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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) SKRIPSI DIAJUKAN OLEH RUWIN SEPUDIN NIM : 01207024 PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NAROTAMA SURABAYA 2011
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S K R I P S I - Narotama

Oct 16, 2021

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Page 1: S K R I P S I - Narotama

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

Page 2: S K R I P S I - Narotama

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

Page 3: S K R I P S I - Narotama

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

Page 4: S K R I P S I - Narotama

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