PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA PADA PT.YAMAHA BAHANA CAHAYA SEJATI BANDUNG
DAFTAR ISI
ABSTRAK .......................................................................................................... i
ABSTRACT ....................................................................................................... ii
KATA PENGANTAR ......................................................................................... iii
DAFTAR ISI ........................................................................................................ vi
DAFTAR TABEL ............................................................................................... x
DAFTAR GAMBAR .......................................................................................... xii
DAFTAR LAMPIRAN ......................................................................................xiii
BAB I PENDAHULUAN
1.1 Latar Belakang Masalah ...................................................................... 1
1.2 Perumusan Masalah ............................................................................ 7
1.3 Tujuan Penelitian ................................................................................ 7
1.4 Kegunaan Penelitian............................................................................ 8
BAB II TINJAUAN PUSTAKA
2.1 Pengertian pemasaran dan Manajemen pemasaran ............................. 9
2.1.1
Pengertian Pemasaran ............................................................. 9
2.1.2
Pengertian Manajemen Pemasaran ........................................ 10
2.2 Pengertian Bauran Pemasaran (Marketing Mix) ................................... 11
2.3 Merek .................................................................................................... 12
2.3.1 Pengertian Merek ....................................................................... 13
2.3.2 Tujuan dan Manfaat Merek ........................................................ 14
2.3.3 Fungsi Merek ............................................................................. 15
2.4 Citra Merek ........................................................................................... 15
2.4.1 Pengertian Citra Merek .............................................................. 15
2.4.2 Manfaat Citra Merek .................................................................. 16
2.4.3 Dimensi Citra Merek .................................................................. 16
2.5 Kualitas Produk .................................................................................... 18
2.5.1 Pengertian Kualitas .................................................................... 18
2.6 Produk .................................................................................................. 19
2.6.1
Klasifikasi Produk ................................................................... 20
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2.6.2
Tingkatan Produk .................................................................... 20
2.7 Kualitas Produk .................................................................................... 21
2.7.1
Dimensi Kualitas Produk ........................................................ 22
2.8 Proses Keputusan Pembelian ............................................................... 23
2.8.1
Pengertian Proses Keputusan Pembelian ................................ 23
2.8.2
Faktor Yang Mempengaruhi Perilaku Pemebelian ................. 27
2.4 Penelitian Terdahulu ............................................................................ 28
2.9.1 Pengaruh Citra Merek dengan Proses Keputusan Pembelian .. 33
2.9.2
Pengaruh Kualitas Produk Terhadap Proses Keputusan
Pembelian ........................................................................................... 34
2.9.3
Pengaruh Citra Merek dan Kualitas Produk dengan Proses
Keputusan Pembelian .......................................................................... 35
2.10 Kerangka pemikiran ............................................................................ 36
2.11 Hipotesis.............................................................................................. 40
BAB III METODE PENELITIAN
3.1
Objek penelitian ................................................................................. 41
3.1.1
Sejarah Singkat Perusahaan .................................................... 41
3.1.2
Visi dan Misi Perusahaan ........................................................ 41
3.1.2.1 Visi Perusahaan .......................................................... 41
3.1.2.2 Misi Perusahaan ......................................................... 42
3.1.3
Filosofi Perusahaan ................................................................. 42
3.1.4
Struktur Organisasi ................................................................. 42
3.2 Metode Penelitian ................................................................................ 43
3.2.1 Metode Penelitian yang Digunakan ......................................... 43
3.2.2 Sumber Data ............................................................................. 44
3.2.3 Teknik Pengumpulan Data ....................................................... 45
3.2.4 Populasi dan Sample ................................................................ 46
3.2.5 Operasional Variabel Penelitian ............................................... 47
3.2.6 Skala Pengukuran ..................................................................... 50
3.3
Teknik Pengolahan Data .................................................................... 51
3.3.1 Uji Validitas ............................................................................. 51
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3.3.2 Uji Realibilitas ......................................................................... 52
3.4 Metode Analisis ................................................................................... 53
3.4.1 Regresi Linier Berganda .......................................................... 54
3.4.2 Uji Asumsi Klasik .................................................................... 56
3.4.2.1 Uji Normalitas ............................................................ 56
3.4.2.2 Uji Multikolinieritas ................................................... 57
3.4.2.3 Uji Heteroskedastisitas ............................................... 57
3.4.3 Uji Goodness of Fit .................................................................. 58
3.4.3.1 Uji t ............................................................................ 58
3.4.3.2 Uji f ............................................................................ 58
3.4.3.3 Koefisien Determinasi ................................................ 59
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Hasil Penelitian .................................................................................. 60
4.1.1
Gambaran Umum Responden ................................................ 60
4.1.2
Uji Validitas ........................................................................... 63
4.1.3
Uji Realibilitas........................................................................ 65
4.2
Citra Merek Pada PT. Yamaha Bahana Cahaya Sejati ....................... 67
4.3
Kualitas Produk Pada PT. Yamaha Bahana Cahaya Sejati................ 72
4.4
Proses Keputusan Pembelian Pada PT. Yamaha Bahana Cahaya
Sejati ........................................................................................................... 76
4.5
Uji Regresi Berganda .......................................................................... 79
4.5.1 Uji Asumsi Klasik ..................................................................... 81
4.5.1.1 Uji Normalitas .............................................................. 81
4.5.1.2 Uji Multikolinieritas ..................................................... 81
4.5.1.3 Uji Heteroskedastisitas ................................................. 82
4.6 Uji Hipotesis ........................................................................................ 83
4.6.1 Uji Hipotesis Secara Parsial (Uji t) ......................................... 83
4.6.2 Uji Hipotesis Secara Simultan (Uji F)..................................... 84
4.7 Uji Koefisien Determinasi ................................................................... 85
4.8 Pembahasan .......................................................................................... 85
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4.8.1
Pengaruh Citra Merek terhadap Proses Keputusan Pembelian
Pada PT. Yamaha Bahana Cahaya Sejati ........................................... 86
4.8.2
Pengaruh Kualitas Produk terhadap Proses Keputusan
Pembelian Pada PT. Yamaha Bahana Cahaya Sejati ......................... 87
4.8.3
Pengaruh Citra Merek dan Kualitas Produk terhadap Proses
Keputusan Pembelian Pada PT. Yamaha Bahana Cahaya Sejati ....... 88
BAB V KESIMPULAN DAN SARAN
5.1
Kesimpulan......................................................................................... 90
5.2
Saran ................................................................................................... 92
DAFTAR PUSTAKA
LAMPIRAN
ix
ABSTRAK .......................................................................................................... i
ABSTRACT ....................................................................................................... ii
KATA PENGANTAR ......................................................................................... iii
DAFTAR ISI ........................................................................................................ vi
DAFTAR TABEL ............................................................................................... x
DAFTAR GAMBAR .......................................................................................... xii
DAFTAR LAMPIRAN ......................................................................................xiii
BAB I PENDAHULUAN
1.1 Latar Belakang Masalah ...................................................................... 1
1.2 Perumusan Masalah ............................................................................ 7
1.3 Tujuan Penelitian ................................................................................ 7
1.4 Kegunaan Penelitian............................................................................ 8
BAB II TINJAUAN PUSTAKA
2.1 Pengertian pemasaran dan Manajemen pemasaran ............................. 9
2.1.1
Pengertian Pemasaran ............................................................. 9
2.1.2
Pengertian Manajemen Pemasaran ........................................ 10
2.2 Pengertian Bauran Pemasaran (Marketing Mix) ................................... 11
2.3 Merek .................................................................................................... 12
2.3.1 Pengertian Merek ....................................................................... 13
2.3.2 Tujuan dan Manfaat Merek ........................................................ 14
2.3.3 Fungsi Merek ............................................................................. 15
2.4 Citra Merek ........................................................................................... 15
2.4.1 Pengertian Citra Merek .............................................................. 15
2.4.2 Manfaat Citra Merek .................................................................. 16
2.4.3 Dimensi Citra Merek .................................................................. 16
2.5 Kualitas Produk .................................................................................... 18
2.5.1 Pengertian Kualitas .................................................................... 18
2.6 Produk .................................................................................................. 19
2.6.1
Klasifikasi Produk ................................................................... 20
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2.6.2
Tingkatan Produk .................................................................... 20
2.7 Kualitas Produk .................................................................................... 21
2.7.1
Dimensi Kualitas Produk ........................................................ 22
2.8 Proses Keputusan Pembelian ............................................................... 23
2.8.1
Pengertian Proses Keputusan Pembelian ................................ 23
2.8.2
Faktor Yang Mempengaruhi Perilaku Pemebelian ................. 27
2.4 Penelitian Terdahulu ............................................................................ 28
2.9.1 Pengaruh Citra Merek dengan Proses Keputusan Pembelian .. 33
2.9.2
Pengaruh Kualitas Produk Terhadap Proses Keputusan
Pembelian ........................................................................................... 34
2.9.3
Pengaruh Citra Merek dan Kualitas Produk dengan Proses
Keputusan Pembelian .......................................................................... 35
2.10 Kerangka pemikiran ............................................................................ 36
2.11 Hipotesis.............................................................................................. 40
BAB III METODE PENELITIAN
3.1
Objek penelitian ................................................................................. 41
3.1.1
Sejarah Singkat Perusahaan .................................................... 41
3.1.2
Visi dan Misi Perusahaan ........................................................ 41
3.1.2.1 Visi Perusahaan .......................................................... 41
3.1.2.2 Misi Perusahaan ......................................................... 42
3.1.3
Filosofi Perusahaan ................................................................. 42
3.1.4
Struktur Organisasi ................................................................. 42
3.2 Metode Penelitian ................................................................................ 43
3.2.1 Metode Penelitian yang Digunakan ......................................... 43
3.2.2 Sumber Data ............................................................................. 44
3.2.3 Teknik Pengumpulan Data ....................................................... 45
3.2.4 Populasi dan Sample ................................................................ 46
3.2.5 Operasional Variabel Penelitian ............................................... 47
3.2.6 Skala Pengukuran ..................................................................... 50
3.3
Teknik Pengolahan Data .................................................................... 51
3.3.1 Uji Validitas ............................................................................. 51
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3.3.2 Uji Realibilitas ......................................................................... 52
3.4 Metode Analisis ................................................................................... 53
3.4.1 Regresi Linier Berganda .......................................................... 54
3.4.2 Uji Asumsi Klasik .................................................................... 56
3.4.2.1 Uji Normalitas ............................................................ 56
3.4.2.2 Uji Multikolinieritas ................................................... 57
3.4.2.3 Uji Heteroskedastisitas ............................................... 57
3.4.3 Uji Goodness of Fit .................................................................. 58
3.4.3.1 Uji t ............................................................................ 58
3.4.3.2 Uji f ............................................................................ 58
3.4.3.3 Koefisien Determinasi ................................................ 59
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Hasil Penelitian .................................................................................. 60
4.1.1
Gambaran Umum Responden ................................................ 60
4.1.2
Uji Validitas ........................................................................... 63
4.1.3
Uji Realibilitas........................................................................ 65
4.2
Citra Merek Pada PT. Yamaha Bahana Cahaya Sejati ....................... 67
4.3
Kualitas Produk Pada PT. Yamaha Bahana Cahaya Sejati................ 72
4.4
Proses Keputusan Pembelian Pada PT. Yamaha Bahana Cahaya
Sejati ........................................................................................................... 76
4.5
Uji Regresi Berganda .......................................................................... 79
4.5.1 Uji Asumsi Klasik ..................................................................... 81
4.5.1.1 Uji Normalitas .............................................................. 81
4.5.1.2 Uji Multikolinieritas ..................................................... 81
4.5.1.3 Uji Heteroskedastisitas ................................................. 82
4.6 Uji Hipotesis ........................................................................................ 83
4.6.1 Uji Hipotesis Secara Parsial (Uji t) ......................................... 83
4.6.2 Uji Hipotesis Secara Simultan (Uji F)..................................... 84
4.7 Uji Koefisien Determinasi ................................................................... 85
4.8 Pembahasan .......................................................................................... 85
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4.8.1
Pengaruh Citra Merek terhadap Proses Keputusan Pembelian
Pada PT. Yamaha Bahana Cahaya Sejati ........................................... 86
4.8.2
Pengaruh Kualitas Produk terhadap Proses Keputusan
Pembelian Pada PT. Yamaha Bahana Cahaya Sejati ......................... 87
4.8.3
Pengaruh Citra Merek dan Kualitas Produk terhadap Proses
Keputusan Pembelian Pada PT. Yamaha Bahana Cahaya Sejati ....... 88
BAB V KESIMPULAN DAN SARAN
5.1
Kesimpulan......................................................................................... 90
5.2
Saran ................................................................................................... 92
DAFTAR PUSTAKA
LAMPIRAN
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