DAFTAR ISI

Halaman
KATA PENGANTAR......................................................................................... i
ABSTRAK............................................................................................................. iv
ABSTRACT............................................................................................................ v
DAFTAR ISI.......................................................................................................... vi
DAFTAR TABEL................................................................................................ .. ix
DAFTAR GAMBAR............................................................................................ xii
DAFTAR LAMPIRAN........................................................................................ xiii

BAB I

PENDAHULUAN
A.

Latar Belakang Penelitian.......................................................

B.

Rumusan dan Pembatasan Masalah.......................................... 14

1. Rumusan Masalah............................................................ 14
2. Identifikasi Masalah........................................................14
3. Pembatasan Masalah........................................................14

C.

Tujuan dan Kegunaan Penelitian..................................................15

1. Tujuan Penelitian.............................................................15
2. Kegunaan Penelitian........................................................16

D.

Sistematika Penulisan....17

BAB II TINJAUAN PUSTAKA

A.

Paparan Konseptual................. 18
1. Pengertian dan Klasifikasi Hotel dan Akomodasi..18
2. Penegrtian Pemasaran.22
3. Managemen Pemasaran.24
4. Bauran Pemasaran..25
5. Definisi Jasa27
6. Karakteristik Jasa29
7. Pemasaran Jasa...31

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8. Definisi Periklanan.33
9. Anggaran periklanan..36
10. Keputusan Pesan Periklanan. 36
11. Manfaat dari Kegiatan Periklanan..39
12. Pengertian Keputusan Pembelian..................................... 40
13. Proses Keputusan Pembelian...........................................40
14. Peran Keputusan Pembelian........................................ 53
15. Teori Periklanan Yang Berpengaruh Pada Keputusan
Pembelian............................................ 54
B.

Kerangka Pemikiran.. 55

BAB III METODOLOGI PENELITIAN

A. Rancangan Penelitian. 56
B. Obyek Penelitian...... 57
C. Populasi dan Sampel....... 61
D. Metode pengumpulan data.. 62
1. Teknik Pengumpulan Data......................................................... 62
2. Alat Pengumpulan Data............................................................. 64
3. Validitas dan Realibilitas.......................................................... 65
a. Uji Validitas................................................................... 67
b. Uji Realibilitas............................................................... 69
4. Matriks Operasional Variabel................................................... 71
E. Teknik Analisis data............... 74
1. Analisis deskriptif................................................................ 74
2. Analisis Regresi Linier Berganda........................................ 74
3. Hipotesis Uji F..................................................................... 75
4. Hipotesis Uji t...................................................................... 75
5. Analisis Korelasi Berganda ................................................ 75
BAB IV. HASIL PENELITIAN DAN PEMBAHASAN
A. Hasil Penelitian dan Pembahasan............................................... 76

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1. Deskripsi Variabel dan Pembahasan Kegiatan Periklanan di

Anggrek Shopping Hotel Bandung..81
2. Deskripsi Variabel dan Pembahasan Keputusan Pembelian di
Anggrek Shopping Hotel Bandung..................................... 87
B. Hasil Penelitian dan Pembahasan Hipotesis.... 93
1. Analisis Regresi Hubungan Dimensi x1 (media) Terhadap y
(Keputusan Pembelian) ...................................................... 93
2. Analisis Regresi Hubungan Dimensi x2 (pesan) Terhadap y
(Keputusan Pembelian)....................................................... 94
3. Analisis Regresi Hubungan Dimensi x (periklanan) Terhadap
y (Keputusan Pembelian).................................................. 95
4. Hipotesis Uji F................................................................... 98
5. Hipotesis Uji t.................................................................... 100
BAB V. KESIMPULAN DAN SARAN
A. Kesimpulan................................................................................101
B. Saran............................................................... 102
DAFTAR PUSTAKA..........................................................................................103
LAMPIRAN........................................................................................................ 104
BIODATA

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