S MPP 1102926 Table of content
xi
DAFTAR ISI
HALAMAN JUDUL ................................................................................................
i
HALAMAN HAK CIPTA .......................................................................................
ii
HALAMAN PENGESAHAN ..................................................................................
iii
PERNYATAAN KEASLIAN SKRIPSI .................................................................
iv
KATA PENGANTAR ..............................................................................................
v
UCAPAN TERIMAKASIH ....................................................................................
vi
ABSTRAK ................................................................................................................
ix
DAFTAR ISI .............................................................................................................
xi
DAFTAR TABEL ....................................................................................................
xvi
DAFTAR GAMBAR ................................................................................................
xix
DAFTAR LAMPIRAN ............................................................................................
xx
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ...................................................................................
1
1.2 Rumusan Masalah ...............................................................................................
9
1.3 Tujuan Penelitian ................................................................................................
9
1.4 Kegunaan Penelitian ...........................................................................................
9
BAB II KAJIAN PUTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS
2.1 Kajian Pustaka.....................................................................................................
10
2.1.1 Pariwisata dan Industri Makanan dan Minuman ..........................................
10
2.1.1.1 Pariwisata ..............................................................................................
10
2.1.1.2 Industri Makanan dan Minuman ...........................................................
12
2.1.2 Pemasaran Pariwisata dan Bauran Pemasaran .............................................
14
2.1.2.1 Pemasaran Pariwisata ............................................................................
14
2.1.2.2 Bauran Pemasaran .................................................................................
16
2.1.3 Bauran Komunikasi Pemasaran....................................................................
17
2.1.4 Public Relations and Publicity .....................................................................
21
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2.1.4.1 Public Relations ....................................................................................
21
2.1.4.2 Publicity ................................................................................................
23
2.1.5 Media Relations bagian dari Public Relations .............................................
25
2.1.5.1 Media Massa .........................................................................................
25
2.1.5.2 Membina Hubungan Public Relations dengan Media Massa ...............
27
2.1.5.3 Pengertian Media Relations ..................................................................
29
2.1.5.4 Dimensi Media Relations ......................................................................
33
2.1.5.5 Fungsi, Tujuan dan Manfaat Media Relations ......................................
36
2.1.6 Keputusan Pembelian ...................................................................................
39
2.1.6.1 Perilaku Konsumen...............................................................................
39
2.1.6.2 Proses Pengambilan Keputusan Konsumen .........................................
44
2.1.6.2 Pengertian Keputusan Pembelian .........................................................
47
2.1.6.2 Dimensi Keputusan Pembelian .............................................................
48
2.1.7 Pengaruh Media Relations terhadap Keputusan Pembelian .........................
52
2.1.8 Penelitian Terdahulu dan Orisinilitas Penelitian ..........................................
53
2.2 Kerangka Pemikiran............................................................................................
59
2.3 Hipotesis .............................................................................................................
60
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..................................................................................................
63
3.2 Metode Penelitian ...............................................................................................
64
3.2.1 Jenis dan Metode Penelitian.......................................................................
64
3.2.2 Operasionalisasi Variabel ..........................................................................
65
3.2.3 Jenis dan Sumber Data ...............................................................................
67
3.2.4 Populasi, Sampel, dam Teknik Sampling ..................................................
68
3.2.4.1 Populasi ..............................................................................................
68
3.2.4.2 Sampel ................................................................................................
68
3.2.4.3 Teknik Sampling ................................................................................
69
3.2.5 Teknik Pengumpulan Data .........................................................................
70
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3.2.6 Pengujian Validitas dan Reliabilitas ..........................................................
71
3.2.6.1 Pengujian Validitas ............................................................................
71
3.2.6.2 Pengujian Reliabilitas .........................................................................
75
3.2.7 Analisis Data dan Pengujian Hipotesis ......................................................
76
3.2.7.1 Analisis Data Deskriptif .....................................................................
76
3.2.7.2 Regresi Berganda ...............................................................................
78
3.2.7.3 Pengujian Hipotesis ............................................................................
81
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan, Karakteristik dan Pengalaman Konsumen
Di Rumah Makan Ponyo Cinunuk .......................................................................
84
4.1.1 Profil Rumah Makan Ponyo Cinunuk .......................................................
84
4.1.1.1 Identitas Perusahaan ...........................................................................
84
4.1.1.2 Sejarah Singkat Rumah Makan Ponyo Cinunuk ................................
84
4.1.1.3 Produk dan Jasa yang Ditawarkan Rumah Makan
Ponyo Cinunuk ...................................................................................
85
4.1.2 Profil Responden Rumah Makan Ponyo Cinunuk .....................................
85
4.1.2.1 Karakteristik berdasarkan Jenis Kelamin ...........................................
85
4.1.2.2 Karakteristik berdasarkan Usia ..........................................................
86
4.1.2.3 Karakteristik berdasarkan Domisili....................................................
87
4.1.2.4 Karakteristik berdasarkan Status ........................................................
88
4.1.2.5 Karakteristik berdasarkan Penghasilan ..............................................
89
4.1.3 Profil Responden berdasarkan Pengalaman ..............................................
90
4.1.3.1 Pengalaman Responden berdasarkan Informasi mengenai
Rumah Makan Ponyo Cinunuk ..........................................................
90
4.1.3.2 Pengalaman Responden berdasarkan Tujuan Berkunjung .................
91
4.1.3.3 Pengalaman Responden berdasarkan Intensitas Berkunjung .............
91
4.1.3.4 Pengalaman Responden berdasarkan Berita di Media Massa ............
92
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4.2 Gambaran Media Relations (X) di Rumah Makan Ponyo Cinunuk
berdasarkan dimensi .............................................................................................
93
4.2.1 Tanggapan Responden terhadap Dimensi Press Releases ..........................
93
4.2.2 Tanggapan Responden terhadap Dimensi Electronic Communications .....
95
4.2.3 Tanggapan Responden terhadap Dimensi Websites ....................................
96
4.3 Gambaran Perilaku Konsumen pada Keputusan Pembelian (Y)
Di Rumah Makan Ponyo Cinunuk .......................................................................
97
4.3.1 Gambaran Perilaku Konsumen pada Keputusan Pembelian (Y)
Di Rumah Makan Ponyo Cinunuk berdasarkan Dimensinya .....................
98
4.3.1.1 Tanggapan Responden terhadap Pemilihan Produk ...........................
98
4.3.1.2 Tanggapan Responden terhadap Pemilihan Merek ............................
99
4.3.1.3 Tanggapan Responden terhadap Pemilihan Waktu............................ 101
4.4 Pengaruh Media Relations terhadap Keputusan pembelian
di Rumah Makan Ponyo Cinunuk ........................................................................ 104
4.4.1 Hasil Asumsi Regresi Berganda.................................................................. 104
4.4.1.1 Hasil Pengujian Asumsi Normalitas .................................................. 104
4.4.1.2 Hasil Pengujian Asumsi Heterokedatisitas ........................................ 106
4.4.1.3 Hasil Pengujian Asumsi Linearitas .................................................... 107
4.4.1.4 Hasil Pengujian Autokorelasi............................................................. 108
4.4.1.5 Hasil Pengujian Multikolinearitas ...................................................... 108
4.5 Pembahasan Hasil Analisis Hipotesis Faktor-Faktor yang Membentuk
Media relations terhadap Keputusan Pembelian.................................................. 109
4.5.1 Hasil Pengujian Korelasi dan Koefisien Determinasi ................................. 109
4.5.2 Pengujian Hipotesis..................................................................................... 109
4.5.2.1 Model Persamaan Regresi Berganda Pengaruh Media Relations
terhadap Keputusan Pembelian ....................................................... 110
4.5.2.2 Pengujian Hipotesis dan Uji Signifikansi Secara Simultan (Uji F) ... 111
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4.5.2.3 Pengujian Hipotesis dan Uji Signifikansi Secara Parsial (Uji T)....... 112
4.6 Pembahasan .......................................................................................................... 113
4.6.1 Gambaran Media Relations di Rumah Makan Ponyo Cinunuk .................. 113
4.6.2 Gambaran Keputusan Pembelian di Rumah Makan Ponyo Cinunuk ......... 116
4.6.3 Pengaruh Media Relations terhadap Keputusan Pembelian
di Rumah Makan Ponyo Cinunuk ............................................................... 118
4.7 Implikasi Hasil Temuan ....................................................................................... 119
4.7.1 Temuan Penelitian Bersifat Teoritik ........................................................... 119
4.7.2 Temuan Penelitian Bersifat Empirik ........................................................... 121
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .......................................................................................................... 123
5.2 Rekomendasi ........................................................................................................ 124
DAFTAR PUSTAKA
Lampiran-Lampiran
Riwayat Hidup
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DAFTAR TABEL
TABEL 1.1 Jumlah Kedatangan Wisatawan Ke Indonesia ................................. 2
TABEL 1.2 Jumlah Restoran di Provinsi Jawa Barat ......................................... 2
TABEL 1.3 Klasifikasi Restoran Berdasarkan Jenisnya
di Provinsi Jawa Barat ....................................................................... 3
TABEL 1.4 Daftar Rumah Makan di Daerah Cileunyi Bandung ....................... 4
TABEL 1.5 Jumlah Kunjungan di RM Ponyo Cinunuk ...................................... 4
TABEL 1.6 Jumlah Penjualan di RM Ponyo Cinunuk ........................................ 5
TABEL 1.7 Program Media Relations di RM Ponyo Cinunuk ............................ 7
TABEL 2.1Definisi Public Relations Menurut Para Ahli ..................................... 22
TABEL 2.2 Bentuk-Bentuk Hubungan antara Public Relations
dengan Pihak Pers ............................................................................... 28
TABEL 2.3 Definisi Media Relations menurut Para Ahli..................................... 32
TABEL 2.4 Program Kegiatan Penulisan dalam Media Relations ...................... 35
TABEL 2.5 Definisi Keputusan Pembelian Menurut Para Ahli ......................... 48
TABEL 2.6 Penelitian Terdahulu yang Berkaitan dengan Pengaruh Media
Relations Terhadap Keputusan Pembelian di Ponyo Cinunuk ...... 54
TABEL 3.1 Operasionalisasi Variabel Penelitian ................................................. 66
TABEL 3.2 Jenis dan Sumber Data ....................................................................... 69
TABEL 3.3 Teknik Pengumpulan Data dan Sumber Data .................................. 73
TABEL 3.4 Hasil Pengujian Validitas Media Relations
dan Keputusan Pembelian.................................................................. 75
TABEL 3.5 Hasil Pengujian Reliabilitas Media Relations
dan Keputusan Pembelian.................................................................. 78
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TABEL 4.1 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Press Releases ...................................................... 94
TABEL 4.2 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Electronic Communications ............................... 95
TABEL 4.3 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Websites ............................................................... 96
TABEL 4.4 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Produk............................................... 98
TABEL 4.5 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Merek .............................................. 100
TABEL 4.6 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Waktu Pembelian ........................
101
TABEL 4.7 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Jumlah Pembelian.......................
102
TABEL 4.8 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Metode Pembayaran ...................
103
TABEL 4.7 Hasil Pengujian Asumsi Normalitas Menggunakan
Kolmogrov-Smirnov .......................................................................... 106
TABEL 4.8 Hasil Pengujian Heteroskedatisitas .................................................. 106
TABEL 4.9 Hasil Pengujian Asumsi Linearitas .............................................................................. 107
TABEL 4.10 Hasil Pengujian Asumsi Autokorelasi ............................................. 108
TABEL 4.11 Hasil Pengujian Asumsi Multikorelasi ............................................ 109
TABEL 4.12 Output Pengaruh Media Relations terhadap Keputusan Pembelian
Di Rumah Makan Ponyo Cinunuk .................................................... 109
TABEL 4.13 Output Hasil Regresi Berganda ....................................................... 110
TABEL 4.14 Output ANOVA ................................................................................. 112
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TABEL 4.15 Koefisien Regresi ............................................................................... 113
TABEL 4.16 Rekapitulasi Tanggapan Responden mengenai Program Media
Relations di Rumah Makan Ponyo Cinunuk ……………............... 113
TABEL 4.17 Rekapitulasi Keputusan Pembelian Konsumen di Rumah Makan
Ponyo Cinunuk .................................................................................... 119
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DAFTAR GAMBAR
GAMBAR 2.1 Arus Komunikasi dalam Media Relations .................................... 30
GAMBAR 2.2 Faktor-Faktor yang Mempengaruhi Perilaku Pembelian .......... 38
GAMBAR 2.3 Model Proses Pengambilan Keputusan Konsumen .................... . 41
GAMBAR 2.4 Kerangka Pemikiran ..................................................................... . 56
GAMBAR 2.5 Paradigma Pengaruh Media Relations Terhadap
Keputusan Pembelian di Ponyo Cinunuk. ................................... 57
GAMBAR 3.1 Regresi Linier Berganda. ............................................................... 77
GAMBAR 4.1 Karakteristik berdasarkan Jenis Kelamin ................................... 86
GAMBAR 4.2 Karakteristik berdasarkan Usia .................................................... 87
GAMBAR 4.3 Karakteristik berdasarkan Domisili ............................................. 88
GAMBAR 4.4 Karakteristik berdasarkan Status ................................................. 89
GAMBAR 4.5 Karakteristik berdasarkan Penghasilan ....................................... 89
GAMBAR 4.6 Pengalaman Responden berdasarkan Informasi ......................... 90
GAMBAR 4.7 Pengalaman Responden berdasarkan Tujuan Berkunjung ....... 91
GAMBAR 4.8 Pengalaman Responden berdasarkan Intensitas Berkunjung ... 92
GAMBAR 4.9 Pengalaman Responden berdasarkan Berita Media Massa ....... 93
GAMBAR 4. 10 Normal Probability Plots............................................................. 105
GAMBAR 4.11 Garis Kontinum Variable Media Relations ................................ 115
GAMBAR 4.12 Garis Kontinum Variabel Keputusan Pembelian ...................... 117
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DAFTAR LAMPIRAN
Lampiran 1
Kuesioner Penelitian
Lampiran 2
Hasil Uji Validitas dan Reliabilitas
Lampiran 3
Coding Profil Responden
Lampiran 4
Coding Pengalaman Responden
Lampiran 5
Coding Hasil Penelitian Media Relations
Lampiran 6
Coding Hasil MSI Penelitian Media Relations
Lampiran 7
Coding Hasil Penelitian Keputusan Pembelian
Lampiran 8
Coding Hasil MSI Penelitian Keputusan Pembelian
Lampiran 9
Surat Keputusan Dosen Pembimbing Skripsi
Lampiran 10 Lembar Progres Bimbingan Skripsi
Lampiran 11 Berita Acara Perbaikan Skripsi
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DAFTAR ISI
HALAMAN JUDUL ................................................................................................
i
HALAMAN HAK CIPTA .......................................................................................
ii
HALAMAN PENGESAHAN ..................................................................................
iii
PERNYATAAN KEASLIAN SKRIPSI .................................................................
iv
KATA PENGANTAR ..............................................................................................
v
UCAPAN TERIMAKASIH ....................................................................................
vi
ABSTRAK ................................................................................................................
ix
DAFTAR ISI .............................................................................................................
xi
DAFTAR TABEL ....................................................................................................
xvi
DAFTAR GAMBAR ................................................................................................
xix
DAFTAR LAMPIRAN ............................................................................................
xx
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ...................................................................................
1
1.2 Rumusan Masalah ...............................................................................................
9
1.3 Tujuan Penelitian ................................................................................................
9
1.4 Kegunaan Penelitian ...........................................................................................
9
BAB II KAJIAN PUTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS
2.1 Kajian Pustaka.....................................................................................................
10
2.1.1 Pariwisata dan Industri Makanan dan Minuman ..........................................
10
2.1.1.1 Pariwisata ..............................................................................................
10
2.1.1.2 Industri Makanan dan Minuman ...........................................................
12
2.1.2 Pemasaran Pariwisata dan Bauran Pemasaran .............................................
14
2.1.2.1 Pemasaran Pariwisata ............................................................................
14
2.1.2.2 Bauran Pemasaran .................................................................................
16
2.1.3 Bauran Komunikasi Pemasaran....................................................................
17
2.1.4 Public Relations and Publicity .....................................................................
21
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2.1.4.1 Public Relations ....................................................................................
21
2.1.4.2 Publicity ................................................................................................
23
2.1.5 Media Relations bagian dari Public Relations .............................................
25
2.1.5.1 Media Massa .........................................................................................
25
2.1.5.2 Membina Hubungan Public Relations dengan Media Massa ...............
27
2.1.5.3 Pengertian Media Relations ..................................................................
29
2.1.5.4 Dimensi Media Relations ......................................................................
33
2.1.5.5 Fungsi, Tujuan dan Manfaat Media Relations ......................................
36
2.1.6 Keputusan Pembelian ...................................................................................
39
2.1.6.1 Perilaku Konsumen...............................................................................
39
2.1.6.2 Proses Pengambilan Keputusan Konsumen .........................................
44
2.1.6.2 Pengertian Keputusan Pembelian .........................................................
47
2.1.6.2 Dimensi Keputusan Pembelian .............................................................
48
2.1.7 Pengaruh Media Relations terhadap Keputusan Pembelian .........................
52
2.1.8 Penelitian Terdahulu dan Orisinilitas Penelitian ..........................................
53
2.2 Kerangka Pemikiran............................................................................................
59
2.3 Hipotesis .............................................................................................................
60
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..................................................................................................
63
3.2 Metode Penelitian ...............................................................................................
64
3.2.1 Jenis dan Metode Penelitian.......................................................................
64
3.2.2 Operasionalisasi Variabel ..........................................................................
65
3.2.3 Jenis dan Sumber Data ...............................................................................
67
3.2.4 Populasi, Sampel, dam Teknik Sampling ..................................................
68
3.2.4.1 Populasi ..............................................................................................
68
3.2.4.2 Sampel ................................................................................................
68
3.2.4.3 Teknik Sampling ................................................................................
69
3.2.5 Teknik Pengumpulan Data .........................................................................
70
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3.2.6 Pengujian Validitas dan Reliabilitas ..........................................................
71
3.2.6.1 Pengujian Validitas ............................................................................
71
3.2.6.2 Pengujian Reliabilitas .........................................................................
75
3.2.7 Analisis Data dan Pengujian Hipotesis ......................................................
76
3.2.7.1 Analisis Data Deskriptif .....................................................................
76
3.2.7.2 Regresi Berganda ...............................................................................
78
3.2.7.3 Pengujian Hipotesis ............................................................................
81
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan, Karakteristik dan Pengalaman Konsumen
Di Rumah Makan Ponyo Cinunuk .......................................................................
84
4.1.1 Profil Rumah Makan Ponyo Cinunuk .......................................................
84
4.1.1.1 Identitas Perusahaan ...........................................................................
84
4.1.1.2 Sejarah Singkat Rumah Makan Ponyo Cinunuk ................................
84
4.1.1.3 Produk dan Jasa yang Ditawarkan Rumah Makan
Ponyo Cinunuk ...................................................................................
85
4.1.2 Profil Responden Rumah Makan Ponyo Cinunuk .....................................
85
4.1.2.1 Karakteristik berdasarkan Jenis Kelamin ...........................................
85
4.1.2.2 Karakteristik berdasarkan Usia ..........................................................
86
4.1.2.3 Karakteristik berdasarkan Domisili....................................................
87
4.1.2.4 Karakteristik berdasarkan Status ........................................................
88
4.1.2.5 Karakteristik berdasarkan Penghasilan ..............................................
89
4.1.3 Profil Responden berdasarkan Pengalaman ..............................................
90
4.1.3.1 Pengalaman Responden berdasarkan Informasi mengenai
Rumah Makan Ponyo Cinunuk ..........................................................
90
4.1.3.2 Pengalaman Responden berdasarkan Tujuan Berkunjung .................
91
4.1.3.3 Pengalaman Responden berdasarkan Intensitas Berkunjung .............
91
4.1.3.4 Pengalaman Responden berdasarkan Berita di Media Massa ............
92
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4.2 Gambaran Media Relations (X) di Rumah Makan Ponyo Cinunuk
berdasarkan dimensi .............................................................................................
93
4.2.1 Tanggapan Responden terhadap Dimensi Press Releases ..........................
93
4.2.2 Tanggapan Responden terhadap Dimensi Electronic Communications .....
95
4.2.3 Tanggapan Responden terhadap Dimensi Websites ....................................
96
4.3 Gambaran Perilaku Konsumen pada Keputusan Pembelian (Y)
Di Rumah Makan Ponyo Cinunuk .......................................................................
97
4.3.1 Gambaran Perilaku Konsumen pada Keputusan Pembelian (Y)
Di Rumah Makan Ponyo Cinunuk berdasarkan Dimensinya .....................
98
4.3.1.1 Tanggapan Responden terhadap Pemilihan Produk ...........................
98
4.3.1.2 Tanggapan Responden terhadap Pemilihan Merek ............................
99
4.3.1.3 Tanggapan Responden terhadap Pemilihan Waktu............................ 101
4.4 Pengaruh Media Relations terhadap Keputusan pembelian
di Rumah Makan Ponyo Cinunuk ........................................................................ 104
4.4.1 Hasil Asumsi Regresi Berganda.................................................................. 104
4.4.1.1 Hasil Pengujian Asumsi Normalitas .................................................. 104
4.4.1.2 Hasil Pengujian Asumsi Heterokedatisitas ........................................ 106
4.4.1.3 Hasil Pengujian Asumsi Linearitas .................................................... 107
4.4.1.4 Hasil Pengujian Autokorelasi............................................................. 108
4.4.1.5 Hasil Pengujian Multikolinearitas ...................................................... 108
4.5 Pembahasan Hasil Analisis Hipotesis Faktor-Faktor yang Membentuk
Media relations terhadap Keputusan Pembelian.................................................. 109
4.5.1 Hasil Pengujian Korelasi dan Koefisien Determinasi ................................. 109
4.5.2 Pengujian Hipotesis..................................................................................... 109
4.5.2.1 Model Persamaan Regresi Berganda Pengaruh Media Relations
terhadap Keputusan Pembelian ....................................................... 110
4.5.2.2 Pengujian Hipotesis dan Uji Signifikansi Secara Simultan (Uji F) ... 111
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4.5.2.3 Pengujian Hipotesis dan Uji Signifikansi Secara Parsial (Uji T)....... 112
4.6 Pembahasan .......................................................................................................... 113
4.6.1 Gambaran Media Relations di Rumah Makan Ponyo Cinunuk .................. 113
4.6.2 Gambaran Keputusan Pembelian di Rumah Makan Ponyo Cinunuk ......... 116
4.6.3 Pengaruh Media Relations terhadap Keputusan Pembelian
di Rumah Makan Ponyo Cinunuk ............................................................... 118
4.7 Implikasi Hasil Temuan ....................................................................................... 119
4.7.1 Temuan Penelitian Bersifat Teoritik ........................................................... 119
4.7.2 Temuan Penelitian Bersifat Empirik ........................................................... 121
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .......................................................................................................... 123
5.2 Rekomendasi ........................................................................................................ 124
DAFTAR PUSTAKA
Lampiran-Lampiran
Riwayat Hidup
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DAFTAR TABEL
TABEL 1.1 Jumlah Kedatangan Wisatawan Ke Indonesia ................................. 2
TABEL 1.2 Jumlah Restoran di Provinsi Jawa Barat ......................................... 2
TABEL 1.3 Klasifikasi Restoran Berdasarkan Jenisnya
di Provinsi Jawa Barat ....................................................................... 3
TABEL 1.4 Daftar Rumah Makan di Daerah Cileunyi Bandung ....................... 4
TABEL 1.5 Jumlah Kunjungan di RM Ponyo Cinunuk ...................................... 4
TABEL 1.6 Jumlah Penjualan di RM Ponyo Cinunuk ........................................ 5
TABEL 1.7 Program Media Relations di RM Ponyo Cinunuk ............................ 7
TABEL 2.1Definisi Public Relations Menurut Para Ahli ..................................... 22
TABEL 2.2 Bentuk-Bentuk Hubungan antara Public Relations
dengan Pihak Pers ............................................................................... 28
TABEL 2.3 Definisi Media Relations menurut Para Ahli..................................... 32
TABEL 2.4 Program Kegiatan Penulisan dalam Media Relations ...................... 35
TABEL 2.5 Definisi Keputusan Pembelian Menurut Para Ahli ......................... 48
TABEL 2.6 Penelitian Terdahulu yang Berkaitan dengan Pengaruh Media
Relations Terhadap Keputusan Pembelian di Ponyo Cinunuk ...... 54
TABEL 3.1 Operasionalisasi Variabel Penelitian ................................................. 66
TABEL 3.2 Jenis dan Sumber Data ....................................................................... 69
TABEL 3.3 Teknik Pengumpulan Data dan Sumber Data .................................. 73
TABEL 3.4 Hasil Pengujian Validitas Media Relations
dan Keputusan Pembelian.................................................................. 75
TABEL 3.5 Hasil Pengujian Reliabilitas Media Relations
dan Keputusan Pembelian.................................................................. 78
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TABEL 4.1 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Press Releases ...................................................... 94
TABEL 4.2 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Electronic Communications ............................... 95
TABEL 4.3 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Websites ............................................................... 96
TABEL 4.4 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Produk............................................... 98
TABEL 4.5 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Merek .............................................. 100
TABEL 4.6 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Waktu Pembelian ........................
101
TABEL 4.7 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Jumlah Pembelian.......................
102
TABEL 4.8 Tanggapan Responden di Rumah Makan Ponyo Cinunuk
Terhadap Dimensi Pemilihan Metode Pembayaran ...................
103
TABEL 4.7 Hasil Pengujian Asumsi Normalitas Menggunakan
Kolmogrov-Smirnov .......................................................................... 106
TABEL 4.8 Hasil Pengujian Heteroskedatisitas .................................................. 106
TABEL 4.9 Hasil Pengujian Asumsi Linearitas .............................................................................. 107
TABEL 4.10 Hasil Pengujian Asumsi Autokorelasi ............................................. 108
TABEL 4.11 Hasil Pengujian Asumsi Multikorelasi ............................................ 109
TABEL 4.12 Output Pengaruh Media Relations terhadap Keputusan Pembelian
Di Rumah Makan Ponyo Cinunuk .................................................... 109
TABEL 4.13 Output Hasil Regresi Berganda ....................................................... 110
TABEL 4.14 Output ANOVA ................................................................................. 112
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TABEL 4.15 Koefisien Regresi ............................................................................... 113
TABEL 4.16 Rekapitulasi Tanggapan Responden mengenai Program Media
Relations di Rumah Makan Ponyo Cinunuk ……………............... 113
TABEL 4.17 Rekapitulasi Keputusan Pembelian Konsumen di Rumah Makan
Ponyo Cinunuk .................................................................................... 119
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DAFTAR GAMBAR
GAMBAR 2.1 Arus Komunikasi dalam Media Relations .................................... 30
GAMBAR 2.2 Faktor-Faktor yang Mempengaruhi Perilaku Pembelian .......... 38
GAMBAR 2.3 Model Proses Pengambilan Keputusan Konsumen .................... . 41
GAMBAR 2.4 Kerangka Pemikiran ..................................................................... . 56
GAMBAR 2.5 Paradigma Pengaruh Media Relations Terhadap
Keputusan Pembelian di Ponyo Cinunuk. ................................... 57
GAMBAR 3.1 Regresi Linier Berganda. ............................................................... 77
GAMBAR 4.1 Karakteristik berdasarkan Jenis Kelamin ................................... 86
GAMBAR 4.2 Karakteristik berdasarkan Usia .................................................... 87
GAMBAR 4.3 Karakteristik berdasarkan Domisili ............................................. 88
GAMBAR 4.4 Karakteristik berdasarkan Status ................................................. 89
GAMBAR 4.5 Karakteristik berdasarkan Penghasilan ....................................... 89
GAMBAR 4.6 Pengalaman Responden berdasarkan Informasi ......................... 90
GAMBAR 4.7 Pengalaman Responden berdasarkan Tujuan Berkunjung ....... 91
GAMBAR 4.8 Pengalaman Responden berdasarkan Intensitas Berkunjung ... 92
GAMBAR 4.9 Pengalaman Responden berdasarkan Berita Media Massa ....... 93
GAMBAR 4. 10 Normal Probability Plots............................................................. 105
GAMBAR 4.11 Garis Kontinum Variable Media Relations ................................ 115
GAMBAR 4.12 Garis Kontinum Variabel Keputusan Pembelian ...................... 117
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DAFTAR LAMPIRAN
Lampiran 1
Kuesioner Penelitian
Lampiran 2
Hasil Uji Validitas dan Reliabilitas
Lampiran 3
Coding Profil Responden
Lampiran 4
Coding Pengalaman Responden
Lampiran 5
Coding Hasil Penelitian Media Relations
Lampiran 6
Coding Hasil MSI Penelitian Media Relations
Lampiran 7
Coding Hasil Penelitian Keputusan Pembelian
Lampiran 8
Coding Hasil MSI Penelitian Keputusan Pembelian
Lampiran 9
Surat Keputusan Dosen Pembimbing Skripsi
Lampiran 10 Lembar Progres Bimbingan Skripsi
Lampiran 11 Berita Acara Perbaikan Skripsi
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