DAFTAR ISI

Halaman
PRAKATA......................................................................................................... i
DAFTAR ISI ..................................................................................................... iii
DAFTAR TABEL.............................................................................................. vi
DAFTAR GAMBAR......................................................................................... vii

BAB I : PENDAHULUAN
1.1 Latar Belakang Masalah............................................................... 1
1.2 Rumusan Masalah ........................................................................ 6
1.3 Tujuan Penelitian ......................................................................... 6
1.4 Manfaat Penelitian ....................................................................... 6
1.5 Sistematika Penulisan .................................................................. 7

BAB II :TINJAUAN PUSTAKA

2.1 Pengertian Manajemen ................................................................ 9
2.2 Manajemen Pemasaran................................................................. 10
2.2.1 Pengertian Manajemen Pemasaran...................................... 10
2.3 Citra Merek (Brand Image) ......................................................... 11
2.3.1 Pengertian Citra Merek (Brand Image).............................. 11
2.3.2 Komponen Pembentuk Citra Merek................................... 13
2.3.3 Indikator Citra Merek......................................................... 13
2.4 Keputusan Nasabah...................................................................... 14
2.4.1 Pengertian Keputusan Nasabah........................................... 14
2.4.2 Tahapan Proses Keputusan Pembelian................................ 15
2.4.3 Faktor yang Mempengaruhi Keputusan Pembelian............ 16
2.4.4 Indikator Keputusan Pembelian.......................................... 18
2.5 Pengaruh Citra Merek Terhadap Keputusan Nasabah.................. 18
2.6 Penelitian Terdahulu..................................................................... 19
2.7 Kerangka Pemikiran..................................................................... 21
2.8 Hipotesis....................................................................................... 21

BAB III :METODE PENELITIAN

3.1 Tempat dan Waktu Penelitian....................................................... 22
3.2 Populasi dan Sampel..................................................................... 22
3.2.1 Populasi.............................................................................. 22
3.2.2 Sampel................................................................................ 22
3.3 Teknik Pengambilan Sampel........................................................ 24
3.4 Variabel Penelitian dan Definisi Operasional Variabel................ 24
3.4.1 Variabel Penelitian............................................................ 24
3.4.2 Definisi Operasional Variabel........................................... 25
3.5 Jenis dan Sumber Data.................................................................. 25
3.5.1 Jenis Data........................................................................... 25
3.5.2 Sumber Data...................................................................... 26
3.6 Teknik Pengumpulan Data .......................................................... 26

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 3.7 Teknik Analisis Data.................................................................... 26
3.7.1 Uji Validitas dan Reliabilitas Kuisioner............................. 27
3.7.1.1 Uji Validitas ........................................................... 27
3.7.1.2 Uji Reliabilitas........................................................ 27
3.7.2 Statistik Deskriptif.............................................................. 28
3.7.3 Uji Asumsi Klasik.............................................................. 29
3.7.3.1 Uji Normalitas........................................................ 30
3.7.3.2 Uji Linieritas .......................................................... 30
3.7.3.3 Uji Heterokedastisitas............................................. 31
3.7.4 Analisis Regresi Linier Sederhana..................................... 31
3.7.5 Uji t..................................................................................... 32
3.7.6 Uji Koefisien Determinasi (R2).......................................... 33

BAB IV :GAMBARAN UMUM PERUSAHAAN

4.1 Sejarah Perusahaan....................................................................... 34
4.2 Visi dan Misi................................................................................ 36
4.2.1 Visi..................................................................................... 36
4.2.2 Misi..................................................................................... 36
4.3 Struktur Organisasi....................................................................... 37
4.4 Tugas dan Tanggung Jawab Masing-masing Jabatan................... 39
4.5 Aktivitas Perusahaan..................................................................... 51
4.6 Citra Merek Perusahaan ............................................................... 51

BAB V :HASIL PENELITIAN DAN PEMBAHASAN

5.1 Identitas Responden...................................................................... 53
5.1.1 Responden Berdasarkan Jenis Kelamin.............................. 53
5.1.2 Responden Berdasarkan Usia............................................. 54
5.1.3 Responden Berdasarkan Tingkat Pendidikan..................... 55
5.1.4 Responden Berdasarkan Tingkat Pendapatan.................... 56
5.2 Uji Validitas dan Reliabilitas Kuisioner....................................... 56
5.2.1 Uji Validitas........................................................................ 56
5.2.2 Uji Reliabilitas.................................................................... 59
5.3 Analisa Deskripsi Variabel Penelitian.......................................... 59
5.3.1 Citra Merek (Brand Image)................................................ 59
5.3.2 Keputusan Nasabah............................................................ 74
5.4 Uji Asumsi Klasik......................................................................... 87
5.4.1 Uji Normalitas.................................................................... 87
5.4.2 Uji Linieritas....................................................................... 89
5.4.3 Uji Heterokedastisitas......................................................... 90
5.5 Analisis Regresi Linier Sederhana............................................... 91
5.5.1 Uji t..................................................................................... 93
5.5.2 Uji Koefisien Determinasi (R2).......................................... 93
5.6 Pembahasan Hasil Penelitian ...................................................... 94

BAB V :HASIL PENELITIAN DAN PEMBAHASAN

6.1 Kesimpulan................................................................................... 97

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 6.2 Saran............................................................................................. 98

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