DAFTAR ISI

Halaman

HALAMAN JUDUL .......................................................................................... ii

HALAMAN PENGESAHAN ............................................................................ ii

ABSTRAK ........................................................................................................ iii

ABSTRACT ...................................................................................................... iv

KATA PENGANTAR........................................................................................ v

DAFTAR ISI ..................................................................................................... vi

DAFTAR TABEL ............................................................................................. ix

DAFTAR GAMBAR ......................................................................................... x

BAB 1 PENDAHULUAN .................................................................................. 1

1.1 Latar Belakang .............................................................................................. 1

1.2 Rumusan Masalah ......................................................................................... 7
1.3 Tujuan Penelitian ........................................................................................... 7
1.4 Manfaat Penelitian ......................................................................................... 8
BAB II KAJIAN TEORI ................................................................................... 8

2.1 Landasan Teori..................................................................................................... 8

2.1.1 Faktor Sosial......................................................................................................... 8
2.1.2 Word of Mouth ................................................................................................... 10
2.1.3 Brand Awareness ................................................................................................ 12
2.1.4 Keputusan Pembelian.......................................................................................... 14
2.2 Hubungan Antar Variabel ............................................................................ 16
2.2.1 Pengaruh Faktor Sosial dalam Keputusan Pembelian ........................................... 16
2.2.2 Pengaruh Word of Mouth dalam Keputusan Pembelian........................................... 17
2.2.3 Pengaruh Brand Awareness dalam Keputusan Pembelian........................................ 18
2.3 Penelitian Terdahulu ..................................................................................... 18
2. 4 Kerangka Konseptual...................................................................................... 22
2. 5 Hipotesis Penelitian ........................................................................................ 22
BAB III METODE PENELITIAN .................................................................. 24

3.1 Definisi Operasional Variabel ............................................................................ 24

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 3.2 Populasi dan Sampel .................................................................................... 27
3.2.1 Populasi.............................................................................................................. 27
3.2.2 Sampel ............................................................................................................... 27
3.3 Teknik Sampling dan Lokasi........................................................................ 28
3.3.1 Teknik Sampling................................................................................................. 28
3.3.2 Lokasi ................................................................................................................ 28
3.4 Jenis dan Sumber Data................................................................................. 28
3.4.1 Jenis Data ........................................................................................................... 28
3.4.2 Sumber Data ....................................................................................................... 29
3.5 Metode Pengambilan Data ........................................................................... 29
3.6 Skala Penelitian ........................................................................................... 29
3.7 Metode Analisis Data .................................................................................. 30
3.7.1 Teknik Pengujian Instrumen................................................................................ 30
3.7.2 Analisis Linear Berganda .................................................................................... 30
3.7.3 Uji Korelasi Ganda (R) ....................................................................................... 31
3.7.4 Analisis Determinasi (R2) ................................................................................... 32
3.7.5 Uji Stimultan (Uji F) ........................................................................................... 32
3.7.6 Uji Parsial (Uji T) ............................................................................................... 34
BAB IV HASIL DAN PEMBAHASAN ............................................................ 36

4.1 Gambaran Umum Projek Penelitian ............................................................. 36

4.1.1 Profil Objek Penelitian ........................................................................................ 36
4. 2 Gambaran Umum Responden ....................................................................... 37
4.2.1 Jenis Kelamin ..................................................................................................... 37
4.2.2 Fakultas .............................................................................................................. 38
4.3 Data Indeks Jawaban Pernyataan Responden ............................................... 39
4.3.2 Distribusi Jawaban Responden Pada Variabel Word of Mouth (X2 ...................... 42
4.3.2 Distribusi Jawaban Responden pada Variabel Brand Awareness (X3) ................. 44
4.3.4 Distribusi Jawaban Responden pada Variabel Brand Awareness (X3) ................. 46
4.4 Analisis Data ............................................................................................... 48
4.4.1 Hasil Uji Validitas .............................................................................................. 48
4.4.2 Hasil Uji Reliabilitas........................................................................................... 50
4.5 Analisis Linear Berganda ............................................................................. 51
4.6 Koefesien Korelasi (R) ................................................................................ 53
4.7 Uji Koefesien determinasi (R2) .................................................................... 54
4.8 Hasil Uji Stimultan (Uji F)........................................................................... 54
4.9 Hasil Uji Parsial (Uji T) ............................................................................... 55
4.10 Pembahasan ................................................................................................. 57
4.10.1 Pengaruh Faktor Sosial Terhadap Keputusan Pembelian.................................. 57
4.10.3 Pengaruh Word of Mouth terhadap Keputusan Pembelian ............................... 58
4.10.4 Pengaruh Brand Awareness terhadap Keputusan Pembelian ............................ 59
BAB V PENUTUP ........................................................................................... 60

5.1 Kesimpulan ................................................................................................. 60

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 5.2 Saran ........................................................................................................... 61
DAFTAR PUSTAKA....................................................................................... 63

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