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PENGARUH KEPUASAN PELANGGAN DAN KEPERCAYAAN PELANGGAN

TERHADAP NIAT PEMBELIAN ULANG

(STUDI PADA PELANGGAN COKELAT KLASIK CAFE MALANG)

SKRIPSI

Untuk Memenuhi Salah Satu Persyaratan Mencapai

Derajat Sarjana Ekonomi

Oleh:

Muhammad Zulfikri Akbar

201410160311433

PROGRA STUDI MANAJEMEN

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS MUHAMMADIYAH MALANG

2018

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KATA PENGANTAR

Bismillahirrohmanirrohim.

Puji syukur yang teramat dalam saya hanturkan kehadirat Allah SWT yang telah

memberikan kasih, hidayat, dan taufiq-Nya sehingga Skripsi yang berjudul “Pengaruh

Kepuasan Pelanggan dan Kepercayaan Pelanggan Terhadap Niat Pembelian Ulang: Studi Pada

Pelanggan Cokelat Klasik Café Malang” ini dapat terselesaikan pada waktu yang telah

direncanakan.

Do’a dan shalawat semoga senantiasa melimpahkan ke hariban Nabi Muhammad

SAW, yang selalu mengajaran kesempurnaan Tauhid, serta para keluarga dan para sahabat

yang selalu dalam lindungan Allah SWT yang dengan tulus dan ikhlas mencintai dan

menjunjung sunnahnya.

Selama penulisan skripsi ini, banyak pihak yang ikut membantu dan memberikan

dukungan kepada saya. Sebagai ucapan syukur, dalam kesempatan ini saya ingin mengucapkan

terima kasih yang sebanyak-banyaknya kepada :

1. Rektor Universitas Muhammadiyah Malang Drs. H. Fauzan, M.Pd

2. Dekan Fakultas Ekonomi & Bisnis Universitas Mhammadiyah Malang ibu Dr. Idah

Zuhroh, M.M

3. Ketua Program Studi Manajemen Dr.Marsudi.MM

4. Bapak Dr. Rohmad Dwi Jatmiko dan Dr. Widayat selaku dosen pembimbing

5. Ucapan terima kasih secara khusus penulis sampaikan kepada orang tua dan keluarga

tercinta yang telah memberikan semangat dan motivasi serta do’a yang selalu

dipanjatkan yang mengiringi proses penulis dalam melakukan penelitian.

6. Teman-teman IKABAMA dan Lilin Mas yang memberikan semangat dan selalu

mendukung dalam penulisan skripsi ini

7. Rekan- rekan penulis dan teman teman saya yang telah ikut membantu dan memberikan

sumbangan pikiran.

Kepada mereka semua, hanya ungkapan terima kasih yang sebesar-besarnya serta do’a

yang dapat saya berikan, semoga segala yang telah mereka berikan mampu berguna untuk

penulis dan orang lain. Semoga perbuatan mereka mendapatkan balasan yang tak tenilai dari

Allah SWT. Aamiin.

Akhirnya, dengan segala keterbatasan dan kekurangannya, saya persembahkan karya

tulis ini kepada siapapun yang membutuhkannya. Kritik konstruktif dan saran dari semua pihak

sangat saya harapkan untuk menyempurnakan hasil karya yang lainnya. Terimakasih

Assalamualaikum

Malang, 14 Mei 2018

Penulis.

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DAFTAR ISI

ABSTRAK .............................................................................................................................i

KATA PENGANTAR ...........................................................................................................iii

DAFTAR ISI ..........................................................................................................................iv

DAFTAR GAMBAR .............................................................................................................vi

DAFTAR TABEL ..................................................................................................................vii

DAFTAR LAMPIRAN ..........................................................................................................viii

BAB I. PENDAHULUAN

A. Latar Belakang Masalah ..................................................................................................1

B. Perumusan Masalah .........................................................................................................5

C. Tujuan dan Manfaat .........................................................................................................6

BAB II. TEORI DAN PERUMUSAN HIPOTESIS

A. Teori dan Kajian Pustaka ..................................................................................................8

B. Perumusan Hipotesis .........................................................................................................17

BAB III. METODE PENELITIAN

A. Lokasi Penelitian ...............................................................................................................21

B. Jenis Penelitian ..................................................................................................................21

C. Populasi dan Teknik Pengambilan Sampel .......................................................................21

D. Definisi Operasional dan Pengukuran Variabel ................................................................22

E. Jenis dan Sumber Data ......................................................................................................25

F. Teknik Pengumpulan Data ................................................................................................26

G. Teknik Analisis Data .........................................................................................................28

BAB IV. HASIL DAN PEMBAHASAN

A. Gambaran Umum Objek Penelitian ..................................................................................33

B. Uji Instrumen.....................................................................................................................35

C. Hasil Teknik Analisis Data ...............................................................................................38

D. Uji Asumsi Klasik .............................................................................................................46

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E. Analisis Regresi Berganda ................................................................................................50

F. Koefisien Determinasi .......................................................................................................52

G. Uji Hipotesis .....................................................................................................................52

H. Pembahasan .......................................................................................................................53

BAB V PENUTUP

A. Kesimpulan .......................................................................................................................57

B. Saran ..................................................................................................................................59

DAFTAR PUSTAKA ...........................................................................................................59

LAMPIRAN..........................................................................................................................65

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DAFTAR GAMBAR

Gambar 2.1 Kerangka Pikir………………………………………………………….17

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DAFTAR TABEL

Tabel 2.1 Indikator Niat Pembelian Ulang ..............................................................9

Tabel 3.1 Skala Linkert ............................................................................................25

Tabel 3.2 Rentang Skala ..........................................................................................29

Tabel 4.1 Karakteristik Responden menurut Jenis Kelamin ....................................33

Tabel 4.2 Karakteristik Responden menurut Usia ...................................................34

Tabel 4.3 Karakteristik Responden menurut Pekerjaan ...........................................34

Tabel 4.4 Hasil Uji Validitas Variabel Kepuasan Pelanggan ..................................35

Tabel 4.5 Hasil Uji Validitas Variabel Kepercayaan Pelanggan .............................36

Tabel 4.6 Hasil Uji Validitas Variabel Niat Pembelian Ulang ................................36

Tabel 4.7 Hasil Uji Reliabilitas ................................................................................37

Tabel 4.8 Rentang Skala Kepuasan Pelanggan ........................................................38

Tabel 4.9 Rentang Skala Kepercayaan Pelanggan ...................................................41

Tabel 4.10 Rentang Skali Niat Pembelian Ulang ......................................................44

Tabel 4.11 Hasil Uji Kolmogorof – Smirnof .............................................................46

Tabel 4.12 Hasil Uji Glejser ......................................................................................47

Tabel 4.13 Hasil Uji FIV............................................................................................48

Tabel 4.14 Hasil Uji Durbin – Watson ......................................................................48

Tabel 4.15 Hasil Analisis Regresi Berganda .............................................................49

Tabel 4.16 Hasil Nilai Adjusted R Square .................................................................50

Tabel 4.17 Hasil Analisis Uji t ...................................................................................51

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DAFTAR LAMPIRAN

Lampiran 1 Kuisioner Responden ...............................................................................65

Lampiran 2 Uji Validitas .............................................................................................69

Lampiran 3 Uji Reliabilitas .........................................................................................70

Lampiran 4 Uji Asumsi Klasik ...................................................................................71

Lampiran 5 Analisis Regresi Berganda .......................................................................73

Lampiran 6 Tabel r, Tabel t dan Tabel Durbin Watson ..............................................74

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