S K R I P S I - Narotama
Transcript of S K R I P S I - Narotama
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PENGARUH ATRIBUT PRODUK, HARGA, SALURAN DISTRIBUSI, DAN PROMOSI TERHADAP LOYALITAS KONSUMEN
PADA PEMBELIAN BIBIT UDANG(Studi Kasus di UD. BINTANG BENUR Tuban Jawa Timur)
S K R I P S I
DIAJUKAN OLEH
RUWIN SEPUDIN
NIM : 01207024
PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMIUNIVERSITAS NAROTAMA
SURABAYA2011
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PENGARUH ATRIBUT PRODUK, HARGA, SALURAN DITRIBUSI, DAN PROMOSI TERHADAP LOYALITAS KONSUMEN
PADA PEMBELIAN BIBIT UDANG(Studi Kasus di UD. BINTANG BENUR Tuban Jawa Timur)
SKRIPSI
Diajukan guna melengkapi tugas-tugas dan memenuhiSalah satu syarat untuk mencapai gelar
Sarjana Ilmu Ekonomi Jurusan Manajemen
DIAJUKAN OLEH
RUWIN SEPUDIN
NIM : 01207024
PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMIUNIVERSITAS NAROTAMA
SURABAYA2011
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DAFTAR ISI
Halaman
HALAMAN JUDUL ....................................................................................... ii
SURAT PERNYATAAN ................................................................................ iii
LEMBAR PERSETUJUAN ........................................................................... iv
LEMBAR PENGESAHAN SKRIPSI ........................................................... v
KATA PENGANTAR..................................................................................... vi
PERNYATAAN AKADEMIS ....................................................................... viii
ABSTRAKSI ................................................................................................... ix
DAFTAR ISI ................................................................................................... x
DAFTAR TABEL .......................................................................................... xiii
DAFTAR GAMBAR ...................................................................................... xiv
DAFTAR LAMPIRAN ................................................................................... xv
BAB I PENDAHULUAN
1.1. Latar Belakang Masalah ............................................... ... 1
1.2. Rumusan Masalah ............................................................... 6
1.3. Tujuan Penelitian ............................................................... 6
1.4. Manfaat Penelitian ............................................................... 6
1.5. Sistematika Skripsi ............................................................... 7
BAB II TINJAUAN PUSTAKA
2.1. Landasan Teori ............................................................... 9
2.1.1. Pengertian Pemasaran dan Manajemen Pemasaran.. 9
2.1.2. Srategi Pemasaran .............................................. 11
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2.1.3. Perilaku Konsumen .............................................. 24
2.1.4. Proses Pengambilan Keputusan Konsumen .......... 29
2.1.5. Perilaku Pembelian .............................................. 31
2.1.6. Loyalitas Konsumen ............................................. 36
2.1.7. Hubungan Marketing Mix Terhadap Loyalitas
Pembelian .......................................................... 41
2.2. Penelitian Terdahlu .......................................................... 43
2.3. Hipotesis ...................................................................... 44
BAB III METODE PENELITIAN
3.1. Metode Penelitian ......................................................... 45
3.2. Definisi Operasi Variabel ........................................... 45
3.3. Identifikasi Variabel ..................................................... 46
3.4. Kerangka Berfikir ......................................................... 50
3.5. Jenis dan Sumber Data ............................................. 52
3.5.1. Data Primer ......................................................... 52
3.5.2. Data Skunder ............................................. 52
3.6. Teknik Pengumpulan Data...................................................... 53
3.7. Lokasi Penelitian.................................................................... 53
3.8. Populasi dan Sampel .............................................................. 54
3.8.1. Populasi Penelitian .................................................. 54
3.8.2. Sampel .............................................................. 54
3.9. Metode Analisis Data ......................................................... 57
3.9.1 Uji kualitas Data ........................................................ 58