DAFTAR ISI

LEMBAR PENGESAHAN ................................................................................ i

LEMBAR PERSETUJUAN REVISI SKRIPSI ................................................. ii

MOTTO .............................................................................................................. iii

ABSRAK ........................................................................................................... iv

KATA PENGANTAR ....................................................................................... v

DAFTAR ISI ...................................................................................................... viii

DAFTAR TABEL .............................................................................................. xii

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

DAFTAR LAMPIRAN ...................................................................................... xv

BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian .......................................................... 1

1.2 Identifikasi Masalah ................................................................... 3

1.3 Maksud dan Tujuan Penelitian ................................................... 4

1.4 Kegunaan Hasil Penelitian ......................................................... 4

1.5 Kerangka Pemikiran dan Hipotesis ............................................ 6

1.5.1 Kerangka Pemikiran ....................................................... 6

1.5.2 Hipotesis ......................................................................... 10

1.6 Waktu dan Tempat Penelitian .................................................... 10

BAB II TINJAUAN PUSTAKA

2.1 Pengertian pemasaran dan bauran Pemasaran ............................ 12

2.1.1 Pengertian pemasaran ..................................................... 12

2.1.2 Pengertian Bauran pemasaran 13

 2.2 Ruang Lingkup Produk ..................................................................... 14

2.2.1 Pengertian Produk ................................................................. 14

2.2.2 Lima Tingkat atau Lingkaran Produk .................................. 14

2.2.3 Hierarki Produk ..................................................................... 16

2.2.4 Klasifikasi Produk ................................................................. 17

2.3 Pengembangan Produk Baru

2.3.1 Pengertian Pengembangan Produk Baru ............................... 19

2.3.2 Golongan produk baru ........................................................... 20

2.3.3 Tahap - tahap pengembangan produk ................................... 21

2.3.4 Strategi Pengembangan Produk ............................................ 25

2.3.5 Pentingnya pengembangan Produk ....................................... 25

2.4 Kepuasan Pelanggan

2.4.1 Pengertian Kepuasan Pelanggan ........................................... 27

2.4.2 Ciri-ciri pelanggan yang dan yang tidak puas ........................ 28

2.4.3 Mengukur Kepuasan ............................................................. 29

2.4.3.1 Metode pengukuran kepuasan Pelanggan .............. 30

2.4.3.2 Tehnik Pengukuran kepuasan Pelanggan .................. 31

2.5 Hubungan Pengembangan Produk terhadap Kepuasan Pelanggan ..... 32

BAB III OBJEK DAN METODE PENELITIAN

3.1 Objek Penelitian ................................................................................ 33

3.2 Metode Penelitian .............................................................................. 33

3.2.1 Desain penelitian ................................................................... 33

3.2.2 Operasional Variabel ............................................................. 34

3.2.3 Metode penarikan Sampel ..................................................... 37

 3.2.3.1 Populasi .................................................................. 37

3.2.3.2 Sampel .................................................................... 37

3.2.4 Teknik Pengumpulan Data .................................................... 38

3.2.5 Metode Analisis dan Rancangan Pengujian Hipotesis

3.2.5.1 Uji Validitas dan Realibilitas ................................. 40

3.2.5.2 Peningkatan Skala pengukuran ...............................42

3.2.5.3 Analisis Regresi Linier Sedehana ...........................43

3.2.5.4 Analisis Koefisien Determinasi ..............................45

3.2.5.5 Diagram kartesius....................................................45

3.2.5.6 Rancangan Pengujian Hipotesis .............................47

BAB IV HASIL DAN PEMBAHASAN PENELITIAN

4.1 Profil Perusahaan ............................................................................ 48

4.1.1 Sejarah Singkat Perusahaan .................................................48

4.1.2 Struktur Organisasi ..............................................................50

4.1.3 Job Description ....................................................................51

4.2 Pembahasan Hasil Penellitian ..........................................................53

4.2.1 Profil Responden ..................................................................53

4.2.2 Tanggapan Responden yang dirasakan dan di diharapkan

Pelanggan Atas Pengembangan Produk baru .......................56

4.2.3 Tanggapan kepuasan yang dirasakan pelanggan atas

pengembangan produk baru ................................................71

4.2.4 Kesenjangan antara harapan dan kinerja Pengembangan

Produk baru .........................................................................76

4.2.4.1 Analisis Uji Validitas ...........................................81

 4.2.4.2 Analisis Uji Reabilitas ..........................................85

4.2.4.3 Transformasi data dari ordinal ke interval ............88

4.2.4.4 Perhitungan Regresi linier ....................................91

4.2.4.5 Analisis Korealsi Perason ....................................92

4.2.4.6 Perhitungan Koefisien Determinasi .....................94

4.2.4.7 Hasil Uji hipotesis ................................................95

BAB V KESIMPULAN DAN SARAN

5.1 Kesimpulan .....................................................................................97

5.2 Saran ................................................................................................98

DAFTAR PUSTAKA

LAMPIRAN-LAMPIRAN

RIWAYAT HIDUP
 DAFTAR TABEL

Tabel Halaman

1.1 Tabel Kegiatan penelitian...............................................................................11

2.5 Metode Pengukuran Kepuasan Pelangan .......................................................30

3.1 Operasionalisasi Variabel Penelitian ..............................................................36

3.2 Skala Likert ....................................................................................................39

3.3 Interprestasi Koefisien Korelasi .....................................................................41

4.2 Profil responden berdasarkan jenis kelamin ...................................................53

4.3 Profil responden berdasarkan usia .................................................................54

4.4 Profil responden berdasarkan pendidikan ......................................................54

4.5 Profil responden berdasarkan pekerjaan ........................................................55

4.6 Profil responden berdasarkan penghasilan .....................................................55

4.7 Tanggapan responden tentang kemudahan dalam penggunaan .....................

Handphone Nokia...........................................................................................56

4.8 Tanggapan responden tentang mengikuti perkembangan mode

Handphone Nokia...........................................................................................58

4.9.1 Tanggapan responden tentang kecepatan Handphone Nokia dalam

Mengeluarkan tipe-tipe baru ..........................................................................59

4.10 Tanggapan responden tentang tipe Handphone Nokia sesuai

dengan keinginan ...........................................................................................61

4.10 Tanggapan responden tentang penambahan phone book ...............................63

4.11 Tanggapan responden tentang penambahan fitur-fitur yang menarik ............64

4.12 Tanggapan responden tentang modifikasi yang mengutamakan kualitas ......65

4.13 Tanggapan responden tentang adanya internet ..............................................67

4.14 Tanggapan responden tentang radio sebagai alat penghibur ..........................68

4.15 Tanggapan responden tentang adanya kamera ...............................................69

4.16 Tanggapan responden tentang type yang mudah diingat ...............................70

4.17 Tanggapan responden tentang kepuasan terhadap kemudahan

dalam penggunaan Handphone Nokia ...........................................................72

4.18 Tanggapan responden tentang kepuasan terhadap cepat dalam

mengeluarkan tipe baru ..................................................................................72

4.19 Tanggapan responden tentang kepuasan terhadap tipe yang sesuai

dengan keinginan ............................................................................................73

4.20 Tanggapan responden tentang kepuasan terhadap penambahan

phone Book .....................................................................................................73

4.21 Tanggapan responden tentang kepuasan terhadap penambahan

fitur yang menarik ............................................................................................74

4.22 Tanggapan responden tentang kepuasan adanya internet ...............................74

4.23 Tanggapan responden tentang kepuasan adanya kamera ................................75

4.24 Tanggapan responden tentang kepuasan terhadap jenis yang mudah

Diingat .............................................................................................................76

4.25 Kinerja dan Harapan .........................................................................................77

4.26 Korelasi Produk Moment ..................................................................................82

4.27 Realibilitas ........................................................................................................87

4.28 Koefisien Determinasi .......................................................................................95

 DAFTAR GAMBAR

Gambar Halaman

1.1 Paradigma Kerangka Pemikiran .....................................................................10

2.1 Empat P dalam Bauran Pemasaran .................................................................13

2.3 Tahap – tahap Pengembangan Produk baru ...................................................22

2.4 Konsep Kepuasan Pelanggan .........................................................................28

3.1 Hasil Diagram Kartesius ................................................................................78

4.2 Gambar Pengujian Hipotesis ..........................................................................9