Daftar Isi
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Transcript of Daftar Isi
DAFTAR ISI
DAFTAR ISI
DAFTAR TABEL
DAFTAR GAMBAR
BAB I PENDAHULUAN
1.1 Latar Belakang.....................................................................1
1.2 Rumusan Masalah................................................................5
1.3 Tujuan dan Manfaat Penelitian ............................................5
1.3.1 Tujuan Penelitian......................................................5
1.3.2 Manfaat Penelitian ...................................................6
BAB II LANDASAN TEORI
2.1 Pengertian pemasaran ..........................................................8
2.1.1 Konsep Pemasaran......................................................9
2.2 Store admosphere ................................................................10
2.2.1 Elemen Store admosphere...........................................11
2.3 Experiential Marketing.........................................................12
2.3.1 Bagian experiential marketing....................................13
2.3.2 Manfaat experiential marketing..................................14
2.3.4 Alat ukur experiential marketing................................15
2.4 Minat beli ulang....................................................................17
2.5 Tinjauan Penelitian Terdahulu dan Pengembangan
Hipotesis...............................................................................19
2.5.1 Pengaruh srore admosphere terhadap minat beli
ulang.........................................................................19
2.5.2 Pengaruh experiential marketing terhadap minat
beli ulang ................................................................20
2.6 Kerangka Konseptual ..........................................................21
BAB III METODE PENELITIAN
3.1 Objek Penelitian...................................................................22
3.2 Populasi ...............................................................................22
3.3 Jenis dan Sumber Data.........................................................22
3.3.1 Jenis data.....................................................................22
3.2 Sumber data....................................................................23
3.4 Teknik Pengumpulan Data...................................................23
3.5 Definisi Operasional Variable..............................................23
3.5.1 Variabel independen ...................................................23
3.5.2 Variabel dependen.......................................................23
3.6 Pengukuran Variabel............................................................24
3.7 Metode Analisis Data ..........................................................25
3.7.1 Analisis data................................................................25
3.7.2 Analisa inferensial.......................................................26
3.7.3 Analisa regresi linier berganda....................................28
3.8 Uji F untuk menguji Kelayakan Model................................28
3.9 Uji Koefisien Determinasi (R²)............................................29
3.10 Uji Hipotesis.........................................................................29
3.10.1 Uji T-tes Statistik......................................................29
DAFTAR PUSTAKA
DAFTAR TABEL
Tabel 1.1 Perkembangan Jumlah Karyawan : Capellla Padang Februari –
Agustus 2014...............................................................................5