DAFTAR ISI

LEMBARAN JUDUL ............................................................................. i

LEMBARAN PERSETUJUAN .............................................................. ii
LEMBARAN PENGESAHAN ................................................................ iii
HALAMAN PERSEMBAHAN ................................................................ iv
MOTTO ................................................................................................. v
KATA PENGANTAR ............................................................................. vi
RINGKASAN ......................................................................................... vii
RINGKASAN ......................................................................................... viii
DAFTAR ISI ......................................................................................... ix
DAFTAR TABEL.................................................................................... x

BAB I. PENDAHULUAN
1.1. Latar Belakang ....................................................................... 1
1.2. Batasan Masalah Penelitian ................................................... 6
1.3. Rumusan Masalah ................................................................. 7
1.4. Tujuan Penelitian .................................................................... 7
1.5. Manfaat penelitian .................................................................. 7

BAB II. TINJAUAN PUSTAKA

2.1.1. Landasan Teori dan Kajian Penelitian Terdahulu ............... 9
2.1.2. Pengertian Pemasaran......................................................... 9
2.1.3. Pengertian harga................................................................... 9
2.1.4. Tujuan Penetapan Harga .....................................................10
2.1.5. Pengertian pelayanan..........................................................11
2.1.6. Pengertian Kualitas Pelayanan............................................ 13
2.1.7. Manfaat Memperbaiki Pelayanan Dan Kepuasan
Konsumen.............................................................................17
2.1.8. Pengertian Fasilita................................................................18
2.1.9. Pengertian Kepuasaan Konsumen.......................................19
2.1.10. Pengertian Pelanggan........................................................23
2.1.11. Pengertian Kepuasan Pelanggan ..................................... 24
 2.2. Kajian PenelitiaTerdahulu.....................................................25
2.3. Hubungan Variabel ..............................................................27
2.3.1. Hubungan Antara kebijakan harga terhadap kepuasan
pelanggan.............................................................................27
2.4. Kerangka Pemikiran............................................................. 28
2.5. Hipotesis ..............................................................................29

BAB III. METODE PENELITIAN

3.1. Lokasi dan Waktu Penelitia ................................................... 30
3.2. Jenis Penelitian ......................................................................30
3.3. Populasi Dan Sampel ........................................................... 30
3.4. Jenis Dan Sumber Data .........................................................32
3.5. Teknik Pengumpulan Data .................................................... 33
3.6. Metode Analisis ..................................................................... 34
3.7. Defenisi Operasional Variabel ...............................................36

BAB V. HASIL PENELITIAN DAN PEMBAHASAN

4.1. Gambaran Umum Lokasi Penelitian....................................37
4.2. Karakteristik Responden .....................................................38
4.2.1. krakteristik responden berdasarkan jenis kelamin ..............38
4.2.2. Karakteristik Responden Berdasarkan Usia........................38
4.2.3. Karakteristik Responden Berdasarkan Tingkat
Pendidikan ..........................................................................39
4.3. Analisa diskripsi variabel penelitian .....................................40
4.3.1. Deskripsi Variable Kebijakan Harga ...................................40
4.3.2. Diskripsi Variabel Pelayanan ...............................................42
4.3.3. Deskripsi Variabel Fasilitas ................................................. 45
4.3.4. Deskripsi Variabel Kepuasan Pelanggan ............................47

4.4. Hasil Uji Regresi Berganda ................................................. 49

4.4.1. Koefisien Determinansi ........................................................50
4.4.2. Hasil Analisis Regresi Berganda .........................................51
4.4.3. Pengujian Hipotesis Secara Simultan (Uji F) ......................52
4.4.4. Pengujian Hipotesis Secara Parsial .................................... 53
4.4.5. Pengaruh pelayanan terhadap kepuasan pelanggan .........54
4.4.6. Pengaruh fasilitas terhadap kepuasan pelanggan ..............54
 4.5. Pembahasan Penelitian .......................................................55
4.5.1. pengaruh kebijakan harga, pelayanan dan fasilitas
terhadap Kepuasaan Pelanggan .........................................55
4.5.2. pengaruh kebijakan harga terhadap kepuasan pelanggan..55
4.5.3. Pengaruh Pelayanan Terhadap Kepuasan Pelanggan .......56
4.5.4. Pengaruh Fasilitas Terhadap Kepuasan Pelanggan ...........57

BAB IV. PENUTUP

5.1. Kesimpulan ..............................................................................58
5.2. Saran ...................................................................................... 59
DAFTAR PUSTAKA
LAMPIRAN