ANALISIS REBRANDING DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN M-GO SHUTTLE OUTLET BTC BANDUNG
DAFTAR ISI
LEMBAR PENGESAHAN ........................................................................... ii
SURAT PERNYATAAN .............................................................................. iii
ABSTRACT ..................................................................................................... iv
ABSTRAK ...................................................................................................... v
KATA PENGANTAR.................................................................................... vi
DAFTAR ISI................................................................................................... ix
DAFTAR TABEL .......................................................................................... xiv
DAFTAR GAMBAR...................................................................................... xvi
DAFTAR LAMPIRAN .....................................................................................xvii
BAB I
PENDAHULUAN
1.1 Latar Belakang Penelitian ...........................................................
1
1.2 Identifikasi Masalah ....................................................................
9
1.3 Maksud dan Tujuan Penelitian....................................................
10
1.4 Kegunaan Penelitian ...................................................................
10
1.5 Lokasi dan Waktu Penelitian ......................................................
11
BAB II TINJAUAN PUSTAKA
2.1 Pengertian Pemasaran .................................................................
12
2.2 Pengertian Manajemen Pemasaran .............................................
13
2.3 Brand ..........................................................................................
13
2.3.1 Pengertian Brand ...............................................................
13
2.3.2 Elemen Merek ....................................................................
15
ix
2.3.2.1 Nama .....................................................................
15
2.3.2.2 Logo.......................................................................
16
2.3.2.3 Slogan ....................................................................
17
2.3.2.4 Warna ....................................................................
17
2.3.3 Kriteria Elemen Brand.......................................................
17
2.3.4 Manfaat Merek...................................................................
18
2.4 Rebranding..................................................................................
21
2.4.1 Pengertian Rebranding.......................................................
21
2.4.2 Jenis dan Tingkatan Rebranding........................................
22
2.4.3 Penyebab Rebranding ........................................................
23
2.4.4 Tujuan Rebranding ............................................................
23
2.4.5 Manfaat Rebranding...........................................................
24
2.5 Loyalitas Pelanggan ....................................................................
25
2.5.1 Pengertian Loyalitas...........................................................
25
2.5.2 Pengertian Pelanggan.........................................................
26
2.5.3 Tujuan Loyalitas Pelanggan...............................................
27
2.5.4 Manfaat Loyalitas Pelanggan.............................................
28
2.5.5 Karakteristik Loyalitas Pelanggan .....................................
29
2.5.6 Tahapan Loyalitas Pelanggan ............................................
30
2.5.7 Jenis-jenis Loyalitas Pelanggan .........................................
32
2.6 Posisi Skripsi Dibandingkan Dengan Penelitian Terdahulu .......
34
2.7 Kerangka Pemikiran....................................................................
36
2.8 Hipotesis......................................................................................
37
x
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..........................................................................
39
3.1.1 Gambaran Umum Perusahaan............................................
39
3.1.2 Visi dan Misi Perusahaan...................................................
40
3.1.3 Struktur Perusahaan ...........................................................
40
3.2 Metode Penelitian .......................................................................
42
3.3 Variabel dan Operasionalisasi Variabel ......................................
44
3.4 Jenis dan Sumber Data ................................................................
46
3.5 Teknik Pengumpulan Data..........................................................
48
3.6 Populasi dan Sampel ..................................................................
48
3.6.1 Populasi ..............................................................................
48
3.6.2 Sampel................................................................................
49
3.7 Skala Pengukuran........................................................................
51
3.8 Pengujian Instrumen Penelitian ..................................................
52
3.8.1 Uji Validitas .......................................................................
52
3.8.2 Uji Reliabilitas ...................................................................
53
3.8.3 Regresi Linier Sederhana ...................................................
53
3.8.4 Uji Goodness of Fit ............................................................
54
3.8.4.1 Uji t........................................................................
54
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4. Gambaran Umum Responden ......................................................
56
4.1 Jawaban Atas Identifikasi Masalah.............................................
59
xi
4.1.1 Pendapat Konsumen Mengenai Rebranding Cipaganti
Travel menjadi M-GO Shuttle...........................................
59
4.1.2. Loyalitas Pelanggan Cipaganti Travel terhadap brand MGO Shuttle yang menjadi brand baru dalam jasa
transportasi ........................................................................
60
4.1.3 Analisis Rebranding dan Dampaknya terhadap Loyalitas
Pelanggan pada M-GO Shuttle ..........................................
61
4.2 Analisis Tanggapan Responden ..................................................
62
4.2.1 Rebranding pada M-GO Shuttle........................................
63
4.2.2 Loyalitas Pelanggan M-GO Shuttle ..................................
70
4.3 Analisis Rebranding Cipaganti Travel Menjadi M-GO Shuttle..
72
4.4 Uji Instrumen Penelitian .............................................................
74
4.4.1 Uji Validitas .......................................................................
74
4.4.2 Uji Reliabilitas ..................................................................
75
4.5 Analisis Regresi Linier Sederhana ..............................................
76
4.6 Pengujian Hipotesis.....................................................................
78
4.6.1 Uji t ....................................................................................
78
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................
79
5.2 Saran ...........................................................................................
80
DAFTAR PUSTAKA ....................................................................................
82
LAMPIRAN ...................................................................................................
85
1 Kuisioner ....................................................................................
86
xii
2 Rekapitulasi Jawaban Responden (Tabulasi Data) ....................
88
3 Hasil Output SPSS Uji Validitas ...............................................
91
4 Hasil Output SPSS Uji Reliabilitas ............................................
97
5 Hasil Output SPSS Regresi Linier Sederhana dan Uji t ............
99
6 Rebranding Produk Cipaganti Travel menjadi M-GO Shuttle .. 101
7 Tampilan M-GO Shuttle Outlet BTC Bandung .......................... 102
8 Data Penjualan dan Biaya Promosi............................................. 105
9 Fotocopy Kartu Bimbingan ........................................................ 106
10 Fotocopy Revisi Skripsi.............................................................. 108
xiii
LEMBAR PENGESAHAN ........................................................................... ii
SURAT PERNYATAAN .............................................................................. iii
ABSTRACT ..................................................................................................... iv
ABSTRAK ...................................................................................................... v
KATA PENGANTAR.................................................................................... vi
DAFTAR ISI................................................................................................... ix
DAFTAR TABEL .......................................................................................... xiv
DAFTAR GAMBAR...................................................................................... xvi
DAFTAR LAMPIRAN .....................................................................................xvii
BAB I
PENDAHULUAN
1.1 Latar Belakang Penelitian ...........................................................
1
1.2 Identifikasi Masalah ....................................................................
9
1.3 Maksud dan Tujuan Penelitian....................................................
10
1.4 Kegunaan Penelitian ...................................................................
10
1.5 Lokasi dan Waktu Penelitian ......................................................
11
BAB II TINJAUAN PUSTAKA
2.1 Pengertian Pemasaran .................................................................
12
2.2 Pengertian Manajemen Pemasaran .............................................
13
2.3 Brand ..........................................................................................
13
2.3.1 Pengertian Brand ...............................................................
13
2.3.2 Elemen Merek ....................................................................
15
ix
2.3.2.1 Nama .....................................................................
15
2.3.2.2 Logo.......................................................................
16
2.3.2.3 Slogan ....................................................................
17
2.3.2.4 Warna ....................................................................
17
2.3.3 Kriteria Elemen Brand.......................................................
17
2.3.4 Manfaat Merek...................................................................
18
2.4 Rebranding..................................................................................
21
2.4.1 Pengertian Rebranding.......................................................
21
2.4.2 Jenis dan Tingkatan Rebranding........................................
22
2.4.3 Penyebab Rebranding ........................................................
23
2.4.4 Tujuan Rebranding ............................................................
23
2.4.5 Manfaat Rebranding...........................................................
24
2.5 Loyalitas Pelanggan ....................................................................
25
2.5.1 Pengertian Loyalitas...........................................................
25
2.5.2 Pengertian Pelanggan.........................................................
26
2.5.3 Tujuan Loyalitas Pelanggan...............................................
27
2.5.4 Manfaat Loyalitas Pelanggan.............................................
28
2.5.5 Karakteristik Loyalitas Pelanggan .....................................
29
2.5.6 Tahapan Loyalitas Pelanggan ............................................
30
2.5.7 Jenis-jenis Loyalitas Pelanggan .........................................
32
2.6 Posisi Skripsi Dibandingkan Dengan Penelitian Terdahulu .......
34
2.7 Kerangka Pemikiran....................................................................
36
2.8 Hipotesis......................................................................................
37
x
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..........................................................................
39
3.1.1 Gambaran Umum Perusahaan............................................
39
3.1.2 Visi dan Misi Perusahaan...................................................
40
3.1.3 Struktur Perusahaan ...........................................................
40
3.2 Metode Penelitian .......................................................................
42
3.3 Variabel dan Operasionalisasi Variabel ......................................
44
3.4 Jenis dan Sumber Data ................................................................
46
3.5 Teknik Pengumpulan Data..........................................................
48
3.6 Populasi dan Sampel ..................................................................
48
3.6.1 Populasi ..............................................................................
48
3.6.2 Sampel................................................................................
49
3.7 Skala Pengukuran........................................................................
51
3.8 Pengujian Instrumen Penelitian ..................................................
52
3.8.1 Uji Validitas .......................................................................
52
3.8.2 Uji Reliabilitas ...................................................................
53
3.8.3 Regresi Linier Sederhana ...................................................
53
3.8.4 Uji Goodness of Fit ............................................................
54
3.8.4.1 Uji t........................................................................
54
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4. Gambaran Umum Responden ......................................................
56
4.1 Jawaban Atas Identifikasi Masalah.............................................
59
xi
4.1.1 Pendapat Konsumen Mengenai Rebranding Cipaganti
Travel menjadi M-GO Shuttle...........................................
59
4.1.2. Loyalitas Pelanggan Cipaganti Travel terhadap brand MGO Shuttle yang menjadi brand baru dalam jasa
transportasi ........................................................................
60
4.1.3 Analisis Rebranding dan Dampaknya terhadap Loyalitas
Pelanggan pada M-GO Shuttle ..........................................
61
4.2 Analisis Tanggapan Responden ..................................................
62
4.2.1 Rebranding pada M-GO Shuttle........................................
63
4.2.2 Loyalitas Pelanggan M-GO Shuttle ..................................
70
4.3 Analisis Rebranding Cipaganti Travel Menjadi M-GO Shuttle..
72
4.4 Uji Instrumen Penelitian .............................................................
74
4.4.1 Uji Validitas .......................................................................
74
4.4.2 Uji Reliabilitas ..................................................................
75
4.5 Analisis Regresi Linier Sederhana ..............................................
76
4.6 Pengujian Hipotesis.....................................................................
78
4.6.1 Uji t ....................................................................................
78
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ................................................................................
79
5.2 Saran ...........................................................................................
80
DAFTAR PUSTAKA ....................................................................................
82
LAMPIRAN ...................................................................................................
85
1 Kuisioner ....................................................................................
86
xii
2 Rekapitulasi Jawaban Responden (Tabulasi Data) ....................
88
3 Hasil Output SPSS Uji Validitas ...............................................
91
4 Hasil Output SPSS Uji Reliabilitas ............................................
97
5 Hasil Output SPSS Regresi Linier Sederhana dan Uji t ............
99
6 Rebranding Produk Cipaganti Travel menjadi M-GO Shuttle .. 101
7 Tampilan M-GO Shuttle Outlet BTC Bandung .......................... 102
8 Data Penjualan dan Biaya Promosi............................................. 105
9 Fotocopy Kartu Bimbingan ........................................................ 106
10 Fotocopy Revisi Skripsi.............................................................. 108
xiii