ABSTRAK. terdiri dari empat variabel independen yaitu product, price, place, promotion dan satu

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1 ABSTRAK Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap bauran pemasaran produk Chatime di Bandung serta untuk mengetahui besar pengaruh bauran pemasaran terhadap keputusan pembelian produk Chatime di Bandung. Penelitian ini terdiri dari empat variabel independen yaitu product, price, place, promotion dan satu variabel dependen yaitu keputusan pembelian. Data dalam penelitian ini dikumpulkan melalui penyebaran kuesioner dan diimplementasikan kepada 120 konsumen Chatime sebagai sampel penelitian. Metode analisis data yang digunakan adalah analisis kuantitatif, yaitu uji validitas dan reliabilitas serta analisis regresi berganda. Berdasarkan hasil analisis data, menunjukkan bahwa: terdapat hubungan yang kuat antara variabel marketing mix dengan keputusan pembelian. Marketing mix mempengaruhi keputusan pembelian sebesar 35,5% dan sisanya 64,5% dipengaruhi oleh variabel lain diluar penelitian ini. Faktor promotion menjadi faktor yang paling diperhatikan konsumen sebelum mereka membeli produk Chatime. Dapat disimpulkan bahwa persepsi konsumen terhadap bauran pemasaran Chatime di Bandung dianggap baik karena mayoritas konsumen menjawab setuju. Kata Kunci: Marketing Mix, Keputusan Pembelian. viii

2 ABSTRACT This study aims to determine consumer perceptions of the Chatime s marketing mix in Bandung as well as to determine the influence of the marketing mix on Chatime s product purchasing decisions in Bandung. The study consisted of four independent variables are: product, price, place, promotion and the dependent variable is the purchase decision. The data in this study were collected through questionnaires and implemented to 120 consumers Chatime as the study sample. Data analysis methods used are quantitative analysis, the validity and reliability as well as multiple regression analysis. The result of analysis data, showed that: there is a strong correlation between marketing mix variables with purchasing decisions. Marketing mix influence purchasing decisions by 35.5% and the remaining 64.5% is influenced by other variables outside of this study. Promotion factors to be a most consumers factors before they purchase products Chatime. Concluded that consumers' perceptions of marketing mix Chatime in London is considered good because the majority of consumers responded agreed. ix

3 DAFTAR ISI HALAMAN PENGESAHAN... i SURAT PERNYATAAN KEASLIAN SKRIPSI... ii PERNYATAAN PUBLIKASI LAPORAN PENELITIAN... iii PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN... iv KATA PENGANTAR... v ABSTRAK... viii ABSTRACT... ix DAFTAR ISI... x DAFTAR GAMBAR... xiv DAFTAR TABEL... xv DAFTAR LAMPIRAN... xviii BAB I PENDAHULUAN 1.1. Latar Belakang Identifikasi Masalah Tujuan Penelitian Kegunaan Penelitian... 9 BAB II KAJIAN PUSTAKA, RERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS 2.1. Kajian Pustaka x

4 Manajemen Pemasaran Bauran Pemasaran Persepsi Konsumen Perilaku Konsumen Keputusan Pembelian Rerangka Pemikiran Penelitian Terdahulu Model Penelitian Hipotesis Penelitian BAB III METODE PENELITIAN 3.1. Metode Penelitian Metode Pengumpulan Data Populasi dan Sampel Definisi Operasional Variabel Metode Pengambilan Sampel Metode Analisis Data Uji Validitas Uji Reliabilitas Analisis Deskriptif Analisis Korelasi Analisis Regresi Berganda Pengujian Hipotesis xi

5 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1. Karakteristik Konsumen Persepsi Responden Terhadap Bauran Pemasaran Chatime di Bandung Persepsi Responden Chatime Terhadap Product Chatime di Bandung Persepsi Responden Chatime Terhadap Price Chatime di Bandung Persepsi Responden Chatime Terhadap Place Chatime di Bandung Persepsi Responden Chatime Terhadap Promotion Chatime di Bandung Persepsi Responden Chatime Terhadap Keputusan Pembelian Chatime di Bandung Hasil Pengujian Validitas dan Reliabilitas Uji Validitas Uji Reliabilitas Uji Pengaruh Marketing Mix Terhadap Keputusan Pembelian Analisa Korelasi Analisa ANOVA Analisa Koefisien Hasil dan Pembahasan Hipotesis xii

6 BAB V KESIMPULAN DAN SARAN 5.1. Kesimpulan Saran DAFTAR PUSTAKA LAMPIRAN CURRICULUM VITAE xiii

7 DAFTAR TABEL Tabel I Deskripsi Perbedaan Franchise Minuman Asing... 3 Tabel II Penelitian Terdahulu Tabel III Operasional Variabel X Tabel IV Operasional Variabel Y Tabel V Interpretasi Koefisien Korelasi Nilai r Tabel VI Jenis Kelamin Tabel VII Usia Tabel VIII Pengeluaran Per Bulan Tabel IX Pernah Tidaknya Mengkonsumsi Chatime Tabel X Membeli Produk Chatime Karena Memiliki Rasa/ Komposisi Produk yang Berbeda dari Pesaingnya Tabel XI Membeli Produk Chatime Karena Memiliki Variasi Produk yang Menarik dan Lengkap Tabel XII Harga Produk Chatime Sesuai dengan Pelayanan dan Kualitas Produk yang Diterima Tabel XIII Harga Produk Chatime Dinilai Premium Dibanding Pesaingnya Tabel XIV Membeli Produk Chatime Karena Memiliki Variasi Layanan Pembayaran yang Beragam Tabel XV Kemudahan Menjangkau Lokasi Chatime Tabel XVI Gerai Chatime Mudah Ditemukan/ Dikenali xiv

8 Tabel XVII Komunikasi Promosi Chatime Mendorong Responden untuk Membeli Chatime Tabel XVIII Promosi yang Diberikan Sesuai dengan Penyajian Produk yang Sebenarnya Tabel XIX Promosi yang Disajikan Chatime Cukup Menarik Tabel XX Membeli Produk Chatime Karena Yakin dan Percaya Terhadap Popularitas Merek Chatime Tabel XXI Secara Rutin Membeli Chatime (Weekend) Tabel XXII Membeli Produk Chatime Karena Puas dengan Kualitas dan Varian Produk Chatime Tabel XXIII Validitas untuk Komponen Product Tabel XXIV Validitas untuk Komponen Price Tabel XXV Validitas untuk Komponen Place Tabel XXVI Validitas untuk Komponen Promotion Tabel XXVII Validitas untuk Komponen Keputusan Pembelian Tabel XXVIII Uji Reliabilitas untuk Komponen Product Tabel XXIX Uji Reliabilitas untuk Komponen Price Tabel XXX Uji Reliabilitas untuk Komponen Place Tabel XXXI Uji Reliabilitas untuk Komponen Promotion Tabel XXXII Uji Reliabilitas untuk Komponen Keputusan Pembelian Tabel XXXIII Analisa Pengaruh Marketing Mix Terhadap Keputusan Pembelian.. 72 xv

9 Tabel XXXIV Interpretasi Koefisien Korelasi Nilai r Tabel XXXV Faktor Lain Yang Mempengaruhi Keputusan Pembelian Tabel XXXVI ANOVA Tabel XXXVII Coefficients xvi

10 DAFTAR GAMBAR Gambar 1 Deskripsi Chatime Cafe... 6 Gambar 2 Proses Seleksi Gambar 3 Model Penelitian xvii

11 DAFTAR LAMPIRAN Lampiran A Kuesioner Penelitian Lampiran B Hasil Uji Validitas & Hasil SPSS xviii

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