ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI

KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK

SEPEDA MOTOR HONDA DI PT. TUNAS DWIPA MATRA
DIVISI RETAIL DI MOJOSARI

PROPOSAL PENELITIAN

PUTRI DWI OCTAVIA

NIM. 5.15.02.03.0.120

MANAJEMEN PEMASARAN C

PROGRAM STUDI MANAJEMEN

FAKULTAS EKONOMI

UNIVERSITAS ISLAM MAJAPAHIT

MOJOKERTO

2017
 DAFTAR ISI

Halamanu Judul ........................................................................................ i

Daftar Isi ................................................................................................... ii

BAB I: PENDAHULUAN....................................................................... 1
1.1 Latar Belakang Penelitian ............................................................ 1
1.2 Rumusan Masalah ......................................................................... 3
1.3 Tujuan Penelitian .......................................................................... 3
1.4 Manfaat Penelitian ........................................................................ 3

BAB II: TINJAUAN TEORI ................................................................. 5

2.1 Tinjauan Teori ............................................................................... 5
2.1.1 Pengertian Pemasaran .......................................................... 5
2.1.2 Pengertian Jasa dan Pemasaran Jasa .................................... 6
2.1.3 Pengertian Harga.................................................................. 7
2.1.4 Pengertian Tempat Distribusi .............................................. 8
2.1.5 Pengertian Produk ................................................................ 8
2.1.6 Pengertian Promosi .............................................................. 9
2.1.7 Pengertian Proses ................................................................. 9
2.1.8 Pengertian Pelayanan Karyawan ......................................... 10
2.1.9 Pengertian Lingkungan Fisik ............................................... 10
2.1.10 Tahap-tahap Keputusan Konsumen ................................... 11
2.2 Penelitian Terdahulu ..................................................................... 12
2.3 Rerangka Konseptual .................................................................... 13
2.4 Hipotesis ........................................................................................ 14

BAB III: METODOLOGI PENELITIAN ............................................ 15

3.1 Desain Penelitian ........................................................................... 15
3.2 Populasi dan Sampel ..................................................................... 15
3.3 Identifikasi Variabel Penelitian ..................................................... 17

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3.4 Devinisi Operasional Variabel Penelitian ..................................... 20
3.5 Teknik Pengumpulan Data ............................................................ 25
3.6 Teknik Analisis Data ..................................................................... 25
3.6.1 Uji Validitas dan Reliabilitas Data ....................................... 25
3.6.2 Analisis Faktor ..................................................................... 26

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