DAFTAR ISI

BAB HALAMAN
LEMBAR JUDUL .................................................................... i
LEMBAR PENGESAHAN ..................................................... ii
KATA PENGANTAR .............................................................. iii
DAFTAR ISI ............................................................................. iv
DAFTAR GAMBAR ................................................................ xii
DAFTAR LAMPIRAN ............................................................ xiv

I PENDAHULUAN .................................................................... I-1

1.1. Latar Belakang .................................................................. I-1
1.2. Tujuan Pertemuan ............................................................. I-2
II LANDASAN TEORI ................................................................ II-1
2.1. Penelitian Survei ............................................................... II-1
2.2. Strategi Pemasaran ............................................................ II-1
2.3. Bauran Pemasaran (Marketing Mix) ................................. II-2
2.4. Metode Sampling............................................................... II-2
2.5. Ukuran Sampel .................................................................. II-3
2.6. Kuisioner ........................................................................... II-7
2.7. Skala Penilaian .................................................................. II-9
2.8. Uji Validitas dan Reabilitas............................................... II-11
2.8.1. Validitas................................................................. II-11
2.8.2. Reliabilitas ............................................................. II-12
2.9. Peta Posisi Produk ............................................................. II-16
2.10. Importance Diagram dan Performance Matrix ................. II-16
III PENGUMPULAN DATA ........................................................ II-1
3.1. Hasil Brainstorming .......................................................... III-1
3.2. Data Peluang Pasar (Market Share) .................................. III-2
3.2.1. Segementasi ........................................................... III-2
3.2.2. Targetting .............................................................. III-2
 DAFTAR ISI (LANJUTAN)

BAB HALAMAN
3.2.3. Positioning ............................................................ III-2
3.3. Penentuan Jumlah Sampel Data ........................................ III-3
3.4. Tabulasi Kuesioner Terbuka ............................................. III-4
3.4.1. Modus Kuesioner Terbuka .................................... III-8
3.5. Tabulasi Kuesioner Tertutup ............................................. III-12
3.6. Tabulasi Kuesioner Kinerja dan Harapan .......................... III-17
IV PENGOLAHAN DATA ........................................................... II-1
4.1. Spesifikasi Responden....................................................... IV-1
4.1.1. Spesifikasi Responden Kuesioner Terbuka ........... IV-1
4.1.2. Spesifikasi Responden Kuesioner Tertutup .......... IV-2
4.2. Uji Validitas ...................................................................... IV-4
4.2.1. Uji Validitas Kinerja Produk Oximeter Bracelet .. IV-4
4.2.2. Uji Validitas Harapan Produk Oximeter Bracelet . IV-6
4.2.3. Uji Validitas Produk Oximeter Bracelet Kelompok
VIII C .................................................................... IV-8
4.2.4. Uji Validitas Produk Pesaing I .............................. IV-10
4.2.5. Uji Validitas Produk Pesaing II ............................. IV-12
4.2.6. Uji Validitas Produk Pesaing III ........................... IV-14
4.3. Uji Reliabilitas................................................................... IV-16
4.3.1. Uji Reli abilitas Kinerja Produk Oximeter
Bracelet .................................................................. IV-17
4.3.2. Uji Reliabilitas Harapan Produk Oximeter
Bracelet ................................................................. IV-18
4.3.3. Uji Reliabilitas Produk Oximeter Bracelet
Kelompok VIII C................................................... IV-19
4.3.4. Uji Reliabilitas Produk Pesaing I .......................... IV-21
4.3.5. Uji Reliabilitas Produk Pesaing II ......................... IV-22
4.3.6. Uji Reliabilitas Produk Pesaing III ........................ IV-23

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 DAFTAR ISI (LANJUTAN)

BAB HALAMAN
4.4. Uji Validitas dan Reliabilitas dengan Menggunakan
Software SPSS................................................................... IV-24
4.5. Analisis Diagram Importance dan Performance Matrix
(Peta Posisi Produk) .......................................................... IV-43
V ANALISIS DAN EVALUASI .................................................. V-1
5.1. Analisis .............................................................................. V-1
5.1.1. Analisis Keinginan Konsumen .............................. V-1
5.1.2. Analisis Uji Validitas ............................................ V-1
5.1.3. Analisis Uji Reliabilitas......................................... V-2
5.1.4. Analisis Uji Validitas dan Reliabilitas dengan
Menggunakan Software SPSS ............................... V-2
5.1.5. Analisis Diagram Importance dan Performance
Matrix (Peta Posisi Produk) .................................. V-2
5.2. Evaluasi ............................................................................. V-3
5.2.1. Evaluasi Keinginan Konsumen ............................. V-3
5.2.2. Evaluasi Uji Validitas ............................................ V-4
5.2.3. Evaluasi Uji Reliabilitas ........................................ V-4
5.2.4. Evaluasi Uji Validitas dan Reliabilitas dengan
Menggunakan Software SPSS ............................... V-4
5.2.5. Evaluasi Diagram Importance dan Performance
Matrix (Peta Posisi Produk) .................................. V-5
VI KESIMPULAN DAN SARAN ................................................. VI-1
6.1. Kesimpulan........................................................................ VI-1
6.2. Saran .................................................................................. VI-2

DAFTAR PUSTAKA
LAMPIRAN

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