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Pengaruh Persepsi Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Chatime Pada Ramayana Panam Square Pekanbaru

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Pengaruh Persepsi Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Chatime Pada Ramayana Panam Square Pekanbaru PENGARUH PERSEPSI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK CHATIME PADA RAMAYANA PANAM SQUARE PEKANBARU SKRIPSI Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar Sarjana Ekonomi (SE) Pada Program Studi SI Manajemen Fakultas Ekonomi Dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau OLEH: ENY NUR SAFITRI 11671202184 PROGRAM S.1 JURUSAN MANAJEMEN PEMASARAN FAKULTAS EKONOMI DAN ILMU SOSIAL UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU PEKANBARU 2020 ABSTRAK PENGARUH PERSEPSI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK CHATIME PADA RAMAYANA PANAM SQUARE PEKANBARU Oleh : Eny Nur Safitri 11671202184 Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh secara simultan maupun parsial Persepsi (X1) dan Gaya Hidup (X2) terhadap Keputusan Pembelian (Y) Produk Chatime pada Ramayana Panam Square Pekanbaru. Variabel independen pada penelitian ini adalah Persepsi (X1) dan Gaya Hidup (X2). Jenis Variabel dependen pada penelitian ini adalah Keputusan Pembelian (Y). Jenis penelitian ini adalah kuantitatif . Populasi yang digunakan dalam penelitian ini adalah semua konsumen produk chatime pada Ramayana Panam Square 2019 dengan teknik pengambilan sampel menggunakan metode Purposive Sampling yang berjumlah 100 responden. Data yang diperoleh dianalisa secara kuantitatif dengan menggunakan alat analisis berupa uji validitas, uji reliabilitas, regresi linier berganda dan pengujian hipotesis dengan uji f dan uji t dengan bantuan program Statistical Package for the Social Sciences (SPSS) Versi 22. Dari hasil analisis statistik diketahui terdapat pengaruh yang positif dan signifikan antara Persepsi(X1) dan Gaya Hidup (X2) terhadap Keputusan Pembelian. dimana t hitung masing-masing variable sebesar X1 (3,073), dan X2 (7,916) lebih besar dari t tabel (1,985). Terdapat pengaruh yang positif dan signifikan secara simultan antara Persepsi dan Gaya Hidup terhadap Keputusan Pembelian dimana F hitung (50,677) > F tabel (3,09). Sumbangan koefisien determinasi Pengaruh Persepsi dan Gaya Hidup Terhadap Keputusan Pembelian Produk Chatime Pada Ramayana Panam Square Pekanbaru adalah sebesar 51,1%. Sedangkan sisanya 48,9% dijelaskan oleh sebab sebab yang lain diluar model. Kata Kunci : Persepsi, Gaya Hidup, Keputusan Pembelian i KATA PENGANTAR Assalamu’alaikum Wr.Wb Alhamdulillahirabbil’alamin puji syukur penulis ucapkan kehadirat ALLAH SWT karena berkat rahmat dan karunianya kepada penulis serta shalawat dan salam semoga senantiasa tercurahkan kepada Nabi Muhammad SAW, sehingga penulis dapat menyelesaikan skripsi dengan judul “Pengaruh Persepsi dan Gaya Hidup Terhadap Keputusan Pembelian Produk Chatime pada Ramayana Panam Square Pekanbaru”. Skripsi ini diajukan untuk memenuhi persyaratan akademis dalam menyelesaikan program studi S1 Manajemen untuk memperoleh gelar Sarjana Ekonomi pada Fakulta Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. Skripsi ino penulis persembahkan secara khusus kepada kedua orang tua tercinta, yaitu Ayahanda Giyatno dan Ibunda Rohmi, yang selalu memberikan kasih sayang, perhatian, dukungan dan do’a untuk penulis. Terimakasih atas segala dukungan, kasih saying dan do’a selalu berusaha yang terbaik untuk penulis. Semga proses penyusunan skripsi ini tentunya penulis tidak terlepas dari bantuan berbagai pihak yang memberikan bimbingan, arahan, bantuan dan dukungan. Oleh karena itu, dalam kesempatan ini dengan penuh kerendahan hati penulis ingin mengucapkan terimakasih kepada : 1. Bapak Prof. Dr. H Akhmad Mujahidin, A.Ag, M.Ag selaku Rektor Universitas Islam Negeri Sultan Syarif Kasim Riau. 2. Bapak Dr. Drs. H. Muh.Said HM, M.Ag, selaku Dekan Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. ii 3. Ibu Dr. Leny Nofianti, MS,SE, Ak, CA selaku Wakil Dekan I Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 4. Ibu Dr. Julina, SE, M.Si selaku Dekan II Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 5. Bapak Dr. Amrul Muzan, S.HI, MA Dekan III Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 6. Bapak Fakhrurrozi, SE.MM selaku Ketua Jurusan S1 Manajemen Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 7. Ibu Astuti Meflinda, SE.MM selaku Sekretaris Jurusan Manajemen Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 8. Ibu Ainun Mardhiah, SE. MM selaku Penasehat Akademik yang telah memberikan bimbingan kepada penulis selama masa perkuliahan di Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau. 9. Bapak Muklis, SE.MM selaku dosen pembimbing yang telah meluangkan waktu dan dengan penuh kesabaran memberikan bimbingan dan arahan yang sangat bermanfaat sehingga skripsi ini dapat terselesaikan dengan baik. 10. Bapak/Ibu Dosen Fakultas Ekonomi dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim Riau yang telah memberikan ilmu yang bermanfaat kepada penulis selama menempuh pendidikan di Universitas Islam Negeri Sultan Syarif Kasim Riau. 11. Seluruh Karyawan Chatime Ramayana Panam Square Pekanbaru yang telah membantu penulis dalam melakukan penelitian. 12. Keluarga besar penulis, yaitu Abang Rohman, Kakak Siska, Adik Shela, Kakek Kukoh, Kakek Pitoyo, Nenek Khasanah, Nenek Ruwati, Om Basri, Paman Nuryanto, Bibi Nastina, juga Sepupuku Nastika, Nastia, dan sepupu iii lainnya yang tidak bisa di sebutkan satu persatu yang telah memberikan dukungan dan do’a kepada penulis. 13. Untuk Jelpi Liusman yang selalu support pendidikan serta selalu mendoakan yang terbaik buat penulis. 14. Untuk teman terdekat dan TUMAN yaitu Tri Rahayu, Mamluatul Hasanah, Ernita Oktaviani, Wirda Afifa, Adinda Putri Dwi Marta, Ayu Putri, Desi Beta Alvianti, Alda Yulandari, Adriani yang telah menemani dan selalu memberikan do’a semangat dan motivasi kepada penulis selama ini. 15. Untuk sahabat penulis yaitu, Endang Reska Kurnia, Ramos Putri Melati, Ririn Alyfa, Mila Sufiani terimakasih atas dukungannya selama ini. 16. Untuk kakak dan adik penulis yaitu, Rismayanti, Indah Usmar, yang selalu mendoakan dan motivasi penulis dalam menyelesaikan skripsi ini. 17. Seluruh teman-teman lokal B S1 Manajemen angkatan 2016 dan seluruh teman-teman local B Konsentrasi Pemasaran angkatan 2016. Terimakasih atas kebersamaannya selama perkuliahan dan dukungan kepada penulis. 18. Teman-teman dan keluarga besar Kukerta Desa Teratak Rendah Kecamatan Logas Tanah Darat Kabupaten Kuantan Singingi tahun 2019, yaitu Alma Novita Sari, Dika Wiliandro, Dimitia Anjarwati, Hariyadi, Ilham Pratama Zulfi, Nurholek, Resha Wahyu Lestari, Saryah Komalsari, Wanisa Putri Asyifa. Terimakasih untuk pelajaran hidup dan pengalaman yang sangat berharga serta kebersamaan yang menyenangkan selama masa Kukerta. 19. Seluruh pihak yang telah membantu penulis dalam penulisan skripsi ini yang tidak dapat penulis sebutkan satu-persatu, terimakasih untuk segala dukungan, kebaikan, dan bantuan semuanya kepada penulis. iv Semoga segala bantuan, dukungan dan bimbingan yang telah diberikan kepada penulis menjadi nilai ibadah dan diberikan balasan yang berlipat ganda oleh ALLAH SWT. Akhir kata, penulis ucapkan terimakasih dan penulis harap semoga skripsi ini bermanfaat bagi seluruh pembaca mapun untuk penelitian selanjutnya. Wassalamu’alaikum Wr.Wb Pekanbaru, 29 Februari 2020 Penulis Eny Nur Safitri v DAFTAR ISI ABSTRAK ...................................................................................................... i KATA PENGANTAR .................................................................................... ii DAFTAR ISI ................................................................................................... vi DAFTAR TABEL........................................................................................... viii DAFTAR GAMBAR ...................................................................................... ix BAB I PENDAHULUAN ....................................................................... 1 1.1 Latar Belakang ....................................................................... 1 1.2 Rumusan Masalah .................................................................. 7 1.3 Tujuan & Manfaat Penelitian ................................................. 7 1.4 Sistematika Penulisan ............................................................. 8 BAB II TELAAH PUSTAKA ................................................................. 10 2.1 Manajemen Pemasaran ............................................................ 10 2.2 Perilaku Konsumen ................................................................ 10 2.3 Keputusan Pembelian ............................................................. 13 2.4 Faktor – Faktor Utama Penentu Keputusan Konsumen .......... 17 2.5 Persepsi ................................................................................... 22 2.6 Gaya Hidup (Lyfe Style) ......................................................... 27 2.7 Pandangan Islam ........................................................................... 31 2.8 Penelitian Terdahulu .............................................................. 32 2.9 Hubungan Variabel Independen dengan Variabel Dependen ................................................................................ 36 2.10 Kerangka Pemikiran ........................................................... 37 2.11 Konsep Operasional Variabel ............................................. 38 2.12 Hipotesis ............................................................................
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