DAFTAR ISI

Halaman

PERNYATAAN ORISINALITAS.................................................................... iii

TANDA PERSETUJUAN DOSEN PEMBIMBING......................................... iv

PENGESAHAN TIM PENGUJI........................................................................ v

MOTO DAN PERSEMBAHAN........................................................................ vi

KATA PENGANTAR........................................................................................ vii

PERNYATAAN PERSETUJUAN PUBLIKASI TUGAS AKHIR................... x

ABSTRAK......................................................................................................... xi

ABSTRACT......................................................................................................... xii

DAFTAR ISI .................................................................................................... xiii

DAFTAR GAMBAR.......................................................................................... xvi

DAFTAR GRAFIK ........................................................................................... xvii

DAFTAR TABEL .............................................................................................xviii

BAB I. PENDAHULUAN............................................................................... 1
A. Latar Belakang............................................................................... 1
B. Rumusan Masalah Penelitian........................................................ 7
C. Tujuan Penelitian........................................................................... 8
D. Manfaat Penelitian......................................................................... 9
E. Sistematika Penulisan.................................................................... 10

BAB II. LANDASAN TEORI.......................................................................... 13

A. Tinjauan Pustaka........................................................................... 13
1. Prinsip-Prinsip Manajemen..................................................... 13
2. Pengertian Manajemen Pemasaran.......................................... 14

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 3. Pengertian Experiental Marketing........................................... 18
4. Pengertian Loyalitas Pelanggan.............................................. 19
5. Pengertian Sense (Panca Indera)............................................. 26
6. Pengertian Feel (Perasaan)...................................................... 26
7. Pengertian Think (Berpikir)..................................................... 26
8. Pengertian Act (Kebiasaan)..................................................... 27
9. Pengertian Relate (Pertalian)................................................... 27

B. Penelitian Terdahulu...................................................................... 27
1. Irene Rosa Lullangi (2014)...................................................... 28
2. Yuwandha Anggia Putri Sri Rahayu Tri Astuti (2010)........... 29
3. Mareta Kemala Sari (2012)..................................................... 30
4. Inggil Dharmawansyah (2013)................................................ 31
5. Soli Noni, Muchsin Saggaf Shihab, dan Krisfarah Syarfuan
(2013)...................................................................................... 31

C. Kerangka Teoritis.......................................................................... 32
D. Kerangka Konsep.......................................................................... 36
E. Hipotesis........................................................................................ 37

BAB III. METODOLOGI PENELITIAN.......................................................... 39

A. Tempat dan Waktu Penelitian....................................................... 39
B. Metode Penelitian.......................................................................... 39
C. Populasi dan Sampel...................................................................... 40
D. Teknik Pengumpulan Data............................................................ 42
E. Instrumen Penelitian...................................................................... 44
F. Teknik Analisa Data...................................................................... 47
G. Pembahasan................................................................................... 62

BAB IV. HASIL DAN PEMBAHASAN........................................................... 63

A. Deskripsi Obyek Penelitian........................................................... 63
1. Gambaran Umum dan Objek Penelitian.................................. 61
2. Profil Responden Penelitian.................................................... 68

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 B. Hasil Analisa Data......................................................................... 70
1. Uji Validity dan Reability........................................................ 70
2. Statistik Deskriptif Variabel Penelitian................................... 76
3. Uji Stabilitas Model................................................................. 79
4. Uji Linearitas .......................................................................... 80
5. Uji Normalitas......................................................................... 81
6. Uji Asumsi Klasik................................................................... 84
7. Hasil Analisis Regresi ............................................................ 88
8. Pengujian Hipotesis................................................................. 92
9. Koefisien Determinasi............................................................. 98
C. Pembahasan .................................................................................. 99
1. Analisis Pengaruh Sense (Panca Indera) terhadap Loyalitas
Konsumen Café Exceso........................................................... 99
2. Analisis Pengaruh Analisis Pengaruh Feel (Perasaan) terhadap
Loyalitas Konsumen Café Exceso........................................... 100
3. Analisis Pengaruh Analisis Pengaruh Think (Berpikir) terhadap
Loyalitas Konsumen Café Exceso........................................... 101
4. Analisis Pengaruh Analisis Pengaruh Act (Kebiasaan) terhadap
Loyalitas Konsumen Café Exceso........................................... 102
5. Analisis Pengaruh Analisis Pengaruh Relate (Pertalian) terhadap
Loyalitas Konsumen Café Exceso........................................... 103

BAB V. KESIMPULAN DAN SARAN........................................................... 104

A. Kesimpulan.................................................................................... 104
B. Saran.............................................................................................. 108

DAFTAR PUSTAKA
RIWAYAT HIDUP

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 DAFTAR GRAFIK

Grafik IV.1 Jenis Kelamin Responden........................................................... 68

Grafik IV.2 Usia Responden.......................................................................... 69
Grafik IV.3 Pendidikan Responden............................................................... 70

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 DAFTAR GAMBAR

Gambar IV.1 Recursive Least Square Test ..................................................... 76

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 DAFTAR TABEL

Tabel 4.1 Uji Validitas Loyalitas Konsumen............................................. 71

Tabel 4.2 Uji Validitas Panca Indera.......................................................... 71
Tabel 4.3 Uji Validitas Perasaan................................................................ 72
Tabel 4.4 Uji Validitas Berpikir................................................................. 73
Tabel 4.5 Uji Validitas Kebiasaan.............................................................. 73
Tabel 4.6 Uji Validitas Pertalian................................................................ 74
Tabel 4.7 Uji Realibility............................................................................. 75
Tabel 4.8 Statistik Deskriptif...................................................................... 76
Tabel 4.9 Ramsey Reset Test..................................................................... 80
Tabel 4.10 Uji Normalitas............................................................................ 82
Tabel 4.11 Hasil Pengujian Regresi ............................................................ 83
Tabel 4.12 Uji Multikolinearitas.................................................................. 85
Tabel 4.13 Uji Heteroskedastisitas............................................................... 86
Tabel 4.14 Uji Penyembuhan Masalah Heteroskedastisitas ……………… 87
Tabel 4.15 Hasil Regresi.............................................................................. 89
Tabel 4.16 Hasil Regresi (Uji T).................................................................. 93
Tabel 4.17 Hasil Regresi (Uji F).................................................................. 97
Tabel 4.18 Koefisien Determinasi (R2)........................................................ 98

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