DAFTAR ISI

HALAMAN JUDUL .............................................................................................. i

LEMBAR PERNYATAAN .................................................................................. ii
LEMBAR PERSETUJUAN SKRIPSI ............................................................... iii
LEMBAR PENGESAHAN SIDANG ................................................................. iv
ABSTRACT ............................................................................................................ v
ABSTRAK ............................................................................................................ vi
KATA PENGANTAR ......................................................................................... vii
DAFTAR ISI ......................................................................................................... xi
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR TABEL ............................................................................................... xv
DAFTAR LAMPIRAN ...................................................................................... xvi
BAB I ...................................................................................................................... 1
PENDAHULUAN .................................................................................................. 1
1.1 Latar Belakang ......................................................................................... 1
1.2 Rumusan Masalah .................................................................................... 8
1.3 Tujuan Penelitian ...................................................................................... 9
1.4 Manfaat Penelitian .................................................................................... 9
BAB II .................................................................................................................. 11
TINJAUAN PUSTAKA ...................................................................................... 11
2.1 Landasan Teori ....................................................................................... 11
2.1.1 Pengertian Promosi ......................................................................... 11
2.1.2 Pengertian Kepuasan Pelanggan ..................................................... 15
2.1.3 Pengertian Keputusan Pembelian Ulang ......................................... 17
2.1.4 Hasil Penelitian Terdahulu .............................................................. 19
2.2 Kerangka Konsep Penelitian .................................................................. 25
2.3 Hipotesis Penelitian ................................................................................ 26
BAB III ................................................................................................................. 27
METODOLOGI PENELITIAN ........................................................................ 27
3.1 Jenis Penelitian ....................................................................................... 27
3.2 Definisi Operasional Variabel dan Skala Pengukuran ........................... 27

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 3.2.1 Definisi Operasional Variabel Promosi (X1) .................................. 28
3.2.2 Definisi Operasional Variabel Kepuasan Pelanggan (Z) ................ 28
3.2.3 Definisi Operasional Variabel Keputusan Pembelian Ulang (Y) ... 29
3.2.4 Skala Pengukuran Variabel ............................................................. 31
3.3 Pengumpulan Data ................................................................................. 32
3.3.1 Jenis Data dan Sumber Data ........................................................... 32
3.3.2 Teknik Pengumpulan Data .............................................................. 32
3.4 Populasi dan Sampel .............................................................................. 33
3.5 Metode Analisis Data ............................................................................. 35
3.5.2 Analisis Deskriptif .......................................................................... 36
3.6 Uji Asumsi Klasik .................................................................................. 37
3.6.1 Uji Normalitas ................................................................................. 37
3.6.2 Uji Multikolinearitas ....................................................................... 39
3.6.3 Uji Heteroskedastisitas .................................................................... 39
3.7 Analisis Jalur .......................................................................................... 40
3.8 Uji Hipotesis ........................................................................................... 42
BAB IV ................................................................................................................. 44
HASIL DAN PEMBAHASAN ........................................................................... 44
4.1 Gambaran Umum Perusahaan ................................................................ 44
4.2 Visi dan Misi Perusahaan ....................................................................... 45
4.2.1 Visi .................................................................................................. 46
4.2.2 Misi ................................................................................................. 46
4.3 Produk dan Jasa Perusahaan ................................................................... 46
4.4 Gambaran Umum Responden................................................................. 47
4.4.1 Deskripsi Data Penelitian ................................................................ 48
4.5 Pembahasan Hasil Penelitian .................................................................. 50
4.5.1 Uji Validitas .................................................................................... 50
4.5.2 Uji Reliabilitas ................................................................................ 52
4.5.3 Analisis Deskriptif .......................................................................... 54
4.6 Hasil Uji Asumsi Klasik ......................................................................... 55
4.6.1 Hasil Uji Normalitas ....................................................................... 55
4.6.2 Hasil Uji Multikolinearitas .............................................................. 57
4.6.3 Hasil Uji Heteroskedastisitas .......................................................... 58
4.7 Hasil Analisis Jalur ................................................................................. 59

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 4.7.1 Pengaruh Langsung ......................................................................... 64
4.7.2 Pengaruh Tidak Langsung............................................................... 65
4.7.3 Pengaruh Total ................................................................................ 66
4.7.4 Uji Sobel ......................................................................................... 66
4.8 Hasil Uji Hipotesis ................................................................................. 67
4.8.1 Hasil Uji Parsial (Uji t) ................................................................... 67
4.8.2 Hasil Uji Signifikan Simultan (Uji F) ............................................. 68
4.8.3 Interpretasi Nilai Koefisien Determinasi ........................................ 69
4.9 Hasil Penelitian....................................................................................... 71
4.9.1 Pengaruh Promosi Terhadap Kepuasan Pelanggan ......................... 71
4.9.2 Pengaruh Promosi Terhadap Keputusan Pembelian Ulang ............ 71
4.9.3 Pengaruh Kepuasan Pelanggan Terhadap Keputusan Pembelian
Ulang ............................................................................................... 72
4.9.4 Pengaruh Tidak Langsung Antara Promosi Terhadap Keputusan
Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variabel
Intervening ...................................................................................... 73
BAB V................................................................................................................... 74
PEMBAHASAN DITINJAU DARI SUDUT PANDANG ISLAM ................. 74
5.1 Promosi Menurut Pandangan Islam ....................................................... 74
5.2 Kepuasan Pelanggan Menurut Pandangan Islam ................................... 79
5.3 Keputusan Pembelian Ulang Menurut Pandangan Islam ....................... 82
5.4 Tinjauan Islam Tentang Promosi Terhadap Keputusan Pembelian Ulang
Dengan Kepuasan Pelanggan Sebagai Variabel Intervening .................... 89
BAB VI ................................................................................................................. 91
KESIMPULAN DAN SARAN ........................................................................... 91
6.1 Kesimpulan ............................................................................................. 91
6.2 Saran ....................................................................................................... 93
DAFTAR PUSTAKA .......................................................................................... 95
LAMPIRAN ......................................................................................................... 99

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 DAFTAR GAMBAR

Gambar 1. 1 Persediaan Bubble Tea di Asia Tenggara .......................................... 4

Gambar 2. 1 Kerangka Konsep Penelitian ............................................................ 26

Gambar 4. 1 Hasil Uji Normalitas (Persamaan I) ................................................. 55

Gambar 4. 2 Hasil Uji Normalitas (Persamaan II) ................................................ 55
Gambar 4. 3 Uji Heteroskedastisitas (Persamaan I).............................................. 58
Gambar 4. 4 Uji Heteroskedastisitas (Persamaan II) ............................................ 59
Gambar 4. 5 Diagram Jalur I ................................................................................. 61
Gambar 4. 6 Diagram Jalur II ............................................................................... 64

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 DAFTAR TABEL

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Tabel 2. 1 Hasil Penelitian Terdahulu ................................................................... 19

Tabel 3. 1 Definisi Operasional Variabel .............................................................. 30

Tabel 4. 1 Daftar Responden Berdasarkan Usia ................................................... 47

Tabel 4. 2 Daftar Responden Berdasarkan Pekerjaan ........................................... 48
Tabel 4. 3 Tanggapan Responden Pada Variabel Promosi ................................... 49
Tabel 4. 4 Tanggapan Responden Pada Variabel Kepuasan Pelanggan ............... 49
Tabel 4. 5 Tanggapan Responden Pada Variabel Keputusan Pembelian Ulang ... 50
Tabel 4. 6 Hasil Uji Validitas Variabel X ............................................................. 51
Tabel 4. 7 Hasil Uji Validitas Variabel Z ............................................................. 51
Tabel 4. 8 Hasil Uji Validitas Variabel Y ............................................................. 52
Tabel 4. 9 Uji Reliabilitas Variabel X ................................................................... 52
Tabel 4. 10 Uji Reliabilitas Variabel Z ................................................................. 53
Tabel 4. 11 Uji Reliabilitas Variabel Y ................................................................. 53
Tabel 4. 12 Hasil Uji Statistik Deskriptif .............................................................. 54
Tabel 4. 13 Hasil Uji Normalitas .......................................................................... 56
Tabel 4. 14 Hasil Uji Multikolinearitas (Persamaan I) ......................................... 57
Tabel 4. 15 Hasil Uji Multikolinearitas (Persamaan II) ........................................ 58
Tabel 4. 16 Hasil Analisis Model Summary Kepuasan Pelanggan ....................... 60
Tabel 4. 17 Analisis Regresi Kepuasan Pelanggan ............................................... 60
Tabel 4. 18 Hasil Model Summary Keputusan Pembelian Ulang ......................... 62
Tabel 4. 19 Analisis Regresi Keputusan Pembelian Ulang................................... 62
Tabel 4. 20 Hasil Uji t (Persamaan I) .................................................................... 67
Tabel 4. 21 Hasil Uji t (Persamaan II) .................................................................. 68
Tabel 4. 22 Hasil Uji F .......................................................................................... 69
Tabel 4. 23 Koefisien Determinasi Kepuasan Pelanggan ..................................... 69
Tabel 4. 24 Koefisien Determinasi Keputusan Pembelian Ulang ......................... 70

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 DAFTAR LAMPIRAN

Lampiran 1. Kuesioner Penelitian ....................................................................... 100

Lampiran 2. Daftar Responden ........................................................................... 105
Lampiran 3. Jawaban Responden Promosi (X) ................................................... 108
Lampiran 4. Jawaban Responden Kepuasan Pelanggan (Z) ............................... 111
Lampiran 5. Jawaban Responden Keputusan Pembelian Ulang (Y) .................. 114
Lampiran 6. Titik Presentase Distribusi F .......................................................... 117
Lampiran 7. Titik Presentase Distribusi T .......................................................... 118
Lampiran 8. Titik Persentase Distribusi R .......................................................... 119

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