DAFTAR ISI

HALAMAN SAMPUL JUDUL

HALAMAN PERSETUJUAN
HALAMAN PENGESAHAN
DAFTAR ISI ................................................................................................... i
DAFTAR TABEL .......................................................................................... iii
DAFTAR GAMBAR ...................................................................................... iii

BAB I PENDAHULUAN
A. Latar Belakang Masalah ........................................................ 1
B. Perumusan Masalah ............................................................... 7
C. Tujuan dan Kegunaan ............................................................ 7
1. Tujuan Penelitian ............................................................... 7
2. Kegunaan Penelitian........................................................... 8

BAB II TINJAUAN PUSTAKA

A. Teori yang Terkait dengan Variabel Penelitian ..................... 9
1. Manajemen Pemasaran....................................................... 9
a. Pengertian Bauran Pemasaran ........................................ 11
b. Unsur-unsur Bauran Pemasaran ..................................... 12
2. Kualitas Makanan............................................................... 14
a. Pengertian Kualitas ........................................................ 14
b. Pengertian Kualitas Makanan ........................................ 15
c. Indikator Kualitas Makanan .......................................... 16
3. Kualitas Pelayanan ............................................................. 17
a. Pengertian Kualitas Pelayanan ...................................... 17
b. Indikator Kualitas Pelayanan......................................... 18
4. Atmosfer............................................................................. 20
a. Pengertian Atmosfer ...................................................... 20
b. Indikator Atmosfer ........................................................ 23
5. Lokasi ................................................................................. 24
a. Pengertian Lokasi .......................................................... 24
b. Faktor-faktor yang Mempengaruhi Lokasi ................... 26
c. Indikator Lokasi ............................................................. 28
6. Kepuasan Pelanggan .......................................................... 30
a. Pengertian Pelanggan .................................................... 30
b. Kepuasan Pelanggan ..................................................... 31
c. Nilai dan Kepuasan Pelanggan ...................................... 34
d. Indikator Kepuasan Pelanggan ..................................... 36
B. Keterkaitan Antar Variabel Penelitian .................................. 38

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 1. Keterkaitan Kualitas Makanan Terhadap Kepuasan
Pelanggan .......................................................................... 38
2. Keterkaitan Kualitas Pelayanan Terhadap Kepuasan
Pelanggan .......................................................................... 38
3. Keterkaitan Atmosfer Terhadap Kepuasan Pelanggan .... 39
4. Keterkaitan Lokasi Terhadap Kepuasan Pelanggan ........ 40
C. Hasil Penelitian yang Sesuai Sebagai Rujukan Penelitian ..... 41
D. Kerangka Analisis .................................................................. 43
E. Hipotesis................................................................................. 45

BAB III METODE PENELITIAN

A. Objek Penelitian .................................................................... 46
B. Rencana dan Tahapan Penelitian ........................................... 46
C. Data Penelitian ...................................................................... 46
1. Sumber Data dan Jenis Data .............................................. 46
a. Sumber Data ................................................................. 46
b. Jenis Data ..................................................................... 47
2. Populasi dan Sampel .......................................................... 47
a. Populasi ........................................................................ 47
b. Sampel .......................................................................... 48
3. Teknik Pengumpulan Data ................................................ 48
D. Definisi Oprasional ................................................................ 49
E. Metode Analisis dan Pengujian Hipotesis ............................. 51
1. Pengujian Instrumen .......................................................... 51
a. Uji Validitas .................................................................. 52
b. Uji Reliabilitas ............................................................. 52
2. Uji Asumsi Klasik ............................................................. 53
a. Uji Multikolinieritas ..................................................... 53
b. Uji Normalitias ............................................................. 54
c. Uji Heterokedastisitas ................................................... 54
d. Uji Regresi Linier Berganda ......................................... 54
3. Pengujian Hipotesis (Uji t dan Uji f) ................................. 54

DAFTAR PUSTAKA

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 DAFTAR TABEL

Tabel 1.1 Jumlah Rumah Makan di Kota Tidore ....................................... 2

Tabel 1.2 Market Share RM. Di Kota Tidore ............................................. 5
Tabel 1.3 Data Pendapatan RM Safira Beach Perkuartal 2017/2018 ......... 6
Tabel 2.1 Tinjauan Penelitian Terdahulu .................................................... 41
Tabel 3.1 Skala Likert ................................................................................. 42

DAFTAR GAMBAR

Gambar 2.1 Bauran Pemasaran dan Penjualan ............................................... 14

Gambar 2.2 Bagan Kerangka Analisis............................................................ 44

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