Pengaruh Retailing Mix Terhadap Keputusan Pembelian Konsumen Pada Ud Graha Muliya Lumajang (Daftar...
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DAFTAR ISI Halaman KATA PENGANTAR ................................................................................... i ABSTRAK ..................................................................................................... iii DAFTAR ISI ................................................................................................ iv DAFTAR TABEL ....................................................................................... vii DAFTAR GAMBAR ..................................................................................... viii DAFTAR LAMPIRAN ............................................................................... ix BAB I PENDAHULUAN ............................................................................ 1 1.1.Latar Belakang ................................................................................... 1 1.2.Perumusan Masalah ........................................................................... 5 1.3.Tujuan Penelitian ............................................................................... 6 1.4.Manfaat Penelitian .............................................................................. 6 BAB II TINJAUAN PUSTAKA ................................................................. 8 2.1.Penelitian Terdahulu .......................................................................... 8 2.2.Pengertian Pemasaran ......................................................................... 9 2.3.Pengertian Retailing ........................................................................... 10 2.4.Fungsi Retailing Dalam Pemasaran ................................................... 11 2.5.Klasifikasi Retailing ............................................................................. 13 2.6.Bauran Eceran (Retailing Mix)............................................................. 16 2.6.1.Produk (Merchandise Assortment) ............................................. 17 2.6.2.Harga (Price) .............................................................................. 18 2.6.3.Promosi dan Iklan (Promotion and Advertising) ....................... 20 2.6.4.Lokasi (Location) ....................................................................... 23 2.6.5.Pelayanan (Customer Service) ................................................... 25 2.6.6.Desain dan Tampilan Toko (Design and Store Layout) ............. 27 2.7.Strategy Bisnis Eceran (Retail Strategy) .............................................. 28 2.8.Perilaku Konsumen ............................................................................. 29 2.8.1.Pengertian Perilaku Konsumen .................................................. 29 2.8.2.Model Perilaku Konsumen ......................................................... 30 2.8.3.Keputusan Pembelian Konsumen .............................................. 32 2.8.4.Tahapan Pengambilan Keputusan Pembelian Konsumen .......... 33 2.8.5.Hubungan Retail Mix dengan Keputusan Pembelian Konsumen 35 2.9.Hipotesis .............................................................................................. 36 2.9.1.Kerangka Pikiran ........................................................................ 36 2.9.2.Hipotesis ..................................................................................... 38 BAB III METODE PENELITIAN ............................................................ 40 3.1.Jenis Penelitian ................................................................................... 40 3.2.Lokasi Penelitian ................................................................................ 40 3.3.Ruang Lingkup Penelitian .................................................................. 40 3.4.Populasi dan Sampel .......................................................................... 41 3.4.1. Populasi ..................................................................................... 41 3.4.2. Sampel ....................................................................................... 41 3.4.3. Teknik Pegumpulan Sampel ..................................................... 42
Transcript of Pengaruh Retailing Mix Terhadap Keputusan Pembelian Konsumen Pada Ud Graha Muliya Lumajang (Daftar...
DAFTAR ISI
Halaman
KATA PENGANTAR ................................................................................... i
ABSTRAK ..................................................................................................... iii
DAFTAR ISI ................................................................................................ iv
DAFTAR TABEL ....................................................................................... vii
DAFTAR GAMBAR ..................................................................................... viii
DAFTAR LAMPIRAN ............................................................................... ix
BAB I PENDAHULUAN ............................................................................ 1
1.1.Latar Belakang ................................................................................... 1
1.2.Perumusan Masalah ........................................................................... 5
1.3.Tujuan Penelitian ............................................................................... 6
1.4.Manfaat Penelitian .............................................................................. 6
BAB II TINJAUAN PUSTAKA ................................................................. 8
2.1.Penelitian Terdahulu .......................................................................... 8
2.2.Pengertian Pemasaran ......................................................................... 9
2.3.Pengertian Retailing ........................................................................... 10
2.4.Fungsi Retailing Dalam Pemasaran ................................................... 11
2.5.Klasifikasi Retailing ............................................................................. 13
2.6.Bauran Eceran (Retailing Mix)............................................................. 16
2.6.1.Produk (Merchandise Assortment) ............................................. 17
2.6.2.Harga (Price) .............................................................................. 18
2.6.3.Promosi dan Iklan (Promotion and Advertising) ....................... 20
2.6.4.Lokasi (Location) ....................................................................... 23
2.6.5.Pelayanan (Customer Service) ................................................... 25
2.6.6.Desain dan Tampilan Toko (Design and Store Layout) ............. 27
2.7.Strategy Bisnis Eceran (Retail Strategy) .............................................. 28
2.8.Perilaku Konsumen ............................................................................. 29
2.8.1.Pengertian Perilaku Konsumen .................................................. 29
2.8.2.Model Perilaku Konsumen ......................................................... 30
2.8.3.Keputusan Pembelian Konsumen .............................................. 32
2.8.4.Tahapan Pengambilan Keputusan Pembelian Konsumen .......... 33
2.8.5.Hubungan Retail Mix dengan Keputusan Pembelian Konsumen 35
2.9.Hipotesis .............................................................................................. 36
2.9.1.Kerangka Pikiran ........................................................................ 36
2.9.2.Hipotesis ..................................................................................... 38
BAB III METODE PENELITIAN ............................................................ 40
3.1.Jenis Penelitian ................................................................................... 40
3.2.Lokasi Penelitian ................................................................................ 40
3.3.Ruang Lingkup Penelitian .................................................................. 40
3.4.Populasi dan Sampel .......................................................................... 41
3.4.1. Populasi ..................................................................................... 41
3.4.2. Sampel ....................................................................................... 41
3.4.3. Teknik Pegumpulan Sampel ..................................................... 42
3.5.Definisi Operasional Variabel ............................................................. 43
3.5.1.Variabel Bebas (X) ..................................................................... 44
3.5.2.Variabel Terikat (Y) ................................................................... 46
3.6.Skala Pengukuran Data ....................................................................... 49
3.7.Metode Pengumpulan Data ................................................................. 50
3.7.1.Jenis dan Sumber Data ............................................................... 50
3.7.2.Instrumen Penelitian ................................................................... 51
3.8.Uji Validitas dan Reliabilitas .............................................................. 52
3.8.1.Uji Validitas ............................................................................... 52
3.8.2.Uji Reliabilitas ........................................................................... 53
3.9.Metode Analisis Data .......................................................................... 54
3.9.1.Uji Asumsi Klasik ...................................................................... 54
3.9.2.Analisis Regresi Berganda ......................................................... 56
3.10.Pengujian Hipotesis ........................................................................... 58
3.10.1.Uji F ......................................................................................... 58
3.10.2.Uji T ......................................................................................... 59
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ............................. 60
4.1.Gambaran Umum Obyek Penelitian .................................................. 60
4.1.1 Sejarah UD. Graha Mulia ........................................................... 60
4.1.2 Lokasi UD. Graha Mulia ............................................................. 61
4.1.3 Visi dan Misi UD. Graha Mulia .................................................. 61
4.2.Gambaran Umum Responden .............................................................. 62
4.3.Karakteristik Responden ..................................................................... 62
4.3.1.Jenis Kelamin Responden .......................................................... 63
4.3.2.Tingkat Pendapatan Responden ................................................. 63
4.3.3.Jenis Pekerjaan Responden ........................................................ 65
4.4.Distribusi Variabel .............................................................................. 65
4.5.Uji Insrtumen Penelitian ..................................................................... 73
4.5.1.Uji Validitas ............................................................................... 73
4.5.2.Uji Reliabilitas ........................................................................... 75
4.6.Uji Asumsi Klasik ............................................................................... 76
4.6.1.Uji Asumsi Multikolinieritas ..................................................... 76
4.6.2.Uji Asumsi Heterokedastisitas ................................................... 77
4.6.3.Uji Asumsi Normalitas ............................................................... 80
4.7.Analisis Data dan Interpretasi ............................................................ 81
4.7.1.Interpretasi Hasil Pengujian ....................................................... 82
4.7.1.1.Regresi Berganda ........................................................... 82
4.7.1.2.Uji Regresi Parsial .......................................................... 85
4.7.1.3.Uji Koefisien Determinasi .............................................. 86
4.7.1.4.Uji Koefisien Beta .......................................................... 86
4.7.2.Analisis Data .............................................................................. 86
4.7.2.1.Pengujian Secara Simultan ............................................. 86
4.7.2.2.Pengujian Secara Parsial ................................................ 88
4.8.Pembahasan dan Implikasi Hasil Penelitian ....................................... 91
4.8.1.Pembahasan ................................................................................ 91
4.8.2.Implikasi ..................................................................................... 92
BAB V KESIMPULAN DAN SARAN ........................................................ 100
5.1.Kesimpulan ......................................................................................... 100
5.2.Saran .................................................................................................... 100
DAFTAR PUSTAKA .................................................................................... 102
LAMPIRAN ................................................................................................... 105
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