PEMBELIAN
(Studi Pada Konsumen Susu Pembersih Wajah Merek Viva di Indomaret)
SKRIPSI
Oleh:
Coriza Mayasari
201010160311193
SKRIPSI
Oleh:
Coriza Mayasari
201010160311193
Coriza Mayasari
Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Malamg
Email : qori.dika@gmail.com
ABSTRAK
Coriza Mayasari
Economic and business faculty
University of Muhamadiyah Malang
Email : qori.dika@gmail.com
ABSTRACT
Assalamu’alaikum Wr.Wb
Peneliti
DAFTAR ISI
Halaman
HALAMAN JUDUL ........................................................................................... i
PERSETUJUAN SKRIPSI ................................................................................. ii
PENGESAHAN SKRIPSI .................................................................................. iii
PERNYATAAN ORISINALITAS..................................................................... iv
ABSTRAK ........................................................................................................... v
KATA PENGANTAR ......................................................................................... vii
DAFTAR ISI ...................................................................................................... viii
DAFTAR GAMBAR ........................................................................................... xi
DAFTAR TABEL ..............................................................................................xii
DAFTAR LAMPIRAN ......................................................................................xiii
BAB I : PENDAHULUAN
A. Latar Belakang Masalah ............................................................. 1
B. Perumusan Masalah ................................................................... 6
C. Pembatasan Masalah .................................................................. 6
D. Tujuan Penelitian ....................................................................... 7
E. Manfaat penelitian ...................................................................... 7
BAB II : TINJAUAN PUSTAKA DAN HIPOTESIS
A. Landasan Penelitian Terdahulu ................................................ 8
B. Landasan teori
1. Pengertian Merek ................................................................ 10
2. Penegrtian Asosiasi Merek ................................................... 11
3. Acuan Asosiasi Merek Hubungannya dengan
Keputusan Pembelian .......................................................... 12
4. Pengertian Keputusan Pembelian ........................................ 19
C. Kerangka Pemikiran ................................................................ 25
D. Hipotesis ................................................................................... 26
BAB III : METODE PENELITIAN
A. Lokasi Penelitian ........................................................................ 27
B. Jenis Penelitian ........................................................................... 27
C. Definisi Operasional Variabel ................................................... 28
D. Populasi dan Sampel .................................................................. 30
E. Data dan Sumber Data
1. Data Primer ............................................................................ 31
2. Data Sekunder........................................................................ 31
F. Teknik Pengumpulan Data ......................................................... 32
G. Teknik Pengukuran Data ............................................................ 32
H. Teknik Pengujian Instrumen
1. Uji Validitas ........................................................................... 32
2. Uji Reliabilitas ....................................................................... 33
I. Teknik Analisa Data dan Uji Hipotesis...................................... 34
1. Analisis Regresi Linier Berganda .......................................... 34
2. Uji Hipotesis .......................................................................... 35
a. Uji Koefisien Determinasi (R2) ...................................... 35
b. Uji Simultan (Uji F) ....................................................... 36
c. Uji Parsial (Uji t) ............................................................ 37
BAB IV : HASIL PENELITIAN DAN PEMBAHASAN
A. Gambaran Umum Penelitian
1. Gambaran Umum Responden ........................................... 39
2. Gambaran Umum Responden Berdasarkan Usia .............. 40
3. Gambaran Umum Responden Berdasarkan Pekerjaan ..... 40
B. Teknik Pengujian Instrumen
1. Uji Validitas ...................................................................... 41
2. Uji Reliabilitas .................................................................. 42
C. Analisis Data Dan Uji Hipotesis
1. Regresi Linier Berganda ................................................... 43
2. Uji Hipotesis ..................................................................... 44
a. Uji Determinasi (R2) ................................................... 44
b. Uji F ............................................................................ 45
c. Uji t ............................................................................. 46
D. Interpretasi Hasil ..................................................................... 48
BAB V : KESIMPULAN DAN SARAN
A. Kesimpulan ............................................................................. 52
B. Saran ........................................................................................ 52
DAFTAR PUSTAKA .......................................................................................... 54
LAMPIRAN ......................................................................................................... 57
DAFTAR GAMBAR
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