S MPP 0909442 Table Of Content
DAFTAR ISI
DAFTAR ISI ..............................................................................................................
i
DAFTAR TABEL.......................................................................................................
v
DAFTAR GAMBAR ..................................................................................................
viii
PERNYATAAN .........................................................................................................
ix
BAB I PENDAHULUAN ...........................................................................................
1
1.1 Latar Belakang ...................................................................................................
1
1.2 Rumusan Masalah..............................................................................................
10
1.3 Tujuan Penelitian................................................................................................
10
1.4 Kegunaan Penelitian...........................................................................................
11
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .......
12
2.1 Kajian Pustaka .................................................................................................
12
2.1.1 Konsep Personal Selling dalam Sport Tourism Marketing ....................
12
2.1.2 Konsep Sport Tourism Marketing ..........................................................
12
2.1.2.1 Konsep Bauran Pemasaran Olahraga ..........................................
17
2.1.2.2. Konsep Promotion Mix .............................................................
18
2.1.2.3 Konsep Personal Selling dalam Sport Tourism Marketing ......
19
2.1.2.3.1 Definisi Personal Selling ...........................................
19
2.1.2.3.2 Ciri-ciri Personal Selling ...........................................
21
2.1.2.3.3 Bentuk-bentuk Personal Selling ................................
24
2.1.2.3.4 Prinsip-prinsip dasar Personal Selling.......................
25
2.1.2.3.5 Aktifitas Personal Selling ..........................................
27
2.1.2.3.6 Dimensi Personal Selling ..........................................
32
2.1.3 Konsep Keputusan Berkunjung ..............................................................
34
2.1.3.1 Definisi Keputusan Pembelian ...................................................
34
2.1.3.2 Faktor yang Mempengaruhi Keputusan Berkunjung .................
36
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
2.1.3.3 Tipe-tipe Keputusan Berkunjung ...............................................
40
2.1.3.4 Tahap-Tahap Pengambilan Keputusan ......................................
41
2.1.3.5 Keputusan Berkunjung Wisatawan............................................
44
2.1.4 Pengaruh Personal Selling Terhadap Keputusan Berkunjung...............
45
2.1.5 Orisinalitas Penelitian............................................................................
46
2.2 Kerangka Pemikiran .........................................................................................
48
2.3 Hipotesis ...........................................................................................................
56
BAB III OBJEK PENELITIAN DAN METODOLOGI PENELITIAN ....................
60
3.1 Objek Penelitian................................................................................................
60
3.2 Metode Penelitian .............................................................................................
61
3.2.1 Jenis Penelitian dan Metodologi yang Digunakan...................................
61
3.2.1.1 Jenis Penelitian ............................................................................
61
3.2.1.2 Metodologi Penelitian..................................................................
61
3.2.2 Operasionalisasi Variabel........................................................................
61
3.2.3 Jenis dan Sumber Data............................................................................
67
3.2.4 Populasi, Sampel, dan Teknik Sampling .................................................
67
3.2.4 Populasi ..........................................................................................
67
3.2.4 Sampel............................................................................................
67
3.2.4 Teknik Sampling.............................................................................
68
3.2.5 Teknik Pengumpulan Data......................................................................
67
3.2.6 Uji Validitas dan Reliabilitas ...................................................................
71
3.2.6.1Uji Validitas .................................................................................
71
3.2.6.2 Uji Reliabilitas .............................................................................
75
3.2.7 Teknik Analisis Data ..............................................................................
77
3.2.6.1 Rancangan Analisis Data Deskriptif............................................
77
3.2.6.2 Pengujian Hipotesis .....................................................................
77
BAB IV HASIL PENELITIAN DAN PEMBAHASAN............................................
84
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
4.1 Profil Perusahaan dan Instansi Pendidikan yang Menjadi Target Personal
Selling Karang Setra Waterland ............................................................................
84
4.1.1 Profil Perusahaan.....................................................................................
84
4.1.1.1 Identitas Perusahaan ....................................................................
84
4.1.1.2 Sejarah Singkat Perusahaan.........................................................
85
4.1.1.3 Produk dan Jasa yang Ditawarkan...............................................
85
4.1.1.4 Struktur Organisasi ......................................................................
87
4.1.1.5 Pelaksanaan Personal Selling dan Keputusan Berkunjung
Instansi Pendidikan di Kota Bandung ........................................
88
4.1.2 Karakteristik Instansi Pendidikan di Kota Bandung yang Menjadi
Target Personal Selling.........................................................................
89
4.1.2.1 Karakteristik Berdasarkan Jabatan dan Status Sekolah ............
89
4.1.2.2 Karakteristik Berdasarkan Frekuensi Kunjungan ......................
90
4.1.2.3 Karakteristik Berdasarkan Waktu Kunjungan ...........................
91
4.1.2.4 Karakteristik Berdasarkan Banyak Murid yang Dibawa saat
Berkunjung ..............................................................................
91
4.1.2.5 Karakteristik Berdasarkan Sumber Informasi ...........................
91
4.1.2.6 Karakteristik Berdasarkan Alasan Memilih Karang Setra.......
93
4.2 Tanggapan Instansi Pendidikan terhadap Personal Selling .............................
94
4.2.1 Dimensi-dimensi Personal Selling .........................................................
94
4.2.1.1 Determining Customers Needs and Wants .................................
94
4.2.1.2 Recomending A Way To Satisfy Customers Needs And Wants ...
95
4.2.1.3 Demonstrating Capabilities of The Firm and Its Product .........
96
4.2.1.4 Closing the Sale ..........................................................................
98
4.2.1.5 Following up and Servicing the Account ...................................
98
4.3 Tanggapan Instansi Pendidikan yang Menjadi Target Personal Selling
Mengenai Keputusan Berkunjung .......................................................................... 102
4.3.1 Indikator Keputusan Berkunjung............................................................. 102
4.3.1.1 Price........................................................................................... 102
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
4.3.1.2 Supplier Reputation ................................................................... 104
4.3.1.3 Product Reliability ..................................................................... 104
4.3.1.4 Service Reliability ...................................................................... 106
4.3.1.5 Service Flexibility ...................................................................... 107
4.4 Pengaruh Personal Selling terhadap Keputusan Berkunjung di Karang Setra
Waterland .............................................................................................................. 112
4.5 Implikasi Hasil Temuan Penelitian................................................................... 127
4.5.1 Temuan Penelitian Bersifat Teoritik.............................................................. 127
4.5.2 Temuan Penelitian Bersifat Empirik ....................................................... 128
BAB V KESIMPULAN DAN SARAN ..................................................................... 125
5.1 Kesimpulan ....................................................................................................... 125
5.2 Saran ................................................................................................................ 126
DAFTAR PUSTAKA
LAMPIRAN
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
DAFTAR ISI ..............................................................................................................
i
DAFTAR TABEL.......................................................................................................
v
DAFTAR GAMBAR ..................................................................................................
viii
PERNYATAAN .........................................................................................................
ix
BAB I PENDAHULUAN ...........................................................................................
1
1.1 Latar Belakang ...................................................................................................
1
1.2 Rumusan Masalah..............................................................................................
10
1.3 Tujuan Penelitian................................................................................................
10
1.4 Kegunaan Penelitian...........................................................................................
11
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .......
12
2.1 Kajian Pustaka .................................................................................................
12
2.1.1 Konsep Personal Selling dalam Sport Tourism Marketing ....................
12
2.1.2 Konsep Sport Tourism Marketing ..........................................................
12
2.1.2.1 Konsep Bauran Pemasaran Olahraga ..........................................
17
2.1.2.2. Konsep Promotion Mix .............................................................
18
2.1.2.3 Konsep Personal Selling dalam Sport Tourism Marketing ......
19
2.1.2.3.1 Definisi Personal Selling ...........................................
19
2.1.2.3.2 Ciri-ciri Personal Selling ...........................................
21
2.1.2.3.3 Bentuk-bentuk Personal Selling ................................
24
2.1.2.3.4 Prinsip-prinsip dasar Personal Selling.......................
25
2.1.2.3.5 Aktifitas Personal Selling ..........................................
27
2.1.2.3.6 Dimensi Personal Selling ..........................................
32
2.1.3 Konsep Keputusan Berkunjung ..............................................................
34
2.1.3.1 Definisi Keputusan Pembelian ...................................................
34
2.1.3.2 Faktor yang Mempengaruhi Keputusan Berkunjung .................
36
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
2.1.3.3 Tipe-tipe Keputusan Berkunjung ...............................................
40
2.1.3.4 Tahap-Tahap Pengambilan Keputusan ......................................
41
2.1.3.5 Keputusan Berkunjung Wisatawan............................................
44
2.1.4 Pengaruh Personal Selling Terhadap Keputusan Berkunjung...............
45
2.1.5 Orisinalitas Penelitian............................................................................
46
2.2 Kerangka Pemikiran .........................................................................................
48
2.3 Hipotesis ...........................................................................................................
56
BAB III OBJEK PENELITIAN DAN METODOLOGI PENELITIAN ....................
60
3.1 Objek Penelitian................................................................................................
60
3.2 Metode Penelitian .............................................................................................
61
3.2.1 Jenis Penelitian dan Metodologi yang Digunakan...................................
61
3.2.1.1 Jenis Penelitian ............................................................................
61
3.2.1.2 Metodologi Penelitian..................................................................
61
3.2.2 Operasionalisasi Variabel........................................................................
61
3.2.3 Jenis dan Sumber Data............................................................................
67
3.2.4 Populasi, Sampel, dan Teknik Sampling .................................................
67
3.2.4 Populasi ..........................................................................................
67
3.2.4 Sampel............................................................................................
67
3.2.4 Teknik Sampling.............................................................................
68
3.2.5 Teknik Pengumpulan Data......................................................................
67
3.2.6 Uji Validitas dan Reliabilitas ...................................................................
71
3.2.6.1Uji Validitas .................................................................................
71
3.2.6.2 Uji Reliabilitas .............................................................................
75
3.2.7 Teknik Analisis Data ..............................................................................
77
3.2.6.1 Rancangan Analisis Data Deskriptif............................................
77
3.2.6.2 Pengujian Hipotesis .....................................................................
77
BAB IV HASIL PENELITIAN DAN PEMBAHASAN............................................
84
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
4.1 Profil Perusahaan dan Instansi Pendidikan yang Menjadi Target Personal
Selling Karang Setra Waterland ............................................................................
84
4.1.1 Profil Perusahaan.....................................................................................
84
4.1.1.1 Identitas Perusahaan ....................................................................
84
4.1.1.2 Sejarah Singkat Perusahaan.........................................................
85
4.1.1.3 Produk dan Jasa yang Ditawarkan...............................................
85
4.1.1.4 Struktur Organisasi ......................................................................
87
4.1.1.5 Pelaksanaan Personal Selling dan Keputusan Berkunjung
Instansi Pendidikan di Kota Bandung ........................................
88
4.1.2 Karakteristik Instansi Pendidikan di Kota Bandung yang Menjadi
Target Personal Selling.........................................................................
89
4.1.2.1 Karakteristik Berdasarkan Jabatan dan Status Sekolah ............
89
4.1.2.2 Karakteristik Berdasarkan Frekuensi Kunjungan ......................
90
4.1.2.3 Karakteristik Berdasarkan Waktu Kunjungan ...........................
91
4.1.2.4 Karakteristik Berdasarkan Banyak Murid yang Dibawa saat
Berkunjung ..............................................................................
91
4.1.2.5 Karakteristik Berdasarkan Sumber Informasi ...........................
91
4.1.2.6 Karakteristik Berdasarkan Alasan Memilih Karang Setra.......
93
4.2 Tanggapan Instansi Pendidikan terhadap Personal Selling .............................
94
4.2.1 Dimensi-dimensi Personal Selling .........................................................
94
4.2.1.1 Determining Customers Needs and Wants .................................
94
4.2.1.2 Recomending A Way To Satisfy Customers Needs And Wants ...
95
4.2.1.3 Demonstrating Capabilities of The Firm and Its Product .........
96
4.2.1.4 Closing the Sale ..........................................................................
98
4.2.1.5 Following up and Servicing the Account ...................................
98
4.3 Tanggapan Instansi Pendidikan yang Menjadi Target Personal Selling
Mengenai Keputusan Berkunjung .......................................................................... 102
4.3.1 Indikator Keputusan Berkunjung............................................................. 102
4.3.1.1 Price........................................................................................... 102
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
4.3.1.2 Supplier Reputation ................................................................... 104
4.3.1.3 Product Reliability ..................................................................... 104
4.3.1.4 Service Reliability ...................................................................... 106
4.3.1.5 Service Flexibility ...................................................................... 107
4.4 Pengaruh Personal Selling terhadap Keputusan Berkunjung di Karang Setra
Waterland .............................................................................................................. 112
4.5 Implikasi Hasil Temuan Penelitian................................................................... 127
4.5.1 Temuan Penelitian Bersifat Teoritik.............................................................. 127
4.5.2 Temuan Penelitian Bersifat Empirik ....................................................... 128
BAB V KESIMPULAN DAN SARAN ..................................................................... 125
5.1 Kesimpulan ....................................................................................................... 125
5.2 Saran ................................................................................................................ 126
DAFTAR PUSTAKA
LAMPIRAN
Gilman Karimullah, 2014
pengaruh personal selling terhadap keputusan berkunjung di karang setra waterland(survei
terhadap instansi pendidikan di kota bandung)
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu