S MIK 0907070 Table of content
DAFTAR ISI
LEMBAR PENGESAHAN
PERNYATAAN
ABSTRAK ..................................................................................................... i
ABSTRACT ................................................................................................... ii
KATA PENGANTAR ................................................................................... iii
UCAPAN TERIMAKASIH .......................................................................... iv
DAFTAR ISI ................................................................................................. vi
DAFTAR TABEL ......................................................................................... ix
DAFTAR GAMBAR ..................................................................................... xi
BAB I PENDAHULUAN
1.1 LatarBelakangPenelitian .................................................................
1.2 RumusanMasalah ...........................................................................
1.3 TujuandanKegunaanPenelitian........................................................
1.3.1 TujuanPenelitian ....................................................................
1.3.2 KegunaanPenelitian ...............................................................
1
9
9
9
9
BAB II KAJIAN TEORI, KERANGKA PENELITIAN DAN HIPOTESIS
2.1 KajianTeori .................................................................................... 11
2.1.1 Pariwisata .............................................................................. 11
2.1.1.1 IndustriPariwisata ..................................................... 12
2.1.2 Restoran................................................................................. 13
2.1.3 ManajemenPemasaran ........................................................... 16
2.1.4 BauranPemasaran................................................................... 17
2.1.5 PengertianKualitas ................................................................. 18
2.1.5.1 DimensiKualitas ......................................................... 19
2.1.6 PengertianProduk ................................................................... 20
2.1.6.1 AtributProduk ............................................................ 20
2.1.6.2 KlasifikasiProduk ....................................................... 21
2.1.6.3 TingkatanProduk ........................................................ 22
2.1.7PengertianKualitasProduk ....................................................... 23
2.1.7.1 DimensiKualitasProduk .............................................. 25
vi
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.1.7.2 Faktor-Faktor yang MempengaruhiKualitas
Produk........................................................................
2.1.8 PengertianHarga ....................................................................
2.1.8.1 StrategiHarga .............................................................
2.1.8.2 TujuanPenetapanHarga ...............................................
2.1.9 PerilakuKonaumen .................................................................
2.1.9.1 Faktor-Faktor yang MempengaruhiPerilaku
Konsumen ..................................................................
2.1.9.2 KeputusanPembelian ..................................................
2.1.9.3 PerananKonsumendalamKeputusanPembelian............
2.1.9.4 TahapanKeputusanPembelian .....................................
2.1.9.5DimensiKeputusanPembelian ......................................
2.2 PenelitianSebelumnya.....................................................................
2.3 KerangkaPemikiran ........................................................................
2.4 Hipotesis ......................................................................................
BAB III OBJEK DAN METODE PENELITIAN
3.1 ObjekPenelitian ..............................................................................
3.2 MetodePenelitian ............................................................................
3.2.1 JenisdanMetode yang Digunakan ...........................................
3.2.2OperasionalVariabel ...............................................................
3.2.3Populasi, SampeldanTeknikPenarikanSampel .........................
3.2.3.1Populasi ......................................................................
3.2.3.2Sampel ........................................................................
3.2.3.3 TeknikPenarikanSampel .............................................
3.2.4TeknikPengumpulan Data ......................................................
3.2.5 HasilUjiValiditasdanRealibilitas ............................................
3.2.5.1 HasilPengujianValiditas .............................................
3.2.5.2 HasilPengujianReliabilitas ..........................................
3.2.6 TeknikAnalisis Data...............................................................
3.2.6.1 AnalisisDeskriptifMenggunakanPersentase ................
3.2.6.2 AnalisisVerifikatifMenggunakanPath Analysis ...........
3.2.7PengujianHipotesis .......................................................................
26
26
27
28
30
30
33
34
34
37
38
39
42
43
43
43
44
47
47
47
48
49
50
51
54
56
57
59
63
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 ProfilChe.Co Café and Resto .......................................................... 65
4.2 KarakteristikResponden .................................................................. 66
4.2.1DeskripsiIdentitasRespondenBerdasarkan
JenisKelamin ......................................................................... 66
4.2.2DeskripsiIdentitasRespondenBerdasarkan
Domisili ................................................................................. 67
4.2.3DeskripsiIdentitasRespondenBerdasarkan
Usia ....................................................................................... 67
4.2.4DeskripsiIdentitasRespondenBerdasarkan
Status .................................................................................... 68
4.2.5DeskripsiIdentitasRespondenBerdasarkan
vii
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
PendidikanTerakhir ................................................................ 68
4.2.6Deskripsi IdentitasRespondenBerdasarkan
JenisPekerjaan ....................................................................... 69
4.2.7Deskripsi IdentitasRespondenBerdasarkan
PendapatanatauUangSaku ...................................................... 70
4.2.8Deskripsi IdentitasRespondenBerdasarkan
JumlahKunjungan .................................................................. 70
4.3 HasilDeskriptifVariabelPenelitian ................................................... 71
4.3.1 VariabelKualitasProduk ......................................................... 71
4.3.1.1DimensiPerformances ................................................. 72
4.3.1.2 DimensiDurability ...................................................... 73
4.3.1.3 DimensiConformance ToSpesifications ...................... 74
4.3.1.4 DimensiFeatures ........................................................ 75
4.3.1.5 DimensiReliability ...................................................... 76
4.3.1.6 DimensiAesthetics ...................................................... 78
4.3.1.7 DimensiPerceived Quality .......................................... 78
4.3.1.8 DimensiServiceability................................................. 79
4.3.1.9 RekapitulasiIndikatorKualitasProduk ......................... 81
4.3.2 VariabelHarga 84
4.3.3 VariabelKeputusanPembelian ................................................ 87
4.3.3.1 DimensiProduct Choice ............................................. 88
4.3.3.2 DimensiBrand Choice ................................................ 89
4.3.3.3Dimensi Dealer Choice ............................................... 90
4.3.3.3Dimensi Purchase Timing ........................................... 91
4.3.3.3Dimensi Purchase Amount .......................................... 92
4.3.3.3Dimensi Payment Method............................................ 93
4.3.3.3Rekapitulasi IndikatorKeputusanPembelian ................. 95
4.4 PengaruhKualitasProdukdanHargaTerhadapKeputusan
Pembelian di Che.Co Café and Resto .............................................. 97
4.4.1PengujianSimultan .................................................................. 97
4.4.2PengujianParsial ..................................................................... 98
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................... 102
5.2 Saran ............................................................................................. 103
DAFTAR PUSTAKA
LAMPIRAN
RIWAYAT HIDUP
viii
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
LEMBAR PENGESAHAN
PERNYATAAN
ABSTRAK ..................................................................................................... i
ABSTRACT ................................................................................................... ii
KATA PENGANTAR ................................................................................... iii
UCAPAN TERIMAKASIH .......................................................................... iv
DAFTAR ISI ................................................................................................. vi
DAFTAR TABEL ......................................................................................... ix
DAFTAR GAMBAR ..................................................................................... xi
BAB I PENDAHULUAN
1.1 LatarBelakangPenelitian .................................................................
1.2 RumusanMasalah ...........................................................................
1.3 TujuandanKegunaanPenelitian........................................................
1.3.1 TujuanPenelitian ....................................................................
1.3.2 KegunaanPenelitian ...............................................................
1
9
9
9
9
BAB II KAJIAN TEORI, KERANGKA PENELITIAN DAN HIPOTESIS
2.1 KajianTeori .................................................................................... 11
2.1.1 Pariwisata .............................................................................. 11
2.1.1.1 IndustriPariwisata ..................................................... 12
2.1.2 Restoran................................................................................. 13
2.1.3 ManajemenPemasaran ........................................................... 16
2.1.4 BauranPemasaran................................................................... 17
2.1.5 PengertianKualitas ................................................................. 18
2.1.5.1 DimensiKualitas ......................................................... 19
2.1.6 PengertianProduk ................................................................... 20
2.1.6.1 AtributProduk ............................................................ 20
2.1.6.2 KlasifikasiProduk ....................................................... 21
2.1.6.3 TingkatanProduk ........................................................ 22
2.1.7PengertianKualitasProduk ....................................................... 23
2.1.7.1 DimensiKualitasProduk .............................................. 25
vi
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.1.7.2 Faktor-Faktor yang MempengaruhiKualitas
Produk........................................................................
2.1.8 PengertianHarga ....................................................................
2.1.8.1 StrategiHarga .............................................................
2.1.8.2 TujuanPenetapanHarga ...............................................
2.1.9 PerilakuKonaumen .................................................................
2.1.9.1 Faktor-Faktor yang MempengaruhiPerilaku
Konsumen ..................................................................
2.1.9.2 KeputusanPembelian ..................................................
2.1.9.3 PerananKonsumendalamKeputusanPembelian............
2.1.9.4 TahapanKeputusanPembelian .....................................
2.1.9.5DimensiKeputusanPembelian ......................................
2.2 PenelitianSebelumnya.....................................................................
2.3 KerangkaPemikiran ........................................................................
2.4 Hipotesis ......................................................................................
BAB III OBJEK DAN METODE PENELITIAN
3.1 ObjekPenelitian ..............................................................................
3.2 MetodePenelitian ............................................................................
3.2.1 JenisdanMetode yang Digunakan ...........................................
3.2.2OperasionalVariabel ...............................................................
3.2.3Populasi, SampeldanTeknikPenarikanSampel .........................
3.2.3.1Populasi ......................................................................
3.2.3.2Sampel ........................................................................
3.2.3.3 TeknikPenarikanSampel .............................................
3.2.4TeknikPengumpulan Data ......................................................
3.2.5 HasilUjiValiditasdanRealibilitas ............................................
3.2.5.1 HasilPengujianValiditas .............................................
3.2.5.2 HasilPengujianReliabilitas ..........................................
3.2.6 TeknikAnalisis Data...............................................................
3.2.6.1 AnalisisDeskriptifMenggunakanPersentase ................
3.2.6.2 AnalisisVerifikatifMenggunakanPath Analysis ...........
3.2.7PengujianHipotesis .......................................................................
26
26
27
28
30
30
33
34
34
37
38
39
42
43
43
43
44
47
47
47
48
49
50
51
54
56
57
59
63
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 ProfilChe.Co Café and Resto .......................................................... 65
4.2 KarakteristikResponden .................................................................. 66
4.2.1DeskripsiIdentitasRespondenBerdasarkan
JenisKelamin ......................................................................... 66
4.2.2DeskripsiIdentitasRespondenBerdasarkan
Domisili ................................................................................. 67
4.2.3DeskripsiIdentitasRespondenBerdasarkan
Usia ....................................................................................... 67
4.2.4DeskripsiIdentitasRespondenBerdasarkan
Status .................................................................................... 68
4.2.5DeskripsiIdentitasRespondenBerdasarkan
vii
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
PendidikanTerakhir ................................................................ 68
4.2.6Deskripsi IdentitasRespondenBerdasarkan
JenisPekerjaan ....................................................................... 69
4.2.7Deskripsi IdentitasRespondenBerdasarkan
PendapatanatauUangSaku ...................................................... 70
4.2.8Deskripsi IdentitasRespondenBerdasarkan
JumlahKunjungan .................................................................. 70
4.3 HasilDeskriptifVariabelPenelitian ................................................... 71
4.3.1 VariabelKualitasProduk ......................................................... 71
4.3.1.1DimensiPerformances ................................................. 72
4.3.1.2 DimensiDurability ...................................................... 73
4.3.1.3 DimensiConformance ToSpesifications ...................... 74
4.3.1.4 DimensiFeatures ........................................................ 75
4.3.1.5 DimensiReliability ...................................................... 76
4.3.1.6 DimensiAesthetics ...................................................... 78
4.3.1.7 DimensiPerceived Quality .......................................... 78
4.3.1.8 DimensiServiceability................................................. 79
4.3.1.9 RekapitulasiIndikatorKualitasProduk ......................... 81
4.3.2 VariabelHarga 84
4.3.3 VariabelKeputusanPembelian ................................................ 87
4.3.3.1 DimensiProduct Choice ............................................. 88
4.3.3.2 DimensiBrand Choice ................................................ 89
4.3.3.3Dimensi Dealer Choice ............................................... 90
4.3.3.3Dimensi Purchase Timing ........................................... 91
4.3.3.3Dimensi Purchase Amount .......................................... 92
4.3.3.3Dimensi Payment Method............................................ 93
4.3.3.3Rekapitulasi IndikatorKeputusanPembelian ................. 95
4.4 PengaruhKualitasProdukdanHargaTerhadapKeputusan
Pembelian di Che.Co Café and Resto .............................................. 97
4.4.1PengujianSimultan .................................................................. 97
4.4.2PengujianParsial ..................................................................... 98
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................... 102
5.2 Saran ............................................................................................. 103
DAFTAR PUSTAKA
LAMPIRAN
RIWAYAT HIDUP
viii
Elin Sulantari, 2016
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CHE.CO
CAFÉ AND RESTO JATINANGOR
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu