DAFTAR ISI

DAFTAR ISI

HALAMAN JUDUL
LEMBAR PERSETUJUAN
LEMBAR PENGESAHAN
MOTTO DAN PERSEMBAHAN
RIWAYAT PENELITI
ABSTRAK
KATA PENGANTAR ........................................................................................	i
DAFTAR ISI .......................................................................................................	v
DAFTAR TABEL .............................................................................................	viii
DAFTAR GAMBAR ..........................................................................................	ix
DAFTAR GRAFIK .............................................................................................	x
BAB I PENDAHULUAN A. Latar Belakang Penelitian ........................................................	1
B. Identifikasi Masalah .................................................................	6
C. Rumusan Masalah ....................................................................	6
D. Tujuan Penelitian .....................................................................	7
E. Kegunaan Penelitian .................................................................	8
F. Kerangka Pemikiran ................................................................	9
G. Penelitian Terdahulu .................................................................	12
H. Hipotesis ..................................................................................	15
BAB II TINJAUAN PUSTAKA
A. Manajemen Pemasaran .............................................................	18
1. Pengertian Manajemen ...................................................	18
2. Pengertian Pemasaran .....................................................	19
3. Pengertian Manajemen Pemasaran .................................	21
B. Merek (brand)...........................................................................	22
1. Pengertian Merek ............................................................	22
2. Manfaat Merek ...............................................................	24
3. Keputusan Pemberian Merek...........................................	25
4. Karakteristik Merek ........................................................	27
5. Tingkatan Merek .............................................................	28
C. Citra (Image).............................................................................	29
D. Citra Merek (brand image) .......................................................	30
1. Pengertian Citra Merek....................................................	30
2. Dimensi Citra Merek .......................................................	32
3. Manfaat Citra Merek........................................................	38
4. Faktor-faktor Pembentuk Citra Merek.............................	38

E. Kualitas Poduk 39

1. Faktor-faktor Yang Mempengaruhi Kualitas 43

2. Dimensi Kualitas Produk 44

F. Harga 45

1. Pengertian Harga 46

2. Faktor-faktor yang memepengaruhi Tingkat Harga 48

3. Faktor-faktor yang memepengaruhi Penetapan

Harga 50

G. Keputusan Pembelian 52

1. Proses Pengambilan Keputusan Pembelian 56

BAB III	METODOLOGI PENELITIAN
	A. Metode Penelitian ....................................................................	60
	B. Populasi dan Sampel ................................................................	61
	1. Populasi ..........................................................................	61
	2. Sampel ............................................................................	62
	C. Variabel dan Operasional Variabel Penelitian .........................	66
	1. Variabel Penelitian .........................................................	66
	2. Operasional Variabel ......................................................	67
	D. Teknik Pegumpulan Data ........................................................	71
	E. Skala Pengukuran dan Instrumen .............................................	72
	F. Teknik Analisis Data ...............................................................	76
	1. Uji Validitas ...................................................................	76
	2. Uji Reliabilitas ................................................................	77
	3. Analisis Regresi Linear Berganda ..................................	78
	G. Uji Hipotesis ............................................................................	80
	1. Pengujian Hipotesis Secara Parsial (Uji t) .....................	80
	2. Pengujian Hipotesis Secara Simultan (Uji F)..................	83
	3. Analisis Korelasi Berganda .............................................	85
	4. Xxxxxxxx Xxxxxxxxxxx (R2) ...............................................	86
	H. Tempat dan Jadwal Penelitian ..................................................	87
	1. Tempat Penelitian ...........................................................	87
	2. Jadwal Penelitian ............................................................	88
BAB IV	HASIL PENELITIAN DAN PEMBAHASAN
	A. Gambaran Umum Objek Penelitian ........................................	89
	1. Profil Perusahaan Produk Wardah ..................................	89
	2. Visi dan Misi Perusahaan ...............................................	91
	3. Struktur Organisasi Perusahaan ....................................	91
	4. Lokasi Perusahaan...........................................................	92
	B. Profil UIN Sunan Gunung Djati Bandung................................	93
	1. Sejarah UIN Sunan Gunung Djati Bandung ...................	93
	C. Pengolahan Data .......................................................................	94
	1. Pengolahan Data Deskriptif ............................................	94
	a. Pengolahan Data Deskriptif Karakteristik
	Responden..............................................................	94

b. Analisis Deskriptif Berdasarkan Kuesioner 96

2. Pengolahan Data Verifikatif 102

a. Pengolahan Data Uji Validitas 102

b. Pengolahan Data Uji Reliabilitas 104

c. Analisis Regreasi Linear Berganda 105

d. Pengolahan Data Uji Parsial (Uji t) 106

e. Pengolahan Data Xxx Xxxxxxxx (Uji F) 106

f. Analisis Koefisien Korelasi 107

g. Pengolahan Data Koefisien Determinasi (R2) 107

D. Analisis dan Pembahasan 108

1. Pengolahan Data Deskriptif 108

2. Analisa dan Pembahasan Verifikatif 109

E. Pembahasan Hasil Penelitian 118

BAB V PENUTUP

A. Kesimpulan 122

B. Saran 123

DAFTAR PUSTAKA LAMPIRAN

DAFTAR TABEL

Tabel 1.1	Penelitian Terdahulu ...................................................................	12
Tabel 3.1	Proporsi Sampel...........................................................................	65
Tabel 3.2	Operasional Variabel .............................................................. ....	67
Tabel 3.3	Pembobotan Kriteria Jawaban ................................................ ....	73
Tabel 3.4	Tabel Skala Interval Citra Merek ........................................... ....	74
Tabel 3.5	Tabel Skala Interval Kualitas Produk ..................................... ....	75
Tabel 3.6	Xxxxx Skala Interval Harga ..........................................................	75
Tabel 3.7	Tabel Skala Interval Keputusan Pembelian.................................	75
Tabel 3.8	Interpretasi Koefisien Korelasi ....................................................	85
Tabel 3.9	Pedoman Interpretasi Koefisien Determinasi (R2)......................	87
Tabel 3.10	Xxxxxx Penelitian .........................................................................	88
Tabel 4.1	Data Responden berdasarkan Jenis Kelamin...............................	95
Tabel 4.2	Data Responden berdasarkan Usia ..............................................	95
Tabel 4.3	Data Responden berdasarkan Jurusan .........................................	95
Tabel 4.4	Data Responden berdasarkan Uang Saku ....................................	96
Tabel 4.5	Tabel Skor/Bobot Penilaian Jawaban Kuesioner.........................	97
Tabel 4.6	Gambaran Kuesioner mengenai Citra Merek ..............................	97
Tabel 4.7	Gambaran Kuesioner mengenai Kualitas Produk........................	99
Tabel 4.8	Gambaran Kuesioner mengenai Harga........................................	100
Tabel 4.9	Gambaran Kuesioner mengenai Keputusan Pembelian...............	101
Tabel 4.10	Pengolahan Data Validitas Variabel Citra Merek .......................	102
Tabel 4.11	Pengolahan Data Validitas Variabel Kualitas Produk .................	102
Tabel 4.12	Pengolahan Data Validitas Variabel Harga .................................	103
Tabel 4.13	Pengolahan Data Validitas Variabel Keputusan Pembelian........	103
Tabel 4.14	Hasil Pengujian Reliabilitas Variabel Citra Merek .....................	104
Tabel 4.15	Hasil Pengujian Reliabilitas Variabel Kualitas Produk ...............	104
Tabel 4.16	Hasil Pengujian Reliabilitas Variabel Harga ...............................	104
Tabel 4.17	Hasil Pengujian Reliabilitas Variabel Keputusan Pembelian......	105
Tabel 4.18	Uji Analisis Regresi Linier Berganda..........................................	105
Tabel 4.19	Xxx Xxxxxxx (Uji T) ........................................................................	106
Tabel 4.20	Hasil analisi regresi secara besamaan (Uji F)..............................	106
Tabel 4.21	Xxx Xxxxxxxx Xxxxxxxxx Xxxxxxxx ...................................................	107
Tabel 4.22	Xxx Xxxxxxxx Koefisien Determinasi .............................................	107

DAFTAR GAMBAR

Gambar 1.1	Penjualan Kosmetik di Indonesia ................................................	2
Gambar 1.2	Kerangka Pemikiran ....................................................................	11
Gambar 2.1	Hubungan Sistem Kualitas ..........................................................	43
Gambar 2.2	Proses Pengambilan Keputusan Pembelian Model Lima
	Tahap ...........................................................................................	57

DAFTAR GRAFIK

Gambar 3.1	Daerah Penerimaan dan Penolakan Ho (Uji-T) ...........................	82
Gambar 3.2	Daerah Penerimaan dan Penolakan Ho (Uji F) ...........................	84
Gambar 4.1	Daerah Penerimaan dan Penolakan Ho dalam Pengujian
	Hipotesis Uji Distribusi t (Citra Merek) ......................................	113
Gambar 4.2	Daerah Penerimaan dan Penolakan Ho dalam Pengujian
	Hipotesis Uji Distribusi t (Kualitas Produk)................................	114
Gambar 4.3	Daerah Penerimaan dan Penolakan Ho dalam Pengujian
	Hipotesis Uji Distribusi t (Harga)................................................	115