PENGARUH KUALITAS PELAYANAN WIFI TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK LOYALITAS PELANGGAN (Studi Kasus Mahasiswa di Universitas Widyatama)

DAFTAR ISI

ABSTRAK ....................................................................................................... i
ABSTRACT ....................................................................................................... ii
KATA PENGANTAR ..................................................................................... iii
DAFTAR ISI .................................................................................................... vi
DAFTAR LAMPIRAN .................................................................................... ix
DAFTAR GAMBAR ....................................................................................... x
DAFTAR GRAFIK .......................................................................................... xi
DAFTAR TABEL ............................................................................................ xii

BAB I

PENDAHULUAN
1.1 Latar Belakang Penelitian......................................................... 1
1.2 Identifikasi Masalah ................................................................. 5
1.3 Tujuan Penelitian ...................................................................... 6
1.4 Kegunaan Penelitian ................................................................. 6
1.5 Lokasi dan Waktu Penelitian .................................................... 7

BAB II

TINJAUAN PUSTAKA
2.1 Pengertian Pemasaran ............................................................... 8
2.2 Pelayanan atau Jasa .................................................................. 9
2.2.1 Pengertian Pelayanan atau Jasa ..................................... 9
2.2.2 Pengertian Kualitas Pelayanan atau Jasa ....................... 9
2.2.3 Indikator Kualitas Pelayanan atau Jasa ......................... 10
2.3 Kepuasan Pelanggan................................................................. 13
2.3.1 Pengertian Kepuasan Pelanggan .................................... 13
2.3.2 Mengukur Kepuasan Pelanggan .................................... 15
2.3.3 Indikator Kepuasan Pelanggan ...................................... 16
2.4 Loyalitas Pelanggan.................................................................. 17
2.4.1 Pengertian Loyalitas Pelanggan..................................... 17
2.4.2 Indikator Loyalitas Pelanggan ....................................... 18
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2.5 Penelitian Terdahulu................................................................. 18
2.6 Kerangka Pemikiran dan Hipotesis .......................................... 26
2.6.1 Kerangka Pemikiran ...................................................... 26
2.6.2 Hipotesis ........................................................................ 29

BAB III METODE PENELITIAN
3.1 Objek Penelitian ....................................................................... 30
3.1.1 Sejarah Singkat Widyatama........................................... 30
3.2 Metode Penelitian .................................................................... 31
3.3 Sumber Data dan Teknik Pengumpulan Data .......................... 32
3.3.1 Sumber Data .................................................................. 32
3.3.2 Teknik Pengumpulan Data ............................................ 32
3.4 Populasi dan Sampel ................................................................ 32
3.5 Operasional Variabel Penelitian............................................... 35
3.6 Skala Pengukuran ..................................................................... 37
3.7 Analisis Pengolahan Data ........................................................ 37
3.7.1 Uji Validitas ................................................................... 37
3.7.2 Uji Reliabilitas ............................................................... 38
3.7.3 Analisis Koefisien Korelasi .......................................... 39
3.7.4 Koefisien Determinasi ................................................... 40
3.7.5 Rancangan Uji Hipotesis t ............................................. 41

BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ........................................................................ 43

4.1.1 Analisis Deskriptif Variabel Kualitas Pelayanan .......... 44
4.1.2 Analisis Deskriptif Variabel Kepuasan ......................... 48
4.1.3 Analisis Deskriptif Variabel Loyalitas .......................... 49
4.2 Uji Validitas dan Reliabilitas ................................................... 50
4.2.1 Hasil Uji Validitas ......................................................... 50
4.2.2 Hasil Uji Reliabilitas ..................................................... 51

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4.2.3 Pengaruh Kualitas Pelayanan terhadap Kepuasan ........ 52
4.2.4 Pengaruh Kepuasan terhadap Loyalitas ......................... 55
4.2.5 Pengaruh Kualitas Pelayanan terhadap Loyalitas melalui
Kepuasan ....................................................................... 57

BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan .............................................................................. 59
5.2 Saran......................................................................................... 60

DAFTAR PUSTAKA
LAMPIRAN

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