PENGARUH PEMASARAN DIGITAL DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO PAPERSMOOTH BANDUNG
DAFTAR ISI
ABSTRAK .....................................................................................................
i
ABSTRACT ....................................................................................................
ii
KATA PENGANTAR ....................................................................................
iii
DAFTAR ISI ...................................................................................................
vii
DAFTAR TABEL...........................................................................................
xi
DAFTAR GAMBAR ......................................................................................
xiii
DAFTAR LAMPIRAN ..................................................................................
xiv
BAB I PENDAHULUAN
1.1. Latar Belakang Penelitian ...................................................
1
1.2. Identifikasi Masalah.............................................................
7
1.3. Tinjauan Penelitian ..............................................................
8
1.4. Kegunaan Penelitian ............................................................
8
1.5. Sistematika Skripsi ..............................................................
9
BAB II TINJAUAN PUSTAKA
2.1
Pemasaran Digital ................................................................
11
2.2
Produk ..................................................................................
14
2.2.1
Pengertian Produk ....................................................
14
2.2.2
Tingkat Produk.........................................................
15
2.2.3
Klasifikasi Produk ....................................................
15
Atribut Produk ....................................................................
18
2.3
2.3.1
Pengertian Atribut Produk .......................................
18
2.3.2
Unsur – Unsur Atribut Produk .................................
18
vii
viii
2.4
Keputusan Pembelian ..........................................................
20
2.4.1
Pengertian Keputusan Pembelian ............................
20
2.4.2
Faktor Utama Yang Mempengaruhi Pembelian ......
23
2.4.3
Indikator Keputusan Pembelian ...............................
27
2.5
Penelitian Terdahulu ...........................................................
28
2.6
Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian 29
2.7
Pengaruh Atribut Produk Terhadap Keputusan Pembelian .
30
2.8
Kerangka Pemikiran ............................................................
30
2.9
Hipotesis ..............................................................................
31
BAB III OBJEK DAN PENELITIAN
3.1
Objek Penelitian...................................................................
32
3.2
Metode Penelitian ................................................................
32
3.3
Metode Pengumpulan Data..................................................
33
3.3.1
Data Primer ..............................................................
33
3.3.2
Data Sekunder ..........................................................
34
Operasional Variabel ...........................................................
34
3.4
3.4.1
Variabel Independent ...............................................
35
3.4.2
Variabel Dependent .................................................
35
3.5
Populasi dan Sample ............................................................
38
3.6
Skala Pengukuran ................................................................
39
3.7
Teknik Pengolahan Data ......................................................
41
3.7.1
Uji Validitas .............................................................
41
3.7.2
Uji Realibilitas .........................................................
42
ix
3.7.3
3.8
Model Binary Logistic Regression ..........................
42
Pengujian Hipotesis Penelitian ..........................................
44
3.8.1
Menilai Kesuluruhan Model ....................................
44
3.8.2
Koefisien Determinasi .............................................
45
3.8.3
Menilai Kelayakan Model Regresi ..........................
45
3.8.4
Matriks Klasifikasi ...................................................
46
3.8.5
Pengujian Hipotesis Secara Parsial ..........................
46
3.8.6
Penetapan Tingkat Signifikansi ...............................
46
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Hasil Penelitian ....................................................................
48
4.1.1
Karakteristik Responden ..........................................
48
4.1.2
Hasil Pengujian Data................................................
50
4.1.2.1
4.1.3
4.2
Uji Validitas dan Realibilitas Instrumen ...........
50
Analisi Deskriptif .....................................................
52
4.1.3.1
Tanggapan Responden (X1) .............................
53
4.1.3.2
Tanggapan Responden (X2) .............................
54
4.1.3.3
Tanggapan Responden (Y) ...............................
58
Pengaruh Pemasaran Digital dan Atribut Produk Terhadap
Keputusan Pembelian Konsumen Pada Distro Papersmooth
Bandung ..............................................................................
4.2.1
58
Pengaruh Pemasaran Digital Terhadap Keputusan
Pembelian Konsumen Pada Distro Papersmooth
Bandung ...................................................................
59
x
4.2.1.1
Regresi Logistik .................................................
59
4.2.1.2
Goodnes Of Fit Test ...........................................
60
4.2.1.3
Matriks Klasifikasi .............................................
60
4.2.1.4
Pengujian Hipotesis Parsial ...............................
61
4.2.1.5
Koefisien Determinasi .......................................
62
4.2.2
Pengaruh Atribut Produk Terhadap Keputusan
Pembelian Konsumen Pada Distro Papersmooth
Bandung ...................................................................
63
4.2.2.1
Regresi Logistik .................................................
63
4.2.2.2
Goodnes Of Fit Test ...........................................
64
4.2.2.3
Matriks Klasifikasi .............................................
65
4.2.2.4
Pengujian Hipotesis Parsial ...............................
66
4.2.2.5
Koefisien Determinasi .......................................
67
BAB V KESIMPULAN DAN SARAN
5.1
Kesimpulan ..........................................................................
68
5.2
Saran ....................................................................................
69
DAFTAR PUSTAKA
LAMPIRAN
ABSTRAK .....................................................................................................
i
ABSTRACT ....................................................................................................
ii
KATA PENGANTAR ....................................................................................
iii
DAFTAR ISI ...................................................................................................
vii
DAFTAR TABEL...........................................................................................
xi
DAFTAR GAMBAR ......................................................................................
xiii
DAFTAR LAMPIRAN ..................................................................................
xiv
BAB I PENDAHULUAN
1.1. Latar Belakang Penelitian ...................................................
1
1.2. Identifikasi Masalah.............................................................
7
1.3. Tinjauan Penelitian ..............................................................
8
1.4. Kegunaan Penelitian ............................................................
8
1.5. Sistematika Skripsi ..............................................................
9
BAB II TINJAUAN PUSTAKA
2.1
Pemasaran Digital ................................................................
11
2.2
Produk ..................................................................................
14
2.2.1
Pengertian Produk ....................................................
14
2.2.2
Tingkat Produk.........................................................
15
2.2.3
Klasifikasi Produk ....................................................
15
Atribut Produk ....................................................................
18
2.3
2.3.1
Pengertian Atribut Produk .......................................
18
2.3.2
Unsur – Unsur Atribut Produk .................................
18
vii
viii
2.4
Keputusan Pembelian ..........................................................
20
2.4.1
Pengertian Keputusan Pembelian ............................
20
2.4.2
Faktor Utama Yang Mempengaruhi Pembelian ......
23
2.4.3
Indikator Keputusan Pembelian ...............................
27
2.5
Penelitian Terdahulu ...........................................................
28
2.6
Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian 29
2.7
Pengaruh Atribut Produk Terhadap Keputusan Pembelian .
30
2.8
Kerangka Pemikiran ............................................................
30
2.9
Hipotesis ..............................................................................
31
BAB III OBJEK DAN PENELITIAN
3.1
Objek Penelitian...................................................................
32
3.2
Metode Penelitian ................................................................
32
3.3
Metode Pengumpulan Data..................................................
33
3.3.1
Data Primer ..............................................................
33
3.3.2
Data Sekunder ..........................................................
34
Operasional Variabel ...........................................................
34
3.4
3.4.1
Variabel Independent ...............................................
35
3.4.2
Variabel Dependent .................................................
35
3.5
Populasi dan Sample ............................................................
38
3.6
Skala Pengukuran ................................................................
39
3.7
Teknik Pengolahan Data ......................................................
41
3.7.1
Uji Validitas .............................................................
41
3.7.2
Uji Realibilitas .........................................................
42
ix
3.7.3
3.8
Model Binary Logistic Regression ..........................
42
Pengujian Hipotesis Penelitian ..........................................
44
3.8.1
Menilai Kesuluruhan Model ....................................
44
3.8.2
Koefisien Determinasi .............................................
45
3.8.3
Menilai Kelayakan Model Regresi ..........................
45
3.8.4
Matriks Klasifikasi ...................................................
46
3.8.5
Pengujian Hipotesis Secara Parsial ..........................
46
3.8.6
Penetapan Tingkat Signifikansi ...............................
46
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1
Hasil Penelitian ....................................................................
48
4.1.1
Karakteristik Responden ..........................................
48
4.1.2
Hasil Pengujian Data................................................
50
4.1.2.1
4.1.3
4.2
Uji Validitas dan Realibilitas Instrumen ...........
50
Analisi Deskriptif .....................................................
52
4.1.3.1
Tanggapan Responden (X1) .............................
53
4.1.3.2
Tanggapan Responden (X2) .............................
54
4.1.3.3
Tanggapan Responden (Y) ...............................
58
Pengaruh Pemasaran Digital dan Atribut Produk Terhadap
Keputusan Pembelian Konsumen Pada Distro Papersmooth
Bandung ..............................................................................
4.2.1
58
Pengaruh Pemasaran Digital Terhadap Keputusan
Pembelian Konsumen Pada Distro Papersmooth
Bandung ...................................................................
59
x
4.2.1.1
Regresi Logistik .................................................
59
4.2.1.2
Goodnes Of Fit Test ...........................................
60
4.2.1.3
Matriks Klasifikasi .............................................
60
4.2.1.4
Pengujian Hipotesis Parsial ...............................
61
4.2.1.5
Koefisien Determinasi .......................................
62
4.2.2
Pengaruh Atribut Produk Terhadap Keputusan
Pembelian Konsumen Pada Distro Papersmooth
Bandung ...................................................................
63
4.2.2.1
Regresi Logistik .................................................
63
4.2.2.2
Goodnes Of Fit Test ...........................................
64
4.2.2.3
Matriks Klasifikasi .............................................
65
4.2.2.4
Pengujian Hipotesis Parsial ...............................
66
4.2.2.5
Koefisien Determinasi .......................................
67
BAB V KESIMPULAN DAN SARAN
5.1
Kesimpulan ..........................................................................
68
5.2
Saran ....................................................................................
69
DAFTAR PUSTAKA
LAMPIRAN