DAFTAR ISI

HALAMAN JUDUL.................................................................................... I

SURAT PERNYATAAN KEASLIAN SKRIPSI............................................ II

HALAMAN PENGESAHAN ..................................................................... III

HALAMAN PERSETUJUAN .................................................................... IV

HALAMAN MOTTO DAN PERSEMBAHAN............................................. V

KATA PENGANTAR.................................................................................. VI

DAFTAR ISI.............................................................................................. VIII

BAB I : PENDAHULUAN................................................................. 1

1.1 Latar Belakang Masalah............................................... 1

1.2 Rumusan Masalah........................................................ 3
1.3 Ruang Lingkup Pembahasan ...................................... 4
1.4 Tujuan dan Manfaat Penelitian.................................... 4
1.4.1 Tujuan Penelitian ................................................. 4
1.4.2 Manfaat Peneltian................................................ 4
1.5 Metode Penelitian ........................................................ 5
1.5.1 Rancangan Penelitian.......................................... 5
1.5.2 Metode Penelitian ............................................... 5
1.5.3 Populasi dan Teknik Sampling ............................ 6
1.5.4 Variabel Penelitian .............................................. 7
1.5.5 Instrumen Penelitian ........................................... 8
1.5.6 Teknik Pengumpulan Data .................................. 9
1.5.7 Operasional Variabel .......................................... 10
1.5.8 Teknik Analisis Data ............................................ 12
1.6 Sistematika Pembahasan ............................................ 15

BAB II : LANDASAN TEORI............................................................. 17

2.1 Tinjauan Pustaka........................................................... 17

2.1.1 Pengertian Pemasaran........................................ 17
2.1.2 Pengertian Jasa .................................................. 18
2.1.3 Pengertian Prilaku Konsumen ............................ 23
2.1.4 Karakteristik Tingkah Laku Konsumen ............... 25
2.1.5 Proses Keputusan Membeli ................................ 31
2.2 Kerangka Pemikiran .................................................... 34
2.3 Hipotesis ...................................................................... 35

BAB III : GAMBARAN UMUM PERUSAHAAN ................................ 36

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 3.1 Sejarah singkat P.T Unilever....................................... 36
3.2 Keunggulan Pasta Gigi Pepsodent ........................... 41
3.3 Struktur Organisasi dan Pembagian Tugas ............... 44
3.3.1 Struktur Organisasi ........................................... 44
3.3.1 Pembagian Tugas ............................................. 46
3.4 Aktivitas Usaha ........................................................... 50

BAB IV : PEMBAHASAN .................................................................. 55

4.1 Uji Akurasi Data............................................................ 55

4.1.1 Uji Validitas .......................................................... 55
4.1.2 Uji Reliabilitas ..................................................... 59
4.2 Analisis Statistik Deskriptif .......................................... 60
4.2.1 Karakteristik Responden ..................................... 60
4.3 Analisis Pengaruh Variavel Independent terhadap
Variabel Dependent ..................................................... 62
4.3.1 Analisis Regresi Berganda................................... 62
4.3.2 Analisis Korelasi................................................... 65
4.3.3 Uji t ...................................................................... 66
4.3.4 Uji F ..................................................................... 68
4.4 Implementasi Hasil Penelitian ..................................... 68

BAB V : SIMPULAN DAN SARAN ................................................... 70

5.1 Simpulan ...................................................................... 70

5.2 Saran ........................................................................... 71

DAFTAR PUSTAKA

LAMPIRAN-LAMPIRAN

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 DAFTAR TABEL

1 Market Share Produk pasta gigi Tahun 2012 .................................. 2

2 Operasional Variabel ....................................................................... 11
3 Pembagian Tugas P.T Unilever Indonesia ...................................... 48
4 Data Pembelian Pasta Gigi Merk Pepsodent ................................. 50
5. Frekuensi Usia Responden ............................................................. 55
6. Frekuensi Jenis Kelamin Responden............................................. 56
7. Frekuensi Pendidikan Responden ................................................. 56
8. Uji Validitas Variabel Keputusan Konsumen ................................... 57
9. Uji Reliabilitas ................................................................................. 61
10. Tabel Coefficients(a) ........................................................................ 62
11. Tabel Summary (b) ........................................................................... 66
12. Tabel Koefisien Regresi Berganda .................................................. 67
13. Tabel Anova ................................................................................. 68

DAFTAR GAMBAR

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1. Kerangka Pemikiran ........................................................................... 34

2. Struktur Organisasi............................................................................. 45