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
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
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
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
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