DAFTAR ISI

Halaman
LEMBAR PERNYATAAN ........................................................................ i
LEMBAR PENGESAHAN SKRIPSI ....................................................... ii
LEMBAR PENANGGUNG JAWAB SKRIPSI ....................................... iii
LEMBAR BERITA ACARA UJIAN SKRIPSI ....................................... iv
LEMBAR PERSETUJUAN AKADEMIK ............................................... v
ABSTRAKSI.............................................................................................. vi
KATA PENGANTAR ............................................................................. vii
DAFTAR ISI .......................................................................................... ix
DAFTAR TABEL ................................................................................. xii
DAFTAR GAMBAR ............................................................................. xiii

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

1.1 Latar Belakang Masalah ............................................................. 1
1.2 Perumusan Masalah .................................................................... 6
1.3 Tujuan Penelitian ........................................................................ 6
1.4 Manfaat Penelitian ...................................................................... 6

BAB II TINJAUAN PUSTAKA............................................................... 8

2.1 Penelitian Terdahulu .................................................................... 8
2.2 Landasan Teori .......................................................................... 10
2.2.1 Teori tentang Harga .......................................................... 10
2.2.1.1 Pengertian Harga ..................................................... 10
2.2.1.2 Metode Penetapan Harga ......................................... 13
2.2.1.3 Faktor-faktor yang Mempengaruhi Harga .............. 13
2.2.2. Teori tentang Atribut Produk ........................................... 14
2.2.2.1 Pengertian Atribut Produk ...................................... 14
2.2.2.2 Karakteristik Atribut Produk .................................. 14
2.2.3 Teori tentang Experiential Marketing ............................. 17
2.2.3.1 Pengertian Experiential Marketing ......................... 17
2.2.3.2 Karakteristik Experiential Marketing .................... 20
2.2.4 Teori tentang Kepuasan Pelanggan ................................. 20
2.2.4.1 Pengertian Kepuasan Pelanggan .......................... 20
2.2.4.2 Tujuan Pemberian Kepuasan Pada Konsumen ...... 20
2.3 Kerangka Konseptual ................................................................ 21

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 2.4 Hipotesis ................................................................................... 22
BAB III METODE PENELITIAN .......................................................... 23
3.1 Jenis dan Sifat Penelitian .......................................................... 23
3.2 Tempat dan Waktu Penelitian ..................................................... 23
3.3 Populasi dan Sampel ................................................................... 24
3.4 Jenis dan Sumber Data................................................................ 25
3.5 Teknik Pengumpulan Data ......................................................... 26
3.6 Definisi Operasional Variabel ................................................... 26
3.7 Skala Pengukuran Variabel......................................................... 27
3.8 Uji Validitas dan Reliabilitas ..................................................... 28
3.8.1 Uji Validitas ..................................................................... 28
3.8.2 Uji Reliabilitas................................................................... 28
3.9 Metode Analisis Data ................................................................ 29
3.10 Pengujian Uji Asumsi Klasik dan hipotesis ............................. 30
3.10.1 Uji Asumsi Klasik ........................................................ 30
3.10.1.1 Uji Normalitas ................................................. 30
3.10.1.2 Uji Multikolinearitas ....................................... 30
3.10.1.3 Uji Heteroskedastisitas ...................................... 31
3.10.2 Pengujian Hipotesis ....................................................... 31
3.10.2.1 Uji Serempak(Uji F) .......................................... 31
3.10.2.2 Uji Parsial (Uji t) ................................................ 32
3.10.2.3 Uji Determinasi (Uji R2) .................................... 33

BAB IV HASIL PENELITIAN DAN PEMBAHASAN……………..... 34

4.1. Hasil Penelitian ........................................................................... 34
4.1.1. Sejarah Perusahaan ........................................................ 34
4.1.2. Analisis Deskriftif.......................................................... 34
4.1.2.1. Karakteristik Responden berdasarkan Jenis Kelamin 35
4.1.2.2. Karakteristik Responden berdasarkan Jenis Usia 35
4.1.2.3. Karakteristik Responden berdasarkan Pekerjaan . 36
4.1.3. Distribusi Jawaban Responden ..................................... 36
4.1.3.1. Distribusi Jawaban Responden Terhadap
Variabel Harga .................................................... 36
4.1.3.2. Distribusi Jawaban Responden Terhadap
Variabel Atribut Produk ...................................... 37
4.1.3.3. Distribusi Jawaban Responden Terhada
Variabel Ekperiental Marketing ........................... 38
4.1.3.4. Distribusi Jawaban Responden Terhadap
Kepuasan Pelanggan ........................................... 39
4.1.4. Uji Validitas dan Reliabilitas ......................................... 41
4.1.4.1. Uji Validitas .......................................................... 41
4.1.4.1.1. Uji Validitas Variabel Harga ............................ 41
4.1.4.1.2. Uji Validitas Variabel Atribut Produk............... 42

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 4.1.4.1.3. Uji Validitas Variabel Ekperiental Marketing .. 43
4.1.4.1.4. Uji Validitas Variabel Kepuasan Pelanggan ..... 44
4.1.4.2. Uji Reliabilitas ...................................................... 45
4.1.5. Analisi Deskriptif Variabel Penelitian ........................... 46
4.1.6. Hasil Uji Asumsi Klasik ................................................ 46
4.1.6.1. Uji Normalitas ...................................................... 46
4.1.6.2. Uji Multikolinearitas............................................. 48
4.1.6.3. Uji Heteroskastisitas ............................................. 49
4.1.7. Hasil Uji Hipotesis......................................................... 50
4.1.7.1. Hasil Uji Regresi Linear Berganda ....................... 50
4.1.7.2. Hasil Uji F (Uji Simultan) .................................... 51
4.1.7.3. Hasil Uji t (Uji Parsial) ......................................... 52
4.1.7.4. Hasil Uji Koefisien Determinasi (R2) ................... 54
4.2. Pembahasan ................................................................................ 55
4.2.1. Pengaruh Lokasi, Harga, Atribut Produk, dan
Ekperiental Marketing Terhadap Kepuasan Pelanggan 55
4.2.2. Pengaruh Harga Terhadap Kepuasan Pelanggan .......... 55
4.2.3. Pengaruh Atribut Produk
Terhadap Kepuasan Pelanggan ................................... 56
4.2.4. Pengaruh Ekperiental Marketing
Terhadap Kepuasan Pelanggan ..................................... 56

BAB V KESIMPULAN DAN SARAN .................................................... 58

5.1. Kesimpulan ................................................................................. 58
5.2. Saran ........................................................................................... 59

DAFTAR PUSTAKA ................................................................................ 60

LAMPIRAN

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 DAFTAR TABEL

No. Nama Tabel Halaman

Tabel 3.1 Time Schedule Penelitian ................................................... 24

Tabel 3.2 Definisi Operasional Variabel ............................................. 27
Tabel 3.3 Instrument Skala Likert ....................................................... 28
Tabel 4.1 Jenis Kelamin ..................................................................... 35
Tabel 4.2 Usia ...................................................................................... 35
Tabel 4.3 Pekerjaan ............................................................................ 36
Tabel 4.4 Harga .................................................................................. 36
Tabel 4.5 Atribut Produk .................................................................... 37
Tabel 4.6 Experiential Marketing ....................................................... 38
Tabel 4.7 Kepuasan Pelanggan ........................................................... 39
Tabel 4.8 Hasil Uji Validitas Variabel Harga ..................................... 41
Tabel 4.9 Hasil Uji Validitas Variabel Atribut Produk ...................... 42
Tabel 4.10 Hasil Uji Validitas Variabel Experiential Marketing ......... 43
Tabel 4.11 Hasil Uji Validitas Variabel Kepuasan Pelanggan ............. 44
Tabel 4.12 Hasil Uji Reliabilitas Instrumen ......................................... 45
Tabel 4.13 Hasil Uji Analisa Statistik Non-Parametik K-S ................... 47
Tabel 4.14 Uji Multikolinearitas .......................................................... 48
Tabel 4.15 Regresi Linear Berganda .................................................... 50
Tabel 4.16 Hasil Uji – F ....................................................................... 52
Tabel 4.17 Uji Parsial (Uji-t) ................................................................ 53
Tabel 4.18 Pengujian Determinasi (Uji-R2) ......................................... 54

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 DAFTAR GAMBAR

No. Nama Gambar Halaman

Gambar 2.1 Kerangka Konseptual ......................................................... 22

Gambar 4.1 Hasil Uji Normalitas Histogram ......................................... 46
Gambar 4.2 Hasil Uji Normalitas PP-Plot .............................................. 47
Gambar 4.3 Hasil Uji Heteroskedastisitas .............................................. 49

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