DAFTAR ISI

HALAMAN JUDUL

HALAMAN PERSETUJUAN

ii

HALAMAN PENGESAHAN

iii

KATA PENGANTAR

iv

ABSTRAK

vi

ABSTRACT

vii

DAFTAR ISI

viii

DAFTAR TABEL

xi

DAFTAR GAMBAR

xii

DAFTAR LAMPIRAN

xiii

BAB I PENDAHULUAN

viii
 1.1 Latar Belakang

1.2 Rumusan Masalah

1.3 Tujuan Penelitian

1.4 Manfaat Penelitian

1.5 Sistematika Penulisan

10

BAB II TINJAUAN PUSTAKA

2.1 Penelitian Terdahulu

12

2.2. Landasan Teori

15

2.2.1. Pengertian Pemasaran

15

ix
 2.2.2. Pengertian Manajemen Pemasaran

16

2.2.3. Tujuan Komunikasi Pemasaran

17

2.2.4. Kesadaran Merek

18

2.2.5. Persepsi Kualitas (Perceived Quality)

21

2.2.6. Persepsi Harga

27

2.2.7. Keputusan Pembelian

35

2.2.8. Hubungan antar variabel

41

2.3 Kerangka Konseptual

44

2.4 Hipotesis

45

x
BAB III METODE PENELITIAN

3.1 Kerangka Proses Berpikir

46

3.2 Definisi Operasional dan Pengukuran Variabel

49

3.3. Desain Instrument Penelitian

52

3.4. Teknik Penentuan Populasi, Besar Sampel dan Teknik

Pengambilan Sampel

54

3.5. Lokasi dan Waktu Penelitian

56

3.6. Jenis Data

56

3.7. Pengujian Data

57

3.8. Teknik Analisis Data dan Uji Hipotesis

58

BAB IV HASIL PENELITIAN DAN PEMBAHASAN

4.1 Gambaran Umum Objek Penelitian

61

4.2 Analisis Data

62

xi
4.2.1 Analisis Deskriptif

62

4.2.2 Pengujian Kualitas Data

75

1. Uji Validitas

75

2. Uji Reliabilitas

76

4.2.3 Pengujian Hipotesis

77

1) Analisis Regresi Linier Berganda

77

2) Uji F (Simultan)

79

3) Uji t (Parsial)

81

4) Analisis Koefisien Determinasi

85

xii
 4.3 Pembahasan

86

4.3.1 Pengaruh Kesadaran Merek, Persepsi Kualitas dan

Persepsi Harga terhadap Keputusan pembelian

........................................................................................

........................................................................................

86

4.3.2 Pengaruh Kesadaran Merek terhadap Keputusan

pembelian

........................................................................................

........................................................................................

87

4.3.3 Pengaruh Persepsi Kualitas terhadap Keputusan

pembelian

........................................................................................

........................................................................................

89

4.3.4 Pengaruh Persepsi Harga terhadap Keputusan

pembelian

........................................................................................

........................................................................................

92

BAB V SIMPULAN DAN SARAN

5.1 Simpulan

95

xiii
 5.2 Saran

96

DAFTAR PUSTAKA

LAMPIRAN

xiv
 DAFTAR TABEL

Table 2.1 Perbedaan dan Persamaan Penelitian Terdahulu Dengan

Penelitian Sekarang

.........................................................................................................

.........................................................................................................

14

Tabel 3.1 Desain Instrumen Penelitian

.........................................................................................................

.........................................................................................................

53

Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin

.........................................................................................................

.........................................................................................................

63

Tabel 4.2 Karakteristik Responden Berdasarkan Usia

.........................................................................................................

.........................................................................................................

63

Tabel 4.3 Karakteristik Responden Berdasarkan Pendidikan

.........................................................................................................

.........................................................................................................

64

xv
Tabel 4.4 Karakteristik Responden Berdasarkan Pekerjaan

.........................................................................................................

.........................................................................................................

65

Tabel 4.5 Rentang Skala

.........................................................................................................

.........................................................................................................

66

Tabel 4.6 Jawaban Responden Tentang Variabel Kesadaran Merek (X1)

.........................................................................................................

.........................................................................................................

67

Tabel 4.7 Jawaban Responden Tentang Variabel Persepsi Kualitas (X2)

.........................................................................................................

.........................................................................................................

69

Tabel 4.8 Jawaban Responden Tentang Variabel Persepsi Harga (X3)

.........................................................................................................

.........................................................................................................

72

Tabel 4.9 Jawaban Responden Tentang Variabel Keputusan Pembelian (Y)

.........................................................................................................

xvi
 .........................................................................................................

74

Tabel 4.10 Hasil Pengujian Validitas

.........................................................................................................

.........................................................................................................

76

Tabel 4.11 Hasil Pengujian Reliabilitas

.........................................................................................................

.........................................................................................................

77

Tabel 4.12 Hasil Analisis Regresi Berganda

.........................................................................................................

.........................................................................................................

78

Tabel 4.13 Hasil Perhitungan Uji F

.........................................................................................................

.........................................................................................................

80

Tabel 4.14 Hasil Perhitungan Uji t

.........................................................................................................

.........................................................................................................

82

xvii
Tabel 4.15 Tabel Uji Dominan

.........................................................................................................

.........................................................................................................

85

Tabel 4.16 Perhitungan Koefisien Determinasi

.........................................................................................................

.........................................................................................................

86

xviii
 DAFTAR GAMBAR

Gambar 2.1 Tingkatan Kesadaran Merek

.......................................................................................................

.......................................................................................................

20

Gambar 2.2 Kerangka Konseptual

.......................................................................................................

.......................................................................................................

44

Gambar 3.1 Kerangka Proses Berpikir

.......................................................................................................

.......................................................................................................

47

xix
 DAFTAR LAMPIRAN

Lampiran 1. Kuesioner

Lampiran 2. Jawaban Responden

Lampiran 3. Output SPSS

Lampiran 4. Tabel Uji F

Lampiran 5. Tabel Uji t

Lampiran 6. Tabel r

xx