daftar isi - telkom university · ix daftar isi halaman sampul ..... i halaman judul..... ii

3
ix 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

Upload: others

Post on 02-Feb-2020

14 views

Category:

Documents


0 download

TRANSCRIPT

ix

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

x

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

xi

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