DAFTAR ISI

HALAMAN SAMPUL......................................................................................i
HALAMAN PERSETUJUAN PEMBIMBING.............................................ii
DAFTAR ISI......................................................................................................iii
DAFTAR GAMBAR.........................................................................................v

BAB I PENDAHULUAN
1.1 Latar Belakang..................................................................................1
1.2 Rumusan Masalah.............................................................................8
1.3 Tujuan Penelitian .............................................................................9
1.4 Manfaat Penelitian............................................................................9
1.5 Ruang Lingkup..................................................................................10
BAB II TINJAUAN PUSTAKA
2.1 Landasan Teori..................................................................................11
2.1.1 Kualitas Layanan................................................................11
2.1.2 Hubungan Kualitas Layanan dengan Keputusan
Pembelian...........................................................................18
2.2 Word of Mouth..................................................................................18
2.2.1 Pengertian Word of Mouth.................................................18
2.2.2 Hubungan Word of Mouth Dengan Keputusan
Pembelian...........................................................................23
2.3 Keputusan Pembelian........................................................................23
2.3.1 Keputusan Pembelian.........................................................23
2.3.2Hubungan Pelayanan Dengan Keputusan Pembelian..........29
2.4 Penelitian Terdahulu.........................................................................30
2.5 Kerangka Pikir...................................................................................33
2.6 Hipotesis............................................................................................34
2.6.1 Pengaruh Kualitas Layanan Terhadap Keputusan
Pembelian...........................................................................34
2.6.2 Pengaruh Pelayanan Terhadap Keputusan Pembelian.......35

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BAB III METODE PENELITIAN
3.1 Lokasi Dan Obyek Penelitian..............................................................37
3.2 Populasi Dan Sampel...........................................................................37
3.2.1 Populasi .............................................................................37
3.2.2 Sampel ...............................................................................38
3.3 Jenis Dan Sumber Data........................................................................39
3.3.1 Jenis Data............................................................................39
3.3.2 Sumber Data.......................................................................39
3.4 Metode Pengumpulan Data..................................................................39
3.5 Skala Dan Pengukuran Data................................................................40
3.6 Pengujian Instrumen Penelitian...........................................................41
3.6.1 Uji Validitas .........................................................................41
3.6.2 Uji Reliabilitas .....................................................................42
3.7 Metode Analisis Data..........................................................................43
3.8 Pengujian Hipotesis.............................................................................44
3.8.1 Uji t-test (Parsial)..................................................................44
3.8.2 Uji F-test (Simultan).............................................................45
3.9 Definisi Operasional Variabel ...........................................................45
3.10 Analisis Data......................................................................................49
3.10.1 Uji Validitas........................................................................49
3.10.2 Uji Reliabiltas.....................................................................54
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Gambaran Umum Rumah Makan Bakso Levos..................................57
4.2 Karakteristik Responden......................................................................58
4.2.1 Karakteristik Responden Berdasarkan Usia.........................58
4.2.2 Karakteristik Responden Berdasarkan Jenis Kelamin..........59
4.2.3 Karakteristik Responden Berdasarkan Tingkat
Pendidikan............................................................................60
4.2.4 Karakteristik Responden Berdasarkan Tingkat
Pekerjaan..............................................................................61
4.3 Deskripsi Variabel Penelitian..............................................................61

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 4.3.1 Variabel Kualitas Layanan....................................................63
4.3.2 Variabel Komunikasi Word Of Mouth..................................71
4.3.3 Variabel Keputusan Pembelian.............................................74
4.4 Hasil Penelitian....................................................................................77
4.4.1 Analisis Data Statistik...........................................................77
a. Hasil Uji F........................................................................77
b. Hasil Uji t.........................................................................78
c. Hasil Uji Koefisien Determinasi.......................................79
4.4.2 Pengujian Hipotesis..............................................................81
4.5 Pembahasan Hasil Penelitian...............................................................83
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan..........................................................................................89
5.2 Saran....................................................................................................90

DAFTAR PUSTAKA
LAMPIRAN

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 DAFTAR GAMBAR
1.1 Data Penjualan..............................................................................................7
2.1 Kerangka Pikir .............................................................................................34
3.1 Skala Likert...................................................................................................41

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 DAFTAR TABEL
3.1 Hasil Perhitungan Validitas Instrumen Variabel
Kualitas Layanan (X1)..................................................................................50
3.2 Hasil Perhitungan Validitas Instrumen komunikasi word of mouth (X2)......52
3.3 Hasil Perhitungan Validitas Instrumen Keputusan Pembelian (Y)..............53
3.4 Hasil Perhitungan Reliabilitas Variabel........................................................55
4.1 Karakteristik responden berdasarkan usia.....................................................58
4.2 Karakteristik Responden Berdasarkan Jenis Kelamin..................................59
4.3 Karakteristik Responden Berdasarkan Pendidikan.......................................60
4.4 Karakteristik Responden Berdasarkan Pekerjaan.........................................61
4.5 Penentuan Kategori Rata-Rata Skor Pernyataan dan Makna
Penilaian Deskriptif......................................................................................62
4.6 Hasil Jawaban Responden atas variabel Kualitas Layanan...........................63
4.7 Hasil Jawaban Responden atas variabel Komunikasi
Word Of Mouth.............................................................................................72
4.8 Hasil Jawaban Responden atas variabel Keputusan Pembelian.....................74
4.9 Hasil Uji F......................................................................................................77
4.10 Hasil Uji t.....................................................................................................78
4.11 Koefisien Determinasi..................................................................................80

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