UNIVERSITAS ESA UNGGUL

PENGARUH DESAIN PRODUK, PERSEPSI HARGA, DAN

KUALITAS PRODUK TERHADAP CITRA MEREK UNTUK
MENINGKATKAN MINAT BELI KONSUMEN SEPATU ADIDAS
ORIGINAL

(Studi Kasus pada Masyarakat di Kota Semarang)

TUGAS PROPOSAL SKRIPSI

Diajukan sebagai salah satu syarat untuk memenuhi Tugas Matakuliah

Metodologi penelitian

Dosen Pengampu:
Drs. Sugiyanto, M.M.

Disusun oleh:
Indah Rizki Aulia
20160101304

PROGRAM STUDI MANAJEMEN

FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS ESA UNGGUL
2019
 DAFTAR ISI

KATA PENGANTAR

DAFTAR ISI................................................................................................................. ..i

DAFTAR TABEL......................................................................................................... ii

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

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

1.2 Rumusan Masalah ............................................................................................. 5

1.3 Tujuan Penelitian1.4 Manfaat Penelitian ......................................................6

BAB II TELAAH PUSTAKA ....................................................................................7

2.1 Landasan Teori .................................................................................................7

2.1.1 Desain Produk .......................................................................................7

2.1.2 Persepsi Harga .......................................................................................7

2.1.3 Kualitas Produk .....................................................................................8

2.1.4 Citra Merek ............................................................................................9

2.15 Minat Beli Konsumen ..................................................... 10

2.2 Pengaruh Antar Variabel .................................................................................11

2.3 Kerangka Pemikiran ........................................................................................14

2.4 Hipotesis Penelitian .........................................................................................14

BAB III METODE PENELITIAN ...........................................................................15

ii
 3.1 Variabel Penelitian dan Definisi Operasional ..............................................15

3.2 Populasi dan Sampel........................................................................................19

3.3 Jenis dan Sumber Data ....................................................................................20

3.4 Metode Pengumpulan Data.............................................................................21

3.5 Metode Analisis ...............................................................................................21

DAFTAR PUSTAKA ........................................................................... 22

iii