KATA PENGANTAR

Puji syukur kehadirat Tuhan Yang Maha Esa atas berkat rahmat dan hidayah-Nya,
sehingga Proposal Skripsi dengan judul “Pengaruh Pengaruh Potongan Harga dan Store
Atmosphere Terhadap Impulse Buying di Matos Malang” ini dapat terselesaikan dengan baik.
Penulisan Poposal Skripsi ini disusun sebagai salah satu syarat untuk melaksanakan
Skripsi. Selama pelaksanaan penyusunan Proposal ini, penulis mendapatkan banyak bantuan dan
bimbingan dari berbagai pihak. Oleh karena itu, saya sampaikan rasa terima kasih
Penulis menyadari bahwa penulisan proposal ini jauh kurang sempurna, oleh karena itu
segala kritik serta saran yang membangun dan positif dari para pembaca sangat diharapkan demi
kesempurnaan proposal ini, besar harapan penulis semoga proposal ini bermanfaat bagi
pembaca dan bagi penulis sendiri khususnya.

Pasuruan, Maret 2020

Tiwi Hadica Maulidya

 DAFTAR ISI

Halaman
HALAMANJUDUL.................................................................................................i
LEMBAR PENGESAHAN.....................................................................................ii
KATA PENGANTAR..............................................................................................iii
DAFTAR ISI.............................................................................................................v
DAFTAR GAMBAR................................................................................................vii
DAFTARTABEL......................................................................................................viii

BAB I PENDAHULUAN.........................................................................................1
1.1 Latar Belakang...............................................................................................1
1.2 Rumusan Masalah..........................................................................................5
1.3 Batasan Masalah.............................................................................................5
1.4 Tujuan dan Kegunaan Penelitian...................................................................5
1.4.1 Tujuan Penelitian..................................................................................5
1.4.2 Kegunaan Penelitian.............................................................................5

BAB I TINJAUAN PUSTAKA...............................................................................7

2.1 Kajian Teori...................................................................................................7
2.1.1 Pengertian Pemasaran...........................................................................7
2.1.2 Bauran Pemasaran.................................................................................8
2.1.3 Ritel.......................................................................................................9
2.1.3.1 Pengertian Ritel.........................................................................9
2.1.3.2 Karakteristik Ritel.....................................................................9
2.1.3.3 Bauran Ritel..............................................................................10
2.1.4 Potongan Harga.....................................................................................11
2.1.4.1 Pengertian Potongan Harga.......................................................11
2.1.4.2 Jenis-jenis Potongan Harga.......................................................11
2.1.5 Store Atmosphere..................................................................................12
2.1.5.1 Pengertian Store Atmosphere....................................................12
2.1.5.2 Elemen Store Atmosphere.........................................................13
2.1.6 Perilaku Konsumen...............................................................................15
2.1.6.1 Pengertian Prilaku Konsumen...................................................15
2.1.7 Impulse Buying......................................................................................16
2.1.7.1 Pengertian Impulse Buying.......................................................16
2.1.7.2 Tipe Pembelian Impulsif...........................................................16
2.1.8 Pengaruh Potongan Harga terhadap Impulse Buying............................17
2.1.9 Pengaruh Store Atmosphere terhadap Impulse Buying.........................17
2.2 Kajian Empiris...............................................................................................18
2.3 Persamaan dan Perbedaan Penelitian Sekarang dan Sebelumnya..................20
 2.4 Konseptual Penelitian.....................................................................................22
2.5 Hipotesis.........................................................................................................23
BAB IIIMETODE PENELITIAN..........................................................................25
3.1 Ruang Lingkup Penelitian..............................................................................25
3.2 Jenis Penelitian...............................................................................................25
3.3 Populasi dan Sampel......................................................................................25
3.3.1 Populasi.................................................................................................25
3.3.2 Sampel...................................................................................................26
3.3.3 Teknik Sampling...................................................................................26
3.4 Jenis Data.......................................................................................................27
3.4.1 Data Primer...........................................................................................27
3.4.2 Data Sekunder.......................................................................................27
3.5 Definisi Operasional dan Jabaran Variabel....................................................28
3.5.1 Definisi Operasional.............................................................................28
3.5.2 Jabaran Variabel....................................................................................28
3.5.3 Skala Pengukuran..................................................................................29
3.6 Metode Pengumpulan Data............................................................................30
3.7 Metode Analisis Data.....................................................................................31
3.7.1 Statistik Deskriptif................................................................................31
3.7.2 Uji Validitas..........................................................................................31
3.7.3 Uji Reliabilitas......................................................................................31
3.7.4 Uji Asumsi Klasik.................................................................................31
3.7.4.1 Uji Normalitas...........................................................................31
3.7.4.2 Uji Multikolonieritas.................................................................32
3.7.4.3 Uji Heteroskedastisitas..............................................................32
3.7.5 Analisa Regresi Linier Berganda..........................................................32
3.7.6 Analisa Koefisien Determinasi.............................................................32
3.7.7 Uji Hipotesis.........................................................................................33
3.7.7.1 Uji t............................................................................................33
3.7.7.2 Uji F..........................................................................................33

BAB IV JADWAL PELAKSANAAN PENELITIAN..........................................34

DAFTAR PUSTAKA...............................................................................................35
LAMPIRAN
1. Kuesioner
2. Outline Skripsi
3. Curriculum Vitae
 DAFTAR GAMBAR

Halaman
Gambar 1 Konseptual Penelitian................................................................................23
 DAFTAR TABEL

Halaman
Tabel 1Daftar Mall di Malang 2019...........................................................................2
Tabel 2Penelitian Terdahulu........................................................................................................18
Tabel3Persamaan dan Perbedaan Penelitian Sekarang dan Sebelumnya...................20
Tabel 4Definisi Operasional Variabel........................................................................29
Tabel 5 Skor dan Opsi Pernyataan.............................................................................30