DAFTAR ISI

Halaman
DAFTAR ISI............................................................................................................... i
DAFTAR GAMBAR ................................................................................................ iii
DAFTAR TABEL .................................................................................................... iv

BAB 1 PENDAHULUAN
1.1 Latar Belakang .......................................................................................................1
1.2 Perumusan Masalah .............................................................................................11
1.3 Tujuan Penelitian .................................................................................................11
1.4 Manfaat Penelitian ...............................................................................................12

BAB II TINJAUAN PUSTAKA

2.1 Landasan Teori.....................................................................................................13
2.1.1 Pengertian Pemasaran ................................................................................13
2.1.2 Gaya Hidup ................................................................................................15
2.1.2.1 Pengertian Gaya Hidup ..................................................................15
2.1.2.2 Faktor-faktor yang Mempengaruhi Gaya Hidup............................16
2.1.3 Harga ..........................................................................................................20
2.1.3.1 Pengertian Harga ............................................................................20
2.1.3.2 Tahap-tahap dalam Penetepan Harga.............................................21
2.1.3.3 Tujuan Penetepan Harga ................................................................23
2.1.4 Citra Merek ................................................................................................25
2.1.4.1 Pengertian Citra Merek ..................................................................25
2.2.4.2 Faktor-faktor yang Mempengaruhi Citra Merek............................26
2.1.5 Perilaku Konsumen ....................................................................................28
2.1.5.1 Pengertian Perilaku Konsumen ......................................................28
2.1.5.2 Model Perilaku Konsumen ............................................................29
2.1.5.3. Faktor-faktor yang Mempengaruhi Perilaku Konsumen ..............30
2.1.6 Keputusan Pembelian.................................................................................35
2.1.6.1 Proses Keputusan Pembelian .........................................................35
2.2 Penelitian Terdahulu ............................................................................................37
2.3 Kerangka Konseptual ...........................................................................................39
2.4 Hipotesis ..............................................................................................................43

BAB III METODE PENELITIAN

3.1 Jenis Penelitian.....................................................................................................44
3.2 Tempat dan Waktu Penelitian ..............................................................................44
3.3 Batasan Operasional.............................................................................................44
3.4 Definisi Operasional Variabel..............................................................................45
3.5 Skala Pengukuran Variabel ..................................................................................47
3.6 Populasi dan Sampel ...........................................................................................47
3.7 Jenis Data Penelitian ............................................................................................49
3.8 Metode Pengumpulan Data ..................................................................................50
3.9 Uji Validitas dan Reliabilitas ...............................................................................50
3.9.1 Uji Validitas ................................................................................................50

i
 3.9.2 Uji Reliabilitas ............................................................................................51
3.10 Uji Asumsi Klasik ..............................................................................................52
3.10.1 Uji Normalitas ...........................................................................................52
3.10.2 Uji Heteroskedastisitas..............................................................................52
3.10.3 Uji Multikolinearitas .................................................................................53
3.11 Teknik Analisis Data..........................................................................................53
3.11.1 Analisis Statistik Deskriptif ......................................................................53
3.11.2 Analisis Regresi Linear Berganda ............................................................53
3.12 Uji Hipotesis ......................................................................................................54
3.12.1 Uji Signifikan Parsial (Uji-t).....................................................................54
3.12.2 Uji Signifikan Simultan (Uji-F) ................................................................54
3.12.3 Koefisien Determinasi (R2 ) ......................................................................55

DAFTAR PUSTAKA ...............................................................................................56

LAMPIRAN..............................................................................................................59

ii
 DAFTAR TABEL

No. Judul Halaman

1.1 Data penjualan iPhone secara global tahun 2007-2016 ....................................4

1.2 Merek handphone pilihan masyarakat Indonesia tahun 2016...........................5
2.1 Penelitian Terdahulu .......................................................................................38
3.1 Operasionalisasi Variabel ...............................................................................45
3.2 Instrumen Skala Likert ....................................................................................47

iii
 DAFTAR GAMBAR

No. Judul Halaman

2.1 Model Perilaku Konsumen ..............................................................................17

2.2 Tahap-tahap Proses Pengambilan Keputusan ..................................................24
2.3 Kerangka Konseptual .......................................................................................42

iv