i DAFTAR ISI Halaman HALAMAN JUDUL KATA PENGANTAR ABSTRAK .......................................................................................................... DAFTAR ISI ..................................................................................................... i BAB I PENDAHULUAN ............................................................................ 1 1.1 Latar Belakang ............................................................................... 1 1.2 Rumusan Masalah ........................................................................... 3 1.3 Tujuan ............................................................................................. 3 1.4 Manfaat Penelitian ......................................................................... 3 1.5 Kerangka Pemikiran ........................................................................ 4 1.6 Hipotesis.......................................................................................... 4 1.7 Metode Penelitian ........................................................................... 5 BAB II TINJAUAN PUSTAKA ................................................................ 13 2.1 Pengertian Manajemen Pemasaran ................................................ 13 2.2 Kepuasan Konsumen...................................................................... 16 2.3 Pemasaran Jasa ............................................................................... 18 2.4 Kualitas Layanan............................................................................ 20 2.5 Internet ........................................................................................... 23 2.6 Penelitian Terdahulu ...................................................................... 28 BAB III GAMBARAN UMUM PERUSAHAAN DAN RESPONDEN ... 29 3.1 Sejarah Berdirinya Perusahaan ...................................................... 29 3.2 Lokasi Perusahaan .......................................................................... 30 3.3 Pemasaran Warnet Gamers ............................................................ 30 3.4 Personalia Warnet Gamers ............................................................. 30 3.5 Fasilitas Warnet Gamers ................................................................ 31 BAB IV ANALISIS DATA TENTANG KEPUASAN PELANGGAN ... 33 4.1 Deskripsi Responden...................................................................... 33 4.2. Uji Validitas dan Reliabitas Kuesioner .......................................... 35 4.3 Analisis Tingkat Kepuasan Konsumen .......................................... 38 4.4 Hasil Model Regresi Linear Berganda ........................................... 40 BAB V KESIMPULAN DAN SARAN .......................................................... Kesimpulan ............................................................................................... Saran .......................................................................................................... DAFTAR PUSTAKA LAMPIRAN-LAMPIRAN ii DAFTAR TABEL Gambar 1. Gambar 2. Gambar 3. Gambar 4. Gambar 5. Gambar 6. Gambar 7. Gambar 8. Halaman Pengguna internet di Indonesia ................................................. 1 Respondem Menurut Usia....................................................... 34 Responden Menurut Jenis Kelamin ........................................ 34 Responden Menurut Frekuansi Pemakaian ............................. 35 Rangkuman Hasil Validitas Harapan, Kinerja, Kepentingan . 36 Hasil Uji Reliabilitas ............................................................... 37 Klasifikasi Indeks Kepuasan Warnet Gamers Net .................. 38 Hasil Analilsis Regesi Linier Berganda .................................. 41 DAFTAR GAMBAR Tabel 1. Halaman Kerangka Pemikiran .................................................................. 4