................. 55
Tanggapan Konsumen Mengenai Keragaman Produk pada
Warung Nasi Ampera Cabang Cicaheum ..................................... 64
4.3
Analisis
Tanggapan
Konsumen
Terhadap
Loyalitas
pelanggan ..................................................................................... 69
4.4
Pengaruh Restaurant Atmosphere dan Keragaman produk
Terhadap Loyalitas pelanggan Warung Nasi Ampera
Cabang Cicaheum ........................................................................ 72
4.4.1
Uji Asumsi Klasik ............................................................. 73
4.4.2
Analisis Regresi Linier Berganda ..................................... 73
4.4.3
Pengujian Hipotesis ........................................................... 75
4.4.3.1 Uji T (Parsial)........................................................ 75
4.4.3.2 Uji F (Uji Simultan) .............................................. 77
4.4.4
Uji Koefisien Determinasi................................................. 78
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ......................................................................................... 80
5.2 Saran ................................................................................................... 81
DAFTAR PUSTAKA
DAFTAR LAMPIRAN
DAFTAR ISI
ABSTRAK ............................................................................................................ i
ABSTRACT............................................................................................................ ii
KATA PENGANTAR .......................................................................................... iii
DAFTAR ISI ......................................................................................................... iv
DAFTAR TABEL ................................................................................................. vii
DAFTAR GAMBAR ............................................................................................ x
BAB I PENDAHULUAN
1.1 Latar Belakang Masalah ............................................................................ 1
1.2 Indentifikasi Masalah ............................................................................... 7
1.3 Tujuan Penelitian ...................................................................................... 7
1.4 Kegunaan Penelitian.................................................................................. 8
1.5 Lokasi dan Waktu Penelitian .................................................................... 8
BAB II TINJAUAN PUSTAKA
2.1 Manajemen Pemasaran.............................................................................. 9
2.2 Bauran Pemasaran ..................................................................................... 10
2.3 Restaurant atmosphere.............................................................................. 12
2.3.1
Tujuan Restaurant atmosphere ..................................................... 13
2.3.2
Indikator Restaurant Atmosphere ................................................. 15
2.4 Keragaman Produk ................................................................................... 16
2.4.1
Lebar dan Panjang Keragaman Produk ......................................... 17
2.5 Saluran Pemasaran ................................................................................... 19
2.5.1
Jenis-Jenis Perantara Pemasaran ................................................... 19
2.6 Loyalitas Pelanggan .................................................................................. 20
2.6.1
Definisi Loyalitas ......................................................................... 21
v
2.6.2
Karakteristik Loyalitas Pelanggan ................................................ 22
2.6.3
Tahap-tahap Loyalitas Pelanggan ................................................. 23
2.6.4
Tipe-tipe Loyalitas Pelanggan....................................................... 24
2.6.5
Tingkat Loyalitas Pelanggan ......................................................... 25
2.7 Penelitian Sebelumnya .............................................................................. 26
2.8 Kerangka Pemikiran dan Hipotesis .......................................................... 28
2.8.1
Kerangka Pemikiran ..................................................................... 28
2.8.2
Hipotesis ....................................................................................... 31
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .................................................................................. 32
3.1.1
Sejarah Perusahaan.................................................................. 32
3.1.2
Struktur Organisasi dan Uraian Kerja ..................................... 33
3.2 Metode Penelitian................................................................................ 35
3.2.1
Sumber Data ............................................................................ 35
3.2.2
Teknik Pengumpulan Data ...................................................... 35
3.2.3
Populasi dan sampel ................................................................ 36
3.2.4
Operasionalisasi Variabel........................................................ 39
3.3 Metode Statistik .................................................................................. 41
3.3.1
Skala Pengukuran .................................................................... 41
3.3.2
Uji Validitas ............................................................................ 43
3.3.3
Uji Reliabilitas ........................................................................ 44
3.3.4
Metode Analisis Data .............................................................. 45
3.3.4.1 Uji Asumsi Klasik ...................................................... 45
3.3.4.2 Regresi Linier Berganda ............................................. 47
3.3.4.3 Pengujian Hipotesis ..................................................... 48
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Tanggapan Konsumen Mengenai Restaurant Atmosphere
Pada Warung Nasi Ampera Cicaheum.......................................... 50
4.1.1
Gambaran Umum Responden ........................................... 50
vi
4.2
4.1.2
Uji Validitas ...................................................................... 53
4.1.3
Uji Reliabilitas .................................................................. 55
Tanggapan Konsumen Mengenai Keragaman Produk pada
Warung Nasi Ampera Cabang Cicaheum ..................................... 64
4.3
Analisis
Tanggapan
Konsumen
Terhadap
Loyalitas
pelanggan ..................................................................................... 69
4.4
Pengaruh Restaurant Atmosphere dan Keragaman produk
Terhadap Loyalitas pelanggan Warung Nasi Ampera
Cabang Cicaheum ........................................................................ 72
4.4.1
Uji Asumsi Klasik ............................................................. 73
4.4.2
Analisis Regresi Linier Berganda ..................................... 73
4.4.3
Pengujian Hipotesis ........................................................... 75
4.4.3.1 Uji T (Parsial)........................................................ 75
4.4.3.2 Uji F (Uji Simultan) .............................................. 77
4.4.4
Uji Koefisien Determinasi................................................. 78
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ......................................................................................... 80
5.2 Saran ................................................................................................... 81
DAFTAR PUSTAKA
DAFTAR LAMPIRAN