ix DAFTAR ISI SAMPUL DALAM .............................................................................................. i PERNYATAAN KEASLIAN .............................................................................. ii PERSETUJUAN PEMBIMBING ....................................................................... iii PENGESAHAN ................................................................................................... iv MOTTO ............................................................................................................... v ABSTRAK ............................................................................................................ vi KATA PENGANTAR .......................................................................................... vii DAFTAR ISI ......................................................................................................... ix DAFTAR TABEL ................................................................................................ xii DAFTAR GAMBAR ............................................................................................ xiii DAFTAR TRANSLITERASI .............................................................................. xiv BAB I PENDAHULUAN A. Latar Belakang Masalah ............................................................ 1 B. Rumusan Masalah ...................................................................... 8 C. Tujuan Penelitian ....................................................................... 8 D. Kegunaan Hasil Penelitian ....................................................... 9 BAB II KAJIAN PUSTAKA A. Landasan Teori ......................................................................... 10 1. Konsep Persepsi Konsumen................................................ 10 2. Konsep Merek (Brand) ....................................................... 15 3. Konsep Brand Association ................................................ 19 4. Keputusan Pembelian ........................................................ 23 B. Penelitian Terdahulu yang Relevan ......................................... 25 C. Kerangka Teoritis ....................................................................... 27 D. Hipotesis ..................................................................................... 28 BAB III METODE PENELITIAN A. Jenis Penelitian ......................................................................... 29 Halaman
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DAFTAR ISI - digilib.uinsby.ac.iddigilib.uinsby.ac.id/1751/3/Daftar Isi.pdf · xii DAFTAR TABEL 1.1 Tabel Penelitian Terdahulu ..... 25 3.1 Tabel Proporsi Sampling Penelitian .....
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ix
DAFTAR ISI
SAMPUL DALAM .............................................................................................. i
PERNYATAAN KEASLIAN .............................................................................. ii
PERSETUJUAN PEMBIMBING ....................................................................... iii
PENGESAHAN ................................................................................................... iv
MOTTO ............................................................................................................... v
ABSTRAK ............................................................................................................ vi
KATA PENGANTAR .......................................................................................... vii
DAFTAR ISI ......................................................................................................... ix
DAFTAR TABEL ................................................................................................ xii
DAFTAR GAMBAR ............................................................................................ xiii
DAFTAR TRANSLITERASI .............................................................................. xiv
BAB I PENDAHULUAN
A. Latar Belakang Masalah ............................................................ 1
B. Rumusan Masalah ...................................................................... 8
C. Tujuan Penelitian ....................................................................... 8
D. Kegunaan Hasil Penelitian ....................................................... 9
BAB II KAJIAN PUSTAKA
A. Landasan Teori ......................................................................... 10
1. Konsep Persepsi Konsumen................................................ 10
2. Konsep Merek (Brand) ....................................................... 15
3. Konsep Brand Association ................................................ 19
4. Keputusan Pembelian ........................................................ 23
B. Penelitian Terdahulu yang Relevan ......................................... 25
C. Kerangka Teoritis ....................................................................... 27
D. Hipotesis ..................................................................................... 28
BAB III METODE PENELITIAN
A. Jenis Penelitian ......................................................................... 29
Halaman
x
B. Waktu dan Tempat Penelitian ................................................. 29
C. Populasi dan Sampel ................................................................ 30
1. Populasi .............................................................................. 30
2. Sampel .............................................................................. 31
D. Variabel Penelitian .................................................................. 32
1. Variabel Penelitian ............................................................. 32
2. Skala Pengukuran Variabel ................................................ 33
E. Definisi Operasional ................................................................ 34
1. Variabel Independen .......................................................... 34
2. Variabel Dependen ............................................................. 36
F. Uji Validitas dan Reliabilitas .................................................. 37