DAFTAR ISI

HALAMAN JUDUL ........................................................................................................... ii

HALAMAN PENGESAHAN .............................................................................................. iii
HALAMAN PERNYATAAN ............................................................................................ iv
ABSTRAK ........................................................................................................................... v
ABSTRACT ......................................................................................................................... vi
KATA PENGANTAR ......................................................................................................... vii
DAFTAR ISI ........................................................................................................................ ix
DAFTAR GAMBAR ........................................................................................................... xii
DAFTAR TABEL ...............................................................................................................xiii
DAFTAR LAMPIRAN ....................................................................................................... xiv
BAB I PENDAHULUAN .................................................................................................... 1
1.1 Gambaran Umum Objek Penelitian ................................................................................. 1
1.1.1 Profil Perusahaan .................................................................................................. 1
1.1.2 Visi dan Misi Ganesha Mocktail Cafe .................................................................. 2
1.1.3 Logo Ganesha Mocktail Cafe ............................................................................... 2
1.1.4 Produk Ganesha Mocktail Cafe ............................................................................ 3
1.2 Latar Belakang ................................................................................................................ 4
1.3 Rumusan Masalah ........................................................................................................... 10
1.4 Tujuan Penelitian ............................................................................................................ 10
1.5 Kegunaan Penelitian ....................................................................................................... 10
1.6 Sistematika Penulisan ..................................................................................................... 11
BAB II TINJAUAN PUSTAKA ........................................................................................ 12
2.1 Landasan Teori ................................................................................................................ 12
2.1.1 Pemasaran .............................................................................................................. 12
2.1.2 Manajemen Pemasaran .......................................................................................... 12
2.1.3 Bauran Pemasaran .................................................................................................. 12
2.1.4 Komunikasi Pemasaran .......................................................................................... 13
2.1.5 Word Of Mouth ....................................................................................................... 14
2.1.6 Elemen Word Of Mouth ......................................................................................... 15
2.2 Penelitian Terdahulu ....................................................................................................... 17
2.3 Kerangka Penelitian ........................................................................................................ 22
2.3.1 Fenomena ............................................................................................................... 22
 2.3.2 Objek Penelitian ..................................................................................................... 23
BAB III METODOLOGI ................................................................................................... 24
3.1 Jenis Penelitian ................................................................................................................ 24
3.2 Variabel Penelitian ........................................................................................................... 24
3.2.1 Variabel Operasional ............................................................................................. 25
3.3 Skala Pengukuran ............................................................................................................ 27
3.4 Tahapan Penelitian .......................................................................................................... 28
3.5 Populasi dan Sampel ....................................................................................................... 29
3.5.1 Populasi .................................................................................................................. 29
3.5.2 Sampel .................................................................................................................... 30
3.6 Pengumpulan Data .......................................................................................................... 31
3.6.1 Sumber Data ........................................................................................................... 31
3.7 Metode Pengumpulan Data ............................................................................................. 32
BAB IV HASIL DAN PEMBAHASAN ............................................................................ 34
4.1 Karakteristik Responden ................................................................................................. 34
4.1.1 Karakteristik Responden Berdasarkan Jenis Kelamin ........................................... 34
4.1.2 Karakteristik Responden Berdasarkan Usia ........................................................... 35
4.1.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................................. 35
4.1.4 Karakteristik Responden Berdasarkan Pendapatan ............................................... 36
4.1.5 Karakteristik Responden Berdasarkan Pekerjaan .................................................. 37
4.1.6 Karakteristik Responden Berdasarkan Frekuensi Kunjungan ............................... 37
4.2 Pengujian Data ................................................................................................................ 38
4.2.1 Analisis Validitas dan Reabilitas ............................................................................ 38
4.2.2 Uji Normalitas ......................................................................................................... 40
4.2.3 Analisis Variabel Deskritif Word Of Mouth ........................................................... 40
4.3 Hasil Wawancara ............................................................................................................ 43
4.3.1 Efektifitas Word Of Mouth pada Ganesha Mocktail Cafe Menurut Persepsi
Konsumen ............................................................................................................................. 45
BAB V KESIMPULAN DAN SARAN .............................................................................. 46
5.1 Kesimpulan ..................................................................................................................... 46
5.2 Saran ............................................................................................................................... 46
5.1.1 Bagi Perusahaan ..................................................................................................... 47
5.2.2 Bagi Peneliti Selanjutnya ....................................................................................... 47
DAFTAR PUSTAKA .......................................................................................................... 48
LAMPIRAN