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DAFTAR ISI

Hal.
KATA PENGANTAR................................................................................... i
RINGKASAN................................................................................................. iv
DAFTAR ISI ................................................................................................. v
DAFTAR GAMBAR..................................................................................... viii
DAFTAR TABEL.......................................................................................... ix
DAFTAR LAMPIRAN................................................................................. x

BAB I PENDAHULUAN
1.1 Latar Belakang.................................................................................. 1
1.2 Perumusan Masalah.......................................................................... 7
1.3 Tujuan Penelitian.............................................................................. 8
1.4 Manfaat Penelitian............................................................................ 8

BAB II LANDASAN TEORI


2.1 Pemasaran......................................................................................... 9
2.1.1. Konsep Pemasaran................................................................ 10
2.2. Jasa.................................................................................................. 12
2.2.1 Pengertian Jasa...................................................................... 12
2.2.2 Karakteristik Jasa................................................................... 12
2.2.3 Klasifikasi Jasa...................................................................... 14
2.2.4. Jenis Penawaran Jasa............................................................. 18
2.2.4.1. Mengelola Kualitas Jasa.......................................... 19
2.3. Kualitas Pelayanan.......................................................................... 20
2.3.1 Pengertian Kualitas Pelayanan.............................................. 20
2.3.2 Dimensi Kualitas Pelayanan.................................................. 21
2.4 Perilaku Konsumen............................................................................ 24
2.4.1 Pengertian Perilaku Konsumen.................................................. 24
2.4.2 Harapan Pelanggan..................................................................... 24
2.4.3 Pengukuran Kepuasan Pelanggan............................................... 26
2.5 Kerangka Pikir.................................................................................. 31

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BAB III METODE PENELITIAN
3.1. Jenis Penelitian................................................................................. 34
3.2. Ruang Lingkup Dan Lokasi Penelitian............................................. 35
3.3. Populasi dan Sampel......................................................................... 36
3.3.1. Populasi.................................................................................. 36
3.3.2. Sampel.................................................................................... 36
3.4. Variabel Penelitian........................................................................... 37
3.5. Definisi Operasional Variabel.......................................................... 38
3.6. Jenis Data.......................................................................................... 40
3.7. Teknik Pengumpulan Data............................................................... 41
3.7.1. Skala Pengukuran.................................................................. 42
3.8. Validitas Dan Realibilitas Instrumen................................................ 43
3.9. Teknik Analisis Data........................................................................ 45
3.9.1. Analisis Statistik Deskriptif................................................... 46
3.9.2. Analisis Importance Dan Performance Matrik...................... 46

BAB IV HASIL DAN PEMBAHASAN


4.1. Gambaran Umum Perusahaan.......................................................... 49
4.1.1. Sejarah Singkat PT. Fren Mobile-8 Malang......................... 49
4.1.2. Lokasi Perusahaan................................................................. 50
4.1.3. Visi dan Misi PT. Fren Mobile-8 Malang............................. 50
4.1.4. Target Pemasaran.................................................................. 50
4.1.5. Mitra Strategis........................................................................ 51
4.1.6. Dukungan Konten Dari Media Nusantara Citra..................... 52
4.1.7. Wilayah Layanan................................................................... 52
4.1.8. Jaringan Dan Teknologi........................................................ 54
4.1.9. Produk Dan Layanan............................................................. 55
4.1.9.1. Layanan Prabayar....................................................... 55
4.1.9.2. Layanan Pasca Bayar.................................................. 55
4.1.9.3. Frensip........................................................................ 56
4.1.9.4. Frensip Buy................................................................. 56
4.1.9.5. Layanan Internet......................................................... 57

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4.1.9.6. Layanan Korporasi...................................................... 57
4.1.9.7. Layanan Bernilai Tambah (Value Added Services)... 58
4.1.9.7.1. TV MOBI..................................................... 58
4.1.9.7.2. Fren Ringo................................................... 58
4.1.9.7.3. SLI#168 Atau 0168...................................... 58
4.1.10. Layanan Pelanggan Fren Mobile-8 Malang................ 60
4.2. Struktur Organisasi .......................................................................... 61
4.3. Gambaran Umum Responden........................................................... 65
4.4. Hasil Uji Validitas............................................................................ 68
4.5. Hasil Uji Realibilitas........................................................................ 71
4.5.1. Hasil Uji Realibilitas Kinerja................................................... 71
4.5.2. Hasil Uji Realibilitas Harapan.................................................. 72
4.6. Analisis Dan Pembahasan................................................................ 72
4.6.1. Variabel Keandalan (X1)........................................................ 75
4.6.2. Variabel Daya Tanggap (X2).................................................. 80
4.6.3. Variabel Jaminan (X3)............................................................ 85
4.6.4. Variabel Empati (X4).............................................................. 89
4.6.5. Variabel Bukti Fisik (X5)........................................................ 93
4.6.6. Analisis Item Variabel Secara Keseluruhan............................ 98
4.7. Implikasi Penelititan..........................................................................101

BAB V PENUTUP
5.1 Kesimpulan.......................................................................................105
5.2 Saran.................................................................................................106

DAFTAR PUSTAKA....................................................................................129

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DAFTAR GAMBAR

No. Judul Gambar Hal.


2.1. Konsep Inti Pemasaran.......................................................................... 10
2.4. Kerangka Pikir....................................................................................... 32
3.1. Diagram Kartesius (Importance And Performance Matrik) ................ 47
4.1 Diagram Kartesius (Importance And Performance Matrik)................. 73
4.2. Diagram Kartesius Variabel Keandalan (X1)....................................... 78
4.3. Diagram Kartesius Variabel Daya Tanggap (X2)................................. 83
4.4. Diagram Kartesius Variabel daya Jaminan (X3)................................... 87
4.5. Diagram Kartesius Variabel Empati (X4)............................................. 91
4.6. Diagram Kartesius Variabel Bukti Fisik (X5)....................................... 96
4.7. Diagram Kartesius Variabel Secara Keseluruhan................................. 99

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DAFTAR TABEL

No. Judul Tabel Hal.


2.1. Klasifikasi Jasa...................................................................................... 14
4.1. Karakteristik Responden Berdasarkan Jenis Kelamin........................... 65
4.2. Karakteristik Responden Berdasarkan Pendidikan Terakir................... 66
4.3. .Karakteristik Responden Berdasarkan Kelompok Usia...................... 67
4.4. Karakteristik Responden Berdasarkan Pendapatan Perbulan................ 68
4.5. Hasil Uji Validitas Kinerja.................................................................... 69
4.6. Hasil Uji Validitas Harapan................................................................... 70
4.7. Hasil Uji Realibilitas Kinerja................................................................ 71
4.8. Hasil Uji Reliabilitas Harapan .............................................................. 72
4.9. Distribusi Frekuensi Kinerja Item Variable Keandalan X1.................. 75
4.10. Distribusi Frekuensi Harapan Item Variable Keandalan X1................. 77
4.11. Nilai Indeks Diagram Kartesius Variabel Keandalan (X1).................. 78
4.12. Distribusi Frekuensi kinerja Item Variabel Daya tanggap (X2)......... 80
4.13. Distribusi Frekuensi Harapan Item Variabel Daya tanggap (X2)....... 81
4.14. Nilai Indek Diagram Kartesius Variabel Daya Tanggap (X2).............. 82
4.15. Distribusi Frekuensi Variabel Kinerja Variabel Jaminan (X3)............. 85
4.16. Distribusi Frekuensi Variabel Harapan Variabel Jaminan (X3)............ 85
4.17. Nilai Indeks Diagram Kartesius Variabel daya Jaminan (X3).............. 86
4.18. Distribusi Frekuensi Variabel Kinerja Variabel Empati (X4)............... 89
4.19. Distribusi Frekuensi Variabel Harapan Variabel Empati (X4)............. 90
4.20. Nilai Indeks Diagram Kartesius Variabel Empati (X4)........................ 90
4.21. Distribusi Frekuensi Variabel Kinerja Variabel Bukti Fisik (X5)......... 93
4.22. Distribusi Frekuensi Variabel Harapan Variabel Bukti Fisik (X5)....... 94
4.23. Nilai Indeks Diagram Kartesius Variabel Bukti Fisik (X5).................. 95
4.24. Nilai Indeks Diagram Kartesius Seluruh Item Variabel
Yang Di Ukur........................................................................................ 99

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DAFTAR LAMPIRAN

No. Judul Lampiran Hal.


1. Struktur Organsasi PT. Fren Mobile-8 Telecom Malang...........................109
2. Kuesioner....................................................................................................110
3. Hasil Kuisioner...........................................................................................114
4. Uji Instrumen Data dan Analisis Data........................................................118