PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN

BLACKBERRY

(Studi Pada Mahasiswa Fakultas Ekonomi Jurusan Manajemen Pengguna Blackberry di

Universitas Muhammadiyah Malang)

SKRIPSI

Disusun

oleh :

FIRSTYARINI WIN NUGRAHANI

NIM : 07610051

JURUSAN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS MUHAMMADIYAH MALANG 2012

BERITA ACARA

DAFTAR ISI

HALAMAN JUDUL.......................................................................................... i

LEMBAR PERSETUJUAN............................................................................... ii

LEMBAR PENGESAHAN ............................................................................... iii

PERNYATAAN ORISINALITAS .................................................................... iv

BERITA ACARA .............................................................................................. v

DAFTAR PERUBAHAN DRAFT .................................................................... vi

KARTU KENDALI BIMBINGAN ................................................................... vii

KATA PENGANTAR ....................................................................................... ix

DAFTAR ISI ..................................................................................................... x

DAFTAR TABEL ............................................................................................. xiii

DAFTAR GAMBAR ........................................................................................ xiv

BAB I PENDAHULUAN

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

B. Perumusan Masalah ............................................................................ 6

C. Batasan Masalah .................................................................................. 6

D. Tujuan Penelitian dan Manfaat Penelitian ........................................... 7

BAB II TINJAUAN PUSTAKA

A. Penelitian Terdahulu ........................................................................... 9

B. Tinjauan Teori ..................................................................................... 10

1. Pengertian Pemasaran ................................................................. 10

2. Konsep Pemasaran ..................................................................... 11

3. Pengertian Produk ...................................................................... 14

4. Atribut Produk............................................................................. 17

5. Komponen Atribut Produk ......................................................... 18

6. Perilaku Konsumen .................................................................... 21

7. Keputusan Pembelian ................................................................. 25

8. Hubungan antara Atribut Produk dengan Keputusan Pembelian

29

C. Kerangka Pikir ..................................................................................... 30

D. Hipotesis .............................................................................................. 32

BAB III METODE PENELITIAN

A. Lokasi penelitian............................................................................... 34

B. Jenis Penelitian ............................................................................... 34

C. Jenis dan Sumber Data ................................................................... 34

D. Populasi dan Sampel........................................................................ 35

E. Teknik Pengambilan Sampel ........................................................... 36

F. Teknik Pengumpulan Data .............................................................. 36

G. Teknik Pengukuran Data ................................................................. 37

H. Definisi Operasional Variabel ......................................................... 37

I. Pengujian Data ................................................................................. 40

J. Teknik Analisis Data ....................................................................... 41

K. Koefisien Determinasi ..................................................................... 42

L. Pengujian Hipotesis ......................................................................... 43

BAB IV HASIL PENELITIAN DAN PEMBAHASAN

A. Gambaran Umum Objek Penelitian ................................................. 45

B. Karakteristik Responden .................................................................. 48

C. Uji Instrumen ................................................................................... 52

D. Analisis Data dan Pembahasan ........................................................ 54

BAB V KESIMPULAN DAN SARAN

A. Kesimpulan ...................................................................................... 69

B. Saran ................................................................................................ 69

DAFTAR TABEL

TABEL 1 Perbedaan dan Persamaan Penelitian Terdahulu

dan Penelitian Sekarang ................................................................ 9

Tabel 4.1 Distribusi Responden Berdasarkan Jenis Kelamin ......................... 50

Tabel 4.2 Distribusi Responden Berdasarkan Umur........................................ 51.

Tabel 4.3 Distribusi Responden Berdasarkan Uang Saku Perbulan ............... 52

Tabel 4.4 Hasil Pengujian Validitas ............................................................... 53

Tabel 4.5 Hasil Pengujian Validitas ................................................................ 54

Tabel 4.6 Distribusi frekuensi item-item variabel harga ................................. 55

Tabel 4.7 Distribusi frekuensi item-item variabel desain .............................. 56

Tabel 4.8 Distribusi frekuensi item-item variabel Mutu .................................. 57

Tabel 4.9 Distribusi frekuensi item-item variabel Merek ............................... 58

Tabel 4.10 Distribusi frekuensi item variabel

Keputusan pembelian Handphone Blackberry. ............................. 59

Tabel 4.11 Rekapitulasi hasil uji regresi berganda antara

Variabel Harga (X1) , Desain (X2), Mutu (X3) Merek (X4)

terhadap Keputusan Membeli Handphone Blackberry (Y) .......... 60

Tabel 4.12 Rekapitulasi Hasil Uji Parsial ....................................................... 64

Tabel 4.13 Rekapitulasi Pengaruh Uji Variabel Utama .................................. 68

DAFTAR GAMBAR

Gambar 2.1 Model Perilaku Konsumen .......................................................... 22

Gambar 2.2 Kerangka Konseptual Pengaruh Atribut Produk

terhadap Keputusan Pembelian ..................................................... 31

DAFTAR PUSTAKA

Arikunto, Suharsimi. 1998. Prosedur Penelitian: Suatu Pendekatan: Praktek; Edisi Revisi Keempat. Jakarta: Penerbit Rineka Cipta.

Asri, Marwan. 2001. Marketing. Edisi Pertama. Cetakan Enam. Yogyakarta. BPFE UGM dengan LMP2M

Boyd, et al., 1996. Marketing Management, Manajemen Pemasaran Edisi Jilid Satu, Penerjemah Imam Nurmawan, 2000, Penerbit Erlangga, Jakarta.

Engel, J. Paul, et. Al 2000. Consumen Behaviour. Jilid Satu. Edisi Keempat.

Indriantoro, Nur, dan Supomo, Bambang, 1998. Metode Penelitian Bisnis untuk Akuntansi & Manajemen, 2002. BPFE-Yogyakarta, Yogyakarta.

Gitosudarmo, Indriyo. 2002. Manajemen Pemasaran. Edisi pertama. Yogyakarta. BPFE

Keegan, et al., (2002), Marketing, Prentice Hall International Inc: London

Kotler Phillip, 2005. Manajeinen Pemasaran I. Edisi Bahasa Indonesia. PT. Prenhallindo, Jakarta.

Lee, Monie dan Johnson, Corla. 2004. Prinsip-Prinsip Pokok Periklanan dalam Perspektif Global. Edisi Pertama. Prenada Media. Jakarta.

Mowen, John C. dan Minor, Michael, 2001. Consumer Behavior, Perilaku Konsumen Jilid Satu Edisi Kelima, Penerjemah Lina Salim, 2002, PT Penerbit Erlangga, Jakarta.

Mowen, John. C. 2002. Perilaku Konsumen (Consumer Behaviour) Jilid I. Penerbit Erlangga Jakarta.

Mukherjee, A., and W. Hoyer, (2001), The Effect of Novel Attributes on Product Evaluation, Journal Of Consumer Research, Vol. 29.

Nurhayati Titik, Machfoedz Mahmud. 2005. Manajemen Pemasaran Kontemporer. Edisi pertama. Kayon. Yogyakarta.

Oliver, Richard L. 2000. Whence Loyalty, Journal of Marketing, (Special Issues 1999), vol 63, p.33-44.

Peter, J.P., and J.C., Olson (2006), Consumer Behavior and Marketing Strategy, McGraw-Hill Inc.: Singapore.

Riduwan, 2003. Skala Pengukuran Variabel-variabel Penelitian. Penerbit Alfabeta, Bandung.

Santoso, Singgih, 2001. SPSS versi 10 Mengolah Data Statistik Secara Profesional. Penerbit PT Elex Media Komputindo, Jakarta.

Simamora, Bilson, 2002. Panduan Riset Perilaku Konsumen, 2002. Penerbit PT Gramedia Pustaka Utama, Jakarta.

Sugiyono, 2006, Statistika Untuk Penelitian. CV. Alfabeta, Bandung.

Supono, 2007. Sejarah Nokia, (online) (www.wordpress.com, diakses 10 November 2008).

Swasta. Basu. 2000. Manajemen Pemasaran. Edisi Pertama. Cetakan Kedua BPFE. Jakarta.

Tjiptono Fandy, 2000. Perspektif Manajemen dan Pemasaran Kontemporer, 2000. Penerbit ANDI, Yogyakarta.

Tjiptono, Fandy. 2002. Strategi Pemasaran. Cetakan Pertama. Edisi Kedua. Penerbit Andi Offset. Yogyakarta.

Umar, Husein. 2004. Metode Penelitian Untuk Skripsi dan Tesis. Edisi Baru,

PT. Raja Grafindo Persada. Jakarta

This document was created with Win2PDF available at http://www.daneprairie.com.The unregistered version of Win2PDF is for evaluation or non-commercial use only.