DAFTAR ISI
DAFTAR ISI
JUDUL
XXXXXX PERSETUJUAN LEMBAR PENGESAHAN
PERNYATAAN MENGENAI PLAGIARISME
KATA PENGANTAR ................................................................................ iv
ABSTRAK .................................................................................................. vi
ABSTRACT ................................................................................................. vii
MOTTO ....................................................................................................... viii
PERSEMBAHAN........................................................................................ ix
DAFTAR ISI ............................................................................................... x
DAFTAR TABEL ...................................................................................... xv
DAFTAR GAMBAR .................................................................................. xvi
DAFTAR LAMPIRAN .............................................................................. xvii
BAB I PENDAHULUAN......................................................................... 1
1.1 Latar Belakang Penelitian ...................................................... 1
1.2 Identifikasi Masalah .............................................................. 7
1.3 Batasan Masalah ................................................................... 7
1.4 Rumusan Masalah ................................................................. 8
1.5 Tujuan Penelitian ................................................................... 8
1.6 Kegunaan Penelitian............................................................... 9
BAB II | TINJAUAN PUSTAKA DAN PENELITIAN TERDAHULU ......... | 10 |
2.1. Tinjauan Pustaka ................................................................... | 10 | |
2.1.1 Penjualan ...................................................................... | 10 | |
2.1.1.1 Definisi Penjualan .......................................... | 10 | |
2.1.1.2 Klasifikasi Penjualan ...................................... | 11 | |
2.1.1.3 Indikator Penjualan......................................... | 11 |
2.1.2. Produk.......................................................................... 13
2.1.2.1 Definisi Produk............................................... 13
2.1.2.2 Klasifikasi Produk........................................... 14
2.1.2.4 Indikator Produk ............................................. 14
2.1.3 Harga ........................................................................... 17
2.1.3.1 Definisi Harga ............................................... 17
2.1.3.2 Indikator Harga............................................... 18
2.1.4 Segmentasi Pasar ......................................................... 19
2.1.4.1 Definisi Segmentasi Pasar .............................. 19
2.1.4.2 Pentingnya Segmentasi Pasar ........................ 20
2.1.4.3 Jenis Segmentasi Pasar .................................. 21
2.1.4.4 Indikator Segmentasi Pasar ............................ 22
2.2 Penelitian Terdahulu............................................................... 24
2.3 Kerangka Pemikiran ............................................................... 26
2.4 Hipotesis ................................................................................. 26
BAB III METODOLOGI PENELITIAN ................................................ 27
3.1 Xxxxxx dan Waktu Penelitian ................................................... 27
3.1.1 Lokasi Penelitian ............................................................ 27
3.1.2 Waktu Penelitian............................................................. 27
3.2 Jenis dan Sumber Data Penelitian .......................................... 27
3.2.1 Jenis Penelitian ............................................................... 27
3.2.2 Sumber Data ................................................................... 27
3.3 Populasi dan Sampel................................................................ 28
3.3.1 Populasi........................................................................... 28
3.3.2 Xxxxxx ............................................................................ 28
3.4 Definisi Operasional Variabel Penelitian ................................. 29
3.5 Teknik Pengumpulan Data ....................................................... 30
3.6 Xxx Xxxxxxxxx xxx Xxx Xxxxxxxxxxxx ............................................. 31
3.6.1 Xxx Xxxxxxxxx .................................................................... 31
3.6.2 Xxx Xxxxxxxxxxxx ................................................................ 31
3.7 Teknik Analisa Data................................................................... 32
3.7.1 Xxx Xxxxxx Klasik ........................................................... 32
3.7.1.1 Uji Normalitas ................................................... 32
3.7.1.2 Uji Multikolinieritas ......................................... 33
3.7.1.3 Uji Heteroskedastisitas ..................................... 33
3.8 Analisis Regresi Linear Berganda ............................................ 34
3.9 Uji Hipotesis ............................................................................ 35
3.9.1 Xxx x (Parsial) ................................................................... 35
3.9.2 Uji F (Serempak)............................................................. 36
3.10 Koefisien Determinasi (R2) ...................................................... 37
BAB IV HASIL DAN PEMBAHASAN ..................................................... 38
4.1 Hasil Penelitian......................................................................... 38
4.1.1. Sejarah Singkat PT. Hoseindo Karya Xxxx Xxxxx ........ 38
4.1.2. Visi dan Misi PT. Hoseindo Karya Xxxx Xxxxx............ 38
4.1.3. Struktur Organisasi PT. Hoseindo Karya Xxxx Xxxxx .. 39
4.1.4. Karakteristik Responden ............................................... 44
4.1.5. Xxx Xxxxxxxxx dan Reliabilitas ........................................ 46
4.1.5.1. Xxx Xxxxxxxxx...................................................... 46
4.1.5.2. Xxx Xxxxxxxxxxxx.................................................. 52
4.1.6. Xxx Xxxxxx Klasik ......................................................... 53
4.1.6.1. Uji Normalitas .................................................. 53
4.1.6.2. Uji Multikolinearitas......................................... 55
4.1.6.3. Uji Heteroskedastisitas ..................................... 56
4.1.7. Uji Analisis Regresi Linear Berganda........................... 57
4.1.8. Pengujian Hipotesis....................................................... 59
4.1.8.1. Xxx x (Uji Secara Parsial)................................... 59
4.1.8.2. Xxx X (Xxx Xxxxxx Xxxxxxxx) .............................. 61
4.1.9. Xxx Xxxxxxxxx Xxxxxxxxxxx (R2) ..................................... 63
4.2 Pembahasan............................................................................. 64
4.2.1. Pengaruh Produk Terhadap Penjualan .......................... 64
4.2.2. Pengaruh Harga Terhadap Penjualan .......................... 64
4.2.3. Pengaruh Segmentasi Pasar Terhadap Penjualan........ 65
4.2.3. Pengaruh Produk, Harga dan Segmentasi Pasar
Terhadap Penjualan ..................................................... 66
BAB V KESIMPULAN, IMPLIKASI MANAJERIAL DAN SARAN 67
5.1 Kesimpulan................................................................................. 67
5.2 Implikasi Manajerial .................................................................. 68
5.3 Saran Akademis ......................................................................... 69