30. PENGARUH POSITIONING PRODUK TABUNGAN TERHADAP CITRA BANK RAKYAT INDONESIA (BRI) SYARIAH CABANG MALANG

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JUDUL SKRIPSI : PENGARUH POSITIONING PRODUK TABUNGAN TERHADAP CITRA BANK RAKYAT INDONESIA (BRI) SYARIAH CABANG MALANG 




DAFTAR ISI

HALAMAN JUDUL.....................................................................................   ii

LEMBAR PERSETUJUAN..........................................................................   iii

LEMBAR PENGESAHAN .......................................................................... iv

SURAT PERNYATAAN ............................................................................. v

HALAMAN PERSEMBAHAN .................................................................. vi

MOTTO ......................................................................................................... vii

KATA PENGANTAR  ................................................................................. viii

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

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

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

ABSTRAK .....................................................................................................   xv

BAB I : PENDAHULUAN.................................................................... 1

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

B.  Rumusan Masalah ............................................................. 6

C.  Tujuan Penelitian ............................................................... 7

D.  Batasan Penelitian .............................................................. 7

E.  Manfaat Penelitian ............................................................. 8

BAB II : KAJIAN PUSTAKA ................................................................ 9

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

B.  Penempatan Produk (Positioning Product) ...................... 11

1.  Pengertian Positioning ..................................................  11

2.  Cara Melakukan Positioning ........................................ 14

3.  Pelaksanaan Positioning ................................................ 16

4.  Komunikasi Positioning ................................................ 19

C.  Tabungan............................................................................. 24

1.  Tabungan Wadiah.......................................................... 24

2.  Tabungan Mudharabah ...................................................  26

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D.  Variabel-variabel Positioning.............................................  27

1.  Teknologi ..................................................................... 28

2.  Kualitas produk........................................................... 31

3.  Layanan ........................................................................ 36

E.  Citra...................................................................................... 40

1.  Pengertian Citra........................................................... 40

2.  Peranan Citra ............................................................... 41

3.  Pembentukan Citra ..................................................... 43

F.  Hubungan positioning dengan Citra ................................ 46

G.  Kerangka Berpikir .............................................................. 48

H.  Hipotesis .............................................................................. 49

BAB III : METODE PENELITIAN ....................................................... 50

A.  Lokasi Penelitian ............................................................... 50

B.  Jenis Penelitian dan Pendekatan Penelitian .................. 50

C.  Populasi dan Sampel ........................................................ 51

D.  Teknik Pengambilan Sampel .......................................... 51

E.  Data dan Sumber Data ..................................................... 53

F.  Teknik Pengumpulan Data.............................................. 54

G.  Definisi Operasional Variabel ......................................... 55

H.  Model Analisis Data ......................................................... 61

BAB IV : PAPARAN DAN PEMBAHASAN DATA HASIL

PENELITIAN.......................................................................... 72

A.  Gambaran Umum Obyek Penelitian ............................. 72

B.  Paparan Data Hasil Penelitian ........................................ 77

1.  Karakteristik Responden ........................................... 77

2.  Gambaran Distribusi Instrumen ............................... 81

3.  Uji Validitas dan Reliabilitas Instrumen.................. 85

13

4.  Uji Asumsi Klasik........................................................ 86

5.  Uji Regresi Berganda .................................................. 89

C.  Pembahasan Data Hasil Penelitian ................................ 94

1.  Variabel Teknologi ...................................................... 96

2.  Variabel Kualitas Produk ........................................... 101

3.  Variabel Layanan ........................................................ 105

D.  Kajian Dalam Persepektif Islam ..................................... 107

BAB V : PENUTUP ............................................................................... 111

A.  Kesimpulan ....................................................................... 111

B.  Saran ................................................................................... 111

DAFTAR PUSTAKA ................................................................................... 113

LAMPIRAN

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DAFTAR TABEL

Tabel 2.1 : Penelitian Terdahulu ................................................................... 9

Tabel 3.1 : Definisi Operasional Variabel.................................................... 59

Tabel 3.2 : Bobot Nilai Setiap Pernyataan................................................... 60

Tabel 4.1 : Jam kerja PT. Bank Syariah BRI cabangMalang..................... 77

Tabel 4.2 : Karakteristik responden berdasarkan jenis kelamin.............. 77

Tabel 4.3 : Karakteristik responden berdasarkan usia .............................. 78

Tabel 4.4 : Karakteristik responden berdasarkan agama ......................... 78

Tabel 4.5 : Karakteristik responden berdasarkan tingkat pendidikan ... 79

Tabel 4.6 : Karakteristik responden berdasarkan pekerjaan.................... 80

Tabel 4.7 : Karakteristik responden berdasarkan pendapatan ................ 80

Tabel 4.8 : Distribusi frekuensi instrumen teknologi ............................... 82

Tabel 4.9 : Distribusi frekuensi instrumen kualitas produk ................... 82

Tabel 4.10 : Distribusi frekuensi instrumen layanan.................................. 83

Tabel 4.11 : Distribusi frekuensi instrumen citra........................................ 84

Table 4.12 : Rekapitulasi hasil uji validitas.................................................. 85

Table 4.13 : Rekapitulasi hasil uji reliabilitas .............................................. 86

Table 4.14 : Rekapitulasi uji asumsi multikolinieritas ............................... 87

Table 4.15 : Uji regresi linier berganda......................................................... 90

Table 4.16 : Kotribusi variabel bebas terhadap variabel terikat ............... 95

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DAFTAR GAMBAR

Gambar 2.1 : Jaring-jaring persepsi............................................................. 15

Gambar 2.2 : Proses pengiriman komunikasi............................................ 20

Gambar 2.3 : Model gap kualitas................................................................. 33

Gambar 2.4 : Proses pembentukan citra..................................................... 43

Gambar 2.5 : Kerangka berpikir .................................................................. 47

Gambar 4.1 : Struktur organisasi Bank Syariah BRI cabang Malang ..... 74
 


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