Disusun Oleh:
Untuk Memenuhi
Riset Pemasaran-Kelas
Bandung
18 September 2021
KATA PENGANTAR
Akhir kata, kami menyadari bahwa laporan penelitian ini masih jauh
dari kata sempurna dan masih banyak terdapat kekurangan-kekurangan.
Untuk itu kami mengharapkan saran dan kritik yang bersifat
membangun demi penyempurnaan laporan penelitian ini dan semoga
Laporan penelitian ini dapat bermanfaat bagi yang membacanya.
Bandung,18 Septemeber
2021
Penulis
DAFTAR ISI
DAFTAR ISI.........................................................................................................vii
DAFTAR TABEL....................................................................................................x
DAFTAR GAMBAR..............................................................................................xi
BAB I PENDAHULUAN.......................................................................................1
2.1.2. Harga.......................................................................................................9
3.1Tujuan Penelitian...........................................................................................17
3.2Manfaat Penelitian.........................................................................................17
4.3.1Populasi Penelitian..................................................................................20
4.3.2Sampel Penelitian....................................................................................20
4.4Metode Pengumpulan Data............................................................................21
4.7.1.Uji Validitas...........................................................................................27
4.7.2.Uji Reliabilitas........................................................................................28
4.8.2.Koefisien Determinasi............................................................................32
5.1.1.Uji Validitas...........................................................................................35
5.1.2.Uji Reliabilitas........................................................................................37
6.1 Kesimpulan...................................................................................................56
6.2 Saran.............................................................................................................56
DAFTAR PUSTAKA............................................................................................58
LAMPIRAN...........................................................................................................60
I.LoA .....................................................................................................................60
V.Form Bimbingan................................................................................................84
VI.SKPI .................................................................................................................85
DAFTAR TABEL
Dari data jenis buku yang menjadi penyumbang penjualan jenis buku
komputer & teknologi mengalami pertumbuhan yang paling tinggi mencapai 18%.
Selain itu, PT Elex Media Komputindo harus memutar otak lebih keras. Mereka
mencari pengarang yang memiliki “fans” dalam jumlah banyak yang
memungkinkan menjangkau penggemar lebih mudah atau dengan cara lain
penerbit memfokuskan pada satu jenis buku yang paling laku penjualannya,
seperti yang Elex Media yang memfokuskan pada buku investasi, bisnis dan
komputer. Tidak berhenti disitu saja, upaya secara gamblang dilakukan untuk
menarik minat pengunjung secara langsung ke toko buku, seperti dengan cara
memberikan diskon, insentif bagi penjual (toko), Program ini dapat dilakukan di
berbagai outlet Gramedia baik secara langsung atau pun via online. Cara-cara
promosi melalui sosial media dari penerbit, pengarang, dan toko buku dapat
menjadi jalan alternatif dalam mengundang calon pembeli. Dalam upaya untuk
meningkatkan daya beli, kerja sama juga bisa dilakukan, seperti yang dilakukan
oleh Elex Media bekerja sama dengan pihak ketiga melakukan CSR (Corporate
Social Responsibility) dengan membantu menyediakan buku di perpustakaan.
Dengan cara ini akan terjadi pembelian buku partai besar oleh penyelenggara dan
digunakan dalam CSR mereka.
Penelitian ini terdiri dari tiga variabel bebas yaitu Brand Image (X1),
Harga (X2) dan Kualitas Pelayanan (X3) dan variabel terikat yaitu Minat
Beli Konsumen (Y).
Tabel 2 Operasionalisasi Variabel Penelitian
Citra Merek
“Merek adalah nama, istilah, tanda, lambang, atau desain, atau kombinasi,
yang dimaksudkan untuk mengidentifikasi barang atau jasa dari salah
satu penjual atau kelompok penjual dan mendiferensiasikan mereka
dengan para pesaing”.
product moment :
Dimana :
ryx = Korelasi Pearson
Untuk menjawab tujuan nomor satu dalam penelitian ini yang merupakan
deskripsi dari variabel-variabel yang diteliti maka digunakan analisis
distribusi frekuensi (perhitungan skor dan range interval). Hasil dari
kuesioner yang telah disebarkan akan direkapitulasi dengan bantuan software
Microsoft Excell. Setelah itu, masing-masing jumlah jawaban responden pada
setiap nilai di ítem pernyataan dijumlahkan dan dimasukkan ke dalam tabel
untuk menghitung jumlah skor dan persentase dari masing-masing ítem
pernyataan.
Dalam menghitung persentase untuk setiap ítem pernyataan didapatkan
dengan cara membagi jumlah skor setiap ítem pernyataan dengan jumlah skor
maksimal dari setiap ítem pernyataan. Ítem maksimal untuk setiap ítem
pernyataan didapatkan dengan cara mengkalikan jumlah responden.
Untuk tanggapan atau jawaban dari responden atas pertanyaan di
kuesioner, setiap itemnya mempunyai skor tertentu. Skor tersebut mempunyai
rentang dari 1 (satu) sampai dengan 5 (lima). Skor tersebut mempunyai
kegunaan dalam menghitung nilai skor terendah dan tertinggi yang akan
digunakan pada rentang klasifikasi skor untuk setiap variabel. Untuk
membuat rentang klasifikasi skor dari setiap variabel maka bisa digunakan
rumus sebagai berikut :
𝐽𝑢𝑚𝑙𝑎ℎ 𝐾𝑎𝑡𝑒𝑔𝑜𝑟𝑖
Rentang Kategori
Skor
𝐽𝑢𝑚𝑙𝑎ℎ 𝐾𝑎𝑡𝑒𝑔𝑜𝑟𝑖
Y = a + b1X1+b2X2+…+bnXn
Keterangan:
𝑡ℎ𝑖𝑡𝑢𝑛𝑔 = nilai t
r=koefisien korelasi
𝜎 =standar deviasi
n = banyaknya sampel
Hasil perhitungan ini selanjutnya dibaPndingkan dengan t tabel dengan
menggunakan tingkat kesalahan 0,05. Kriteria yang digunakan adalah sebagai
berikut:
H01∶ 𝑡≤ 0, Berarti citra merek dari Toko Buku Gramedia Bandung tidak
berpengaruh terhadap minat beli konsumen
Ha1∶ 𝑡≥0, Berarti citra merek dari Toko Buku Gramedia Bandung berpengaruh
terhadap minat beli konsumen
H02∶ 𝑡≤0, Berarti harga di Toko Buku Gramedia Bandung tidak berpengaruh
terhadap minat beli konsumen
Ha2∶ 𝑡≥0, Berarti harga di Toko Buku Gramedia Bandung berpengaruh
terhadap minat beli konsumen
H03∶ 𝑡≤0, Berarti kualitas pelayanan dari Toko Buku Gramedia Bandung tidak
berpengaruh terhadap minat beli konsumem
Ha3: 𝑡≥0, Berarti kualitas pelayanan dari Toko Buku Gramedia Bandung
berpengaruh terhadap minat beli konsumen
BAB V
HASIL PENELITIAN DAN PEMBAHASAN
Cronbach's Alpha
Based on
Cronbach's Standardized
Alpha Items N of Items
,922 ,923 31
Koefisien Determinasi
Tabel 9 Koefisien Determinasi Parsial
Coefficientsa
Unstandardized Standardied
t Sig.
Coefficients Coefficients
1
Correlations
Std. Zero-
Model B Error Beta order PartialPart
(Constant) -,459 ,229 -2,009 ,047
Brand ,565 ,065 ,533 8,663 ,000 ,755 ,620 ,433
Image
Price ,279 ,147 ,220 1,900 ,060 ,716 ,171 ,095
Service ,289 ,141 ,218 2,052 ,042 ,645 ,184 ,102
Quality
a. Dependent Variable: Consumer Buying Interest
Source: Processed data, SPSS Ver. 24
Berdasarkan tabel 9 diatas, untuk memperoleh nilai koefisien determinasi parsial
dengan menggunakan rumus perhitungan sebagai berikut:
Koefisien Determinasi = Koefisien Beta x Orde Nol x 100
Standardize
Unstandardized Coefficients d
t Sig.
Coefficients
Model B Std. Error Beta
(Constant) -,459 ,229 -2,009 ,047
Brand Image ,565 ,065 ,533 8,663 ,000
1 Price ,279 ,147 ,220 1,900 ,060
Service
,289 ,141 ,218 2,052 ,042
Quality
Succesive
Interval Brand Image
X1 X2 X3 X4 X5 X6 X7 X8
4,178 3,303 3,627 5,310 4,162 3,977 4,677 4,600 4,229
5,407 5,562 4,834 2,826 2,982 3,977 4,677 4,600 4,358
4,178 3,303 2,574 2,826 2,982 2,774 3,485 4,600 3,340
4,178 4,366 3,627 2,826 4,162 3,977 3,485 3,390 3,751
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
5,407 5,562 4,834 4,102 4,162 2,774 3,485 4,600 4,366
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
5,407 5,562 4,834 4,102 4,162 3,977 5,887 4,600 4,816
5,407 5,562 4,834 5,310 4,162 3,977 4,677 4,600 4,816
4,178 5,562 2,574 2,826 4,162 3,977 5,887 5,864 4,379
4,178 5,562 3,627 4,102 2,982 3,977 5,887 4,600 4,364
4,178 4,366 4,834 4,102 2,982 3,977 4,677 4,600 4,214
4,178 5,562 3,627 4,102 4,162 3,977 3,485 3,390 4,060
4,178 4,366 3,627 5,310 4,162 3,977 5,887 4,600 4,513
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
5,407 5,562 4,834 5,310 5,373 5,242 5,887 5,864 5,435
5,407 5,562 4,834 4,102 2,982 3,977 4,677 5,864 4,676
4,178 3,303 3,627 2,826 2,982 1,685 3,485 4,600 3,336
5,407 5,562 4,834 4,102 2,982 5,242 5,887 5,864 4,985
5,407 5,562 3,627 2,826 4,162 2,774 4,677 5,864 4,362
5,407 5,562 4,834 5,310 4,162 2,774 3,485 3,390 4,365
4,178 5,562 3,627 4,102 4,162 3,977 4,677 4,600 4,361
3,000 3,303 3,627 2,826 2,982 2,774 4,677 4,600 3,474
5,407 3,303 4,834 2,826 1,796 2,774 5,887 5,864 4,086
5,407 5,562 4,834 2,826 4,162 3,977 4,677 5,864 4,664
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
4,178 4,366 3,627 4,102 5,373 3,977 4,677 4,600 4,363
4,178 4,366 3,627 2,826 1,796 2,774 3,485 3,390 3,305
5,407 4,366 3,627 2,826 4,162 2,774 4,677 4,600 4,055
5,407 5,562 4,834 4,102 5,373 3,977 4,677 4,600 4,816
3,000 3,303 2,574 2,826 1,796 1,000 3,485 3,390 2,672
4,178 3,303 2,574 2,826 1,000 1,685 3,485 3,390 2,805
3,000 4,366 3,627 4,102 4,162 3,977 3,485 3,390 3,764
5,407 4,366 3,627 4,102 4,162 2,774 3,485 4,600 4,065
4,178 4,366 3,627 4,102 2,982 3,977 4,677 4,600 4,064
4,178 4,366 3,627 4,102 2,982 3,977 4,677 4,600 4,064
3,000 3,303 3,627 2,826 2,982 2,774 3,485 3,390 3,173
5,407 5,562 4,834 5,310 4,162 5,242 4,677 4,600 4,974
5,407 3,303 4,834 4,102 2,982 2,774 4,677 3,390 3,934
3,000 3,303 2,574 2,826 2,982 2,774 4,677 4,600 3,342
4,178 4,366 3,627 4,102 2,982 2,774 3,485 3,390 3,613
5,407 5,562 4,834 4,102 2,982 3,977 4,677 4,600 4,518
5,407 5,562 4,834 2,826 2,982 2,774 5,887 5,864 4,517
5,407 2,000 4,834 4,102 4,162 3,977 5,887 5,864 4,529
3,000 5,562 3,627 4,102 4,162 2,774 4,677 5,864 4,221
5,407 4,366 4,834 2,826 2,982 2,774 4,677 4,600 4,058
5,407 5,562 4,834 4,102 5,373 3,977 5,887 5,864 5,126
5,407 5,562 4,834 5,310 4,162 1,685 3,485 5,864 4,539
5,407 4,366 4,834 4,102 2,982 3,977 4,677 5,864 4,526
3,000 4,366 2,574 2,826 2,982 3,977 4,677 3,390 3,474
3,000 4,366 3,627 4,102 2,982 2,774 4,677 3,390 3,615
4,178 4,366 3,627 2,826 2,982 3,977 4,677 4,600 3,904
3,000 4,366 3,627 2,826 2,982 3,977 4,677 3,390 3,606
5,407 4,366 4,834 2,826 4,162 3,977 4,677 4,600 4,356
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
3,000 4,366 4,834 4,102 2,982 3,977 4,677 4,600 4,067
4,178 4,366 3,627 4,102 2,982 2,774 4,677 4,600 3,913
5,407 5,562 3,627 2,826 4,162 2,774 3,485 4,600 4,055
5,407 5,562 4,834 4,102 1,796 2,774 3,485 3,390 3,919
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
4,178 4,366 3,627 4,102 2,982 2,774 4,677 4,600 3,913
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
5,407 4,366 3,627 2,826 2,982 2,774 4,677 4,600 3,908
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
4,178 3,303 3,627 2,826 2,982 2,774 3,485 3,390 3,321
5,407 5,562 4,834 4,102 4,162 2,774 5,887 4,600 4,666
4,178 4,366 4,834 4,102 4,162 2,774 3,485 4,600 4,063
5,407 5,562 4,834 5,310 2,982 2,774 4,677 4,600 4,518
4,178 4,366 3,627 2,826 4,162 3,977 4,677 4,600 4,052
4,178 3,303 3,627 4,102 4,162 3,977 4,677 4,600 4,078
4,178 4,366 3,627 5,310 4,162 5,242 5,887 5,864 4,830
4,178 4,366 3,627 2,826 2,982 2,774 4,677 4,600 3,754
5,407 4,366 4,834 2,826 4,162 2,774 5,887 5,864 4,515
5,407 5,562 4,834 5,310 4,162 3,977 4,677 5,864 4,974
5,407 5,562 4,834 4,102 5,373 5,242 5,887 4,600 5,126
4,178 2,000 3,627 5,310 5,373 5,242 3,485 4,600 4,227
3,000 4,366 3,627 4,102 2,982 3,977 4,677 4,600 3,916
5,407 4,366 3,627 4,102 5,373 3,977 5,887 5,864 4,825
4,178 5,562 3,627 5,310 4,162 3,977 5,887 4,600 4,663
4,178 4,366 3,627 4,102 4,162 3,977 3,485 4,600 4,062
5,407 4,366 3,627 2,826 2,982 3,977 4,677 4,600 4,058
4,178 4,366 3,627 4,102 4,162 3,977 4,677 4,600 4,211
4,178 4,366 4,834 2,826 2,982 3,977 3,485 4,600 3,906
5,407 5,562 4,834 5,310 4,162 5,242 5,887 5,864 5,284
4,178 4,366 3,627 4,102 4,162 5,242 4,677 4,600 4,369
4,178 5,562 4,834 2,826 2,982 2,774 3,485 3,390 3,754
4,178 5,562 3,627 4,102 4,162 3,977 4,677 4,600 4,361
5,407 5,562 4,834 5,310 4,162 3,977 5,887 5,864 5,125
5,407 5,562 4,834 4,102 2,982 3,977 4,677 5,864 4,676
5,407 5,562 4,834 5,310 5,373 5,242 5,887 5,864 5,435
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
3,000 3,303 3,627 4,102 4,162 3,977 5,887 5,864 4,240
4,178 5,562 3,627 4,102 4,162 2,774 3,485 3,390 3,910
3,000 3,303 2,574 2,826 2,982 2,774 3,485 2,000 2,868
4,178 4,366 2,574 2,826 4,162 3,977 5,887 4,600 4,071
4,178 4,366 3,627 4,102 5,373 2,774 4,677 4,600 4,212
3,000 3,303 1,000 1,000 2,982 1,000 3,485 3,390 2,395
3,000 3,303 1,583 2,826 2,982 1,685 3,485 3,390 2,782
3,000 3,303 2,574 2,826 2,982 2,774 3,485 3,390 3,042
3,000 4,366 2,574 2,826 5,373 2,774 4,677 3,390 3,623
4,178 4,366 2,574 2,826 4,162 2,774 2,000 3,390 3,284
4,178 4,366 2,574 2,826 4,162 3,977 4,677 4,600 3,920
3,000 3,303 2,574 4,102 4,162 2,774 3,485 3,390 3,349
4,178 4,366 4,834 4,102 5,373 5,242 5,887 5,864 4,981
4,178 3,303 3,627 2,826 4,162 3,977 5,887 5,864 4,228
4,178 4,366 2,574 2,826 2,982 3,977 3,485 4,600 3,624
3,000 3,303 2,574 4,102 4,162 3,977 4,677 4,600 3,799
4,178 4,366 3,627 4,102 4,162 1,685 4,677 4,600 3,925
5,407 5,562 1,583 2,826 4,162 3,977 3,485 3,390 3,799
5,407 5,562 4,834 5,310 5,373 5,242 5,887 4,600 5,277
4,178 5,562 2,574 4,102 5,373 3,977 3,485 4,600 4,231
4,178 4,366 2,574 2,826 2,982 2,774 4,677 4,600 3,622
5,407 5,562 4,834 5,310 5,373 5,242 4,677 5,864 5,284
3,000 5,562 2,574 2,826 1,796 2,774 3,485 3,390 3,176
4,178 5,562 2,574 4,102 5,373 2,774 2,000 3,390 3,744
4,178 3,303 2,574 4,102 4,162 2,774 4,677 2,000 3,471
Succesive Interval Harga
X1 X2 X3 X4 X5 X6
3,561 3,085 4,705 4,490 4,185 2,000 3,671
4,785 5,386 6,013 3,436 5,373 3,082 4,679
3,561 3,085 3,438 3,436 2,946 2,000 3,078
3,561 4,149 4,705 3,436 5,373 3,082 4,051
2,447 3,085 3,438 3,436 2,946 3,082 3,072
4,785 5,386 4,705 4,490 4,185 3,913 4,577
3,561 4,149 4,705 3,436 2,946 3,082 3,646
2,447 3,085 3,438 3,436 2,946 2,000 2,892
4,785 5,386 4,705 4,490 4,185 3,913 4,577
4,785 5,386 4,705 4,490 4,185 2,000 4,258
3,561 5,386 4,705 5,570 2,946 3,082 4,208
3,561 5,386 4,705 5,570 4,185 4,866 4,712
3,561 4,149 4,705 5,570 4,185 3,913 4,347
3,561 5,386 4,705 5,570 2,946 3,913 4,347
3,561 4,149 6,013 5,570 4,185 3,913 4,565
3,561 4,149 4,705 4,490 4,185 3,913 4,167
3,561 4,149 4,705 4,490 4,185 3,913 4,167
4,785 5,386 6,013 5,570 5,373 4,866 5,332
4,785 5,386 3,438 3,436 4,185 3,913 4,190
3,561 3,085 6,013 5,570 4,185 3,082 4,249
4,785 5,386 6,013 5,570 5,373 3,082 5,035
4,785 5,386 6,013 4,490 5,373 4,866 5,152
4,785 5,386 6,013 5,570 2,946 3,913 4,769
3,561 5,386 4,705 5,570 4,185 4,866 4,712
2,447 3,085 3,438 5,570 2,946 4,866 3,725
4,785 3,085 4,705 4,490 1,583 4,866 3,919
4,785 5,386 4,705 4,490 4,185 2,000 4,258
2,447 3,085 3,438 3,436 2,946 3,082 3,072
3,561 4,149 4,705 4,490 4,185 3,913 4,167
3,561 4,149 4,705 3,436 2,946 3,082 3,646
3,561 4,149 3,438 3,436 2,946 3,082 3,435
4,785 4,149 4,705 4,490 2,946 2,000 3,846
4,785 5,386 4,705 3,436 5,373 3,913 4,599
2,447 3,085 4,705 2,000 4,185 3,082 3,251
3,561 3,085 4,705 3,436 4,185 3,913 3,814
2,447 4,149 4,705 4,490 4,185 3,082 3,843
4,785 4,149 4,705 4,490 2,946 2,000 3,846
3,561 4,149 4,705 4,490 2,946 3,082 3,822
3,561 4,149 4,705 4,490 2,946 3,082 3,822
2,447 3,085 3,438 3,436 2,946 2,000 2,892
4,785 5,386 4,705 4,490 4,185 2,000 4,258
4,785 3,085 4,705 3,436 2,946 2,000 3,493
2,447 3,085 3,438 3,436 2,946 3,082 3,072
3,561 4,149 4,705 3,436 2,946 2,000 3,466
4,785 5,386 4,705 3,436 1,583 2,000 3,649
4,785 5,386 6,013 5,570 2,946 2,000 4,450
4,785 2,000 6,013 5,570 4,185 4,866 4,570
2,447 5,386 4,705 4,490 2,946 2,000 3,662
4,785 4,149 4,705 3,436 4,185 3,082 4,057
4,785 5,386 4,705 5,570 5,373 4,866 5,114
4,785 5,386 4,705 5,570 2,946 3,082 4,412
4,785 4,149 6,013 5,570 2,946 3,082 4,424
2,447 4,149 3,438 4,490 4,185 3,082 3,632
2,447 4,149 3,438 3,436 4,185 3,082 3,456
3,561 4,149 3,438 4,490 4,185 3,913 3,956
2,447 4,149 4,705 4,490 2,946 3,913 3,775
4,785 4,149 3,438 4,490 2,946 3,082 3,815
3,561 4,149 4,705 3,436 4,185 3,082 3,853
2,447 4,149 3,438 3,436 2,946 3,082 3,250
3,561 4,149 3,438 4,490 2,946 3,082 3,611
4,785 5,386 4,705 4,490 5,373 3,082 4,637
4,785 5,386 4,705 3,436 2,946 2,000 3,876
3,561 4,149 3,438 4,490 4,185 3,082 3,817
3,561 4,149 4,705 3,436 2,946 3,082 3,646
2,447 3,085 3,438 4,490 2,946 3,082 3,248
2,447 3,085 3,438 3,436 2,946 2,000 2,892
4,785 4,149 4,705 5,570 2,946 3,082 4,206
2,447 3,085 3,438 3,436 2,946 3,082 3,072
3,561 3,085 3,438 3,436 4,185 3,082 3,464
4,785 5,386 4,705 3,436 2,946 3,082 4,057
3,561 4,149 4,705 5,570 4,185 2,000 4,028
4,785 5,386 4,705 5,570 1,000 3,913 4,226
3,561 4,149 3,438 4,490 4,185 2,000 3,637
3,561 3,085 4,705 3,436 4,185 2,000 3,495
3,561 4,149 4,705 3,436 4,185 3,913 3,991
3,561 4,149 3,438 4,490 2,946 2,000 3,431
4,785 4,149 4,705 4,490 4,185 3,913 4,371
4,785 5,386 6,013 5,570 2,946 4,866 4,928
4,785 5,386 3,438 3,436 2,946 2,000 3,665
3,561 2,000 3,438 2,000 2,946 2,000 2,657
2,447 4,149 4,705 5,570 4,185 3,082 4,023
4,785 4,149 4,705 3,436 2,946 2,000 3,670
3,561 5,386 4,705 4,490 5,373 3,082 4,433
3,561 4,149 4,705 4,490 2,946 2,000 3,642
4,785 4,149 3,438 3,436 2,946 3,082 3,639
3,561 4,149 4,705 4,490 4,185 3,913 4,167
3,561 4,149 2,000 2,000 2,946 3,913 3,095
4,785 5,386 6,013 3,436 4,185 3,082 4,481
3,561 4,149 3,438 3,436 2,946 3,082 3,435
3,561 5,386 3,438 4,490 4,185 3,082 4,024
3,561 4,149 4,705 4,490 4,185 3,913 4,167
4,785 5,386 3,438 4,490 2,946 3,913 4,160
4,785 5,386 4,705 3,436 2,946 3,913 4,195
4,785 5,386 4,705 4,490 4,185 3,913 4,577
2,447 3,085 3,438 3,436 2,946 3,082 3,072
1,000 2,000 4,705 5,570 2,946 3,913 3,356
3,561 4,149 3,438 4,490 2,946 2,000 3,431
3,561 4,149 4,705 3,436 4,185 3,082 3,853
2,447 3,085 3,438 4,490 2,946 3,082 3,248
3,561 4,149 4,705 4,490 4,185 3,913 4,167
4,785 3,085 3,438 3,436 4,185 3,913 3,807
4,785 5,386 6,013 5,570 4,185 4,866 5,134
4,785 4,149 4,705 3,436 4,185 4,866 4,354
3,561 4,149 4,705 4,490 4,185 4,866 4,326
3,561 4,149 4,705 4,490 4,185 4,866 4,326
3,561 3,085 4,705 5,570 5,373 4,866 4,527
3,561 4,149 4,705 4,490 4,185 3,913 4,167
2,447 4,149 4,705 5,570 4,185 3,913 4,161
4,785 5,386 6,013 5,570 5,373 4,866 5,332
2,447 3,085 3,438 5,570 2,946 3,082 3,428
2,447 4,149 6,013 5,570 5,373 4,866 4,736
3,561 4,149 6,013 5,570 5,373 4,866 4,922
2,447 4,149 6,013 5,570 5,373 3,913 4,578
3,561 5,386 6,013 3,436 5,373 2,000 4,295
3,561 4,149 3,438 3,436 4,185 4,866 3,939
2,447 3,085 2,000 3,436 2,946 2,000 2,652
2,447 2,000 3,438 5,570 4,185 2,000 3,273
3,561 4,149 6,013 5,570 4,185 3,913 4,565
2,447 3,085 3,438 3,436 2,946 3,082 3,072
3,561 4,149 4,705 4,490 4,185 3,913 4,167
Succesive Kualita
Interval s Pelayanan
X1 X2 X3 X4 X5 X6 X7 X8
3,571 3,130 4,441 5,341 4,239 4,154 4,009 4,611 4,187
4,817 5,429 5,769 2,868 2,969 4,154 4,009 5,864 4,485
3,571 3,130 3,241 2,868 2,969 2,937 2,810 4,611 3,267
3,571 4,194 4,441 2,868 1,796 2,937 2,810 3,406 3,253
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
4,817 5,429 5,769 4,126 4,239 2,937 2,810 4,611 4,342
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
4,817 5,429 5,769 4,126 4,239 4,154 5,226 4,611 4,796
4,817 5,429 5,769 5,341 4,239 4,154 4,009 4,611 4,796
3,571 5,429 3,241 2,868 4,239 4,154 5,226 5,864 4,324
3,571 5,429 4,441 4,126 2,969 4,154 5,226 4,611 4,316
3,571 4,194 5,769 4,126 2,969 4,154 4,009 4,611 4,175
3,571 5,429 4,441 4,126 4,239 4,154 2,810 3,406 4,022
3,571 4,194 4,441 5,341 4,239 4,154 5,226 4,611 4,472
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
4,817 5,429 5,769 5,341 5,614 5,407 5,226 5,864 5,433
4,817 5,429 5,769 4,126 2,969 4,154 4,009 5,864 4,642
3,571 3,130 4,441 2,868 2,969 1,736 2,810 4,611 3,267
4,817 5,429 5,769 4,126 2,969 5,407 5,226 5,864 4,951
4,817 5,429 4,441 2,868 4,239 2,937 4,009 5,864 4,325
4,817 5,429 5,769 5,341 4,239 2,937 2,810 3,406 4,343
3,571 5,429 4,441 4,126 4,239 4,154 4,009 4,611 4,322
2,466 3,130 4,441 2,868 2,969 2,937 4,009 4,611 3,429
4,817 3,130 5,769 2,868 1,796 2,937 5,226 5,864 4,051
4,817 5,429 5,769 2,868 4,239 4,154 4,009 5,864 4,643
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 4,441 2,868 1,796 2,937 2,810 3,406 3,253
4,817 4,194 4,441 2,868 4,239 2,937 4,009 4,611 4,014
4,817 5,429 5,769 4,126 5,614 4,154 4,009 4,611 4,816
2,466 3,130 3,241 2,868 1,796 1,000 2,810 3,406 2,590
3,571 3,130 3,241 2,868 1,000 1,736 2,810 3,406 2,720
2,466 4,194 4,441 4,126 4,239 4,154 2,810 3,406 3,729
4,817 4,194 4,441 4,126 4,239 2,937 2,810 4,611 4,022
3,571 4,194 4,441 4,126 2,969 4,154 4,009 4,611 4,009
3,571 4,194 4,441 4,126 2,969 4,154 4,009 4,611 4,009
2,466 3,130 4,441 2,868 2,969 2,937 2,810 3,406 3,128
4,817 5,429 5,769 5,341 4,239 5,407 4,009 4,611 4,953
4,817 3,130 5,769 4,126 2,969 2,937 4,009 3,406 3,895
2,466 3,130 3,241 2,868 2,969 2,937 4,009 4,611 3,279
3,571 4,194 4,441 4,126 2,969 2,937 2,810 3,406 3,557
4,817 5,429 5,769 4,126 2,969 4,154 4,009 4,611 4,485
4,817 5,429 5,769 2,868 2,969 2,937 5,226 5,864 4,485
4,817 2,000 5,769 4,126 4,239 4,154 5,226 5,864 4,524
2,466 5,429 4,441 4,126 4,239 2,937 4,009 5,864 4,189
4,817 4,194 5,769 2,868 2,969 2,937 4,009 4,611 4,022
4,817 5,429 5,769 4,126 5,614 4,154 5,226 5,864 5,125
4,817 5,429 5,769 5,341 4,239 1,736 2,810 5,864 4,500
4,817 4,194 5,769 4,126 2,969 4,154 4,009 5,864 4,488
2,466 4,194 3,241 2,868 2,969 4,154 4,009 3,406 3,413
2,466 4,194 4,441 4,126 2,969 2,937 4,009 3,406 3,568
3,571 4,194 4,441 2,868 2,969 4,154 4,009 4,611 3,852
2,466 4,194 4,441 2,868 2,969 4,154 4,009 3,406 3,563
4,817 4,194 5,769 2,868 4,239 4,154 4,009 4,611 4,332
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
2,466 4,194 5,769 4,126 2,969 4,154 4,009 4,611 4,037
3,571 4,194 4,441 4,126 2,969 2,937 4,009 4,611 3,857
4,817 5,429 4,441 2,868 4,239 2,937 2,810 4,611 4,019
4,817 5,429 5,769 4,126 1,796 2,937 2,810 3,406 3,886
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 4,441 4,126 2,969 2,937 4,009 4,611 3,857
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
4,817 4,194 4,441 2,868 2,969 2,937 4,009 4,611 3,856
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
3,571 3,130 4,441 2,868 2,969 2,937 2,810 3,406 3,267
4,817 5,429 5,769 4,126 4,239 2,937 5,226 4,611 4,644
3,571 4,194 5,769 4,126 4,239 2,937 2,810 4,611 4,032
4,817 5,429 5,769 5,341 2,969 2,937 4,009 4,611 4,485
3,571 4,194 4,441 2,868 4,239 4,154 4,009 4,611 4,011
3,571 3,130 4,441 4,126 4,239 4,154 4,009 4,611 4,035
3,571 4,194 4,441 2,868 4,239 2,937 2,810 3,406 3,558
3,571 4,194 4,441 2,868 2,969 2,937 4,009 4,611 3,700
4,817 4,194 5,769 2,868 4,239 2,937 5,226 5,864 4,489
4,817 5,429 5,769 5,341 4,239 4,154 4,009 5,864 4,953
4,817 5,429 5,769 4,126 5,614 5,407 5,226 4,611 5,125
3,571 2,000 4,441 5,341 5,614 5,407 2,810 4,611 4,224
2,466 4,194 4,441 4,126 2,969 4,154 4,009 4,611 3,871
4,817 4,194 4,441 4,126 5,614 4,154 5,226 5,864 4,804
3,571 5,429 4,441 5,341 4,239 4,154 5,226 4,611 4,626
3,571 4,194 4,441 4,126 4,239 4,154 2,810 4,611 4,018
4,817 4,194 4,441 2,868 2,969 4,154 4,009 4,611 4,008
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 5,769 2,868 2,969 4,154 2,810 4,611 3,868
4,817 5,429 5,769 5,341 4,239 5,407 5,226 5,864 5,261
3,571 4,194 4,441 4,126 4,239 5,407 4,009 4,611 4,325
3,571 5,429 5,769 2,868 2,969 2,937 2,810 3,406 3,720
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
4,817 5,429 5,769 5,341 4,239 4,154 5,226 5,864 5,105
4,817 5,429 5,769 4,126 2,969 4,154 4,009 5,864 4,642
4,817 5,429 5,769 5,341 5,614 5,407 5,226 5,864 5,433
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
1,000 2,000 2,000 1,000 2,969 1,736 1,000 2,000 1,713
3,571 4,194 4,441 4,126 4,239 2,937 2,810 3,406 3,715
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
3,571 5,429 4,441 4,126 4,239 4,154 4,009 4,611 4,322
3,571 4,194 4,441 2,868 4,239 5,407 4,009 4,611 4,167
3,571 5,429 5,769 2,868 4,239 4,154 2,810 3,406 4,031
3,571 5,429 4,441 5,341 4,239 5,407 2,810 5,864 4,638
3,571 4,194 4,441 4,126 4,239 4,154 4,009 3,406 4,017
3,571 3,130 3,241 4,126 4,239 2,937 2,810 4,611 3,583
3,571 5,429 4,441 4,126 4,239 2,937 1,583 3,406 3,716
3,571 4,194 4,441 4,126 4,239 4,154 2,810 4,611 4,018
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
4,817 5,429 5,769 5,341 5,614 5,407 5,226 5,864 5,433
3,571 4,194 5,769 2,868 4,239 4,154 2,810 4,611 4,027
1,479 3,130 4,441 1,479 2,969 2,937 1,583 2,000 2,502
4,817 5,429 5,769 2,868 5,614 5,407 5,226 5,864 5,124
2,466 4,194 5,769 2,868 4,239 5,407 4,009 3,406 4,045
2,466 3,130 3,241 2,868 4,239 5,407 2,810 4,611 3,597
3,571 4,194 4,441 4,126 4,239 4,154 4,009 5,864 4,325
2,466 4,194 4,441 2,868 4,239 2,937 2,810 3,406 3,420
2,466 5,429 5,769 2,868 2,969 2,937 2,810 3,406 3,582
3,571 4,194 5,769 2,868 4,239 4,154 2,810 3,406 3,876
2,466 3,130 3,241 2,868 2,969 2,937 2,810 3,406 2,978
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
3,571 4,194 4,441 4,126 4,239 4,154 4,009 4,611 4,168
Succesive Interval Minat Beli Konsumen
X1 X2 X3 X4 X5 X6
5,381 3,046 3,389 3,441 3,201 4,356 3,802
5,381 4,185 4,632 4,688 5,440 4,356 4,780
4,117 3,046 4,632 3,441 4,260 4,356 3,975
4,117 4,185 4,632 4,688 4,260 4,356 4,373
3,098 3,046 3,389 3,441 3,201 3,303 3,246
5,381 4,185 4,632 4,688 5,440 4,356 4,780
4,117 4,185 3,389 3,441 3,201 3,303 3,606
3,098 3,046 3,389 3,441 3,201 3,303 3,246
5,381 5,327 5,908 5,885 5,440 5,545 5,581
4,117 4,185 3,389 3,441 4,260 4,356 3,958
4,117 1,910 3,389 2,000 4,260 4,356 3,339
5,381 3,046 3,389 4,688 3,201 3,303 3,835
4,117 4,185 5,908 5,885 4,260 5,545 4,983
4,117 3,046 3,389 3,441 3,201 4,356 3,592
5,381 4,185 5,908 5,885 4,260 5,545 5,194
4,117 4,185 4,632 4,688 5,440 4,356 4,570
4,117 4,185 4,632 3,441 4,260 4,356 4,165
5,381 5,327 5,908 5,885 5,440 5,545 5,581
4,117 3,046 3,389 3,441 5,440 4,356 3,965
5,381 1,910 4,632 4,688 3,201 4,356 4,028
5,381 3,046 4,632 3,441 5,440 5,545 4,581
5,381 3,046 5,908 4,688 5,440 5,545 5,001
5,381 3,046 4,632 4,688 5,440 5,545 4,789
3,098 3,046 4,632 4,688 5,440 5,545 4,408
4,117 1,910 3,389 4,688 4,260 4,356 3,787
5,381 3,046 3,389 3,441 3,201 4,356 3,802
5,381 4,185 4,632 3,441 4,260 5,545 4,574
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 4,185 4,632 4,688 4,260 4,356 4,373
4,117 3,046 4,632 4,688 4,260 4,356 4,183
3,098 3,046 3,389 3,441 3,201 3,303 3,246
5,381 3,046 4,632 3,441 5,440 4,356 4,383
5,381 4,185 4,632 4,688 5,440 5,545 4,979
2,000 1,910 2,000 2,000 4,260 2,000 2,362
4,117 1,000 3,389 2,000 2,000 4,356 2,810
3,098 3,046 3,389 3,441 3,201 5,545 3,620
4,117 3,046 3,389 3,441 4,260 5,545 3,967
5,381 4,185 4,632 3,441 4,260 4,356 4,376
5,381 4,185 4,632 4,688 4,260 4,356 4,584
2,000 1,910 3,389 3,441 3,201 3,303 2,874
4,117 4,185 5,908 4,688 4,260 5,545 4,784
5,381 4,185 4,632 4,688 4,260 5,545 4,782
4,117 3,046 4,632 4,688 4,260 4,356 4,183
3,098 4,185 4,632 3,441 4,260 3,303 3,820
4,117 4,185 3,389 3,441 4,260 4,356 3,958
5,381 4,185 5,908 5,885 4,260 5,545 5,194
4,117 5,327 4,632 5,885 4,260 5,545 4,961
5,381 4,185 4,632 4,688 5,440 5,545 4,979
5,381 4,185 3,389 3,441 3,201 4,356 3,992
5,381 5,327 5,908 3,441 5,440 5,545 5,174
5,381 4,185 3,389 3,441 5,440 5,545 4,564
5,381 3,046 4,632 3,441 5,440 5,545 4,581
4,117 1,910 3,389 3,441 3,201 3,303 3,227
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 4,185 4,632 4,688 4,260 3,303 4,198
4,117 3,046 3,389 4,688 3,201 4,356 3,800
5,381 3,046 4,632 3,441 4,260 5,545 4,384
5,381 4,185 4,632 4,688 3,201 4,356 4,407
5,381 3,046 3,389 3,441 4,260 3,303 3,803
4,117 4,185 3,389 3,441 4,260 4,356 3,958
5,381 5,327 5,908 5,885 5,440 5,545 5,581
4,117 4,185 3,389 3,441 3,201 3,303 3,606
4,117 4,185 4,632 4,688 4,260 4,356 4,373
5,381 3,046 4,632 3,441 4,260 4,356 4,186
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 1,910 2,000 2,000 2,000 2,000 2,338
3,098 3,046 3,389 3,441 4,260 4,356 3,598
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 3,046 4,632 3,441 4,260 3,303 3,800
5,381 5,327 4,632 4,688 5,440 5,545 5,169
4,117 3,046 4,632 3,441 5,440 5,545 4,370
5,381 1,910 5,908 4,688 4,260 5,545 4,615
5,381 3,046 4,632 3,441 3,201 4,356 4,009
4,117 3,046 4,632 3,441 5,440 4,356 4,172
3,098 3,046 3,389 4,688 5,440 5,545 4,201
4,117 3,046 2,000 2,000 2,000 3,303 2,744
4,117 4,185 4,632 4,688 4,260 4,356 4,373
5,381 3,046 4,632 4,688 4,260 5,545 4,592
4,117 4,185 4,632 4,688 5,440 4,356 4,570
3,098 4,185 4,632 2,000 3,201 4,356 3,579
5,381 3,046 3,389 3,441 4,260 4,356 3,979
3,098 3,046 4,632 4,688 5,440 4,356 4,210
5,381 3,046 4,632 4,688 4,260 5,545 4,592
4,117 3,046 4,632 3,441 4,260 4,356 3,975
5,381 3,046 4,632 3,441 4,260 4,356 4,186
4,117 4,185 4,632 4,688 4,260 4,356 4,373
4,117 3,046 3,389 4,688 3,201 4,356 3,800
5,381 3,046 4,632 3,441 5,440 5,545 4,581
4,117 4,185 5,908 4,688 4,260 4,356 4,586
4,117 1,910 3,389 3,441 4,260 3,303 3,403
4,117 4,185 4,632 4,688 4,260 4,356 4,373
5,381 3,046 3,389 4,688 5,440 3,303 4,208
5,381 4,185 3,389 3,441 4,260 3,303 3,993
5,381 4,185 5,908 5,885 4,260 5,545 5,194
3,098 3,046 3,389 3,441 3,201 3,303 3,246
5,381 1,000 4,632 4,688 4,260 5,545 4,251
5,381 5,327 3,389 3,441 3,201 5,545 4,381
4,117 5,327 4,632 5,885 4,260 5,545 4,961
5,381 4,185 4,632 4,688 5,440 5,545 4,979
5,381 4,185 3,389 3,441 3,201 4,356 3,992
5,381 5,327 5,908 3,441 5,440 5,545 5,174
5,381 4,185 3,389 3,441 5,440 5,545 4,564
5,381 3,046 4,632 3,441 5,440 5,545 4,581
4,117 1,910 3,389 3,441 3,201 3,303 3,227
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 4,185 4,632 4,688 4,260 3,303 4,198
4,117 3,046 3,389 4,688 3,201 4,356 3,800
5,381 3,046 4,632 3,441 4,260 5,545 4,384
5,381 4,185 4,632 4,688 3,201 4,356 4,407
5,381 3,046 3,389 3,441 4,260 3,303 3,803
3,098 3,046 3,389 3,441 3,201 3,303 3,246
4,117 3,046 4,632 3,441 4,260 3,303 3,800
5,381 5,327 4,632 4,688 5,440 5,545 5,169
4,117 3,046 4,632 3,441 5,440 5,545 4,370
5,381 1,910 5,908 4,688 4,260 5,545 4,615
5,381 3,046 4,632 3,441 3,201 4,356 4,009
4,117 3,046 4,632 3,441 5,440 4,356 4,172
3,098 3,046 3,389 4,688 5,440 5,545 4,201
4,117 3,046 2,000 2,000 2,000 3,303 2,744
4,117 4,185 4,632 4,688 4,260 4,356 4,373
BAB VI
KESIMPULAN DAN SARAN
6.1 Kesimpulan
Kesimpulan dalam penelitian ini dapat diuraikan sebagai berikut;
1. Hasil penelitian membuktikan bahwa citra merek Toko Buku Gramedia dapat
dikatakan cukup baik, memiliki merek yang kuat di benak konsumen, sehingga
apabila konsumen membutuhkan buku maka nama Gramedia akan muncul di
benaknya. Brand Image berpengaruh terhadap Minat Beli Konsumen sebesar
40,3%.
2. Hasil penelitian membuktikan bahwa harga dari Toko Buku Gramedia dapat
dikatakan cukup baik, harga yang dikeluarkan konsumen sesuai dengan
manfaat yang diperoleh. Harga dari Toko Buku Gramedia berpengaruh
terhadap Minat Beli Konsumen sebesar 15,8%.
3. Hasil penelitian membuktikan Service Quality dapat dikatakan cukup baik,
terdapat respon yang sangat ramah dari karyawan Toko Buku Gramedia.
Service Quality berpengaruh terhadap Minat Beli Konsumen sebesar 14%.
6.2 Saran
Berikut adalah beberapa saran yang dapat diberikan kepada Toko Buku Gramedia;
1. Toko buku Gramedia harus lebih dinamis mengikuti perkembangan teknologi,
menggunakan media penjualan online adalah yang paling populer saat ini.
melakukan promosi melalui semua media sosial adalah salah satunya.
2. Selalu update buku elektronik terbaru yang banyak diminati oleh semua
kalangan, kemudian bagikan linknya melalui email pribadi konsumen.
3. Memberikan pelayanan tambahan seperti home delivery atau pemberian hadiah
kepada pelanggan setia yang sedang berulang tahun
4. Sebagai toko buku yang sudah memiliki nama besar di Indonesia, Gramedia
memiliki banyak pesaing terutama dalam hal perang harga di pasaran. Harga
buku di Gramedia selalu di atas toko buku kecil lainnya, untuk menghindari hal
seperti ini ada baiknya dibuatkan regulasi sebagai penetapan harga pasar agar
harga yang ditawarkan di semua toko buku sama.
5. Untuk penelitian selanjutnya, variabel yang menarik untuk diteliti pada objek
ini adalah bauran promosi khususnya di bidang periklanan yaitu media sosial,
kemudian variabel mengenai perilaku konsumen dari Toko Buku Gramedia
dan yang terakhir adalah nilai pelanggan yang diperoleh saat berbelanja di
Toko Buku Gramedia.
DAFTAR PUSTAKA
WEBSITE
https://economy.okezone.com/read/2017/04/25/320/1675834/perkembangan-
internet-picu-penurunan-penjualan-buku
https://adindacl.wordpress.com/2020/03/26/penjualan-buku-awal-tahun-
2020-turun-drastis/
https://www.ikapi.org/riset/Manuarang, R.N., dan Mukhammad K.M. 2018.