s pem 0608275 table of content
DAFTAR ISI
Hal
LEMBAR PENGESAHAN ................................................................................... i
LEMBAR PERNYATAAN .................................................................................. ii
ABSTRAK ............................................................................................................ iii
ABSTRACK ......................................................................................................... iv
KATA PENGANTAR ............................................................................................v
DAFTAR ISI ....................................................................................................... viii
DAFTAR TABEL ................................................................................................ xi
DAFTAR GAMBAR .......................................................................................... xiii
BAB I PENDAHULUAN .......................................................................................1
1.1 Latar Belakang ...................................................................................................1
1.2 Rumusan Masalah ............................................................................................11
1.3 Tujuan Penelitian .............................................................................................11
1.4 Kegunaan Penelitian.........................................................................................12
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN
DAN HIPOTESIS ...................................................................................13
2.1 Kajian Pustaka..................................................................................................13
2.1.1 Personal Selling .....................................................................................13
2.1.1.1 Personal Selling Bagian dari Promotion Mix............................13
2.1.1.2 Pengertian Personal Selling ......................................................18
2.1.1.3 Daya Tarik Personal selling bagi Pekerja .................................20
2.1.1.4 Dimensi Personal Selling ..........................................................21
2.1.2 Keputusan Pembelian Konsumen ..........................................................26
2.1.2.1 Konsep Keputusan Pembelian Konsumen .................................26
2.1.2.2 Konsep Perilaku Konsumen ......................................................26
2.1.2.3 Faktor yang Mempengaruhi Perilaku Pembelian Konsumen ....27
2.1.2.4 Proses Keputusan Pembelian .....................................................31
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.2.5 Keputusan Pembelian ................................................................34
2.1.3 Pengaruh Personal Selling Terhadap Keputusan Pembelian .................35
2.2 Kerangka Pemikiran .........................................................................................38
2.3 Hipotesis...........................................................................................................45
BAB III OBJEK DAN METODE PENELITIAN .............................................46
3.1 Objek Penelitian ...............................................................................................46
3.2 Metode Penelitian.............................................................................................47
3.2.1 Jenis Penelitian dan Metode yang digunakan ........................................47
3.2.2 Operasionalisasi Variabel ......................................................................47
3.2.3 Jenis dan Sumber Data ...........................................................................51
3.2.4 Populasi, Sampel, dan Teknik Sampling ...............................................52
3.2.4.1 Populasi .....................................................................................52
3.2.4.2 Sampel .......................................................................................53
3.2.4.3 Teknik Sampling .......................................................................54
3.2.5 Teknik Pengumpulan Data .....................................................................55
3.2.6 Hasil Uji Validitas dan Reliabilitas ........................................................57
3.2.6.1 Hasil Pengujian Validitas ..........................................................57
3.2.6.2 Hasil Pengujian Reliabilitas ......................................................64
3.2.7 Rancangan Analisis Data .......................................................................66
3.2.7.1 Rancangan Analisis Data Deskriptif..........................................66
3.2.7.2 Pengujian Hipotesis ...................................................................67
BAB IV HASIL PENELITIAN DAN PEMBAHASAN....................................75
4.1 Hasil Penelitian ................................................................................................75
4.1.1 Profil PT. MNI (Melia Nature Indonesia) ..............................................75
4.1.1.1 Visi dan Misi .............................................................................78
4.1.1.2 Produk PT. MNI ........................................................................79
4.1.1.2.1 Melia Biyang HGH Spray ..........................................79
4.1.1.2.2 Melia Propolis .............................................................81
4.1.2 Profil Responden ....................................................................................83
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.3 Tanggapan Responden dalam Personal Selling .....................................90
4.1.3.1 Tanggapan Responden dalam Dimensi Prospecting (X1) .........90
4.1.3.2 Tanggapan Responden dalam Dimensi Pre-Approach (X2)......92
4.1.3.3 Tanggapan Responden dalam Dimensi Approach (X3).............94
4.1.3.4 Tanggapan Responden dalam Dimensi Presentation and
Demonstration (X4) ..................................................................96
4.1.3.5 Tanggapan Responden dalam Dimensi Handling
Objection (X5) ............................................................................99
4.1.3.6 Tanggapan Responden dalam Dimensi Closing (X6) ..............101
4.1.3.7 Tanggapan Responden dalam Dimensi Follow Up (X7) .........103
4.1.4 Tanggapan Responden dalam Keputusan Pembelian (Y) ....................105
4.1.4.1 Tanggapan Responden dalam Dimensi Pilihan Produk ..........105
4.1.4.2 Tanggapan Responden dalam Dimensi Pilihan Merk .............106
4.1.4.3 Tanggapan Responden dalam Dimensi Pilihan Saluran
Distribusi..................................................................................107
4.1.4.4 Tanggapan Responden dalam Dimensi Pilihan Waktu ...........108
4.1.4.5 Tanggapan Responden dalam Dimensi Pilihan Jumlah ..........110
4.1.4.6 Tanggapan Responden dalam Dimensi Pilihan Metode
Pembayaran ..............................................................................111
4.2 Pembahasan Hasil Penelitian .........................................................................112
4.2.1 Pengaruh Personal Selling terhadap Keputusan Konsumen dalam
Pembelian Produk PT. MNI ................................................................112
BAB V KESIMPULAN DAN SARAN .............................................................121
5.1 Kesimpulan ...................................................................................................121
5.2 Saran ...............................................................................................................122
DAFTAR PUSTAKA
LAMPIRAN
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Hal
Tabel 1.1 Market Share Produk Kesehatan Propolis dan HGH Tahun 2010 ........3
Tabel 1.2 Keunggulan dan Kelemahan Produk Propolis ......................................4
Tabel 1.3 Bauran Pemasaran Produk Kesehatan ...................................................5
Tabel 1.4 Jumlah Stokis PT. MNI .........................................................................7
Tabel 1.5 Personal Selling PT. MNI .....................................................................9
Tabel 3.1 Operasionalisasi variable.....................................................................48
Tabel 3.2 Jenis dan Sumber Data ........................................................................52
Tabel 3.3 Teknik Pengumpulan Data Dikaitkan Dengan Tujuan Penelitian .....56
Tabel 3.4 Hasil Uji Validitas Instrumen Penelitian .............................................59
Tabel 3.5 Interpretasi Besarnya Koefisien Korelasi ............................................65
Tabel 3.6 Hasil uji reliabilitas instrumen penelitian ...........................................66
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin ........................84
Tabel 4.2 Karakteristik Responden Berdasarkan Usia ........................................85
Tabel 4.3 Karakteristik Responden Berdasarkan Rata-rata Pendapatan .............86
Tabel 4.4 Karakteristik Responden Berdasarkan Pekerjaan ...............................87
Tabel 4.5 Sudah Berapa Lama Anda Memakai Produk PT. MNI.......................87
Tabel 4.6 Alasan Utama Anda Memakai Produk PT. MNI ................................88
Tabel 4.7 Berapa Jumlah Rata-Rata Pembelian Produk PT. MNI yang Anda
Keluarkan dalam Sebulan....................................................................89
Tabel 4.8 Dari Manakah Anda Mengetahui Informasi Produk PT. MNI............89
Tabel 4.9 Tanggapan Responden dalam Dimensi Prospecting (X1) ...................90
Tabel 4.10 Tanggapan Responden dalam Dimensi Pre-Approach (X2) ...............92
Tabel 4.11 Tanggapan Responden dalam Dimensi Approach (X3) ......................94
Tabel 4.12 Tanggapan Responden dalam Dimensi Presentation and
Demonstration (X4) .............................................................................96
Tabel 4.13 Tanggapan Responden dalam Dimensi Handling Objection (X5) ......99
Tabel 4.14 Tanggapan Responden dalam Dimensi Closing (X6)........................101
Tabel 4.15 Tanggapan Responden dalam Follow Up (X7) .................................103
Tabel 4.16 Tanggapan Responden dalam Dimensi Pilihan Produk ....................105
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
Tabel 4.17 Tanggapan Responden dalam Dimensi Pilihan Merk ........................106
Tabel 4.18 Tanggapan Responden dalam Dimensi Pilihan Saluran Distribusi ...107
Tabel 4.19 Tanggapan Responden dalam Dimensi Pilihan Waktu ......................108
Tabel 4.20 Tanggapan Responden dalam Dimensi Pilihan Jumlah .....................110
Tabel 4.21 Tanggapan Responden dalam Dimensi Pilihan Metode Pembayaran111
Tabel 4.22 Korelasi Antar Variabel Penyebab ....................................................114
Tabel 4.23 Koefisien Determinasi Pengaruh X terhadap Y ................................115
Tabel 4.24 Koefisien Jalur Pengaruh X terhadap Y ............................................116
Tabel 4.25 Uji Secara Keseluruhan (Uji F) .........................................................119
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
Hal
Gambar 2.1 Proses keputusan pembelian konsumen model lima tahap ...............31
Gambar 2.2 Tahapan antara evaluasi alternatif dengan keputusan pembelian .....33
Gambar 2.3 Pengaruh Personal Selling terhadap Keputusan Pembelian .............44
Gambar 2.4 Paradigma Penelitian ........................................................................45
Gambar 3.1 Struktur kausal antara x dan y...........................................................67
Gambar 3.2 Jalur Sub Struktur Hipotesis .............................................................69
Gambar 4.1 Logo PT. MNI...................................................................................75
Gambar 4.2 Produk Melia Biyang HGH Spray ....................................................79
Gambar 4.3 Produk Melia Propolis ......................................................................81
Gambar 4.4 Hubungan Struktural antara Variabel Penyebab (X1, X2, X3,
X4, X5, X6, X7) dan Variabel Akibat (Y) .........................................113
Gambar 4.5 Nilai Koefisien Jalur Hubungan Struktural Model 1 ......................117
Gambar 4.6 Nilai Koefisien Jalur Hubungan Struktural Model 4
(Model Akhir) .................................................................................118
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
Hal
LEMBAR PENGESAHAN ................................................................................... i
LEMBAR PERNYATAAN .................................................................................. ii
ABSTRAK ............................................................................................................ iii
ABSTRACK ......................................................................................................... iv
KATA PENGANTAR ............................................................................................v
DAFTAR ISI ....................................................................................................... viii
DAFTAR TABEL ................................................................................................ xi
DAFTAR GAMBAR .......................................................................................... xiii
BAB I PENDAHULUAN .......................................................................................1
1.1 Latar Belakang ...................................................................................................1
1.2 Rumusan Masalah ............................................................................................11
1.3 Tujuan Penelitian .............................................................................................11
1.4 Kegunaan Penelitian.........................................................................................12
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN
DAN HIPOTESIS ...................................................................................13
2.1 Kajian Pustaka..................................................................................................13
2.1.1 Personal Selling .....................................................................................13
2.1.1.1 Personal Selling Bagian dari Promotion Mix............................13
2.1.1.2 Pengertian Personal Selling ......................................................18
2.1.1.3 Daya Tarik Personal selling bagi Pekerja .................................20
2.1.1.4 Dimensi Personal Selling ..........................................................21
2.1.2 Keputusan Pembelian Konsumen ..........................................................26
2.1.2.1 Konsep Keputusan Pembelian Konsumen .................................26
2.1.2.2 Konsep Perilaku Konsumen ......................................................26
2.1.2.3 Faktor yang Mempengaruhi Perilaku Pembelian Konsumen ....27
2.1.2.4 Proses Keputusan Pembelian .....................................................31
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.2.5 Keputusan Pembelian ................................................................34
2.1.3 Pengaruh Personal Selling Terhadap Keputusan Pembelian .................35
2.2 Kerangka Pemikiran .........................................................................................38
2.3 Hipotesis...........................................................................................................45
BAB III OBJEK DAN METODE PENELITIAN .............................................46
3.1 Objek Penelitian ...............................................................................................46
3.2 Metode Penelitian.............................................................................................47
3.2.1 Jenis Penelitian dan Metode yang digunakan ........................................47
3.2.2 Operasionalisasi Variabel ......................................................................47
3.2.3 Jenis dan Sumber Data ...........................................................................51
3.2.4 Populasi, Sampel, dan Teknik Sampling ...............................................52
3.2.4.1 Populasi .....................................................................................52
3.2.4.2 Sampel .......................................................................................53
3.2.4.3 Teknik Sampling .......................................................................54
3.2.5 Teknik Pengumpulan Data .....................................................................55
3.2.6 Hasil Uji Validitas dan Reliabilitas ........................................................57
3.2.6.1 Hasil Pengujian Validitas ..........................................................57
3.2.6.2 Hasil Pengujian Reliabilitas ......................................................64
3.2.7 Rancangan Analisis Data .......................................................................66
3.2.7.1 Rancangan Analisis Data Deskriptif..........................................66
3.2.7.2 Pengujian Hipotesis ...................................................................67
BAB IV HASIL PENELITIAN DAN PEMBAHASAN....................................75
4.1 Hasil Penelitian ................................................................................................75
4.1.1 Profil PT. MNI (Melia Nature Indonesia) ..............................................75
4.1.1.1 Visi dan Misi .............................................................................78
4.1.1.2 Produk PT. MNI ........................................................................79
4.1.1.2.1 Melia Biyang HGH Spray ..........................................79
4.1.1.2.2 Melia Propolis .............................................................81
4.1.2 Profil Responden ....................................................................................83
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.3 Tanggapan Responden dalam Personal Selling .....................................90
4.1.3.1 Tanggapan Responden dalam Dimensi Prospecting (X1) .........90
4.1.3.2 Tanggapan Responden dalam Dimensi Pre-Approach (X2)......92
4.1.3.3 Tanggapan Responden dalam Dimensi Approach (X3).............94
4.1.3.4 Tanggapan Responden dalam Dimensi Presentation and
Demonstration (X4) ..................................................................96
4.1.3.5 Tanggapan Responden dalam Dimensi Handling
Objection (X5) ............................................................................99
4.1.3.6 Tanggapan Responden dalam Dimensi Closing (X6) ..............101
4.1.3.7 Tanggapan Responden dalam Dimensi Follow Up (X7) .........103
4.1.4 Tanggapan Responden dalam Keputusan Pembelian (Y) ....................105
4.1.4.1 Tanggapan Responden dalam Dimensi Pilihan Produk ..........105
4.1.4.2 Tanggapan Responden dalam Dimensi Pilihan Merk .............106
4.1.4.3 Tanggapan Responden dalam Dimensi Pilihan Saluran
Distribusi..................................................................................107
4.1.4.4 Tanggapan Responden dalam Dimensi Pilihan Waktu ...........108
4.1.4.5 Tanggapan Responden dalam Dimensi Pilihan Jumlah ..........110
4.1.4.6 Tanggapan Responden dalam Dimensi Pilihan Metode
Pembayaran ..............................................................................111
4.2 Pembahasan Hasil Penelitian .........................................................................112
4.2.1 Pengaruh Personal Selling terhadap Keputusan Konsumen dalam
Pembelian Produk PT. MNI ................................................................112
BAB V KESIMPULAN DAN SARAN .............................................................121
5.1 Kesimpulan ...................................................................................................121
5.2 Saran ...............................................................................................................122
DAFTAR PUSTAKA
LAMPIRAN
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Hal
Tabel 1.1 Market Share Produk Kesehatan Propolis dan HGH Tahun 2010 ........3
Tabel 1.2 Keunggulan dan Kelemahan Produk Propolis ......................................4
Tabel 1.3 Bauran Pemasaran Produk Kesehatan ...................................................5
Tabel 1.4 Jumlah Stokis PT. MNI .........................................................................7
Tabel 1.5 Personal Selling PT. MNI .....................................................................9
Tabel 3.1 Operasionalisasi variable.....................................................................48
Tabel 3.2 Jenis dan Sumber Data ........................................................................52
Tabel 3.3 Teknik Pengumpulan Data Dikaitkan Dengan Tujuan Penelitian .....56
Tabel 3.4 Hasil Uji Validitas Instrumen Penelitian .............................................59
Tabel 3.5 Interpretasi Besarnya Koefisien Korelasi ............................................65
Tabel 3.6 Hasil uji reliabilitas instrumen penelitian ...........................................66
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin ........................84
Tabel 4.2 Karakteristik Responden Berdasarkan Usia ........................................85
Tabel 4.3 Karakteristik Responden Berdasarkan Rata-rata Pendapatan .............86
Tabel 4.4 Karakteristik Responden Berdasarkan Pekerjaan ...............................87
Tabel 4.5 Sudah Berapa Lama Anda Memakai Produk PT. MNI.......................87
Tabel 4.6 Alasan Utama Anda Memakai Produk PT. MNI ................................88
Tabel 4.7 Berapa Jumlah Rata-Rata Pembelian Produk PT. MNI yang Anda
Keluarkan dalam Sebulan....................................................................89
Tabel 4.8 Dari Manakah Anda Mengetahui Informasi Produk PT. MNI............89
Tabel 4.9 Tanggapan Responden dalam Dimensi Prospecting (X1) ...................90
Tabel 4.10 Tanggapan Responden dalam Dimensi Pre-Approach (X2) ...............92
Tabel 4.11 Tanggapan Responden dalam Dimensi Approach (X3) ......................94
Tabel 4.12 Tanggapan Responden dalam Dimensi Presentation and
Demonstration (X4) .............................................................................96
Tabel 4.13 Tanggapan Responden dalam Dimensi Handling Objection (X5) ......99
Tabel 4.14 Tanggapan Responden dalam Dimensi Closing (X6)........................101
Tabel 4.15 Tanggapan Responden dalam Follow Up (X7) .................................103
Tabel 4.16 Tanggapan Responden dalam Dimensi Pilihan Produk ....................105
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
Tabel 4.17 Tanggapan Responden dalam Dimensi Pilihan Merk ........................106
Tabel 4.18 Tanggapan Responden dalam Dimensi Pilihan Saluran Distribusi ...107
Tabel 4.19 Tanggapan Responden dalam Dimensi Pilihan Waktu ......................108
Tabel 4.20 Tanggapan Responden dalam Dimensi Pilihan Jumlah .....................110
Tabel 4.21 Tanggapan Responden dalam Dimensi Pilihan Metode Pembayaran111
Tabel 4.22 Korelasi Antar Variabel Penyebab ....................................................114
Tabel 4.23 Koefisien Determinasi Pengaruh X terhadap Y ................................115
Tabel 4.24 Koefisien Jalur Pengaruh X terhadap Y ............................................116
Tabel 4.25 Uji Secara Keseluruhan (Uji F) .........................................................119
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
Hal
Gambar 2.1 Proses keputusan pembelian konsumen model lima tahap ...............31
Gambar 2.2 Tahapan antara evaluasi alternatif dengan keputusan pembelian .....33
Gambar 2.3 Pengaruh Personal Selling terhadap Keputusan Pembelian .............44
Gambar 2.4 Paradigma Penelitian ........................................................................45
Gambar 3.1 Struktur kausal antara x dan y...........................................................67
Gambar 3.2 Jalur Sub Struktur Hipotesis .............................................................69
Gambar 4.1 Logo PT. MNI...................................................................................75
Gambar 4.2 Produk Melia Biyang HGH Spray ....................................................79
Gambar 4.3 Produk Melia Propolis ......................................................................81
Gambar 4.4 Hubungan Struktural antara Variabel Penyebab (X1, X2, X3,
X4, X5, X6, X7) dan Variabel Akibat (Y) .........................................113
Gambar 4.5 Nilai Koefisien Jalur Hubungan Struktural Model 1 ......................117
Gambar 4.6 Nilai Koefisien Jalur Hubungan Struktural Model 4
(Model Akhir) .................................................................................118
Muhammad Husin Al-Haddad, 2012
Pengaruh Personal Selling (Penjualan Pribadi) Terhadap Keputusan Konsumen Dalam Pembelian
Produk
Universitas Pendidikan Indonesia | repository.upi.edu