PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BROWNIES VANNISA JL.Soekarno Hatta Bandung
DAFTAR ISI
Halaman Pengesahan ......................................................................................................... i
Halaman Pernyataan..........................................................................................................ii
Abstraksi ..........................................................................................................................iii
Kata Pengantar .................................................................................................................. v
Daftar Isi..........................................................................................................................vii
Daftar Tabel ..................................................................................................................... xi
Daftar Gambar................................................................................................................xiii
Daftar Lampiran ............................................................................................................. xiv
BAB I
PENDAHULUAN
1.1 Latar Belakang..................................................................................... 1
1.2 Rumusan Masalah ............................................................................... 8
1.3 Maksud dan Tujuan Penelitian ............................................................ 9
1.4 Batasan Masalah .................................................................................. 9
1.5 Kegunaan Penelitian.......................................................................... 10
1.6 Sistematika Penulisan........................................................................ 10
BAB II
TINJAUAN PUSTAKA
2.1 Pengetian Pemasaran dan Manajemen Pemasaran ............................ 12
2.1.1 Pengertian Pemasaran......................................................... 12
2.1.2 Pengertian Manajemen Pemasaran ..................................... 13
2.2 Bauran Pemasaran (Marketing Mix).................................................. 14
2.2.1 Unsur-Unsur Bauran Pemasaran......................................... 14
2.2.1.1 Promosi ................................................................ 15
2.3 Marketing Communications Mix ....................................................... 15
2.3.1 Word of Mouth.................................................................... 17
2.3.2 Jenis-Jenis Word of Mouth.................................................. 17
2.3.3 Word of Mouth Marketing .................................................. 18
2.3.4 Indikator Word of Mouth .................................................... 19
2.4 Karakteristik Produk.......................................................................... 19
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2.5 Klasifikasi Produk ............................................................................. 20
2.6 Pengertian Kualitas............................................................................ 21
2.6.1 Pengertian Kualitas Produk ................................................ 22
2.6.2 Dimensi Kualitas Produk.................................................... 23
2.7 Keputusan Pembelian ........................................................................ 26
2.7.1 Pengertian Keputusan Pembelian ....................................... 26
2.7.2 Indikator Keputusan Pembelian.......................................... 28
2.7.3 Faktor-Faktor yang Mempengaruhi Proses Keputusan
Pembelian ........................................................................... 28
2.7.4 Hubungan Word of Mouth dengan Keputusan Pembelian
............................................................................................ 32
2.7.5 Hubungan Kualitas Produk dengan Keputusan Pembelian
............................................................................................ 33
2.8 Penelitian Sebelumnnya .................................................................... 34
2.9 Kerangka Pemikiran .......................................................................... 36
2.10 Hipotesis ......................................................................................... 41
BAB III
METODE PENELITIAN
3.1 Objek Penelitian ................................................................................ 42
3.1.1 Sejarah Singkat Perusahaan................................................ 42
3.2 Populasi dan Sampel.......................................................................... 43
3.2.1 Populasi .............................................................................. 43
3.2.2 Sampel ................................................................................ 43
3.3 Metode Penelitian.............................................................................. 44
3.3.1 Metode Penelitian yang digunakan..................................... 45
3.4 Jenis dan Sumber Data ...................................................................... 45
3.5 Teknik Pengumpulan Data ................................................................ 47
3.6 Operasionalisasi Variabel Penelitian ................................................. 48
3.7 Skala Pengukuran .............................................................................. 53
3.8 Teknik Pengolahan Data.................................................................... 55
3.8.1 Uji Validitas........................................................................ 55
3.8.2 Uji Reliabilitas .................................................................... 55
3.9 Metode Analisis................................................................................. 56
3.10 Uji Asumsi Klasik ........................................................................... 57
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3.10.1 Uji Normalitas .................................................................. 57
3.10.2 Uji Multikolinieritas ......................................................... 57
3.10.3 Uji Heteroskedasitisitas .................................................... 58
3.11 Regresi Linier Berganda.................................................................. 58
3.12 Uji Goodness of Fit ......................................................................... 59
3.12.1 Uji T.................................................................................. 59
3.12.2 Uji F .................................................................................. 59
3.12.3 Koefisien Determinasi ...................................................... 60
BAB IV
HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian.................................................................................. 61
4.1.1 Gambaran Umum Responden............................................. 61
4.2 Analisis Deskriptif............................................................................. 64
4.2.1 Word of Mouth.................................................................... 64
4.2.1.1 Rekapitulasi Variabel Word of Mouth ................. 66
4.2.2 Kualitas Produk .................................................................. 67
4.2.2.1 Rekapitulasi Variabel Kualitas Produk................ 71
4.2.3 Keputusan Pembelian ......................................................... 72
4.2.3.1 Rekapitulasi Variabel Keputusan Pembelian....... 74
4.3 Uji Validitas ..................................................................................... 75
4.4 Uji Reliabilitas.................................................................................. 76
4.5 Uji Asumsi Klasik ............................................................................ 78
4.5.1 Uji Normalitas .................................................................... 78
4.5.2 Uji Multikolinieritas ........................................................... 79
4.5.3 Uji Heterokedastisitas......................................................... 79
4.6 Analisis Regresi Linier Berganda...................................................... 81
4.7 Uji Hipotesis...................................................................................... 83
4.7.1 Uji Hipotesis Secara Parsial (Uji T) ................................. 83
4.7.2 Uji Hipotesis Secara Bersama-Sama (Uji F).................... 84
4.8 Uji Determinasi ................................................................................. 85
4.9 Pembahasan ....................................................................................... 85
4.9.1 Pengaruh Word of Mouth Terhadap Proses Keputusan
Pembelian pada CV. Vannisa Brownies .......................... 86
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4.9.2 Pengaruh Kualitas Produk Terhadap Proses Keputusan
Pembelian Pada C.V Vannisa Brownies.......................... 86
4.9.3 Pengaruh Word of Mouth dan Kualitas Produk Terhadap
Proses Keputusan Pembelian ........................................... 87
BAB V
KESIMPULAN DAN SARAN
5.1 Kesimpulan........................................................................................ 88
5.2 Saran .................................................................................................. 90
DAFTAR PUSTAKA ..................................................................................................... 92
LAMPIRAN........................................................................................................................
x
Halaman Pengesahan ......................................................................................................... i
Halaman Pernyataan..........................................................................................................ii
Abstraksi ..........................................................................................................................iii
Kata Pengantar .................................................................................................................. v
Daftar Isi..........................................................................................................................vii
Daftar Tabel ..................................................................................................................... xi
Daftar Gambar................................................................................................................xiii
Daftar Lampiran ............................................................................................................. xiv
BAB I
PENDAHULUAN
1.1 Latar Belakang..................................................................................... 1
1.2 Rumusan Masalah ............................................................................... 8
1.3 Maksud dan Tujuan Penelitian ............................................................ 9
1.4 Batasan Masalah .................................................................................. 9
1.5 Kegunaan Penelitian.......................................................................... 10
1.6 Sistematika Penulisan........................................................................ 10
BAB II
TINJAUAN PUSTAKA
2.1 Pengetian Pemasaran dan Manajemen Pemasaran ............................ 12
2.1.1 Pengertian Pemasaran......................................................... 12
2.1.2 Pengertian Manajemen Pemasaran ..................................... 13
2.2 Bauran Pemasaran (Marketing Mix).................................................. 14
2.2.1 Unsur-Unsur Bauran Pemasaran......................................... 14
2.2.1.1 Promosi ................................................................ 15
2.3 Marketing Communications Mix ....................................................... 15
2.3.1 Word of Mouth.................................................................... 17
2.3.2 Jenis-Jenis Word of Mouth.................................................. 17
2.3.3 Word of Mouth Marketing .................................................. 18
2.3.4 Indikator Word of Mouth .................................................... 19
2.4 Karakteristik Produk.......................................................................... 19
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2.5 Klasifikasi Produk ............................................................................. 20
2.6 Pengertian Kualitas............................................................................ 21
2.6.1 Pengertian Kualitas Produk ................................................ 22
2.6.2 Dimensi Kualitas Produk.................................................... 23
2.7 Keputusan Pembelian ........................................................................ 26
2.7.1 Pengertian Keputusan Pembelian ....................................... 26
2.7.2 Indikator Keputusan Pembelian.......................................... 28
2.7.3 Faktor-Faktor yang Mempengaruhi Proses Keputusan
Pembelian ........................................................................... 28
2.7.4 Hubungan Word of Mouth dengan Keputusan Pembelian
............................................................................................ 32
2.7.5 Hubungan Kualitas Produk dengan Keputusan Pembelian
............................................................................................ 33
2.8 Penelitian Sebelumnnya .................................................................... 34
2.9 Kerangka Pemikiran .......................................................................... 36
2.10 Hipotesis ......................................................................................... 41
BAB III
METODE PENELITIAN
3.1 Objek Penelitian ................................................................................ 42
3.1.1 Sejarah Singkat Perusahaan................................................ 42
3.2 Populasi dan Sampel.......................................................................... 43
3.2.1 Populasi .............................................................................. 43
3.2.2 Sampel ................................................................................ 43
3.3 Metode Penelitian.............................................................................. 44
3.3.1 Metode Penelitian yang digunakan..................................... 45
3.4 Jenis dan Sumber Data ...................................................................... 45
3.5 Teknik Pengumpulan Data ................................................................ 47
3.6 Operasionalisasi Variabel Penelitian ................................................. 48
3.7 Skala Pengukuran .............................................................................. 53
3.8 Teknik Pengolahan Data.................................................................... 55
3.8.1 Uji Validitas........................................................................ 55
3.8.2 Uji Reliabilitas .................................................................... 55
3.9 Metode Analisis................................................................................. 56
3.10 Uji Asumsi Klasik ........................................................................... 57
viii
3.10.1 Uji Normalitas .................................................................. 57
3.10.2 Uji Multikolinieritas ......................................................... 57
3.10.3 Uji Heteroskedasitisitas .................................................... 58
3.11 Regresi Linier Berganda.................................................................. 58
3.12 Uji Goodness of Fit ......................................................................... 59
3.12.1 Uji T.................................................................................. 59
3.12.2 Uji F .................................................................................. 59
3.12.3 Koefisien Determinasi ...................................................... 60
BAB IV
HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian.................................................................................. 61
4.1.1 Gambaran Umum Responden............................................. 61
4.2 Analisis Deskriptif............................................................................. 64
4.2.1 Word of Mouth.................................................................... 64
4.2.1.1 Rekapitulasi Variabel Word of Mouth ................. 66
4.2.2 Kualitas Produk .................................................................. 67
4.2.2.1 Rekapitulasi Variabel Kualitas Produk................ 71
4.2.3 Keputusan Pembelian ......................................................... 72
4.2.3.1 Rekapitulasi Variabel Keputusan Pembelian....... 74
4.3 Uji Validitas ..................................................................................... 75
4.4 Uji Reliabilitas.................................................................................. 76
4.5 Uji Asumsi Klasik ............................................................................ 78
4.5.1 Uji Normalitas .................................................................... 78
4.5.2 Uji Multikolinieritas ........................................................... 79
4.5.3 Uji Heterokedastisitas......................................................... 79
4.6 Analisis Regresi Linier Berganda...................................................... 81
4.7 Uji Hipotesis...................................................................................... 83
4.7.1 Uji Hipotesis Secara Parsial (Uji T) ................................. 83
4.7.2 Uji Hipotesis Secara Bersama-Sama (Uji F).................... 84
4.8 Uji Determinasi ................................................................................. 85
4.9 Pembahasan ....................................................................................... 85
4.9.1 Pengaruh Word of Mouth Terhadap Proses Keputusan
Pembelian pada CV. Vannisa Brownies .......................... 86
ix
4.9.2 Pengaruh Kualitas Produk Terhadap Proses Keputusan
Pembelian Pada C.V Vannisa Brownies.......................... 86
4.9.3 Pengaruh Word of Mouth dan Kualitas Produk Terhadap
Proses Keputusan Pembelian ........................................... 87
BAB V
KESIMPULAN DAN SARAN
5.1 Kesimpulan........................................................................................ 88
5.2 Saran .................................................................................................. 90
DAFTAR PUSTAKA ..................................................................................................... 92
LAMPIRAN........................................................................................................................
x