Rumusan masalah 5 c pembatasan masalah 6 d tujuan

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Rumusan Masalah ....................................................................................... 5 C. Pembatasan Masalah ................................................................................... 6 D. Tujuan Penelitian ......................................................................................... 8 E. Manfaat Penelitian ....................................................................................... 9 BAB II KAJIAN PUSTAKA .............................................................................. 10 A. Landasan Teori .......................................................................................... 10 B. Hasil Penelitian Sebelumnya ..................................................................... 43 C. Kerangka Konseptual Penelitian ............................................................... 44 D. Hipotesis .................................................................................................... 44 BAB III METODE PENELITIAN ..................................................................... 51 A. Jenis Penelitian .......................................................................................... 51 B. Subjek dan Objek ...................................................................................... 51 C. Waktu dan Lokasi ...................................................................................... 52 D. Variabel Penelitian .................................................................................... 52 E. Definisi Operasional .................................................................................. 53 F. Populasi dan Sampel ................................................................................. 57 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xi G. Teknik Pengambilan Sampel ..................................................................... 58 H. Sumber Data .............................................................................................. 60 I. Teknik Pengumpulan Data ........................................................................ 60 J. Teknik Pengujian Instrumen ..................................................................... 61 1. Uji Validitas ........................................................................................... 62 2. Uji Reliabilitas ........................................................................................ 62 3. Uji Asumsi Klasik .................................................................................. 64 K. Teknik Analisis Data ................................................................................. 66 1. Analisis Regresi Linear Berganda .......................................................... 66 2. Uji F ........................................................................................................ 66 3. Uji t ......................................................................................................... 68 4. Uji Beda .................................................................................................. 70 BAB IV GAMBARAN UMUM SUBJEK PENELITIAN ................................. 75 A. Sejarah Perusahaan .................................................................................... 75 B. Visi dan Misi ............................................................................................. 76 C. Struktur Organisasi Nimco Royal Store .................................................... 77 BAB V ANALISIS DATA DAN PEMBAHASAN ........................................... 78 A. Karakteristik Responden ........................................................................... 79 B. Deskripsi Variabel Penelitian .................................................................... 82 C. Analisis Kuantitatif ................................................................................... 85 1. Uji Validitas ........................................................................................... 85 1. Uji Reliabilitas ........................................................................................ 87 2. Analisis Uji Asumsi Klasik .................................................................... 89 D. Hasil Analisis Data .................................................................................... 92 1. Analisis Regresi Liniear Berganda ......................................................... 92 2. Uji F (Uji Simultan) ............................................................................... 93 3. Uji t (Uji Parsial) .................................................................................... 95 4. Uji Beda ................................................................................................ 100 5. Koefisien Determinasi (R 2 ) .................................................................. 116 E. Pembahasan ............................................................................................. 116 BAB VI PENUTUP .......................................................................................... 122 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xii A. Kesimpulan .............................................................................................. 122 B. Saran ........................................................................................................ 123 C. Keterbatasan ............................................................................................ 129 DAFTAR PUSTAKA ....................................................................................... 130 LAMPIRAN PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xiii DAFTAR TABEL Tabel Judul Halaman V.1 Skala Variabel Penelitian ........................................................................... 82 V.2 Frekuensi Data Variabel Penelitian ............................................................ 82 V.3 Hasil Uji Validitas Variabel Penelitian ...................................................... 85 V.4 Hasil Uji Reliabilitas Variabel Penelitian .................................................. 87 V.5 Hasil Uji Normalitas .................................................................................. 89 V.6 Hasil Uji Multikolinearitas ......................................................................... 90 V.7 Hasil Analisis Regresi Linier Berganda ..................................................... 93 V.8 Hasil Uji F (Simultan) ................................................................................ 94 V.9 Hasil Uji t (Parsial) ..................................................................................... 95 V.10 Hasil Uji U Variabel Produk Kelompok Usia .......................................... 101 V.11 Hasil Uji U Variabel Produk Kelompok Jenis Kelamin .......................... 102 V.12 Hasil Uji U Variabel Produk Kelompok Uang Saku ............................... 103 V.13 Hasil Uji U Variabel Harga Kelompok Usia ............................................ 104 V.14 Hasil Uji U Variabel Harga Kelompok Jenis Kelamin ............................ 106 V.15 Hasil Uji U Variabel Harga Kelompok Uang Saku ................................. 107 V.16 Hasil Uji U Variabel Promosi Penjualan Kelompok Usia ....................... 108 V.17 Hasil Uji U Variabel Promosi Penjualan Kelompok Jenis Kelamiin ...... 109 V.18 Hasil Uji U Variabel Promosi Penjualan Kelompok Uang Saku ............. 111 V.19 Hasil Uji U Variabel Pemasaran Langsung dan Digital Kelompok Usia .......................................................................................................... 112 V.20 Hasil Uji U Variabel Pemasaran Langsung dan Digital Kelompok Jenis Kelamin .................................................................................................... 113 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xiv V.21 Hasil Uji U Variabel Pemasaran Langsung dan Digital Kelompok Uang Saku .......................................................................................................... 115 V.22 Hasil Uji Koefisien Determinasi (R 2 ) ...................................................... 116 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xv DAFTAR GRAFIK Grafik Judul Halaman V.1 Karakteristik Responden Berdasarkan Usia ............................................... 79 V.2 Karakteristik Responden Berdasarkan Jenis Kelamin ............................... 80 V.3 Karakteristik Responden Berdasarrkan Uang Saku ................................... 80 V.4 Karakteristik Responden Berdasarkan Dari Mana Responden Mengetahui Nimco Royal Store ..................................................................................... 81 V.5 P-P Plot Uji Normalitas ............................................................................. 90 V.6 Scatter-Plots Uji Heteroskedastisitas ......................................................... 92 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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xvi DAFTAR GAMBAR Gambar Judul
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