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