DAFTAR ISI

HAL SAMPUL.................................................................................................i
HALAMAN LOGO...........................................................................................ii
HALAMAN JUDUL..........................................................................................iii
ABSTRAK.......................................................................................................iv
HALAMAN PERSETUJUAN PENGUJI...........................................................v
HALAMAN PENGESAHAN PEMBIMBING.....................................................vi
PERNYATAAN ORISINALITAS SKRIPSI.......................................................vii
MOTTO............................................................................................................ viii
PERSEMBAHAN.............................................................................................ix
KATA PENGANTAR.......................................................................................x
DAFTAR ISI.....................................................................................................xii
DAFTAR TABEL.............................................................................................xiii
DAFTAR GAMBAR.........................................................................................xiv
DAFTAR LAMPIRAN......................................................................................xv

BAB I PENDAHULUAN
A. Latar Belakang......................................................................................1
B. Perumusan Masalah.............................................................................5
C. Tujuan Penelitian..................................................................................6
D. Kegunaan Hasil Penelitian....................................................................7
E. Sistematika Penulisan...........................................................................7

BAB II KAJIAN TEORITIK........................................................................... 9

A. Deskripsi Teori............................................................................... 9
1. Pengertian Manajemen Pemasaran......................................... 10
B. Kepuasan Konsumen..................................................................... 11
1. Kompenen Kepuasan Konsumen............................................. 12
2. Metode Pengukuran Kepuasan Konsumen.............................. 13
3. Eelemen kepuasan Konsumen................................................. 13
C. Kualitas Produk............................................................................ 18
1. Pengertian Kualitas Produk...................................................... 18
2. Klasifikasi Produk..................................................................... 19
3. Dimensi Kualitas Produk.......................................................... 19

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 D. Reputasi Merek............................................................................. 21
E. Loyalitas Konsumen...................................................................... 23
1. Pengertian Loyalitas Konsumen............................................... 18
2. Klasifikasi Loyalitas Konsumen................................................ 19
3. Pembentukan loyalitas............................................................. 19
4. Faktor yang mempengaruhi loyalitas........................................ 19
F. Keputusan Pembelian.................................................................... 23
1. Pengertian Keputusan Pembelian............................................ 18
2. Peranan Konsumen dalam Kpeutusan pembelian.................... 19
3. Faktor-faktor keputusan pembelian konsumen......................... 19
G. Penelitian Relevan........................................................................ 28
H. Kerangka Konsep Penelitian......................................................... 30
I. Hipotesis Penelitian......................................................................... 31

BAB III METODELOGI PENELITIAN

A. Jenis Penelitian...................................................................................32
B. Objek dan Lokasi Penelitian................................................................32
C. Metode Penelitian...............................................................................32
1. Oprasional Variabel.........................................................................32
2. Populasi dan Sampel......................................................................36
D. Teknik Pengumpulan Data..................................................................37
E. Pengujian Persyaratan Instrumen.......................................................38
1. Uji Validiitas....................................................................................38
2. Uji Reabilitas..................................................................................39
F. Pengujian Persyaratan Analisis untuk Regresi....................................40
1. Uji Normalitas.................................................................................40
2. Uji Linieritas....................................................................................40
3. Uji Homogen..................................................................................41
G. Analisis Regresi Berganda..................................................................41
a. Uji t.................................................................................................41
b. Uji f.................................................................................................42
c. Koefisien Determinan (Uji R2)........................................................43
d. Uji Hipotesis Statistik......................................................................44

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BAB IV HASIL DAN PEMBAHASAN PENELITIAN
A. Gambaran Umum dan Objek Penelitian...............................................45
1. Sejarah Umum Objek Penelitian..................................................45
2. Stuktur Organisasi Perusahaan...................................................48
B. Hasil Penelitian....................................................................................52
1. Pengujian Persyaratan Analisis...................................................52
a. Uji Normalitas........................................................................52
b. Uji Linieritas...........................................................................56
2. Deskripsi Data Hasil Kuisioner....................................................61
a. Distribusi Frekuensi per Variabel.............................................61
1. Kepuasan Konsumen.......................................................61
2. Kualitas Produk................................................................62
3. Reputasi merek................................................................63
4. Loyalitas .........................................................................65
5. Keputusan Pembelian......................................................66
3. Pengujian Model Analisis ...........................................................68
a. Analisis Regresi Berganda....................................................68
b. Uji Parsial (Uji t).....................................................................70
c. Uji Simultan (Uji f)..................................................................71
d. Koefisien Determinasi (R2)....................................................72
e. Hipotesis Statistik..................................................................73
C. Pembahasan.........................................................................................75

BAB V. SIMPULAN DAN SARAN

A. Simpulan................................................................................................78
B. Saran.....................................................................................................80

DAFTAR PUSTAKA
LAMPIRAN

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 DAFTAR TABEL

1.1 Jumlah Pengunjung di Muhammadiyah Bussines Center........................4

3.1 Kisi-kisi Kuisioner.....................................................................................35

3.2 Alternatif Jawaban...................................................................................38

4.1 Hasil Uji Normalitas X1 Terhadap Y.........................................................52

4.2 Hasil Uji Normalitas X2 Terhadap Y.........................................................53

4.3 Hasil Uji Normalitas X3 Terhadap Y.........................................................53

4.4 Hasil Uji Normalitas X4 Terhadap Y.........................................................54

4.5 Hasil Uji Normalitas X5 Terhadap Y.........................................................54

4.6 Hasil Uji Normalitas X1,X2,X3,X4,X5 Terhadap Y...................................55

4.7 Hasil Uji Normalitas..................................................................................55

4.8 Hasil Uji Linieritas X1 Terhadap Y...........................................................56

4.9 Hasil Uji Linieritas X2 Terhadap Y...........................................................56

4.10 Hasil Uji Linieritas X3 Terhadap Y.........................................................57

4.11 Hasil Uji Linieritas X4 Terhadap Y.........................................................58

4.12 Hasil Uji Linieritas X5 Terhadap Y.........................................................58

4.13 Hasil Uji Homogen X1 Terhadap Y........................................................59

4.14 Hasil Uji Homogen X2 Terhadap Y........................................................59

4.15 Hasil Uji Homogen X3 Terhadap Y........................................................60

4.16 Hasil Uji Homogen X4 Terhadap Y........................................................60

4.17 Hasil Uji Homogen X5 Terhadap Y........................................................60

4.18 Hasil Uji Homogen.................................................................................61

4.19 Distribusi Frekuensi Variabel Bukti Fisik................................................62

4.20 Distribusi Frekuensi Variabel Empati.....................................................63

4.21 Distribusi Frekuensi Variabel Kehandalan.............................................64

4.22 Distribusi Frekuensi Variabel Daya Tanggap.........................................65

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4.23 Distribusi Frekuensi Variabel Jaminan...................................................66

4.24 Distribusi Frekuensi Variabel Kepuasan Konsumen..............................67

4.25 Uji Regresi Linier Berganda...................................................................68

4.26 Hasil Pengujian t Hitung.........................................................................70

4.27 Hasil Pengujian f Hitung.........................................................................71

4.28 Hasil Koefisien Determinan....................................................................72

4.29 Hasil Pengujian Hipotesis Statistik X1 Terhadap Y................................73

4.30 Hasil Pengujian Hipotesis Statistik X2 Terhadap Y................................73

4.31 Hasil Pengujian Hipotesis Statistik X3 Terhadap Y................................74

4.32 Hasil Pengujian Hipotesis Statistik X4 Terhadap Y................................74

4.33 Hasil Pengujian Hipotesis Statistik X5 Terhadap Y................................74

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 DAFTAR GAMBAR

1.1 Jumlah Pengunjung di Muhammadiyah Bussines Center Swalayan Metro. .4

2.1 Kerangka Pemikiran..................................................................................... 30

4.1 Struktur Organisasi.......................................................................................48

4.2 Distribusi Frekuensi Variabel Bukti Fisik.......................................................62

4.3 Distribusi Frekuensi Variabel Empati............................................................63

4.4 Distribusi Frekuensi Variabel Kehandalan....................................................64

4.5 Distribusi Frekuensi Variabel Daya Tanggap................................................66

4.6 Distribusi Frekuensi Variabel Jaminan..........................................................67

4.7 Distribusi Frekunsi Variabel Kepuasan Konsumen.......................................68

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 DAFTAR LAMPIRAN

1. Surat Izin Penyebaran Kuisioner..................................................................85

2. Kuisioner......................................................................................................86
3. Tabulasi Data...............................................................................................98
4. Hasil Uji Validitas..........................................................................................118
5. Hasil Uji Reabilitas........................................................................................124
6. Hasil Uji Normalitas......................................................................................126
7. Hasil Uji Linieritas.........................................................................................128
8. Hasil Uji Homogenitas..................................................................................130
9. Hasil Uji Regresi Linier Berganda.................................................................131
10. Hasil Uji Normalitas Manual..........................................................................132
11. Hasil Uji Homogenitas Manual......................................................................144
12. Distribusi Frekuensi......................................................................................157
13. Tabel t.......................................................................................................... 161
14. Tabel r.......................................................................................................... 162
15. Tabel Chi square..........................................................................................163
16. Tabel Lilliefor................................................................................................164
17. Tabel F......................................................................................................... 165

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