SKRIPSI
Semarang
Disusun Oleh :
Liem, Vito Reinaldo. H – 13.32.0004
KATA PENGANTAR
Puji Syukur penulis panjatkan kepada Tuhan Yang Maha Kuasa, karena atas
untuk memperoleh gelar S-1 di fakultas ekonomi dan bisnis, Universitas Katolik
Soegijapranata, Semarang.
Dalam menyusun skripsi ini penulis menyadari bahwa penulisan ini tidak
akan dapat selesai dengan baik jika tanpa bantuan, dan dukungan berupa semangat
dan doa dari berbagai pihak. Oleh sebab itu penulis ingin mengucapkan terima kasih
2. Ibu Dra. Retno Yustini W. MSI dan Ibu Mg. Westri Kekalih S, SE.
penulis.
vi
vii
NIM : 13.32.0004
Dibuat di : Semarang
Yang menyatakan
ABSTRAK
Oleh:
Liem, Vito Reinaldo. H
NIM : 13.32.0004
Program Studi Manajemen
Analisis Bauran Pemasaran Pada Usaha Jasa Percetakan Anugerah Offset di Kota
Semarang
ABSTRACT
By ;
Liem, Vito Reinaldo. H
NIM : 13.32.0004
Management Program
Mix Marketing Analysis on Printing Services Business Anugerah Offset in
Semarang City
This study aims to determine the perception of the customer about the
existing marketing mix aspects in the printing business Anugerah Offset in
Semarang City. The method used in this research is quantitative by using scale
analysis and qualitative descriptive analysis. The data were collected using a
questionnaire consisting of closed and open questions. Respondents are all
customers of Anugerah Offset in Semarang City.
The result of marketing mix is as follows, (1) Product included in high
category (score 4,14), (2) Price included high category (score 4,00), (3) Place
included medium category (score 3,33) , (4) Promotion includes high category
(score 4,00), (5) People are included in medium category (score 3.50), (6) Process
included high category (score 4,3), (7) Physical Evidence included category high
(score 3.86).
Keywords: Perception, Marketing Mix, Customer
DAFTAR ISI
Halaman Judul..................................................................................................... i
Abstrak ................................................................................................................viii
Daftar Isi.............................................................................................................. ix
BAB I PENDHULUAN
1.1. Latar Belakang .......................................................................................1
1.2. Rumusan Masalah ..................................................................................5
1.3. Tujuan dan Manfaat Penelitian ..............................................................5
BAB II LANDASAN TEORI .............................................................................6
2.1. Pemasaran .............................................................................................6
2.2. Jasa .........................................................................................................7
2.3. Bauran Pemasaran ..................................................................................9
2.4. Kualitas Pelayanan Jasa .........................................................................11
2.5. Persepsi Konsumen ................................................................................12
2.6. Perilaku Konsumen ................................................................................13
2.7. Kerangka Pikir .......................................................................................17
2.8. Definisi Operasional ..............................................................................18
BAB III METODOLOGI PENELITIAN............................................................20
3.1. Obyek dan Lokasi Penelitian .................................................................20
3.2. Jenis dan Sumber Data ...........................................................................20
3.3. Populasi, Sampel, dan Teknik Sampling ...............................................21
3.4. Metode Pengumpulan Data ....................................................................22
3.5. Teknik Analisis ......................................................................................25
DAFTAR GAMBAR