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DAFTAR ISI

Halaman
DAFTAR ISI.................................................................................................. i

BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian .............................................................. 1
1.2 Identifikasi Masalah........................................................................ 7
1.3 Maksud dan Tujuan Penelitian........................................................ 7
1.4 Kegunaan Penelitian....................................................................... 8

BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS


2.1 Kajian Pustaka................................................................................ 9
2.1.1 Pengertian Respon................................................................. 9
2.1.2 Pengertian Respon Konsumen............................................... 10
2.1.3 Kepuasan Konsumen............................................................. 12
2.1.4 Deskripsi Mie Instan.............................................................. 12
2.1.5 Pengambilan Keputusan Konsumen...................................... 13
A. Pengaruh Lingkungan....................................................... 15
a. Budaya.......................................................................... 15
b. Kelas Sosial.................................................................. 15
c. Pengaruh Pribadi.......................................................... 16
d. Keluarga....................................................................... 16
e. Situasi........................................................................... 16
B. Perbedaan Individu............................................................ 16
a. Sumber Daya Konsumen.............................................. 17
b. Motivasi dan Keterlibatan............................................ 17
c. Pengetahuan................................................................. 17
d. Sikap............................................................................ 17
e. Kepribadian, Gaya Hidup dan Demografi................... 18

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C. Proses Psikologis............................................................... 19
a. Pengolahan Informasi................................................... 19
b. Pembelajaran................................................................ 20
c. Perubahan Sikap dan Prilaku....................................... 20
2.1.6 Segmentasi............................................................................. 21
2.1.7 Model Sikap Fishbein............................................................ 23
2.2 Kerangka Pemikiran........................................................................ 24
2.3 Hipotesis......................................................................................... 29

BAB III METODE PENELITIAN


3.1 Objek dan Tempat Penelitian.......................................................... 31
3.2 Desain dan Teknik Penelitian......................................................... 31
3.3 Definisi dan Operasionalisasi Variabel........................................... 32
3.3.1 Variabel Faktor-Faktor yang Mempengaruhi Respon Konsumen32
3.3.2 Definisi Operasionalisasi Variabel........................................ 33
3.4 Sumber Data/Informasi dan Cara Menentukannya......................... 37
3.4.1 Sumber Data........................................................................... 37
3.4.2 Cara Menentukan Sampel...................................................... 38
3.5 Teknik Pengumpulan Data/Informasi............................................. 39
3.6 Rancangan Analisis......................................................................... 40
3.6.1 Analisis Deskriptif................................................................. 40
3.6.2 Model Fishbein Extended...................................................... 41
3.7 Jadwal Penelitian............................................................................ 42

BAB IV. HASIL DAN PEMBAHASAN


4.1 Hasil Penelitian............................................................................... 43
4.1.1 Kondisi Umum Lokasi Penelitian.......................................... 43
4.1.2 Identitas Responden............................................................... 49
4.1.3 Umur Responden................................................................... 50
4.1.4 Tingkat Pendidikan................................................................ 51
4.1.5 Mata Pencaharian.................................................................. 52

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4.2 Pembahasan..................................................................................... 52
4.2.1 Analisis Faktor-Faktor Yang Mempengaruhi Respon Konsumen
Terhadap Mie Instan Produk Indofood.......................................................... 54
4.2.2 Analisis Respon Konsumen Terhadap Mie Instan Indofood 67

BAB V KESIMPULAN DAN SARAN


5.1 Kesimpulan..................................................................................... 81
5.2 Saran............................................................................................... 82