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DAFTAR ISI

Halaman

HALAMAN JUDUL ............................................................................................... II

KATA PENGANTAR ........................................................................................... III

ABSTRAK ............................................................................................................. IV

ABSTRACT ............................................................................................................ V

DAFTAR ISI .......................................................................................................... VI

DAFTAR TABEL .................................................................................................. IX

DAFTAR LAMPIRAN ........................................................................................... X

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

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

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

1.3 Tujuan Penelitian ............................................................................................... 5

1.4 Manfaat Penelitian ............................................................................................. 6

1.5 Ruang Lingkup Penelitian.................................................................................. 6

BAB II KAJIAN PUSTAKA ................................................................................... 7

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

2.1.1 Customer Engangement .............................................................................. 7

2.1.2 Keputusan Pembelian ................................................................................. 8

2.2 Penelitian Terdahulu ........................................................................................ 10

2.3 Hubungan Antar Variabel ................................................................................ 12

BAB III METODE PENELITIAN ........................................................................ 14

3.1 Jenis Penelitian................................................................................................. 14

3.2 Populasi dan Sampel ........................................................................................ 14

3.3 Sumber data dan Skala Pengukuran ................................................................. 15

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3.4 Definisi Tiap Variabel...................................................................................... 15

3.5 Prosedur dan Pengumpulan Data ..................................................................... 17

3.6 Metode Analisis dan Pengujian Hipotesis ....................................................... 17

3.6.1 Regresi Linear Sederhana .......................................................................... 17

3.6.2 Uji Asumsi Klasik ..................................................................................... 18

3.6.3 Uji Korelasi Berganda (Uji R) dan Uji Koefisien Determinasi (Uji R2) . 19

BAB IV PEMBAHASAN...................................................................................... 20

4.1 Gambaran Umum Obyek Penelitian ................................................................ 20

4.2 Karakteristik Responden .................................................................................. 20

4.2.1 Deskripsi Variabel Penelitian .................................................................... 21

4.2.2.1 Customer Engangement ...................................................................... 22

4.2.2.2 Keputusan Pembelian ......................................................................... 23

4.3 Analisis Data .................................................................................................... 24

4.3.1 Uji Validitas .............................................................................................. 24

4.3.2 Uji Reliabilitas........................................................................................... 25

4.3.3 Analisis Regresi Sederhana ....................................................................... 26

4.3.4 Uji Asumsi Klasik ..................................................................................... 27

4.3.5 Uji Korelasi Berganda ( Uji R ) dan Uji Koefisien Determinasi ( R2 ) ..... 29

4.4 Pembahasan ...................................................................................................... 30

4.4.1 Pengaruh Customer Engangement terhadap Keputusan Pembelian ......... 30

4.5 Keterbatasan Penelitian .................................................................................... 32

BAB V SIMPULAN DAN SARAN ...................................................................... 33

5.1 Simpulan .......................................................................................................... 33

5.2 Saran ................................................................................................................ 33

REFERENSI .......................................................................................................... 35

II
DAFTAR GAMBAR

Halaman

Gambar 1.1 Pengguna Internet di Indonesia ........................................................... 1


Gambar 1.2 Marketplace dengan Pengunjung Terbesar 2019 ................................ 2
Gambar 1.3 Shopee Triangle Leatherworks ........................................................... 4
Gambar 1.4 Omzet Triangle Leatherworks (2019) ................................................. 4
Gambar 2.1 Model Analisis...................................................................................13
Gambar 4.1 Grafik Scatterplot...............................................................................27

III
DAFTAR TABEL

Halaman

Tabel 3.1 Skala Likert ........................................................................................... 15


Tabel 3.2 Definisi Operasional ............................................................................. 16
Tabel 4.1 Hasil Analisis Data Karakteristik Responden ........................................ 20
Tabel 4.2 Skala Interval ......................................................................................... 21
Tabel 4.3 Distribusi Tanggapan Responden Variabel Customer Engangement .... 22
Tabel 4.4 Distribusi Tanggapan Responden Variabel Keputusan Pembelian ....... 23
Tabel 4.5 Hasil Uji Validitas Kuisoner .................................................................. 25
Tabel 4.6 Hasil Uji Reliabilitas .............................................................................. 26
Tabel 4.7 Analisis Regresi Sederhana.................................................................... 26
Tabel 4.8 Uji Heterokedasitas ................................................................................ 28
Tabel 4.9 Uji Linearitas ......................................................................................... 29
Tabel 4.10 Uji Korelasi Berganda ( Uji R ) dan Uji Koefisien Determinasi ( R2 ) 29
Tabel 4.11 Implikasi Manajerial ............................................................................ 31

IV
DAFTAR LAMPIRAN
Halaman
A- Kuesioner........................................................................................................A-1

B- Pengikut Shopee Triangle Leatherworks........................................................B-1

C- Hasil Olah Data SPSS Validitas dan Reliabilitas...........................................C-1

D- Hasil Olah Data SPSS Analisis Linier Berganda ..........................................D-1

E- Hasil Olah Data SPSS Uji Asumsi Klasik......................................................E-1

F- Statistik Deskriptif .........................................................................................F-1

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