PENGARUH KUALITAS PRODUK, KESESUAIAN HARGA, DAN

KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI

VOSCO COFFEE SHOP MALANG

Disusun Oleh:

SEPTIAN EKA CANDRA LUKITA

NIM. 201010160311376

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Meraih

Derajat Sarjana Ekonomi

BIDANG MANAJEMEN PEMASARAN

JURUSAN MANAJEMEN

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS MUHAMMADIYAH

MALANG

2015

DAFTAR ISI

KATA PENGANTAR .............................................................................................hal

DAFTAR ISI ............................................................................................................i

DAFTAR TABEL ...................................................................................................iv

DAFTAR GAMBAR................................................................................................vi

DAFTAR LAMPIRAN ............................................................................................vii

ABSTRAK ................................................................................................................viii

BAB I : PENDAHULUAN

1.1 Latar Belakang Masalah ..................................................................1

1.2 Rumusan Masalah ...........................................................................9

1.3 Tujuan Penelitian ............................................................................9

1.4 Manfaat Penelitian ..........................................................................9

BAB II : TINJAUAN PUSTAKA

2.1 Penelitian Terdahulu ........................................................................11

2.2 Landasan Teori ................................................................................15

2.2.1 Pengertian Perilaku Konsumen ...........................................15

2.2.2 Pengertian Produk ................................................................16

2.2.2.1 Tingkatan Produk .....................................................17

2.2.2.2 Kualitas Produk .......................................................18

2.2.3 Pengertian Harga..................................................................20

2.2.3.1 Tujuan Penetapan Harga .........................................21

2.2.4 Pengertian Kualitas Layanan ...............................................22

2.2.4.1 Dimensi Kualitas Layanan ......................................23

2.2.5 Proses Keputusan Pembelian: Model Lima Tahap ..............26

2.3 Kerangka Pemikiran ........................................................................31

2.4 Hipotesis .........................................................................................32

2.4.1 Pengaruh Kualitas Produk Terhadap Keputusan Pembelian

...............................................................................................32

2.4.2 Pengaruh Kesesuaian Harga Terhadap Keputusan Pembelian 33

2.4.3 Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian 34

BAB III : METODE PENELITIAN

3.1 Lokasi Penelitian .............................................................................35

3.2 Jenis Penelitian ................................................................................35

3.3 Definisi Operasional Variabel .........................................................35

3.4 Populasi dan Sampel .......................................................................37

3.4.1 Populasi................................................................................37

3.4.2 Sampel..................................................................................37

3.4.3 Teknik Pengambilan Sampel ...............................................38

3.5 Jenis dan Sumber Data ....................................................................38

3.6 Metode Pengumpulan Data .............................................................39

3.6.1 Kuisioner .............................................................................39

3.6.2 Observasi..............................................................................39

3.7 Teknik Pengukuran Data .................................................................40

3.8 Uji Instrumen ..................................................................................40

3.8.1 Uji Validitas .........................................................................40

3.8.2 Uji Reliabilitas .....................................................................40

3.8.3 Alat Analisis Data ...............................................................41

BAB IV : HASIL PENELITIAN DAN PEMBAHASAN

4.1 Karakteristik Responden..................................................................43

4.1.1 Jenis Kelamin.......................................................................

4.1.2 Usia .....................................................................................45

4.1.3 Pekerjaan .............................................................................45

4.1.4 Pendapatan/Uang Saku Perbulan ........................................46

4.2 Uji Instrumen ...................................................................................46

4.2.1 Uji Validitas .........................................................................46

4.2.2 Uji Reliabilitas .....................................................................48

4.3 Deskripsi Jawaban Responden.........................................................49

4.3.1 Kualitas Produk (X1) ............................................................50

4.3.2 Kesesuaian Harga (X2) .........................................................53

4.3.3 Kualitas Layanan (X3)..........................................................56

4.3.4 Keputusan Pembelian (X4)...................................................59

4.4 Analisis Data ...................................................................................61

4.4.1 Analisis Regresi Linier Berganda .......................................61

4.4.2 Nilai Koefisien Determinasi (R2) .........................................64

4.5 Hasil Pengujian Hipotesis ...............................................................65

4.5.1 Hasil Uji F ...........................................................................65

4.6 Pembahasan Hasil Penelitian ..........................................................62

4.6.1 Pengaruh Variabel-Variabel Bebas Secara Simultan

Terhadap Keputusan Pembelian Vosco Coffee Shop di

Malang .............................................................................................66

4.6.2 Pengaruh Variabel-Variabel Bebas Secara Parsial

Terhadap Keputusan Pembelian Vosco Coffee Shop di

Malang .............................................................................................67

4.6.3 Variabel Bebas Yang Mempunyai Pengaruh Dominan

terhadap Keputusan Pembelian........................................................70

BAB V : PENUTUP

5.1 Kesimpulan .....................................................................................72

5.2 Saran ...............................................................................................72

DAFTAR PUSTAKA ..............................................................................................74

LAMPIRAN .............................................................................................................74

DAFTAR LAMPIRAN

Lampiran 1. Kuisioner Penelitian

Lampiran 2. Skor Jawaban Responden

Lampiran 3. Hasil Uji Validitas Dan Reabilitas

Lampiran 4. Hasil Analisi Regresi

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