24.PENGARUH STRATEGI SENSUAL ADVERTISING MEDIA TELEVISI TERHADAP MOTIVASI PEMBELIAN PRODUK SUSU L-MEN DI RATU SUPER MARKET MALANG

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JUDUL SKRIPSI : PENGARUH STRATEGI SENSUAL ADVERTISING MEDIA TELEVISI TERHADAP MOTIVASI PEMBELIAN PRODUK SUSU L-MEN DI RATU SUPER MARKET MALANG SPSS





DAFTAR ISI
HALAMAN JUDUL ....................................................................................i
LEMBAR PERSETUJUAN..........................................................................iii
LEMBAR PENGESAHAN..........................................................................iv
SURAT PERNYATAAN .............................................................................v
HALAMAN PERSEMBAHAN ................................ ................................ .vi
MOTTO ....................................................................................................vii
KATA PENGANTAR ..................................................................................viii
DAFTAR ISI ...............................................................................................xi
DAFTAR TABEL .........................................................................................xiii
DAFTAR GAMBAR ....................................................................................xiv
DAFTAR LAMPIRAN ................................................................................xv
ABSTRAK ..................................................................................................xvi
BAB I. PENDAHULUAN ....................................................................1
A. Latar Belakang .......................................................................1
B. Rumusan Masalah .............................................................7.
C. Tujuan Penelitian ...............................................................7
D. Batasan Penelitian .............................................................8.
E. Manfaat Penelitian ............................................................8.
BAB II. KAJIAN PUSTAKA ...................................................................10
A. Penelitian Terdahulu..........................................................1.0
B. Kajian Teori ...........................................................................13
1. Perilaku Konsumen ....................................................1. 3
2. Sensual Advertising......................................................1.4
3. Motivasi Pembelian .....................................................1. 9
4. Komunikasi Pemasaran.................................................26
5. Periklanan........................................................................31
6. Komunikasi Pemasaran dalam perspektif Islam .....39
C. Kerangka Konseptual .........................................................4. 6
D. Hipotesis................................................................................4. 7
BAB III. METODE PENELITIAN .............................................................48
A. Lokasi Penelitian ..................................................................48
B. Jenis dan Pendekatan Penelitian.......................................48
C. Populasi dan Sampel .........................................................4.9
D. Teknik pengambilan Sampel.............................................49
E. Data dan Sumber Data ................................ ........................50
F. Teknik Pengumpulan Data ................................................51
G. Skala Pengukuran .............................................................5.2

H. Definisi Operasional Variabel...........................................53
I. Uji Instrumen ...................................................................56
J. Uji Hipotesis....................................................................57
K. Metode Analisis Data ........................................................5.9
L. Uji Asumsi Klasik Linier Berganda .................................60
1. Uji Auto Korelasi ........................................................6. 0
2. Uji Multikolinieritas ....................................................6. 1
3. Uji Normalitas .............................................................6.1
BAB IV. PAPARAN DAN PEMBAHASAN DATA HASIL
PENELITIAN ................................................................................63
A. Gambaran Umum Lokasi Penelitian ...............................63
B. Hasil Penelitian ....................................................................64
1. Karakteristik Responden .............................................64
2. Distribusi Item .............................................................6..6
3. Hasil Uji Validitas dan Reliabilitas Instrument .....69
C. Pembahasan Hasil Penelitian ...........................................71
1. Uji Asumsi Klasik .......................................................7. 1
2. Analisis Regresi Linier Berganda ..................................74
a. Pengaruh Pembawaan, Cara
Berkomunikasi, dan Bahasa Tubuh (Body
Language) secara Simultan terhadap
Motivasi Pembelian ...............................................76
b. Pengaruh Pembawaan, Cara
Berkomunikasi, dan Bahasa Tubuh (Body
Language) secara Parsial terhadap Motivasi
Pembelian ................................................................7. 7
c. Variabel Bebas Yang Dominan
Mempengaruhi Variabel Terikat .........................86
3. Implikasi Penelitian .....................................................8. 7
BAB V. PENUTUP ......................................................................................89
A. Kesimpulan ...........................................................................89
B. Saran-Saran ...........................................................................90
DAFTAR PUSTAKA
LAMPIRAN-LAMPIRAN

DAFTAR TABEL
Tabel 2.1 : Perbedaan dan Persamaan Penelitian Terdahulu dengan
Penelitian Sekarang ............................................................... 12
Tabel 2. 3 : Empat Jenis perilaku Pembelian .......................................... 23
Tabel 3. 1 : Definisi Operasional Variabel ............................................... 55
Tabel 4. 1 : Karakteristik Responden Berdasarkan Usia ....................... 64
Tabel 4. 2 : Karakteristik Responden Berdasarkan Pekerjaan ............. 65
Tabel 4. 3 : Karakteristik Responden Berdasarkan Pendapatan/uang
saku per bulan ....................................................................... 65
Tabel 4. 4 : Distribusi Frekuensi Item Pembawaan ................................ 66
Tabel 4. 5 : Distribusi Frekuensi Item Cara Berkomunikasi ................. 67
Tabel 4. 6 : Distribusi Frekuensi Item Bahasa Tubuh ............................ 67
Tabel 4. 7 : Distribusi frekuensi item Motivasi Pembelian .................... 68
Tabel 4. 8 : Rekapitulasi Hasil Uji Validitas dan Uji Reliabilitas
Instrument .............................................................................. 68
Tabel 4. 9 : Hasil Uji Auto Korelasi .......................................................... 71
Tabel 4. 10 : Hasil Multikolinieritas ........................................................... 72
Tabel 4. 11 : Rekapitulasi Analisis Regresi Linier Berganda .................. 74
Tabel 4. 12 : Kontribusi Variabel Bebas Terhadap Variabel Terikat .... 78

DAFTAR GAMBAR
Gambar 4. 1 : Grafik Hasil Uji Normalitas ...........................................73

DAFTAR LAMPIRAN
Lampiran 1 : Kuesioner
Lampiran 2 : Deskripsi Frekuensi Item
Lampiran 3 : Hasil Uji Validitas dan Reliabilitas
Lampiran 4 : Hasil Analisis Regresi Linier Berganda
Lampiran 5 : Uji Asumsi Klasik
Lampiran 6 : Produk-Produk L-Men Nutrition for Men

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