ANALISIS PERSEPSI KONSUMEN MENGENAI KUALITAS PELAYANAN DAN STORE ATMOSPHERE, SERTA PENGARUHNYA TERHADAP LOYALITAS KONSUMEN (Studi Kasus : Restoran Tokyo Connection Bandung)

DAFTAR ISI

Halaman.
ABSTRAK .......................................................................................................... i
ABSTRACT ........................................................................................................ ii
KATA PENGANTAR ........................................................................................ iii
DAFTAR ISI ....................................................................................................... v
DAFTAR TABEL............................................................................................... viii
DAFTAR GAMBAR .......................................................................................... viii
DAFTAR LAMPIRAN ....................................................................................... viii
BAB I PENDAHULUAN ................................................................................... 1
1.1. Latar Belakang Masalah ................................................................ 1
1.2. Identifikasi Masalah ...................................................................... 9
1.3. Maksud dan Tujuan ....................................................................... 9
1.4. Batasan Penelitian.......................................................................... 10
1.5. Kegunaan Penelitian ...................................................................... 10
1.6. Sistematika Penulisan .................................................................... 10
BAB II TINJAUAN PUSTAKA ........................................................................ 12
2.1. Landasan Teori .............................................................................. 12
2.1.1. Pengertian Pemasaran ........................................................ 12
2.1.2. Pengertian Manajemen Pemasaran .................................... 13

2.1.3. Fungsi Manajemen Pemasaran .......................................... 14
2.2. Perilaku Konsumen........................................................................ 14
2.3. Persepsi .......................................................................................... 18
2.3.1. Syarat terjadinya Persepsi .................................................. 19
2.3.2. Faktor yang mempengaruhi Persepsi ................................. 19
2.3.3. Proses Persepsi ................................................................... 20
2.3.4. Pengolahan Informasi dan Persepsi Konsumen ................. 20
2.4. Jasa................................................................................................. 21
2.4.1. Karakterisasi Jasa ............................................................... 22
2.5. Kualitas Pelayanan ........................................................................ 23
2.5.1. Pengertian Kualitas Pelayanan ........................................... 23
2.5.2. Dimensi Kualitas Pelayanan .............................................. 24
2.5.3. Faktor Penyebab buruknya Kualitas Pelayanan................. 25
2.5.4. Meningkatkan Kualitas Pelayanan ..................................... 27
2.6. Store Atmospher ............................................................................ 29
2.6.1. Pengertian Store Atmospher ............................................... 29
2.6.2. Indikator Store Atmospher ................................................. 30
2.7. Loyalitas Konsumen ..................................................................... 33
2.8. Kajian Penelitian Terdahulu .......................................................... 35
2.9. Kerangka Pemikiran dan Hipotesis Penelitian ............................. 36

2.9.1. Hubungan antara Persepsi Konsumen mengenai Kualitas Pelayanan
terhadap Loyalitas Konsumen ........................................... 36
2.9.2. Hubungan antara Persepsi Konsumen mengenai Store Atmospher
terhadap Loyalitas Konsumen ........................................... 38
2.10. Paradigma Penelitian ..................................................................... 39
BAB III OBJEK DAN METODE PENELITAN................................................ 40

3.1. Objek Penelitian ............................................................................ 40
3.1.1. Sejarah Singkat Perusahaan ............................................... 40
3.1.2. Visi, Misi Perusahaan ........................................................ 41
3.1.3. Struktur Organisasi ............................................................ 41
3.2. Metode Penelitian .......................................................................... 42
3.2.1. Operasional Variabel ......................................................... 42
3.2.2. Sumber data dan teknik pengolahan data .......................... 45
3.2.3. Populasi dan penelitian sampel .......................................... 47
3.2.4. Skala pengukuran ............................................................... 48
3.3. Teknik Pengolahan Data ................................................................ 49
3.3.1. Uji validitas ........................................................................ 50
3.3.2. Uji Reliabilitas ................................................................... 51
3.3.3. Uji Asumsi Klasik .............................................................. 52

3.3.3.1. Uji Normalitas ..................................................... 52
3.3.3.2. Uji Multikolinearitas............................................ 52
3.3.4. Analisis Koefisien Korelasi Rank Spearman ..................... 53
3.3.5. Uji Model ........................................................................... 54
3.3.6. Analisis Regresi Linear Berganda ..................................... 54
3.3.7. Koefisien Determinasi ....................................................... 55
3.3.8. Pengujian Hipotesis Penelitian .......................................... 55
3.3.8.1. Uji Hipotesis secara Parsial ............................... 56
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................... 58
4.1. Lokasi Penelitian ........................................................................... 58
4.2. Hasil Penelitian .............................................................................. 58
4.2.1. Hasil Gambaran Umum Responden .................................. 58
4.3. Uji Validitas dan Realibilitas ......................................................... 60
4.3.1. Uji Validitas ....................................................................... 60
4.3.2. Uji Realibilitas ................................................................... 62
4.4. Analisis Deskriptif ......................................................................... 62
4.4.1. Analisis Deskriptif Persepsi Konsumen mengenai Kualitas Pelayanan
........................................................................................... 64
4.4.2. Analisis Deskriptif Persepsi Konsumen mengenai Store Atmospher 67
4.4.3. Analisis Deskriptif mengenai Loyalitas Konsumen .......... 71

4.5. Uji Asumsi Klasik ......................................................................... 74
4.5.1. Uji Normalitas.................................................................... 74
4.5.2. Uji Multikolinearitas .......................................................... 75
4.6. Analisis Koefisien Korelasi Rank Spearman................................. 76
4.7. Uji Model ....................................................................................... 77
4.8. Analisis Regresi Linear Berganda ................................................. 78
4.9. Koefisien Determinasi ................................................................... 78
4.10. Pengujian Hipotesis ....................................................................... 79
4.10.1. Pengujian Hipotesis secara Parsial (t-test) ......................... 79
4.10.1.1. Persepsi Konsumen mengenai Kualitas Pelayanan terhadap Loylaitas
Konsumen ..................................................................... 79
4.10.1.2. Persepsi Konsumen mengenai Store Atmospher terhadap Loyalitas
Konsumen ..................................................................... 80
BAB V KESIMPULAN DAN SARAN ............................................................. 82
5.1. Kesimpulan .................................................................................... 82
5.2. Saran .............................................................................................. 83

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