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Skripsi Pengaruh Citra Merek, Produk, Harga, Dan

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Skripsi Pengaruh Citra Merek, Produk, Harga, Dan SKRIPSI PENGARUH CITRA MEREK, PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KEDAI KOPI ULEE KARENG DAN GAYO DR.MANSYUR MEDAN OLEH AULIA RAHMAN RAMBE 150502166 PROGRAM STUDI STRATA 1 MANAJEMEN DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN 2019 UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA ABSTRAK PENGARUH CITRA MEREK, PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KEDAI KOPI ULEE KARENG DAN GAYO DR.MANSYUR MEDAN Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Citra Merek, Produk, Harga dan Lokasi terhadap Keputusan Pembelian konsumen Kedai Kopi Ulee Kareng dan Gayo Dr.Mansyur Medan dan juga untuk mengetahui dan menganalisis faktor yang paling dominan mempengaruhi Keputusan Pembelian. Jenis penelitian ini adalah penelitian asosiatif. Penelitian ini dilakukan di Kedai Kopi Ulee Kareng dan Gayo Dr.Mansyur Medan. Populasi dalam penelitian ini adalah Konsumen Kedai Kopi Ulee Kareng dan Gayo Dr.Mansyur Medan yang berjumlah 2150 responden. Sampel diambil dengan rancangan sampel nonprobabilitas dengan jumlah sampel sebesar 100 orang. Metode analisis data menggunakan metode deskriptif dan analisis regresi linier berganda dengan tingkat signifikan 0,05. Secara serempakcitra merek, produk, harga, dan lokasi berpengaruh signifikan terhadap Keputusan Pembelian. Secara parsial citra merek, produk, harga, dan lokasi masing–masing berpengaruh positif dan signifikan terhadap keputusan pembelian Kata kunci: Citra Merek, Produk, Harga, Lokasi, Keputusan Pembelian i UNIVERSITAS SUMATERA UTARA ABSTRACT THE EFFECT OF BRAND IMAGE, PRODUCTS, PRICE, AND LOCATIONS ON PURCHASE DECISIONS OF CUSTOMER ULEE KARENG AND GAYO COFFEE SHOPS DR.MANSYUR MEDAN The purpose of this study was to determine and analyze the influence of Brand Image, Product, Price and Location on Consumer Purchasing Decisions Ulee Kareng and Gayo Dr. Mansyur Medan and also to find out and analyze the most dominant factors influencing the Purchasing Decision. This type of research is associative research. This research was conducted at Ulee Kareng and Gayo Dr. Mansyur Medan. The population in this study were consumers of Ulee Kareng Coffee Shop and Gayo Dr. Mansyur Medan, amounting to 2150 respondents. Samples were taken with a nonprobability sample design with a total sample of 100 people. Methods of data analysis using descriptive methods and multiple linear regression analysis with a significance level of 0.05. Simultaneously the brand image, product, price, and location significantly influence the Purchasing Decision. Partially, brand image, product, price, and location have positive and significant influence on purchasing decisions Keywords : Brand image, Product, Price, Location, Purchasing Decisions ii UNIVERSITAS SUMATERA UTARA KATA PENGANTAR Alhamdulillah puji dan syukur peneliti panjatkan kehadirat Allah Subhanahu wa Ta’ala atas segala limpahan rahmat dan hidayah-Nya kepada peneliti sehingga dapat menyelesaikan perkuliahan dan penulisan skripsi ini, dengan judul “Pengaruh Citra Merek, Produk, Harga, dan Lokasi Terhadap Keputusan Pembelian Konsumen Kedai Kopi Ulee Kareng dan Gayo Dr.Mansyur Medan”, guna memenuhi salah satu syarat dalam memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Peneliti mengucapkan terima kasih yang sebesar-besarnya kepada kedua orang tua, yakni Ayahanda H. Makrum Rambe, SE, MM, dan Ibunda Hj. Masdewina Ritonga yang telah membesarkan peneliti dengan segala kekuatan luar biasa yang tidak dapat terbalas, peneliti mengucapkan terima kasih yang tulus, ikhlas, dan tak terhingga kepada kedua orang tua peneliti. Pada kesempatan ini peneliti juga mengucapkan terima kasih kepada: 1. Bapak Prof. Dr. Ramli, SE, MS, selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 2. Bapak Dr. Amlys Syahputra Silalahi, SE, M.Si, dan Bapak Doli Muhammad Jafar Dalimunthe, SE, M.Si, selaku Ketua dan Sekretaris Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 3. Ibu Dr. Beby Karina Fawzeea Sembiring, SE, MM, selaku Dosen Pembimbing yang telah banyak meluangkan waktunya untuk memberikan bimbingan, arahan dan saran dalam penulisan skripsi ini. 4. Bapak Liasta Ginting, SE, MSi, dan Ibu Dr. Endang Sulistya Rini, SE, M.Si, iii UNIVERSITAS SUMATERA UTARA selaku Dosen Penguji I dan Dosen Penguji II yang telah membantu dan memberikan saran untuk kesempurnaan dalam skripsi ini. 5. Seluruh Dosen dan Staf di Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara untuk segala jasanya selama perkuliahan. 6. Kepada seluruh pegawai dan konsumen Kedai Kopi Ulee Kareng dan Gayo Dr.Mansyur Medan yang telah memberikan izin dan kesempatan untuk peneliti melakukan penelitian dan telah berkenan meluangkan waktu untuk membantu peneliti dalam mengumpulkan data-data untuk penulisan skripsi ini. 7. Abang dan Adik Peneliti Alwi azis muslim Rambe dan Fauziah Namora Rambe yang telah meluangkan waktunya untuk mengontrol peneliti serta memberikan motivasi selama dalam mengerjakan skripsi ini. 8. Kepada sahabat Himpunan Mahasiswa Manajemen (HMM) 2015 Rianti Hikmah Ramadhani,SE, Syahrizani Sidadolog, SE, Muhammad Harris, SE, Farhan Rozki Dulay, SE, Andhika Dzakhwan Nainggolan, SE, Dian Embun Dini, SE, Amy Aulia Purba, SE, Iman Hasan dan teman-teman Pengurus HMM Periode 2018/2019 lainnya yang telah banyak memberikan saran, motivasi dan dukungan yang tiada henti kepada peneliti selama mengerjakan skripsi. 9. Kepada sahabat Himpunan Mahasiswa Islam (HmI) 2015 Indah Nurhasyriani, SE, Ulfa Sari Ramadani, SE, Riyadil Jannah, Muchlis Ade Trijasa, SE, Maulana Ichasanul Ridjal, SE dan teman-teman lainnya yang telah banyak memberikan saran, motivasi dan dukungan yang tiada henti kepada peneliti selama mengerjakan skripsi. 10. Kepada sahabat seperjuangan skripsian yaitu Nanda Adilfa Mulya, SE, iv UNIVERSITAS SUMATERA UTARA Ankana Trisna, SE, Arief Muhammad Adien, SE, Emil Adrian, Hassian Gery, SE, Jetly Cances, SE, Dara Elvira, Nanda Frista, SE, Nugraha Pratama, T. Irfansyah Sinar, SE, Vitra Febiola, SE, Khairiah, Nyak Umar Mahdi, SE, dan teman – teman seperjuangan lainnya yang telah membantu dalam menyelesaikan peneliatian ini. Semoga Allah Subhanahu wa Ta’ala dapat memberikan balasan atas kebaikan-kebaikan yang telah diberikan kepada peneliti baik di dunia maupun di akhirat kelak. Peneliti menyadari sepenuhnya skripsi ini masih jauh dari sempurna, oleh karena itu kritik yang bersifat membangun sangat peneliti harapkan demi kesempurnaan skripsi ini. Medan, Oktober 2019 Peneliti, Aulia Rahman Rambe 150502166 v UNIVERSITAS SUMATERA UTARA DAFTAR ISI Halaman ABSTRAK ............................................................................................. i ABSTRACT ........................................................................................... ii KATA PENGANTAR ........................................................................... iii DAFTAR ISI .......................................................................................... vi DAFTAR TABEL.................................................................................. ix DAFTAR GAMBAR ............................................................................. x DAFTAR LAMPIRAN ......................................................................... xi BAB I PENDAHULUAN .................................................................... 1 1.1 Latar Belakang ................................................................. 1 1.2 Rumusan Masalah ....................................................... 7 1.3 Tujuan Penelitian ........................................................ 7 1.4 Manfaat Penelitian ...................................................... 8 BAB II TINJAUAN PUSTAKA ..................................................... 9 2.1 Pemasaran ................................................................... 9 2.1.1 Pengertian Pemasaran ..................................... 9 2.1.2 Bauran Pemasaran ........................................... 10 2.2 Merek .......................................................................... 12 2.2.1 Pengertian Merek ............................................ 12 2.2.2 Pengertian Citra Merek ................................... 14 2.2.3 Indikator Citra Merek ..................................... 17 2.3 Produk ......................................................................... 18 2.3.1 Pengertian Produk ........................................... 18 2.3.2 Tingkatan Produk ............................................ 19 2.3.3 Klasifikasi Produk ........................................... 19 2.3.4 Atribut Produk ................................................ 21 2.4 Harga ........................................................................... 23 2.4.1 Pengertian Harga ............................................. 23 2.4.2 Penetapan Harga ............................................. 25 2.4.3 Indikator Harga ............................................... 29 2.5 Lokasi.......................................................................... 29 2.5.1 Pengertian Lokasi............................................ 29 2.5.2 Pemilihan Lokasi ............................................ 31 2.5.3 Indikator Lokasi .............................................. 31 2.6 Keputusan Pembelian ................................................. 32 2.6.1 Pengertian Keputusan Pembelian ................... 32 2.6.2 Peranan Konsumen dalam Keputusan Pembelian.....................................
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