daftar isi - telkom university · ix daftar isi halaman sampul ..... i halaman judul..... ii
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DAFTAR ISI
HALAMAN SAMPUL ............................................................................................ i
HALAMAN JUDUL ............................................................................................... ii
HALAMAN PENGESAHAN ................................................................................ iii
HALAMAN PERNYATAAN ............................................................................... iv
KATA PENGANTAR ............................................................................................ v
ABSTRAK ............................................................................................................ vii
ABSTRACT ........................................................................................................... viii
DAFTAR ISI .......................................................................................................... ix
DAFTAR GAMBAR ............................................................................................ xii
DAFTAR TABEL ................................................................................................ xiii
DAFTAR LAMPIRAN ........................................................................................ xiv
BAB I PENDAHULUAN ....................................................................................... 1
1.1 Gambaran Umum Objek Penelitian ......................................................... 1
1.1.1 Profil umum .............................................................................................. 1
1.1.2 Visi dan Misi ............................................................................................. 2
1.1.3 Produk ....................................................................................................... 3
1.2 Latar Belakang ......................................................................................... 4
1.3 Perumusan Masalah ................................................................................ 13
1.4 Pertanyaan Penelitian ............................................................................. 14
1.5 Tujuan Penelitian .................................................................................... 14
1.6 Kegunaan Penelitian ............................................................................... 14
1.7 Ruang Lingkup ....................................................................................... 15
1.8 Sistematika Penulisan ............................................................................. 15
BAB II TINJAUAN PUSTAKA ........................................................................... 17
2.1 Teori - Teori Terkait Penelitian dan Penelitian Terdahulu ..................... 17
2.1.1 Kewirausahaan ........................................................................................ 17
2.1.2 Pengembangan Usaha ............................................................................. 17
2.1.3 Pengembangan Produk............................................................................ 18
2.1.4 Produk ..................................................................................................... 20
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2.1.5 Manajemen Pemasaran ........................................................................... 21
2.1.6 Bauran Pemasaran ................................................................................... 21
2.1.7 Bauran Komunikasi Pemasaran .............................................................. 23
2.1.8 Perilaku Konsumen ................................................................................. 24
2.1.9 Preferensi ................................................................................................ 26
2.1.10 Penelitian Terdahulu ............................................................................... 28
2.2 Kerangka Pemikiran ............................................................................... 32
BAB III METODE PENELITIAN........................................................................ 34
3.3 Karakteristik Penelitian .......................................................................... 34
3.2 Alat pengumpulan Data .......................................................................... 35
3.2.1. Operasional Variabel .............................................................................. 35
3.2.2. Skala Pengukuran.................................................................................... 37
3.3 Tahapan Penelitian ................................................................................. 37
3.4 Populasi dan Sampel .............................................................................. 40
3.4.1. Populasi ................................................................................................... 40
3.4.2. Sampel..................................................................................................... 40
3.5 Pengumpulan Data dan Sumber Data ..................................................... 41
3.5.1. Pengumpulan Data .................................................................................. 41
3.5.2. Sumber Data............................................................................................ 42
3.6 Uji Validitas dan Realibilitas ................................................................. 42
3.6.1. Uji Validitas ............................................................................................ 42
3.6.2. Uji Realibilitas ........................................................................................ 43
3.7 Teknik Analisis Data dan Pengujian Hipotesis ...................................... 44
3.7.1 Analisis Konjoin ..................................................................................... 44
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ...................................... 55
4.1 Karakteristik Responden ........................................................................ 55
4.1.1 Usia Responden ...................................................................................... 55
4.1.2 Pekerjaan Responden .............................................................................. 56
4.1.3 Tempat Tinggal Responden .................................................................... 57
4.1.4 Pendapatan Responden ........................................................................... 58
4.1.5 Hasil Penelitian ....................................................................................... 59
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4.1.6 Mengukur Utilitas dan Kepentingan Relatif ........................................... 60
4.1.7 Mengukur Ketepatan Prediksi ................................................................. 62
4.2 Pembahasan Hasil Penelitian .................................................................. 63
4.2.1 Analisis Faktor Penting Komunikasi Pemasaran Pada SASS and CO ... 63
4.2.2 Analisis Faktor Penting Komunikasi Pemasaran Pada SASS and CO
Secara Kombinasi ................................................................................... 65
4.2.3 Analisis Kombinasi yang Dapat Menjadi Pilihan SASS and CO ........... 66
4.2.4 Implementasi Hasil ................................................................................. 66
BAB V KESIMPULAN DAN SARAN ................................................................ 71
5.1 Kesimpulan ............................................................................................. 71
5.2 Saran ....................................................................................................... 72
5.2.1 Aspek Teoritis ......................................................................................... 72
5.2.2 Aspek Praktisi ......................................................................................... 73
DAFTAR PUSTAKA ........................................................................................... 75