ANALISIS PENGARUH KUALITAS PRODUK, HARGA,

DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAAN

SEPEDA MOTOR HONDA PADA ASTRA MOTOR
CABANG BATURAJA

NAMA : IRWANSYAH
NPM
: 09.11.030
KELAS : C.6.7
DOSEN PEMBIMBING : NAZIPAWATI, S.E, M.Si

FAKULTAS EKONOMI JURUSAN MANAJEMEN

UNIVERSITAS BATURAJA
2012

KATA PENGANTAR
Segala puji dan syukur penulis panjatkan kepada Tuhan YME, karena atas
berkat dan rahmat-Nya sehingga penyusunan Proposal ini yang berjudul Analisis
Pengaruh Kualitas Produk, Harga, dan Iklan Terhadap Keputusan Pembelian
Sepeda Motor Honda Pada Astra Motor Cabang Baturaja pada akhirnya dapat
terselesaikan.
Pada kesempatan ini Kami mengucapkan terima kasih yang tak terhingga
kepada Ibu Nazipawati, S.E, M.Si yang telah memberikan bimbingan kepada saya
selain itu saya juga mengucapkan terima kasih kepada teman-teman yang telah
memberikan bantuan baik material maupun non materil untuk menyelaikan tugas
Proposal ini.
Saya menyadari sepenuhnya atas segala kesalahan dan kekurangan dalam
menyusun Proposal, baik isi maupun cara penulisannya di sebabkan keterbatasan
kemampuan dan pengetahuan saya.
Untuk itu saya mengharapkan kritik dan saran dari teman-teman yang
sifatnya membangun guna menyempurnakan makalah ini.
Kami berharap Proposal ini bermanfaat bagi kita semua.

Baturaja,

Juli 2012

Penyusun

ii

DAFTAR GAMBAR

Gambar 2.1. Kerangka Pemikiran Penelitian.....................................................

iii

22

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DAFTAR ISI
HALAMAN JUDUL ...........................................................................................

KATA PENGANTAR .........................................................................................

ii

DAFTAR GAMBAR ...........................................................................................

iii

DAFTAR ISI........................................................................................................

iv

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

2. Rumusan Masalah ...................................................................................

3. Tujuan Penelitian ....................................................................................

10

4. Manfaat Penelitian ..................................................................................

10

5. Tinjauan Pustaka .....................................................................................

11

5.1 Landasan Teori .................................................................................

11

5.1.1 Perilaku Konsumen ........................................................

11

5.1.2 Keputusan Pembelian .....................................................

12

5.1.3 Kualitas Produk ..............................................................

13

5.1.4 Harga ..............................................................................

15

5.1.5 Iklan ................................................................................

18

5.2 Kerangka Pemikiran Teoritis ...........................................................

22

5.3 Penelitian Sebelumnya .....................................................................

22

5.4 Hipotesis............................................................................................

24

6. Metodologi Penelitian .............................................................................

24

6.1............................................................................................................Ruan
g Lingkup Penelitian ..............................................................................

24

6.2............................................................................................................Data
dan Sumber Data ....................................................................................

24

6.2.1..............................................................................................Jenis
Data .............................................................................................

24

6.2.2..............................................................................................Sumb
er Data .........................................................................................

25

6.3............................................................................................................Popul
asi dan Sampel ........................................................................................

26

6.3.1..............................................................................................Popul
asi ................................................................................................

26

6.3.2..............................................................................................Samp
el...................................................................................................

26

6.3.3..............................................................................................Tekni
k Pengambilan Sampel ...............................................................

26

6.4 Model Analisis .......................................................................................

27

6.4.1 Analisa Data ................................................................................

27

6.4.2

Uji Validitas dan Reliabilitas ......................................................

27

6.4.2.1 Uji Validitas ...................................................................

27

6.4.2.2 Uji Reliabilitas ...............................................................

28

6.4.3..............................................................................................Alat
Analisis........................................................................................

28

6.4.3.1..............................................................................Uji
Asumsi Klasik ................................................................

28

6.4.3.2..............................................................................Koefi
siensi Deteminasi ...........................................................

31

6.4.3.3..............................................................................Uji
Hipotesis .........................................................................

31

6.4.3.4..............................................................................Uji
Simultan ..........................................................................

32

6.5...........................................................................................................Batas
an Operasional Variabel.........................................................................

33

6.5.1............................................................................................Varia
bel Independen ..........................................................................

33

6.5.2............................................................................................Varia
bel Dependen ............................................................................

34

7. Jadwal Penelitian .....................................................................................

38

DAFTAR PUSTAKA

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