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.Latar Belakang ...................................................................................
1.2.Perumusan Masalah ...........................................................................
1.3.Tujuan Penelitian ...............................................................................
1.4.Manfaat Penelitian ..............................................................................

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BAB II TINJAUAN PUSTAKA .................................................................

2.1.Penelitian Terdahulu ..........................................................................
2.2.Pengertian Pemasaran .........................................................................
2.3.Pengertian Retailing ...........................................................................
2.4.Fungsi Retailing Dalam Pemasaran ...................................................
2.5.Klasifikasi Retailing .............................................................................
2.6.Bauran Eceran (Retailing Mix).............................................................
2.6.1.Produk (Merchandise Assortment) .............................................
2.6.2.Harga (Price) ..............................................................................
2.6.3.Promosi dan Iklan (Promotion and Advertising) .......................
2.6.4.Lokasi (Location) .......................................................................
2.6.5.Pelayanan (Customer Service) ...................................................
2.6.6.Desain dan Tampilan Toko (Design and Store Layout) .............
2.7.Strategy Bisnis Eceran (Retail Strategy) ..............................................
2.8.Perilaku Konsumen .............................................................................
2.8.1.Pengertian Perilaku Konsumen ..................................................
2.8.2.Model Perilaku Konsumen .........................................................
2.8.3.Keputusan Pembelian Konsumen ..............................................
2.8.4.Tahapan Pengambilan Keputusan Pembelian Konsumen ..........
2.8.5.Hubungan Retail Mix dengan Keputusan Pembelian Konsumen
2.9.Hipotesis ..............................................................................................
2.9.1.Kerangka Pikiran ........................................................................
2.9.2.Hipotesis .....................................................................................

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BAB III METODE PENELITIAN ............................................................

3.1.Jenis Penelitian ...................................................................................
3.2.Lokasi Penelitian ................................................................................
3.3.Ruang Lingkup Penelitian ..................................................................
3.4.Populasi dan Sampel ..........................................................................
3.4.1. Populasi .....................................................................................
3.4.2. Sampel .......................................................................................
3.4.3. Teknik Pegumpulan Sampel .....................................................

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3.5.Definisi Operasional Variabel .............................................................

3.5.1.Variabel Bebas (X) .....................................................................
3.5.2.Variabel Terikat (Y) ...................................................................
3.6.Skala Pengukuran Data .......................................................................
3.7.Metode Pengumpulan Data .................................................................
3.7.1.Jenis dan Sumber Data ...............................................................
3.7.2.Instrumen Penelitian ...................................................................
3.8.Uji Validitas dan Reliabilitas ..............................................................
3.8.1.Uji Validitas ...............................................................................
3.8.2.Uji Reliabilitas ...........................................................................
3.9.Metode Analisis Data ..........................................................................
3.9.1.Uji Asumsi Klasik ......................................................................
3.9.2.Analisis Regresi Berganda .........................................................
3.10.Pengujian Hipotesis ...........................................................................
3.10.1.Uji F .........................................................................................
3.10.2.Uji T .........................................................................................

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BAB IV HASIL PENELITIAN DAN PEMBAHASAN .............................

4.1.Gambaran Umum Obyek Penelitian ..................................................
4.1.1 Sejarah UD. Graha Mulia...........................................................
4.1.2 Lokasi UD. Graha Mulia .............................................................
4.1.3 Visi dan Misi UD. Graha Mulia ..................................................
4.2.Gambaran Umum Responden ..............................................................
4.3.Karakteristik Responden .....................................................................
4.3.1.Jenis Kelamin Responden ..........................................................
4.3.2.Tingkat Pendapatan Responden .................................................
4.3.3.Jenis Pekerjaan Responden ........................................................
4.4.Distribusi Variabel ..............................................................................
4.5.Uji Insrtumen Penelitian .....................................................................
4.5.1.Uji Validitas ...............................................................................
4.5.2.Uji Reliabilitas ...........................................................................
4.6.Uji Asumsi Klasik ...............................................................................
4.6.1.Uji Asumsi Multikolinieritas .....................................................
4.6.2.Uji Asumsi Heterokedastisitas ...................................................
4.6.3.Uji Asumsi Normalitas ...............................................................
4.7.Analisis Data dan Interpretasi ............................................................
4.7.1.Interpretasi Hasil Pengujian .......................................................
4.7.1.1.Regresi Berganda ...........................................................
4.7.1.2.Uji Regresi Parsial ..........................................................
4.7.1.3.Uji Koefisien Determinasi ..............................................
4.7.1.4.Uji Koefisien Beta ..........................................................
4.7.2.Analisis Data ..............................................................................
4.7.2.1.Pengujian Secara Simultan .............................................
4.7.2.2.Pengujian Secara Parsial ................................................
4.8.Pembahasan dan Implikasi Hasil Penelitian .......................................
4.8.1.Pembahasan ................................................................................
4.8.2.Implikasi .....................................................................................

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BAB V KESIMPULAN DAN SARAN ........................................................ 100

5.1.Kesimpulan ......................................................................................... 100
5.2.Saran .................................................................................................... 100

DAFTAR PUSTAKA .................................................................................... 102

LAMPIRAN ................................................................................................... 105