DAFTAR ISI

Halaman
KATA PENGANTAR.......................................................................................
i
DAFTAR ISI..................................................................................................... ii
DAFTAR TABEL............................................................................................. iv
BAB I

PENDAHULUAN
1
1.1 Latar Belakang Masalah
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1
1.2 Rumusan Masalah
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3
1.3 Tujuan Penelitian
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3
1.4 Manfaat Penulisan
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4

BAB II

STUDI KEPUSTAKAAN
5
2.1 Strategi Pemasaran
5
2.2 Produk
20
2.3 Pengertian Kualitas Pelayanan
22
2.4 Pengertian Harga
23
2.5 Pengertian Kepercayaan Pelanggan
25
2.6 Pengertian Loyalitas Pelanggan

ii

26
2.7 Penelitian Sebelumnya
28
2.8 Kerangka Konsep Penelitian
29
2.9 Hipotesis
30
BAB III

METODE PENELITIAN
31
3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

Lokasi dan Objek Penelitian

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31
Populasi dan Sampel
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31
Skala Pengukuran
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32
Teknik Pengumpulan Data
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32
Peralatan Analisis Data
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32
Teknik Analisis Data
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33
Definisi Operasional
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33
Uji Asumsi Klasik

iii

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35
3.9 Pengujian Hipotesis
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37
BAB IV

HASIL PENELITIAN DAN PEMBAHASAN

39
4.1 Karakteristik Responden
4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

39
Pengujian
Validitas
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40
Pengujian
Reliabilitas
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42
Pengujian
Asumsi
Klasik
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44
Identifikasi
Variabel-variabel
Yang
Mempengaruhi
Loyalitas
pelanggan
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47
Identifikasi
Variabel
Loyalitas
Pelanggan
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57
Analisis Faktor yang Mempengaruhi Loyalitas Pelanggan
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59
Uji
Korelasi
dan
Koefisien
Determinasi
(R2)
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................................................................................................
60
Hasil
Uji
F
dan
Uji
t

iv

BAB V

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61
PENUTUP
65
5.1 Kesimpulan
65
5.2 Saran
65

DAFTAR PUSTAKA
LAMPIRAN