FAKULTAS EKONOMI
KISARAN
Tanggal ................................................
Komisi Pembimbing
Pembimbing I Pembimbing II
i
UNIVERSITAS ASAHAN
FAKULTAS EKONOMI
KISARAN
Tanggal ................................................
Komisi Pembimbing
Pembimbing I Pembimbing II
ii
KATA PENGANTAR
Alhamdulillahirabbil’alamin,
Puji syukur kepada Allah SWT, karena atas Rahmat-Nya penulis dapat
Terhadap Kepuasan Konsumen pada UMKM Kipang Pak Wadi di Desa Aek
arahan, bantuan dan dukungan dari berbagai pihak. Oleh karena itu, pada
1. Bapak Prof. Dr. Ibnu Hajar, M.Si. Selaku Rektor Universitas Asahan.
2. Bapak Bati, SE, M.Si. Selaku Dekan Fakultas Ekonomi Universitas Asahan.
3. Ibu Zulfa Khairina Batubara, SE, M.Si. selaku Ketua Prodi Manajemen
yang telah banyak memberikan masukan dan arahan dalam penulisan skripsi
ini.
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7. Ibu Hilmiatus Sahla, S.EI, M.EI. selaku Dosen Pembanding II yang telah
8. Yang tercinta kedua orang tua penulis yakni Ayahanda Sugianto dan Ibunda
Suyati S,pd serta seluruh keluarga yang telah memberikan bantuan baik secara
9. Kepada Pemilik Bisnis UMKM Kipang Pak Wadi di Aek Loba yang
skripsi ini. Semoga skripsi ini bermanfaat bagi para pembaca. Terimakasih.
Penulis
14031137
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DAFTAR ISI
Halaman
LEMBAR PENGESAHAN SKRIPSI ........................................................ i
LEMBAR PENANGGUNG JAWAB SKRIPSI ....................................... ii
KATA PENGANTAR.................................................................................... iii
DAFTAR ISI................................................................................................... vi
DAFTAR TABEL........................................................................................... viii
DAFTAR GAMBAR....................................................................................... ix
BAB I PENDAHULUAN
1.1 Latar Belakang Masalah..................................................... 1
1.2 Rumusan Masalah............................................................... 6
1.3 Tujuan Penelitian............................................................... 6
1.4 Manfaat Penelitian.............................................................. 7
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3.1.1. Jenis Penelitian……………................................... 35
3.1.2. Sifat Penelitian…………………………………… 35
3.2. Tempat dan Waktu Penelian………………....…………. 35
3.3 Populasi dan Sampel........................................................... 36
3.3.1. Populasi ................................................................. 36
3.3.2. Sampel .................................................................. 37
3.4 Jenis dan Sumber Data ........................................................ 38
3.5 Teknik Pengumulan Data..................................................... 39
3.6 Defenisi Opersional Variabel............................................... 40
3.7 Skala Pengukuran Variabel ................................................ 41
3.8 Uji Validitas dan Uji Reliabilitas ........................................ 42
3.8.1 Uji Validitas ............................................................ 42
3.8.2 Uji Reliabilitas .........................................................42
3.9 Uji Asumsi Klasik............................................................... 43
3.9.1. Uji Normalitas........................................................... 43
3.9.2. Uji Multikolinearitas .............................................. 44
3.9.3. Uji Heteroskedastisitas ............................................ 45
3.10. Metode Analisa Data....................................................... 46
3.10.1. Pengujian Hipotesis................................................ 46
3.10.1.1. Uji F (Uji Simultan)..................................... 46
3.10.1.2. Uji T ( Uji Parsial)........................................ 47
3.10.1.3. Koefisien Determinasi.................................. 48
BAB IV ANALISIS DAN PEMBAHASAN
4.1. Hasil Penelitian.................................................................. 49
4.1.1. Sejarah Singkat Kipang........................................ 49
4.1.2. Visi dan Misi.......................................................... 50
4.1.3. Struktur Organisasi................................................. 51
4.1.4. Tugas dan Fungsi................................................... 51
4.1.5. Analisis Deskriptif................................................. 51
4.1.5.1. Identitas Responden.................................... 52
4.1.5.2. Deskriptif Variabel......................................... 53
4.1.6. Uji Validitas............................................................ 58
4.1.6.1. Uji Validitas Harga....................................... 58
4.2.6.2. Uji Validitas Kemasan.................................. 59
4.2.6.3. Uji Validitas Promosi..................................... 60
4.2.6.4. Uji Validitas Kepuasan Konsumen................ 60
4.1.7. Uji Reliabilitas......................................................... 61
4.1.8. Uji Asumsi Klasik..................................................... 62
4.1.8.1. Uji Normalitas.................................................. 62
4.1.8.2. Uji Multikolinearitas........................................ 65
4.1.8.3. Uji Heteroskedastisitas................................... 66
4.1.9. Analisis Regresi Linier Berganda............................. 67
4.1.10. Pengujian Hipotesis................................................ 69
4.1.10.1. Uji Signifikansi Simultan (Uji-F).................. 69
4.1.10.2. Uji Signifikansi Parsial (Uji-T).................... 70
4.1.10.3. Koefisien Determinasi................................. 71
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4.2. Pembahasan...................................................................... 72
BAB V KESIMPULAN DAN SARAN
5.1. Kesimpulan........................................................................ 76
5.2. Saran................................................................................... 77
LAMPIRAN
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DAFTAR GAMBAR
Halaman
Gambar 2.1. Kerangka Konseptual…………………………………………. 36
Gambar 4.1. Struktur Organisasi..................................................................... 51
Gambar 4.2. Hasil Uji Normalitas................................................................... 63
Gambar 4.3. Hasil Uji Normalitas .................................................................. 64
Gambar 4.4. Hasil Uji Heteroskedastisitas...................................................... 67
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DAFTAR TABEL
Halaman
Tabel 1.1. Data Penjualan Kipang Pak Wadi.................................................. 05
Tabel 3.1. Time Schedule Penelitian................................................................ 36
Tabel 3.2. Jumlah Konsumen.......................................................................... 37
Tabel 3.3. Defenisi Operasional Variable Penelitian....................................... 40
Tabel 3.4. Instrumen Skala Likert.................................................................... 41
Tabel 4.1. Jenis Kelamin................................................................................... 52
Tabel 4.2. Usia.................................................................................................. 52
Tabel 4.3. Pendidikan....................................................................................... 53
Tabel 4.4. Skor Pertanyaan............................................................................... 53
Tabel 4.5. Harga............................................................................................... 54
Tabel 4.6. Kemasan.......................................................................................... 55
Tabel 4.7. Promosi........................................................................................... 56
Tabel 4.8. Kepuasan Konsumen..................................................................... 57
Tabel 4.9. Hasil Uji Validitas Variabel Harga.............................................. 58
Tabel 4.10. Hasil Uji Validitas Variabel Kemasan.......................................... 59
Tabel 4.11. Hasil Uji Validitas Variabel Promosi............................................ 60
Tabel 4.12. Hasil Uji Validitas Variabel Kepuasan Konsumen....................... 62
Tabel 4.13. Reabilitas Kuesioner...................................................................... 62
Tabel 4.14. Uji Normalitas dengan komolgrov................................................ 65
Tabel 4.15. Multikolinearitas............................................................................. 66
Tabel 4.16. Analisis Linear Berganda............................................................. 67
Tabel 4.17. Hasil Uji-F..................................................................................... 69
Tabel 4.18. Hasil Uji-t...................................................................................... 70
Tabel 4.19. Pengujian Determinasi (Uji-R2)...................................................... 71
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