S MIK 1103064 Table of content
DAFTAR ISI
ABSTRAK . ..............................................................................................................
i
ABSTRACT .............................................................................................................. ii
KATA PENGANTAR .............................................................................................. iii
DAFTAR ISI ............................................................................................................. iv
DAFTAR TABEL .................................................................................................... vi
DAFTAR GAMBAR ................................................................................................ x
DAFTAR LAMPIRAN ............................................................................................ xi
BAB I PENDAHULUAN
1.1 Latar Belakang ....................................................................................... 1
1.2 Rumusan Masalah .................................................................................. 7
1.3 Tujuan Penelitian ................................................................................... 8
1.4 Kegunaan Penelitian ............................................................................. 8
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS
2.1 Kajian Pustaka ....................................................................................... 9
2.1.1 Pariwisata ...................................................................................... 9
2.1.2 Restoran ......................................................................................... 11
2.1.3 Definisi Pemasaran ........................................................................ 15
2.1.4 Bauran Pemasaran Jasa ................................................................. 16
2.1.5 Definisi People .............................................................................. 21
2.1.6 Definisi Physical Evidence............................................................ 23
2.1.7 Definisi Process ............................................................................ 24
2.1.8 Keputusan Pembelian .................................................................... 25
2.1.8.1 Definisi Keputusan Pembelian ......................................... 25
2.1.8.2 Tipe-tipe Perilaku Keputusan Konsumen ......................... 30
2.1.8.3 Proses keputusan Pembelian ............................................. 32
2.1.8.4 Dimensi-Dimensi Keputusan pembelian .......................... 35
2.1.9 Pengaruh People, Physical Evidence dan People Terhadap
Keputusan Pembelian .................................................................... 36
2.1.10 Orisinalitas Penelitian ................................................................. 37
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.2 Kerangka Pemikiran............................................................................... 38
2.3 Hipotesis ................................................................................................ 42
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..................................................................................... 43
3.2 Metode Penelitian .................................................................................. 43
3.2.1 Jenis Penelitian dan Metode yang digunakan ............................... 43
3.2.2 Operasional Variabel ..................................................................... 44
3.2.3 Jenis dan Sumber Data .................................................................. 48
3.2.4 Populasi dan Sampel ..................................................................... 49
3.2.4.1 Populasi............................................................................. 49
3.2.4.2 Sampel .............................................................................. 49
3.2.4.3 Teknik Penarikan Sampel ................................................. 50
3.2.5 Teknik Pengumpulan Data ............................................................ 50
3.2.6 Rancangan Pengujian Validitas dan Reliabilitas ........................... 51
3.2.6.1 Hasil Pengujian Validitas ................................................. 52
3.2.6.2 Hasil Pengujian Reliabilitas .............................................. 60
3.2.7 Teknik Analisis Data ..................................................................... 61
3.2.7.1 Analisis Data Deskriptif ................................................... 62
3.2.7.2 Analisis Data Verifikatif Menggunakan Path Analysis .... 63
3.2.8 Pengujian Hipotesis ....................................................................... 67
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan ................................................................................... 69
4.1.1 Identitas perusahaan ...................................................................... 69
4.1.2 Visi dan Misi Perusahaan .............................................................. 69
4.1.3 Struktur Organisasi........................................................................ 70
4.2 Karakteristik dan Pengalaman Responden............................................. 70
4.2.1 Karakteristik Responden ............................................................... 70
4.2.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin ...... 70
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2.1.2 Karakteristik Responden Berdasarkan Usia ..................... 72
4.2.1.3 Karakteristik Responden Berdasarkan Pendidikan
Terakhir ............................................................................. 73
4.2.1.4 Karakteristik Responden Berdasarkan Pekerjaan ............. 74
4.2.1.5 Karakteristik Responden Berdasarkan Pendapatan .......... 75
4.2.1.6Karakteristik Responden Berdasarkan Asal daerah ............ 76
4.2.2 Pengalaman Responden Sangkuriang Resto ................................. 78
4.2.2.1 Pengalaman Responden Berdasarkan Frekuens1
Pembelian .......................................................................... 78
4.2.2.2 Pengalaman Responden Berdasarkan Kelompok
Pembelian .......................................................................... 79
4.2.2.3 Pengalaman Responden Berdasarkan Tujuan
Pembelian .......................................................................... 80
4.2.2.4 Pengalaman Responden Berdasarkan Sumber
Informasi ........................................................................... 81
4.3 Tanggapan Responden Mengenai Gambaran Terhadap variabel People,
Physical evidence dan People terhadap keputusan Pembelian ............. 83
4.3.1 Tanggapan Responden Terhadap Variabel People ....................... 83
4.3.1.1 Rekapitulasi Skor Mengenai Variabel People .................. 86
4.3.2 Tanggapan Responden Terhadap Variabel Physical Evidence ..... 88
4.3.2.1 Rekapitulasi Skor Mengenai Variabel Physical Evidence 92
4.3.3 Tanggapan Responden Terhadap Variabel Process ...................... 94
4.3.3.1 Rekapitulasi Skor Mengenai Variabel Process ................ 97
4.3.4 Tanggapan Responden Terhadap Variabel Keputusan
Pembelian .................................................................................. 99
4.3.4.1 Tanggapan Responden Terhadap Pilihan Produk .............100
4.3.4.2 Tanggapan Responden Terhadap Pilihan Merek ..............103
4.3.4.3 Tanggapan Responden Terhadap Pilihan Distribusi .........104
4.3.4.4 Tanggapan Responden Terhadap Waktu Pembelian ........107
4.3.4.5 Tanggapan Responden Terhadap Jumlah Pembelian .......109
4.3.4.6 Tanggapan Responden Terhadap Metode atau
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Cara Pembayaran ..............................................................110
4.3.4.7 Rekapitulasi Skor Mengenai Variabel Keputusan
Pembelian ..........................................................................112
4.4 Pengaruh People, Physical evidence dan People terhadap
keputusan Pembelian ............................................................................115
4.4.1 Pengaruh People, Physical Evidence dan People terhadap Keputusan
Pembelian Secara Simultan .........................................................115
4.4.2 Pengaruh People, Physical Evidence dan People terhadap Keputusan
Pembelian Secara Parsial ...............................................................115
4.4.3 Implikasi Hasil Temuan Penelitian ...............................................119
4.4.3.1 Implikasi Hasil Temuan Penelitian Bersifat Teoritis ........119
4.4.3.2 Implikasi Hasil Temuan Penelitian Bersifat Empiris .......121
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan ............................................................................................122
5.2 Rekomendasi ..........................................................................................123
DAFTAR PUSTAKA
LAMPIRAN
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1.1 Statistika Kunjungan Wisatawan Mancanegara Ke Jawa Barat ...........
2
Tabel 1.2 Data Kunjungan Wisatawan Kota Bandung Tahun 2010-2014 ............
2
Tabel 1.3 Data Penjualan Sangkuriang Resto Tahun 2012-2014 .........................
4
Tabel 2.1 Orisinalitas Penelitian ........................................................................... 37
Tabel 3.1 Operasional Variabel............................................................................. 45
Tabel 3.2 Jenis dan Sumber Data .......................................................................... 48
Tabel 3.3 Hasil Pengujian Validitas ...................................................................... 52
Tabel 3.4 Hasil Tahap Pengujian Ulang Validitas ................................................ 55
Tabel 3.5 Hasil Pengujian Validitas Dengan Rumus thitung ................................... 57
Tabel 3.6 Hasil Pengujian Reliabilitas .................................................................. 61
Tabel 3.7 Skor Alternatif Jawaban ........................................................................ 62
Tabel 3.8 Kriteria Penafsiran Hasil Perhitungan Responden ................................ 63
Tabel 3.9 Pedoman untuk Memberikan Interpretasi Koefisien Korelasi .............. 67
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin .......................... 71
Tabel 4.2 Karakteristik Responden Berdasarkan Usia .......................................... 72
Tabel 4.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................ 73
Tabel 4.4 Karakteristik Responden Berdasarkan Pekerjaan ................................. 74
Tabel 4.5 Karakteristik Responden Berdasarkan Pendapatan ............................... 75
Tabel 4.6 Karakteristik Responden Berdasarkan Asal Daerah ............................. 77
Tabel 4.7 Pengalaman Responden Berdasarkan Frekuensi Pembelian ................. 78
Tabel 4.8 Pengalaman Responden Berdasarkan Kelompok Pembelian................ 79
Tabel 4.9 Pengalaman Responden Berdasarkan Tujuan Pembelian ..................... 80
Tabel 4.10 Pengalaman Responden Berdasarkan Sumber Informasi ................... 82
Tabel 4.11 Tanggapan Responden Terhadap Variabel People ............................. 83
Tabel 4.12 Rekapitulasi Skor Mengenai Variabel People .................................... 86
Tabel 4.13 Tanggapan Responden Terhadap Variabel Physical Evidence ........... 88
Tabel 4.14 Rekapitulasi Skor Mengenai Variabel Physical Evidence .................. 92
Tabel 4.15 Tanggapan Responden Terhadap Variabel Process............................ 95
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4.16 Tanggapan Responden Terhadap Variabel Process ............................ 97
Tabel 4.17 Tanggapan Responden Terhadap Pilihan Produk ............................... 100
Tabel 4.18 Tanggapan Responden Terhadap Pilihan Merek ................................ 103
Tabel 4.19 Tanggapan Responden Terhadap Pilihan Distribusi ......................... 105
Tabel 4.20 Tanggapan Responden Terhadap Waktu Pembelian ........................ 107
Tabel 4.21 Tanggapan Responden Terhadap Jumlah Pembelian ...................... 109
Tabel 4.22 Tanggapan Responden Terhadap Metode atau cara Pembayaran ..... 110
Tabel 4.23 Rekapitulasi Skor Tanggapan Responden Mengenai Variabel Keputusan
Pembelian ......................................................................................... 112
Tabel 4.24 Pengujian Hipotesis Secara Simultan ............................................... 115
Tabel 4.25 Matriks Korelasi Antara People, Physical Evidence dan Process Dengan
Keputusan Pembelian ....................................................................... 116
Tabel 4.26 Pengujian Hipotesis Secara Parsial ................................................... 117
Tabel 4.27 Hasil Pengujian Koefisien Jalur Pengaruh Langsung dan
Tidak Langsung ................................................................................ 117
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1.1 Market Share .........................................................................................
5
Gambar 2.1 The Four PS Of The Marketing Mix ...................................................... 18
Gambar 2.2 Elemen People, Physical Evidece dan Process dalam Bauran Pemasaran
Jasa........... .............................................................................................. 19
Gambar 2.3 Bauran Pemasaran Jasa .......................................................................... 20
Gambar 2.4 Four Types Of Buying Behavior............................................................. 31
Gambar 2.5 Proses Keputusan Pembelian ................................................................. 32
Gambar 2.6 Kerangka Pemikiran .............................................................................. 41
Gambar 3.1 Struktur Hubungan Kausal Hipotesis ..................................................... 64
Gambar 3.2 Diagram Jalur Substruktur Hipotesis ..................................................... 64
Gambar 4.1 Struktur Organisasi Sangkuriang Resto ................................................. 70
Gambar 4.2 Karakteristik Responden Berdasarkan Jenis Kelamin ........................... 71
Gambar 4.3 Karakteristik Responden Berdasarkan Usia ........................................... 72
Gambar 4.4 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................. 73
Gambar 4.5 Karakteristik Responden Berdasarkan Pekerjaan .................................. 74
Gambar 4.6 Karakteristik Responden Berdasarkan Pendapatan ................................ 76
Gambar 4.7 Karakteristik Responden Berdasarkan Asal daerah ............................... 77
Gambar 4.8 Pengalaman Responden Berdasarkan Frekuensi Pembelian .................. 78
Gambar 4.9 Pengalaman Responden Berdasarkan Kelompok Pembelian ................. 79
Gambar 4.10 Pengalaman Responden Berdasarkan Tujuan Pembelian .................... 81
Gambar 4.11 Pengalaman Responden Berdasarkan Sumber Informasi..................... 82
Gambar 4.12 Diagram Jalur Pengujian Hipotesis Variabel People, Physical Evidence
dan Process Terhadap Keputusan Pembelian .......................................119
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1
Kuisioner Penelitian
Lampiran 2
Koding Karakteristik dan Pengalaman Responden
Lampiran 3
Koding People, Physical Evidence, Process dan Keputusan Pembelian
Lampiran 4
Hasil Uji Validitas dan Reliabilitas Melalui SPSS 22.0 for windows
Lampiran 5
Perhitungan Manual Validitas
Lampiran 6
Menghitung thitung
Lampiran 7
Tabel R Product Moment
Lampiran 8
Tabel Presentase Distribusi F
Lampiran 9
Tabel Presentase Distribusi t
Lampiran 10 Perhitungan Path Analysis
Lampiran 11 Lembar Bimbingan Skripsi
Lampiran 12 Surat Keputusan Pembimbing
Surat Penelitian
Surat Pernyataan dari Sangkuriang Resto
Lampiran 13 Foto Sangkuriang Resto
Lampiran 14 Curriculum Vitae
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PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
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ABSTRAK . ..............................................................................................................
i
ABSTRACT .............................................................................................................. ii
KATA PENGANTAR .............................................................................................. iii
DAFTAR ISI ............................................................................................................. iv
DAFTAR TABEL .................................................................................................... vi
DAFTAR GAMBAR ................................................................................................ x
DAFTAR LAMPIRAN ............................................................................................ xi
BAB I PENDAHULUAN
1.1 Latar Belakang ....................................................................................... 1
1.2 Rumusan Masalah .................................................................................. 7
1.3 Tujuan Penelitian ................................................................................... 8
1.4 Kegunaan Penelitian ............................................................................. 8
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS
2.1 Kajian Pustaka ....................................................................................... 9
2.1.1 Pariwisata ...................................................................................... 9
2.1.2 Restoran ......................................................................................... 11
2.1.3 Definisi Pemasaran ........................................................................ 15
2.1.4 Bauran Pemasaran Jasa ................................................................. 16
2.1.5 Definisi People .............................................................................. 21
2.1.6 Definisi Physical Evidence............................................................ 23
2.1.7 Definisi Process ............................................................................ 24
2.1.8 Keputusan Pembelian .................................................................... 25
2.1.8.1 Definisi Keputusan Pembelian ......................................... 25
2.1.8.2 Tipe-tipe Perilaku Keputusan Konsumen ......................... 30
2.1.8.3 Proses keputusan Pembelian ............................................. 32
2.1.8.4 Dimensi-Dimensi Keputusan pembelian .......................... 35
2.1.9 Pengaruh People, Physical Evidence dan People Terhadap
Keputusan Pembelian .................................................................... 36
2.1.10 Orisinalitas Penelitian ................................................................. 37
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.2 Kerangka Pemikiran............................................................................... 38
2.3 Hipotesis ................................................................................................ 42
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ..................................................................................... 43
3.2 Metode Penelitian .................................................................................. 43
3.2.1 Jenis Penelitian dan Metode yang digunakan ............................... 43
3.2.2 Operasional Variabel ..................................................................... 44
3.2.3 Jenis dan Sumber Data .................................................................. 48
3.2.4 Populasi dan Sampel ..................................................................... 49
3.2.4.1 Populasi............................................................................. 49
3.2.4.2 Sampel .............................................................................. 49
3.2.4.3 Teknik Penarikan Sampel ................................................. 50
3.2.5 Teknik Pengumpulan Data ............................................................ 50
3.2.6 Rancangan Pengujian Validitas dan Reliabilitas ........................... 51
3.2.6.1 Hasil Pengujian Validitas ................................................. 52
3.2.6.2 Hasil Pengujian Reliabilitas .............................................. 60
3.2.7 Teknik Analisis Data ..................................................................... 61
3.2.7.1 Analisis Data Deskriptif ................................................... 62
3.2.7.2 Analisis Data Verifikatif Menggunakan Path Analysis .... 63
3.2.8 Pengujian Hipotesis ....................................................................... 67
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan ................................................................................... 69
4.1.1 Identitas perusahaan ...................................................................... 69
4.1.2 Visi dan Misi Perusahaan .............................................................. 69
4.1.3 Struktur Organisasi........................................................................ 70
4.2 Karakteristik dan Pengalaman Responden............................................. 70
4.2.1 Karakteristik Responden ............................................................... 70
4.2.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin ...... 70
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2.1.2 Karakteristik Responden Berdasarkan Usia ..................... 72
4.2.1.3 Karakteristik Responden Berdasarkan Pendidikan
Terakhir ............................................................................. 73
4.2.1.4 Karakteristik Responden Berdasarkan Pekerjaan ............. 74
4.2.1.5 Karakteristik Responden Berdasarkan Pendapatan .......... 75
4.2.1.6Karakteristik Responden Berdasarkan Asal daerah ............ 76
4.2.2 Pengalaman Responden Sangkuriang Resto ................................. 78
4.2.2.1 Pengalaman Responden Berdasarkan Frekuens1
Pembelian .......................................................................... 78
4.2.2.2 Pengalaman Responden Berdasarkan Kelompok
Pembelian .......................................................................... 79
4.2.2.3 Pengalaman Responden Berdasarkan Tujuan
Pembelian .......................................................................... 80
4.2.2.4 Pengalaman Responden Berdasarkan Sumber
Informasi ........................................................................... 81
4.3 Tanggapan Responden Mengenai Gambaran Terhadap variabel People,
Physical evidence dan People terhadap keputusan Pembelian ............. 83
4.3.1 Tanggapan Responden Terhadap Variabel People ....................... 83
4.3.1.1 Rekapitulasi Skor Mengenai Variabel People .................. 86
4.3.2 Tanggapan Responden Terhadap Variabel Physical Evidence ..... 88
4.3.2.1 Rekapitulasi Skor Mengenai Variabel Physical Evidence 92
4.3.3 Tanggapan Responden Terhadap Variabel Process ...................... 94
4.3.3.1 Rekapitulasi Skor Mengenai Variabel Process ................ 97
4.3.4 Tanggapan Responden Terhadap Variabel Keputusan
Pembelian .................................................................................. 99
4.3.4.1 Tanggapan Responden Terhadap Pilihan Produk .............100
4.3.4.2 Tanggapan Responden Terhadap Pilihan Merek ..............103
4.3.4.3 Tanggapan Responden Terhadap Pilihan Distribusi .........104
4.3.4.4 Tanggapan Responden Terhadap Waktu Pembelian ........107
4.3.4.5 Tanggapan Responden Terhadap Jumlah Pembelian .......109
4.3.4.6 Tanggapan Responden Terhadap Metode atau
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Cara Pembayaran ..............................................................110
4.3.4.7 Rekapitulasi Skor Mengenai Variabel Keputusan
Pembelian ..........................................................................112
4.4 Pengaruh People, Physical evidence dan People terhadap
keputusan Pembelian ............................................................................115
4.4.1 Pengaruh People, Physical Evidence dan People terhadap Keputusan
Pembelian Secara Simultan .........................................................115
4.4.2 Pengaruh People, Physical Evidence dan People terhadap Keputusan
Pembelian Secara Parsial ...............................................................115
4.4.3 Implikasi Hasil Temuan Penelitian ...............................................119
4.4.3.1 Implikasi Hasil Temuan Penelitian Bersifat Teoritis ........119
4.4.3.2 Implikasi Hasil Temuan Penelitian Bersifat Empiris .......121
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan ............................................................................................122
5.2 Rekomendasi ..........................................................................................123
DAFTAR PUSTAKA
LAMPIRAN
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1.1 Statistika Kunjungan Wisatawan Mancanegara Ke Jawa Barat ...........
2
Tabel 1.2 Data Kunjungan Wisatawan Kota Bandung Tahun 2010-2014 ............
2
Tabel 1.3 Data Penjualan Sangkuriang Resto Tahun 2012-2014 .........................
4
Tabel 2.1 Orisinalitas Penelitian ........................................................................... 37
Tabel 3.1 Operasional Variabel............................................................................. 45
Tabel 3.2 Jenis dan Sumber Data .......................................................................... 48
Tabel 3.3 Hasil Pengujian Validitas ...................................................................... 52
Tabel 3.4 Hasil Tahap Pengujian Ulang Validitas ................................................ 55
Tabel 3.5 Hasil Pengujian Validitas Dengan Rumus thitung ................................... 57
Tabel 3.6 Hasil Pengujian Reliabilitas .................................................................. 61
Tabel 3.7 Skor Alternatif Jawaban ........................................................................ 62
Tabel 3.8 Kriteria Penafsiran Hasil Perhitungan Responden ................................ 63
Tabel 3.9 Pedoman untuk Memberikan Interpretasi Koefisien Korelasi .............. 67
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin .......................... 71
Tabel 4.2 Karakteristik Responden Berdasarkan Usia .......................................... 72
Tabel 4.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................ 73
Tabel 4.4 Karakteristik Responden Berdasarkan Pekerjaan ................................. 74
Tabel 4.5 Karakteristik Responden Berdasarkan Pendapatan ............................... 75
Tabel 4.6 Karakteristik Responden Berdasarkan Asal Daerah ............................. 77
Tabel 4.7 Pengalaman Responden Berdasarkan Frekuensi Pembelian ................. 78
Tabel 4.8 Pengalaman Responden Berdasarkan Kelompok Pembelian................ 79
Tabel 4.9 Pengalaman Responden Berdasarkan Tujuan Pembelian ..................... 80
Tabel 4.10 Pengalaman Responden Berdasarkan Sumber Informasi ................... 82
Tabel 4.11 Tanggapan Responden Terhadap Variabel People ............................. 83
Tabel 4.12 Rekapitulasi Skor Mengenai Variabel People .................................... 86
Tabel 4.13 Tanggapan Responden Terhadap Variabel Physical Evidence ........... 88
Tabel 4.14 Rekapitulasi Skor Mengenai Variabel Physical Evidence .................. 92
Tabel 4.15 Tanggapan Responden Terhadap Variabel Process............................ 95
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4.16 Tanggapan Responden Terhadap Variabel Process ............................ 97
Tabel 4.17 Tanggapan Responden Terhadap Pilihan Produk ............................... 100
Tabel 4.18 Tanggapan Responden Terhadap Pilihan Merek ................................ 103
Tabel 4.19 Tanggapan Responden Terhadap Pilihan Distribusi ......................... 105
Tabel 4.20 Tanggapan Responden Terhadap Waktu Pembelian ........................ 107
Tabel 4.21 Tanggapan Responden Terhadap Jumlah Pembelian ...................... 109
Tabel 4.22 Tanggapan Responden Terhadap Metode atau cara Pembayaran ..... 110
Tabel 4.23 Rekapitulasi Skor Tanggapan Responden Mengenai Variabel Keputusan
Pembelian ......................................................................................... 112
Tabel 4.24 Pengujian Hipotesis Secara Simultan ............................................... 115
Tabel 4.25 Matriks Korelasi Antara People, Physical Evidence dan Process Dengan
Keputusan Pembelian ....................................................................... 116
Tabel 4.26 Pengujian Hipotesis Secara Parsial ................................................... 117
Tabel 4.27 Hasil Pengujian Koefisien Jalur Pengaruh Langsung dan
Tidak Langsung ................................................................................ 117
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1.1 Market Share .........................................................................................
5
Gambar 2.1 The Four PS Of The Marketing Mix ...................................................... 18
Gambar 2.2 Elemen People, Physical Evidece dan Process dalam Bauran Pemasaran
Jasa........... .............................................................................................. 19
Gambar 2.3 Bauran Pemasaran Jasa .......................................................................... 20
Gambar 2.4 Four Types Of Buying Behavior............................................................. 31
Gambar 2.5 Proses Keputusan Pembelian ................................................................. 32
Gambar 2.6 Kerangka Pemikiran .............................................................................. 41
Gambar 3.1 Struktur Hubungan Kausal Hipotesis ..................................................... 64
Gambar 3.2 Diagram Jalur Substruktur Hipotesis ..................................................... 64
Gambar 4.1 Struktur Organisasi Sangkuriang Resto ................................................. 70
Gambar 4.2 Karakteristik Responden Berdasarkan Jenis Kelamin ........................... 71
Gambar 4.3 Karakteristik Responden Berdasarkan Usia ........................................... 72
Gambar 4.4 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................. 73
Gambar 4.5 Karakteristik Responden Berdasarkan Pekerjaan .................................. 74
Gambar 4.6 Karakteristik Responden Berdasarkan Pendapatan ................................ 76
Gambar 4.7 Karakteristik Responden Berdasarkan Asal daerah ............................... 77
Gambar 4.8 Pengalaman Responden Berdasarkan Frekuensi Pembelian .................. 78
Gambar 4.9 Pengalaman Responden Berdasarkan Kelompok Pembelian ................. 79
Gambar 4.10 Pengalaman Responden Berdasarkan Tujuan Pembelian .................... 81
Gambar 4.11 Pengalaman Responden Berdasarkan Sumber Informasi..................... 82
Gambar 4.12 Diagram Jalur Pengujian Hipotesis Variabel People, Physical Evidence
dan Process Terhadap Keputusan Pembelian .......................................119
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1
Kuisioner Penelitian
Lampiran 2
Koding Karakteristik dan Pengalaman Responden
Lampiran 3
Koding People, Physical Evidence, Process dan Keputusan Pembelian
Lampiran 4
Hasil Uji Validitas dan Reliabilitas Melalui SPSS 22.0 for windows
Lampiran 5
Perhitungan Manual Validitas
Lampiran 6
Menghitung thitung
Lampiran 7
Tabel R Product Moment
Lampiran 8
Tabel Presentase Distribusi F
Lampiran 9
Tabel Presentase Distribusi t
Lampiran 10 Perhitungan Path Analysis
Lampiran 11 Lembar Bimbingan Skripsi
Lampiran 12 Surat Keputusan Pembimbing
Surat Penelitian
Surat Pernyataan dari Sangkuriang Resto
Lampiran 13 Foto Sangkuriang Resto
Lampiran 14 Curriculum Vitae
Neng Irma, 2015
PENGARUH PEOPLE, PHYSICAL EVIDENCE DAN PROCESS TERHADAP KEPUTUSAN PEMBELIAN DI
SANGKURIANG RESTO BANDUNG
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu