ANALISIS STRATEGI BAURAN PEMASARAN RITEL (RETAILING

MIXED) TERHADAP LOYALITAS KONSUMEN

MAYANG COLLECTION
(Studi Kasus Pada Konsumen cab. WR. Supratman dan Dinoyo)

PROPOSAL

OLEH
AGUNG KURNIAWAN
NIM 407413412239

UNIVERSITAS NEGERI MALANG

FAKULTAS EKONOMI
JURUSAN MANAJEMEN
KONSENTRASI MANAJEMEN PEMASARAN
JANUARI 2011
 DAFTAR ISI
Halaman
DAFTAR ISI .................................................................................................... I
DAFTAR TABEL ............................................................................................ iii
DAFTAR GAMBAR ...................................................................................... iv

BAB I PENDAHULUAN
A. Latar Belakang Masalah .............................................................. 1
B. Tujuan Penelitian ......................................................................... 4
C. Hipotesis Penelitian .................................................................... 4
D. Kegunaan Penelitian ................................................................... 5
E. Asumsi Penelitian ....................................................................... 6
F. Definisi Operasional ................................................................... 6

BAB II KAJIAN PUSTAKA

A. Hasil Penelitian Sebelumnya yang Relevan ............................... 8
B. Kajian Teori ................................................................................ 9
1. Bauran Pemasaran Ritel ....................................................... 10
2. Jenis-jenis Bauran Pemasaran Ritel ..................................... 10
3. Loyalitas Konsumen ............................................................ 13
4. Ritel, Pengecer, dan Jenis Toko .......................................... 14
5. Hubungan Antar Variabel ................................................... 15

BAB III METODE PENELITIAN

A. Rancangan Penelitian ................................................................. 17
B. Populasi dan Sampel .................................................................. 19
C. Instrumen Penelitian ................................................................... 20
D. Teknik Pengumpulan Data ......................................................... 23
E. Analisis Data ............................................................................. 26

DAFTAR RUJUKAN ..................................................................................... 32

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 DAFTAR TABEL

Tabel Halaman

2.1 Perbandingan Hasil Penelitian Sebelumnya dengan Penelitian Sekarang .... 8

3.1 Bobot nilai Setiap Pernyataan ..................................................................... 21

3.2 Kisi-kisi Instrumen ...................................................................................... 21

iii
 DAFTAR GAMBAR

3.1 Rancangan Penelitian ................................................................................ 18

iv