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
12
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
14
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
15
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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