ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN

PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN

PEMBELIAN KONSUMEN PADA RUMAH BATIK
GONDHO ARUM BANYUWANGI

SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk
Menyelesaikan Pendidikan di Universitas 17 Agustus 1945 Banyuwangi
Fakultas Ekonomi
Program Studi Manajemen

Oleh :

MOCH. HENDRA FIQIH

NIM : 31.13.4411

FAKULTAS EKONOMI
UNIVERSITAS 17 AGUSTUS 1945 BANYUWANGI
2017

i
ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN
PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN
PEMBELIAN KONSUMEN PADA RUMAH BATIK
GONDHO ARUM BANYUWANGI

SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk
Menyelesaikan Pendidikan di Universitas 17 Agustus 1945 Banyuwangi
Fakultas Ekonomi
Program Studi Manajemen

Oleh :

MOCH. HENDRA FIQIH

NIM : 31.13.4411

FAKULTAS EKONOMI
UNIVERSITAS 17 AGUSTUS 1945 BANYUWANGI
2017

i
ii
 ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN
PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN
PEMBELIAN KONSUMEN PADA RUMAH BATIK
GONDHO ARUM BANYUWANGI

Diajukan oleh :

Nama : MOCH. HENDRA FIQIH

NIM : 31.13.4411
Program Studi : Manajemen
Fakultas : Ekonomi

Telah Disetujui Untuk Diujikan :

Dosen Pembimbing Utama Dosen Pembimbing Anggota

Drs. Tutut Hariyadi, M.Si Yovita V.I.A., SE., M.Com

NIP. 19580421 198703 1 002 NIDN. 0426047301

iii
 PENGESAHAN

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN

PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN
PEMBELIAN KONSUMEN PADA RUMAH BATIK
GONDHO ARUM BANYUWANGI

Telah Diuji Pada Tanggal Juni 2017

Telah Dinyatakan Memenuhi Syarat

Tim Penguji

Ketua Sekretaris

Drs. Tutut Hariyadi, M.Si Yovita V.I.A., SE., M.Com

NIP. 19580421 198703 1 002 NIDN. 0426047301

Anggota

___________________________
NIDN. 0716055701

Banyuwangi, Juni 2017

Mengesahkan,
Dekan Fakultas Ekonomi

iv
Zainuddin Imam, SE., MSA
NIDN: 0717057602

v
 SURAT PERNYATAAN

Yang bertanda tangan di bawah ini :

Nama : MOCH. HENDRA FIQIH

NIM : 31.13.4411
Program Studi : Manajemen

Fakultas : Ekonomi

Judul Skripsi : Analisis Pengaruh Kualitas Produk, Harga, Dan Promosi

Terhadap Pengambilan Keputusan Pembelian Konsumen
Pada Rumah Batik Gondho Arum Banyuwangi

menyatakan bahwa skripsi ini benar-benar karya saya sendiri dan atau tidak
terdapat bagian atau keseluruhan tulisan yang saya salin atau tiru tanpa
memberikan pengakuan pada penulis aslinya, serta bukan karya jiplakan. Saya
bertanggung jawab atas keabsahan dan kebenaran isinya dengan sikap ilmiah yang
harus dijunjung tinggi.
Demikian surat ini saya buat dengan sebenarnya, tanpa adanya tekanan,
paksaan dan kekhilafan dari pihak manapun serta bersedia mendapatkan sanksi
akademik jika ternyata dikemudian hari pernyataan ini tidak benar.

Banyuwangi, Juni 2017

Yang menyatakan

MOCH. HENDRA FIQIH

NIM. 31.13.4411

vi
 MOTTO

Man Jadda Wa Jadda

“Barang siapa yang bersungguh-sungguh maka akan mendapatkannya”

vii
 HALAMAN PERSEMBAHAN

Skripsi ini saya persembahkan kepada,

Orang tua yang telah memberikan bantuan moril dan spiritual
Seseorang selalu mendampingi dan memberikan kasih sayangnya
dari waktu ke waktu
Keluargaku yang selalu mensupportku

viii
 KATA PENGANTAR

Bismillahirrahmanirrohim

Alhamdulillahi Rabbil ‘Alamin, dengan segala jiwa dan hati dibawah

kekuasaan Allah SWT, Tuhan semesta alam yang senantiasa melimpahkan rahmat
dan hidayahNya kepada penulis sehingga dapat menyelesaikan skripsi yang
berjudul “Analisis Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap
Pengambilan Keputusan Pembelian Konsumen Pada Rumah Batik Gondho Arum
Banyuwangi”.
Penulis sadar, tanpa adanya bantuan dan motivasi dari berbagai pihak, baik
langsung maupun tidak, penulisan skripsi ini belum tentu akan terselesaikan tepat
pada waktunya. Oleh karena itu, penulis mengucapkan terima kasih banyak
kepada :
1. Bapak Drs. Andang Subaharianto, M.Hum, selaku Rektor Universitas 17
Agustus 1945 Banyuwangi.
2. Bapak Zainuddin Imam, SE., MSA, selaku Dekan Fakultas Ekonomi
Universitas 17 Agustus 1945 Banyuwangi
3. Bapak Drs. Tutut Hariyadi, M.Si, selaku pembimbing utama yang telah
meluangkan waktunya untuk memberi arahan dan bimbingan kepada penulis.
4. Ibu Yovita V.I.A., SE., M.Com, selaku pembimbing anggota yang telah
meluangkan waktunya untuk memberi arahan dan bimbingan kepada penulis.
5. Ibu Susiyati selaku pemilik Gondho Arum Banyuwangi yang telah memberikan
kesempatan kepada penulis untuk mengadakan penelitian.
6. Segenap karyawan Rumah Batik Godho Arum Banyuwangi yang telah
membantu penulis dalam menyelesaikan skripsi ini.
7. Mbah Hj. Faise, Mbah H. Nawawi, Bapak, Ibu, Papah dan Mamah tercinta
yang tanpa lelah memberikan kasih sayang dan dukungan serta doa kepada
penulis hingga saat ini.
8. Yang paling kusayangi, isteriku tercinta, Ratna Sulistyowati yang selalu
memberi semangat dan doa untuk perjuanganku.

ix
9. Semua saudara dan keluarga yang juga turut mendoakan selama penulis meraih
cita-cita hingga saat ini.
10. Semua rekan-rekan mahasiswa Fakultas Ekonomi Universitas 17 Agustus 1945
Banyuwangi.
11. Dan semua pihak terutama keluargaku tercinta yang senantiasa mendoakan
hingga terwujudnya semua cita-cita penulis hingga saat ini. Semoga
semuanya mendapatkan balasan serta ridha dari Allah SWT.
Penulis mengharapkan saran dan kritik yang bersifat membangun agar
penulisan skripsi ini lebih baik. Akhir kata terselesaikannya skripsi ini dapat
memberikan manfaat bagi penulis dan semua pihak pada umumnya.
Aamiin……………ya Rabbal ‘Alamiin.

Banyuwangi, Juni 2017 Penulis,

x
 ABSTRAK

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI

TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN
PADA RUMAH BATIK GONDHO ARUM BANYUWANGI

Batik merupakan produk budaya Indonesia yang sangat unik dan

merupakan kekayaan budaya yang harus dilestarikan dan dibudidayakan.
Mempertahankan dan bahkan menumbuhkan permintaan baru tentu bukan perkara
mudah bagi para pelaku bisnis. Sebelum konsumen melakukan proses keputusan
pembelian konsumen akan mencari kualitas, pengalaman kualitas dan bukti
kualitas dari perusahaan-perusahaan yang diketahui konsumen untuk dijadikan
referensi dalam pengumpulan informasi. Oleh karena itu faktor yang
mempengaruhi keputusan pembelian antara lain kualitas produk, harga dan
promosi
Penelitian ini menggunakan metode kuesioner dan pengolahan data
menggunakan analisa validitas, reliabilitas dan regresi linier berganda.
Penyebaran kuesioner disebarkan kepada 96 responden yang merupakan
pelanggan Rumah Batik Gondho Arum Banyuwangi. Pengolahan data pada
penelitian ini menggunakan SPSS v.20.0 for windows. Hasil didapat bahwa ada
pengaruh secara signifikan secara simultan dan parsial antara variabel bebas dan
terikat yaitu kualitas produk, harga dan promosi terhadap keputusan pembelian
batik pada Rumah Batik Gondho Arum Banyuwangi.

Kata kunci : Kualitas produk, harga, promosi, keputusan pembelian

xi
 ABSTRACT

ANALYSIS OF EFFECT OF QUALITY PRODUCTS, PRICES AND

PROMOTIONS ON DECISION PURCHASE OF CONSUMER
BUYING IN HOUSE GONDHO ARUM BANYUWANGI

Batik is a very unique Indonesian cultural product and is a cultural treasure

that must be preserved and cultivated. Maintaining and even growing new demand
is certainly not an easy thing for business people. Before consumers make the
process of purchasing decisions consumers will seek quality, quality experience
and quality evidence from companies known to consumers to be a reference in the
information. Therefore the factors that influence the purchase decision of the
product, price and promotion.
This research uses questionnaire and data processing method by using the
analysis of validity, reliability and multiple linear regression. The distribution of
questionnaires distributed to 96 respondents who are customers of Rumah Batik
Gondho Arum Banyuwangi. Data processing in this study using SPSS v.20.0 for
windows. The results obtained significantly and simultaneously and partially
between independent and dependent variables are product, price and promotion
about buying decision of batik at Rumah Batik Gondho Arum Banyuwangi.

Keywords: Product quality, price, promotion, buying decision

xii
 DAFTAR ISI

Halaman
HALAMAN JUDUL

i
HALAMAN PERSETUJUAN

ii
HALAMAN PENGESAHAN

iii
SURAT PERNYATAAN KEABSAHAN SKRIPSI

iv
HALAMAN MOTTO

v
PERSEMBAHAN

vi
KATA PENGANTAR

vii
ABSTRAK

ix
ABSTRACT

x
DAFTAR ISI

xi
DAFTAR TABEL

xiii
DAFTAR GAMBAR

xiv
DAFTAR LAMPIRAN

xv
BAB I PENDAHULUAN

xiii
 1.1 Latar Belakang
................................................................................................
................................................................................................
1
1.2 Rumusan Masalah Penelitian
................................................................................................
................................................................................................
4
1.3 Batasan Masalah
................................................................................................
................................................................................................
5
1.4 Tujuan Penelitian
................................................................................................
................................................................................................
5
1.5 Manfaat Penelitian
................................................................................................
................................................................................................
6
BAB II TINJAUAN PUSTAKA
2.1 Penelitian terdahulu
............................................................................................
............................................................................................
7
2.2 Landasan Teori
............................................................................................
............................................................................................
8
2.2.1 Pengertian Manajemen Pemasaran
................................................................................
................................................................................
8
2.2.2 Pengertian Marketing Mix (Bauran Pemasaran)
................................................................................
................................................................................
9
2.2.3 Tingkatan Produk
................................................................................
................................................................................
12

xiv
 2.2.4 Karakteristik Produk
................................................................................
................................................................................
13
2.2.5 Klasifikasi Produk
................................................................................
................................................................................
14
2.2.6 Kualitas Produk
................................................................................
................................................................................
16
2.2.7 Harga
................................................................................
................................................................................
18
2.2.8 Promosi
................................................................................
................................................................................
25
2.2.9 Keputusan Pembelian
................................................................................
................................................................................
28
2.2.10 Pengaruh Kualitas Produk terhadap Keputusan
Pembelian
................................................................................
................................................................................
34
2.2.11 Pengaruh Harga terhadap Keputusan Pembelian
................................................................................
................................................................................
34
2.2.12 Pengaruh Promosi terhadap Keputusan Pembelian
................................................................................
................................................................................
2.3 Kerangka Pemikiran
............................................................................................

............................................................................................
36
2.4 Hipotesis
............................................................................................
............................................................................................
37

xv
BAB III METODE PENELITIAN
3.1 Lokasi dan Waktu Penelitian
............................................................................................
............................................................................................
39
3.2 Populasi dan Sampel
............................................................................................
............................................................................................
39

xvi
3.3 Metode Pengumpulan Data
............................................................................................
............................................................................................
41
3.3.1 Teknik Pengumpulan Data
................................................................................
................................................................................
41
3.3.2 Sumber Data
................................................................................
................................................................................
42
3.4 Kerangka Konseptual Penelitian
............................................................................................
............................................................................................
43
3.5 Identifikasi dan Definisi Operasional Variabel
............................................................................................
............................................................................................
43
3.5.1 Identifikasi Variabel
................................................................................
................................................................................
43
3.5.2 Definisi Operasional Variabel
................................................................................
................................................................................
44
3.6 Teknik Analisa Data
............................................................................................
............................................................................................
47
3.6.1 Uji Instrumen
................................................................................
................................................................................
47
3.6.2 Uji Regresi Linier Berganda
................................................................................
................................................................................
48
3.6.3 Koefisien Determinasi (R2)
................................................................................
................................................................................
49
3.6.4 Uji Hipotesis
................................................................................

xvii
 ................................................................................
49
3.6.5 Uji Asumsi Klasik
................................................................................
................................................................................
51
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian
............................................................................................
............................................................................................
53
4.1.1 Sejarah Rumah Batik Gondho Arum
................................................................................
................................................................................
53
4.1.2 Struktur Organisasi
................................................................................
................................................................................
53
4.1.3 Sumber Daya Manusia
................................................................................
................................................................................
56
4.2 Pembahasan
............................................................................................
............................................................................................
56
4.2.1 Karakteristik Responden
................................................................................
................................................................................
56
4.2.2 Tabulasi Data Hasil Penelitian
................................................................................
................................................................................
60
4.2.3 Analisa deskriptif
................................................................................
................................................................................
60
4.2.4 Uji Validitas
................................................................................
................................................................................
67

xviii
 4.2.5 Uji Reliabilitas
................................................................................
................................................................................
68
4.2.6 Regresi Linear Berganda
................................................................................
................................................................................
69
4.2.7 Koefisien Determinasi (R2)
................................................................................
................................................................................
70
4.2.8 Uji Hipotesis
................................................................................
................................................................................
71
4.2.9 Uji Asumsi Klasik
................................................................................
................................................................................
78
4.3 Pembahasan Hasil Penelitian
............................................................................................
............................................................................................
79
4.3.1 Pengaruh kualitas produk secara parsial terhadap
pengambilan keputusan pembelian konsumen
pada Rumah Batik Gondho Arum Banyuwangi
................................................................................
................................................................................
79
4.3.2 Pengaruh harga secara parsial terhadap
pengambilan keputusan pembelian konsumen
pada Rumah Batik Gondho Arum Banyuwangi
................................................................................
................................................................................
80
4.3.3 Pengaruh promosi secara parsial terhadap
pengambilan keputusan pembelian konsumen
pada Rumah Batik Gondho Arum Banyuwangi
................................................................................
................................................................................
81
4.3.4 Pengaruh secara simultan variabel independen
terhadap variabel dependen
................................................................................

xix
 ................................................................................
82
BAB V SIMPULAN DAN REKOMENDASI
5.1 Simpulan
............................................................................................
............................................................................................
83
5.2 Rekomendasi
............................................................................................
............................................................................................
84
DAFTAR PUSTAKA

86
LAMPIRAN-LAMPIRAN

89

xx
 DAFTAR TABEL

Tabel Halaman
1. Jenis dan jumlah tenaga kerja
...................................................................................................................
...................................................................................................................
56

2. Hari dan Jam kerja

...................................................................................................................
...................................................................................................................
56

3. Karakteristik Responden Berdasarkan Jenis kelamin

...................................................................................................................
...................................................................................................................
57

4 Karakteristik Responden Berdasarkan Usia

...................................................................................................................
...................................................................................................................
57

5. Karakteristik Responden Berdasarkan Pendidikan

...................................................................................................................
...................................................................................................................
58

6. Karakteristik Responden Berdasarkan Pekerjaan

...................................................................................................................
...................................................................................................................
58

7. Karakteristik Responden Berdasarkan Penghasilan

...................................................................................................................
...................................................................................................................
59

8. Karakteristik Responden Berdasarkan Kepemilikan Produk

...................................................................................................................
...................................................................................................................
59

9. Distribusi Frekuensi Variabel Kualitas Produk (X1)

...................................................................................................................
...................................................................................................................
60

xxi
10. Distribusi Frekuensi Variabel Harga (X2)
...................................................................................................................
...................................................................................................................
63

11. Distribusi Frekuensi Variabel Promosi (X3)

...................................................................................................................
...................................................................................................................
64

12. Distribusi Frekuensi Variabel keputusan pembelian (Y)

...................................................................................................................
...................................................................................................................
66

13. Hasil Uji Validitas Instrumen

...................................................................................................................
...................................................................................................................
68

14. Hasil Uji Reliabilitas Instrumen

...................................................................................................................
...................................................................................................................
69

15. Hasil Uji Regresi

...................................................................................................................

...................................................................................................................

69

16. Hasil Uji Determinasi (R2)

...................................................................................................................
...................................................................................................................
70

17. Hasil Uji Multikolineritas

...................................................................................................................
...................................................................................................................
78

18. Hasil Uji Heteroskedastisitas

...................................................................................................................
...................................................................................................................
79

xxii
xxiii
 DAFTAR GAMBAR

Gambar Halaman

1. Kerangka Pemikiran
...............................................................................................................
...............................................................................................................
36

3. Kerangka Konseptual Penelitian

...............................................................................................................

...............................................................................................................

46

4. Struktur Organsasi
...............................................................................................................
...............................................................................................................
54

xxiv
 DAFTAR LAMPIRAN

Lampiran Halaman
1. Daftar Pertanyaan Responden

...............................................................................................................

...............................................................................................................

...............................................................................................................

92

2. Rekapitulasi Data

...............................................................................................................

...............................................................................................................

94

3. Analisis Deskriptif

...............................................................................................................

...............................................................................................................

97

4. Uji Instrumen Validitas

...............................................................................................................

...............................................................................................................

104

5. Uji Instrumen Reliabilitas

...............................................................................................................

...............................................................................................................

107

xxv
5. Analisis Regresi Linier Berganda

...............................................................................................................

...............................................................................................................

109

6. Uji Glesjer

...............................................................................................................

...............................................................................................................

112

7. Tabel r

...............................................................................................................

...............................................................................................................

113

8. Tabel F

...............................................................................................................

...............................................................................................................

114

9. Tabel t

...............................................................................................................

...............................................................................................................

115

xxvi
xxvii