iv
DAFTAR ISI
TANDA PERSETUJUAN................................................................................
ii
CURRICULUM VITAE...................................................................................
iii
ABSTRAKSI..................................................................................................
iv
KATA PENGANTAR......................................................................................
vii
DAFTAR TABEL............................................................................................
ix
DAFTAR GAMBAR........................................................................................
DAFTAR LAMPIRAN.....................................................................................
ix
BAB I
BAB II
: PENDAHULUAN
1.
2.
Rumusan Masalahan........................................................
3.
: TINJAUAN PUSTAKA
1.
Penelitian Terdahulu........................................................
2.
Kerangka Teori................................................................
a. Merek.........................................................................
10
15
d. Keputusan pembelian.................................................
21
3.
BAB III
Pembelian..................................................................
23
f. Model Teori...............................................................
26
Hipotesis Penelitian.........................................................
25
: METODE PENELITIAN
1. Jenis Penelitian ...............................................................
29
29
3. Populasi danSampel..........................................................
32
33
BAB IV
34
6. Metode Analisis................................................................
36
Penyajian Data
a. Gambaran Umum Blackberry....................................
41
vii
b. Diskripsi Responden..................................................
46
c. Diskripsi Peubah........................................................
50
59
a.
59
1) Multikolinieritas..................................................
60
2) Gejala Autokorelasi.............................................
61
3) Gejala heterokedastisitas.....................................
61
4) Gejala Normalitas................................................
63
Pengujian Hipotesis..................................................
64
64
66
68
b.
BAB V
: PENUTUP
1.
Simpulan .........................................................................
72
2.
Saran-saran .....................................................................
73
DAFTAR PUSTAKA
viii
DAFTAR TABEL
Tabel
Halaman
11
2. Manfaat Merek.........................................................................................
12
46
47
48
48
49
50
52
54
56
58
60
63
ix
64
DAFTAR GAMBAR
Gambar
Halaman
19
22
3. Model Teori....................................................................................................
26
4. Model Konsep................................................................................................
26
5. Model Hipotesis.............................................................................................
27
61
62
x
x
DAFTAR LAMPIRAN
Lampiran
1. Kuisioner
2. Hasil Skor Jawaban Responden
3. Distribusi Frekwensi
4. Hasil Uji Reliability
5. Hasil Uji Korelasi Berganda dan Regresi Berganda.
xi