SKRIPSI Disusun oleh : FIRSTYARINI WIN NUGRAHANI NIM

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PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN
BLACKBERRY
(Studi Pada Mahasiswa Fakultas Ekonomi Jurusan Manajemen Pengguna Blackberry di
Universitas Muhammadiyah Malang)
SKRIPSI
Disusun
oleh :
FIRSTYARINI WIN NUGRAHANI
NIM : 07610051
JURUSAN MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH MALANG
2012
BERITA ACARA
DAFTAR ISI
HALAMAN JUDUL..........................................................................................
i
LEMBAR PERSETUJUAN...............................................................................
ii
LEMBAR PENGESAHAN ...............................................................................
iii
PERNYATAAN ORISINALITAS ....................................................................
iv
BERITA ACARA ..............................................................................................
v
DAFTAR PERUBAHAN DRAFT ....................................................................
vi
KARTU KENDALI BIMBINGAN ...................................................................
vii
KATA PENGANTAR .......................................................................................
ix
DAFTAR ISI .....................................................................................................
x
DAFTAR TABEL .............................................................................................
xiii
DAFTAR GAMBAR ........................................................................................
xiv
BAB I PENDAHULUAN
A. Latar Belakang ....................................................................................
1
B. Perumusan Masalah ............................................................................
6
C. Batasan Masalah ..................................................................................
6
D. Tujuan Penelitian dan Manfaat Penelitian ...........................................
7
BAB II TINJAUAN PUSTAKA
A. Penelitian Terdahulu ...........................................................................
9
B. Tinjauan Teori .....................................................................................
10
1. Pengertian Pemasaran .................................................................
10
2. Konsep Pemasaran .....................................................................
11
3. Pengertian Produk ......................................................................
14
4. Atribut Produk.............................................................................
17
5. Komponen Atribut Produk .........................................................
18
6. Perilaku Konsumen ....................................................................
21
7. Keputusan Pembelian .................................................................
25
8. Hubungan antara Atribut Produk dengan Keputusan Pembelian
29
C. Kerangka Pikir .....................................................................................
30
D. Hipotesis ..............................................................................................
32
BAB III METODE PENELITIAN
A. Lokasi penelitian...............................................................................
34
B. Jenis Penelitian ...............................................................................
34
C. Jenis dan Sumber Data ...................................................................
34
D. Populasi dan Sampel........................................................................
35
E. Teknik Pengambilan Sampel ...........................................................
36
F. Teknik Pengumpulan Data ..............................................................
36
G. Teknik Pengukuran Data .................................................................
37
H. Definisi Operasional Variabel .........................................................
37
I. Pengujian Data .................................................................................
40
J. Teknik Analisis Data .......................................................................
41
K. Koefisien Determinasi .....................................................................
42
L. Pengujian Hipotesis .........................................................................
43
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
A. Gambaran Umum Objek Penelitian .................................................
45
B. Karakteristik Responden ..................................................................
48
C. Uji Instrumen ...................................................................................
52
D. Analisis Data dan Pembahasan ........................................................
54
BAB V KESIMPULAN DAN SARAN
A. Kesimpulan ......................................................................................
69
B. Saran ................................................................................................
69
DAFTAR TABEL
TABEL 1 Perbedaan dan Persamaan Penelitian Terdahulu
dan Penelitian Sekarang ................................................................
9
Tabel 4.1 Distribusi Responden Berdasarkan Jenis Kelamin .........................
50
Tabel 4.2 Distribusi Responden Berdasarkan Umur........................................
51.
Tabel 4.3 Distribusi Responden Berdasarkan Uang Saku Perbulan ...............
52
Tabel 4.4 Hasil Pengujian Validitas ...............................................................
53
Tabel 4.5 Hasil Pengujian Validitas ................................................................
54
Tabel 4.6 Distribusi frekuensi item-item variabel harga .................................
55
Tabel 4.7 Distribusi frekuensi item-item variabel desain ..............................
56
Tabel 4.8 Distribusi frekuensi item-item variabel Mutu ..................................
57
Tabel 4.9 Distribusi frekuensi item-item variabel Merek ...............................
58
Tabel 4.10 Distribusi frekuensi item variabel
Keputusan pembelian Handphone Blackberry. .............................
59
Tabel 4.11 Rekapitulasi hasil uji regresi berganda antara
Variabel Harga (X1) , Desain (X2), Mutu (X3) Merek (X4)
terhadap Keputusan Membeli Handphone Blackberry (Y) ..........
60
Tabel 4.12 Rekapitulasi Hasil Uji Parsial .......................................................
64
Tabel 4.13 Rekapitulasi Pengaruh Uji Variabel Utama ..................................
68
DAFTAR GAMBAR
Gambar 2.1 Model Perilaku Konsumen ..........................................................
22
Gambar 2.2 Kerangka Konseptual Pengaruh Atribut Produk
terhadap Keputusan Pembelian .....................................................
31
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dengan LMP2M
Boyd, et al., 1996. Marketing Management, Manajemen Pemasaran Edisi Jilid Satu,
Penerjemah Imam Nurmawan, 2000, Penerbit Erlangga, Jakarta.
Engel, J. Paul, et. Al 2000. Consumen Behaviour. Jilid Satu. Edisi Keempat.
Indriantoro, Nur, dan Supomo, Bambang, 1998. Metode Penelitian Bisnis untuk
Akuntansi & Manajemen, 2002. BPFE-Yogyakarta, Yogyakarta.
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Keegan, et al., (2002), Marketing, Prentice Hall International Inc: London
Kotler Phillip, 2005. Manajeinen Pemasaran I. Edisi Bahasa Indonesia. PT. Prenhallindo,
Jakarta.
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Perspektif Global. Edisi Pertama. Prenada Media. Jakarta.
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Jilid Satu Edisi Kelima, Penerjemah Lina Salim, 2002, PT Penerbit Erlangga,
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Erlangga Jakarta.
Mukherjee, A., and W. Hoyer, (2001), The Effect of Novel Attributes on Product
Evaluation, Journal Of Consumer Research, Vol. 29.
Nurhayati Titik, Machfoedz Mahmud. 2005. Manajemen Pemasaran Kontemporer. Edisi
pertama. Kayon. Yogyakarta.
Oliver, Richard L. 2000. Whence Loyalty, Journal of Marketing, (Special Issues
1999), vol 63, p.33-44.
Peter, J.P., and J.C., Olson (2006), Consumer Behavior and Marketing Strategy,
McGraw-Hill Inc.: Singapore.
Riduwan, 2003. Skala Pengukuran Variabel-variabel Penelitian. Penerbit Alfabeta,
Bandung.
Santoso, Singgih, 2001. SPSS versi 10 Mengolah Data Statistik Secara Profesional.
Penerbit PT Elex Media Komputindo, Jakarta.
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Gramedia Pustaka Utama, Jakarta.
Sugiyono, 2006, Statistika Untuk Penelitian. CV. Alfabeta, Bandung.
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2008).
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