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Sikap Konsumen Dan Perilaku Konsumen Terhadap Keputusan Naik Kereta Lintas Rel Terpadu Sumatra Selatan Di Kota Palembang

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Sikap Konsumen Dan Perilaku Konsumen Terhadap Keputusan Naik Kereta Lintas Rel Terpadu Sumatra Selatan Di Kota Palembang 1 SIKAP KONSUMEN DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN NAIK KERETA LINTAS REL TERPADU SUMATRA SELATAN DI KOTA PALEMBANG SKRIPSI Nama : Muhammad Syahrul Ramadhon Nim : 212015228 UNIVERSITAS MUHAMMADIYAH PALEMBANG FAKULTAS EKONOMI DAN BISNIS 2019 2 SKRIPSI SIKAP KONSUMEN DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN NAIK KERETA LINTAS REL TERPADU SUMATRA SELATAN DI KOTA PALEMBANG Diajukan Untuk Memenuhi Salah Satu Persyaratan Memperoleh Gelar Sarjana Manajemen Nama : Muhammad Syahrul Ramadhon Nim : 212015228 UNIVERSITAS MUHAMMADIYAH PALEMBANG FAKULTAS EKONOMI DAN BISNIS 2019 ii 3 iii 4 iv 5 PERSEMBAHAN DAN MOTTO Motto : ❖ Rahasia kesuksesan adalah melakukan hal yang biasa secara tak biasa. ❖ Jika kamu benar menginginkan sesuatu, kamu akan menemukan caranya. Namun jika tak serius, kau hanya akan menemukan alasan. ❖ Agar sukses, kemauanmu untuk berhasil harus lebih besar dari ketakutanmu akan kegagalan. Dengan Cinta dan Doa Skripsi ini kupersembahkan kepada: ❖ Kedua Orang Tuaku Tercinta Bapak Abu Salim dan Ibu Maruyah ❖ Kakak perempuanku Arum Sari ❖ Dosen Pembimbingku Bapak DR. H. M. Idris, S. E., M. Si dan Ibu Wani Fitriah, S. E., M. Si ❖ Sahabat-sahabatku ❖ Almamater. v 6 PRAKATA Assalamualaikum wr.wb Alhamdulillah dengan memanjatkan puja dan puji syukur kehadirat Allah SWT, atas nikmat kesehatan, rahmat dan karunianya telah memberikan kemudahan dalam menyelesaikan penelitian-penelitian ini. Penelitian ini berjudul Sikap Konsumen dan Perilaku Konsumen terhadap Keputusan Naik Kereta Lintas Rel Terpadu Sumatra Selatan di kota Palembang. Terdapat 17 indikator dengan 68 sampel. Pada teknik analisis penulis menggunakan teknik regresi linier berganda dengan bantuan program SPSS. Ucapan terima kasih penulis sampaikan kepada Ayahanda Abu Salim dan Ibunda Maruyah tersayang. Mereka adalah orang tua yang telah banyak berjasa dan menyanyangi penulis dengan tulus. Keberhasilan dalam penulisan skripsi ini tentu tidak terlepas dari bantuan semua pihak, oleh karena itu pada kesempatan ini dengan tulus hati penulis sampaikan ucapan terimakasih kepada : 1. Bapak Dr. Abid Djazuli, S.E.,M.M selaku Rektor Universitas Muhammadiyah Palembang. 2. Bapak Drs. Fauzi Ridwan , S.E.,M.M Dekan Fakultas Ekonomi Universitas Muhammadiyah Palembang. 3. Ibu Hj. Maftuhah Nurrahmi, S.E., M.Si, Ibu Dr. Diah Isnaini A, S.E., M.M, Bapak DR. H. M. Idris, S. E., M. Si dan Ibu Wani Fitriah, S. E., M. Si selaku Ketua dan Wakil Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Palembang dan Pembimbing penelitian yang telah mengajarkan, membimbing, mendidik, serta memberikan dorongan kepada penulis sehingga penelitian ini dapat diselesaikan dengan baik. 4. Bapak dan Ibu Dosen Pengajar Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Palembang. 5. Responden yang telah membantu memberikan jawaban untuk membuat penulisan dalam skripsi. vi 7 vii 8 DAFTAR ISI SAMPUL JUDUL................................................................................................ i HALAMAN JUDUL........................................................................................... ii HALAMAN PERNYATAAN BEBAS PLAGIAT........................................... iii HALAMAN PENGESAHAN SKRIPSI............................................................ iv HALAMAN PERSEMBAHAN DAN MOTTO................................................ v HALAMAN PRAKATA.................................................................................... vi HALAMAN DAFTAR ISI.................................................................................viii HALAMANDAFTAR TABEL.......................................................................... x HALAMAN DAFTAR GAMBAR……………………………………………. xi HALAMAN DAFTAR LAMPIRAN................................................................ xii ABSTRAK.......................................................................................................... xiii ABSTRACT........................................................................................................ xiv BAB I PENDAHULUAN A. Latar Belakang Masalah....................................................................... 1 B. Rumusan Masalah................................................................................ 5 C. Tujuan Penelitian................................................................................. 6 D. Manfaat Penelitian............................................................................... 6 BAB II KAJIAN PUSTAKA A. Landasan Teori 1. Perilaku Konsumen........................................................................ 7 viii 9 2. Sikap konsumen............................................................................ 12 3. Keputusan Pembelian.................................................................... 15 B. Penelitian Sebelumnya........................................................................ 21 C. Hipotesis............................................................................................. 22 D. Kerangka Pemikiran............................................................................ 23 BAB III METODE PENELITIAN A. Jenis Penelitian.................................................................................... 24 B. Lokasi Penelitian................................................................................. 25 C. Operasionalisasi Variabel.................................................................... 25 D. Populasi dan Sampel........................................................................... 26 E. Data yang Diperlukan......................................................................... 27 F. Metode Pengumpulan Data................................................................. 27 G. Uji Instrumen...................................................................................... 29 H. Analisis Data dan Teknik Analisis...................................................... 30 BAB IV HASIL PENELITIAN DAN PEMBAHASAN A. Hasil Penelitian................................................................................... 35 B. Pembahasan Hasil Penelitian.............................................................. 56 BAB V SIMPULAN DAN SARAN A. Simpulan............................................................................................. 60 B. Saran................................................................................................... 61 DAFTAR PUSTAKA LAMPIRAN-LAMPIRAN ix 10 DAFTAR TABEL Tabel I. 1................................................................................................................ 4 Tabel III. 1........................................................................................................... 25 Tabel IV. 1............................................................................................................ 37 Tabel IV. 2............................................................................................................ 38 Tabel IV. 3............................................................................................................ 39 Tabel IV. 4............................................................................................................ 40 Tabel IV. 5............................................................................................................ 41 Tabel IV. 6............................................................................................................ 42 Tabel IV. 7............................................................................................................ 43 Tabel IV. 8............................................................................................................ 44 Tabel IV. 9............................................................................................................ 50 Tabel IV. 10.......................................................................................................... 52 Tabel IV. 11.......................................................................................................... 54 Tabel IV. 12.......................................................................................................... 55 x 11 DAFTAR GAMBAR GambarII. 1.......................................................................................................... 8 Gambar II. 2........................................................................................................ 22 xi 12 DAFTAR LAMPIRAN Lampiran 1 : Kuisioner Lampiran 2 : Tabulasi Lampiran 3 : Hasil SPSS Lampiran 4 : Jadwal Penelitian Lampiran 5 : Fotocopy surat selesai melakukan penelitian Lampiran 6 : Foto copy aktivitas bimbingan penulisan skripsi Lampiran 7 : Foto copy lembar persetujuan skripsi Lampiran 8 : Foto copy sertifikat hafalan surat-surat pendek Lampiran 9 : Fotocopy sertifikat TOEFL Lampiran 10 : Foto copy bukti bebas bayaran Lampiran 11 : Plagiarism Checker X Originality Report Lampiran 12 : Jurnal Lampiran 13 : Biodata peneliti xii 13 ABSTRAK Muhammad Syahrul Ramadhon/212015228/2019/Sikap Konsumen Dan Perilaku Konsumen Terhadap Keputusan Naik Kereta Lintas Rel Terpadu Sumatra Selatan Di Kota Palembang/Manajemen Pemasaran Rumusan Masalah dalam penelitian ini ialah adakah Pengaruh Sikap Konsumen Dan Perilaku Konsumen Terhadap Keputusan Naik Kereta Lintas rel Terpadu Sumatra Selatan Di Kota Palembang? Tujuan penelitian untuk mengetahui Sikap Konsumen Dan Perilaku Konsumen Terhadap Keputusan Naik Kereta Lintas rel Terpadu Sumatra Selatan Di Kota Palembang. Jenis penelitian ini adalah asosiatif. Variabel yang
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