PENGARUH BRAND AWARENESS DAN MEDIA

COMMUNICATION TERHADAP KEPUTUSAN

PEMBELIAN SEPEDA MOTOR
YAMAHA MIO
(Studi kasus pada PT.Thamrin Brother Salak Kota Bengkulu)

PROPOSAL PENELITIAN
Diajukan Oleh:

OKTA MAYA CITRA

NPM 1434020088

PROGRAM STUDY MANAJEMEN

FAKULTAS EKONOMI
UNIVERSITAS MUHAMMADIYAH BENGKULU
2018
 DAFTAR ISI

HALAMAN JUDUL...................................................................................i
KATA PENGANTAR ...............................................................................ii
DAFTAR ISI..............................................................................................iii
BAB I PENDAHULUAN
1.1. Latar belakang .....................................................................1
1.2. Perumusan maslah................................................................3
1.3. Batasan Masalah ..................................................................3
1.4. Tujuan Penelitian..................................................................4
1.5. Manfaat Penelitian................................................................4
BAB II STUDI PUSTAKA
2.1. Brand Awareness.......................................................................5
2.2 Media communication................................................................8
2.3 Keputusan Pembelian...............................................................12
2.4 Kerangka Konseptual...............................................................15
2.5. Defenisi Oprasional.................................................................16
2.6 Peelitian Terdahulu...................................................................18
2.7 Hipotesis...................................................................................19
BAB III METODE PENELITIAN
3.1.Tempat dan Wktu Penelitian....................................................20
3.2. Jenis Penelitian........................................................................21
3.3. Populasi dan Sampel................................................................21
3.4. Teknik Pengumpulan Data.....................................................22
3.5. Uji Intrumen Penelitian...........................................................25
3.5.1. Uji Validitas...................................................................25
3.5.2. Uji Reliabilitas...............................................................25
3.6. Uji Asumsi Klasik.......................................................................
3.6.1.
3.7. Teknik Analisis data................................................................23
3.6.1. Aanalisis Persamaan Regresi Lenier Berganda.............24
3.6.2. Uji Koefisien Determinasi (R2)......................................24
3.8. Uji Hipotesis............................................................................22
3.7.1. Uji Parsial (Uji t)...........................................................22
3.7.2. Uji Simultan...................................................................22