Analisis Bauran Pemasaran Dalam Meningkatkan Kepuasan Pelanggan Surat Kabar PT. Harian Umum Waspada, Medan

Teks penuh

(1)

LAMPIRAN I KUESIONER

Petunjuk Pengisian Kuesioner

Bapak/Ibu/Saudara yang terhormat,

Sebelumnya saya mengucap terima kasih atas kesediaan Bapak/Ibu/Saudara untuk

berpartisipasi dalam penelitian ini. Adapun penelitian ini diadakan dalam rangka penulisan

tesis pada konsentrasi Pemasaran Pascasarjana Magister Manajemen Universitas Sumatera

Utara, Medan dengan judul : “

ANALISIS BAURAN PEMASARAN DALAM

MENINGKATKAN KEPUASAN PELANGGAN SURATKABAR PT. HARIAN UMUM

WA

SPADA, MEDAN.”

Atas kesediaan dan waktu yang Bapak/Ibu/Saudara berikan, saya sampaikan terima

kasih yang sebesar-besarnya.

I.

IDENTITAS RESPONDEN

Isilah dan berilah tanda (x) pada jawaban pada sesuai dengan data pribadi

Bapak/Ibu/Saudara.

Nama :

……… (Boleh tidak diisi)

Jenis Kelamin : laki-laki / Perempuan

(2)

II.

Petunjuk Pengisian

Untuk menjawab pertanyaan-pertanyaan dibawah ini, Bapak/Ibu/Saudara dapat

memberikan tanda silang (x)

Kolom yang disediakan.

Skor untuk Variabel Penelitian

Sangat Setuju (SS) = 5

Setuju (S) = 4

Netral (N) = 3

Tidak Setuju (TS) = 2

(3)

No.

DAFTAR PERTANYAAN

JAWABAN KUESIONER

A

.

Variabel Produk (Suratkabar Waspada)

SS

S

N

TS

STS

1.

Warna yang ditampilkan suratkabar

Waspada dapat menjadi daya tarik

pembaca

2.

Quiz-quiz yang disajikan dapat menarik

minat pembaca untuk mengikutinya

3.

Informasi berita yang akurat dan

up to

date

yang ditawarkan oleh suratkabar

Waspada lengkap

Variable Harga

SS

S

N

TS

STS

4. Harga

suratkabar Waspada bersaing

dengan

Harga

suratkabar lainnya

5. Harga suratkabar Waspada

sebanding

dengan kualitas

C.

Variabel Saluran Distribusi

SS

S

N

TS

STS

6. Lokasi pembelian

suratkabar Waspada

dapat terjangkau dimana saja

7. Kemudahan tempat pembelian

suratkabar

Waspada

8. Pembayaran tagihan

suratkabar Waspada

yang bisa dilakukan melalui rekening

ATM Bank -bank manapun

D.

Variabel Promosi

SS

S

N

TS

STS

9.

Promosi harian Waspada mendapat

respon positif dari masyarakat.

10.

Hal ini Iklan yang diberikan lewat

spanduk dan Bilboard cukup informatif

E.

Variabel Proses

SS

S

N

TS

STS

11.

Koran Waspada diterbitkan tepat waktu

12.

Berita- berita Waspada disesuaikan

dengan hari

F.

Variabel Orang

SS

S

N

TS

STS

13.

Kemampuan penulisan berita Harian

Waspada mampu membuat pembaca

tertarik

14.

Koran merupakan Koran yang terbesar

di Sumatera Utara merupakan hasil dari

motivasi para karyawannya

G.

Variabel Layanan Pelanggan

SS

S

N

TS

STS

15.

Pelayanan pelanggan Waspada terhadap

konsumen sangat memuaskan

16.

Sasaran Harian Waspada adalah orang

tua saja

(4)

17. Kualitas

suratkabar Waspada membuat

konsumen

merasa

puas

akan

membacanya

18.

Setelah membaca suratkabar Waspada

pelanggan akan merasa puas dan bangga

19. Harga

suratkabar Waspada relatif lebih

(5)
(6)

75. 4 5 5 14 5 5 5 19 3 5 8 5 3 3 11 4 4 3 11

(7)
(8)
(9)

140 4 3 12 2 9 8 4 3 3

141. 4 3 11 2 8 8 3 3 3

142. 3 3 9 1 6 7 3 4 3

143. 3 2 7 3 9 6 2 3 1

144. 4 2 8 1 7 6 3 3 3

145. 5 2 10 3 11 9 4 2 2

146. 5 4 12 2 10 10 5 3 2

147. 4 3 9 2 7 8 4 2 1

148. 5 2 10 1 8 8 3 3 2

149 5 2 11 2 9 9 4 2 2

(10)

LAMPIRAN IV

VALIDITAS

Item-Total Statistics Produk

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Cronbach's

Item-Total Statistics Harga

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Cronbach's

Alpha if Item

Deleted

ITEM 4 12.0811 6.102 .478 .912

ITEM 5 12.8041 3.846 .731 .653

Item-Total Statistics distribusi

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

(11)

Item-Total Statistics Promosi

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Cronbach's

Item-Total Statistics proses

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item

Deleted

ITEM 11 2.68 1.226 .598 .a

ITEM 12 11.32 4.045 .545 .a

Item-Total Statistics Orang

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Squared Multiple

(12)

Item-Total Statistics layanan pelanggan

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Squared Multiple

Correlation

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total Correlation

Cronbach's

Spearman's rho

Correlation Coefficient 1.000 .016** .339** .377**

Sig. (2-tailed) . .052 .000 .000

N 150 150 150 150

Correlation Coefficient .168** 1.000 .431** .522**

Sig. (2-tailed) .052 . .000 .000

N 150 150 150 150

Correlation Coefficient .339** .431** 1.000 .419**

Sig. (2-tailed) .000 .000 . .000

N 150 150 150 150

unstandarzed

Residual

Correlation Coefficient .377** .522** .419** 1.000

Sig. (2-tailed) .000 .000 .000 .

(13)

Correlation Promosi

ITEM 7 ITEM 8

Unstandarzed Residual

Spearman's rho 1.000 .169 .377**

Sig. (2-tailed) . .052 .000

N 148 148 148

Correlation Coefficient .160 1.000 .522**

Sig. (2-tailed) .052 . .000

N 150 150 150

Correlation Coefficient .339** .431** .419**

Sig. (2-tailed) .000 .000 .000

N 148 148 148

Unstandarzed

Residual

Correlation Coefficient .377** .522** 1.000

Sig. (2-tailed) .000 .000 .

N 150 150 150

(14)

Correlation Harga

ITEM 9 ITEM 10

Unstandarzed

Residual

Spearman's rho Correlation Coefficient 1.000 .016** .377**

Sig. (2-tailed) . .052 .000

N 150 150 150

Correlation Coefficient .168** 1.000 .522**

Sig. (2-tailed) .052 . .000

N 150 150 150

Correlation Coefficient .339** .431** .419**

Sig. (2-tailed) .000 .000 .000

N 150 150 150

unstandarzed

Residual

Correlation Coefficient .377** .522** 1.000

Sig. (2-tailed) .000 .000 .

N 150 150 150

(15)

Correlation Distribusi

ITEM 11 ITEM 12 ITEM10

Unstandardized

Residual

Spearman's rho Correlation

Coefficient

1.000 .120 .399** .380**

Sig. (2-tailed) . .145 .000 .000

N 150 150 150 150

Correlation

Coefficient

.120 1.000 -.063 .404**

Sig. (2-tailed) .145 . .449 .000

N 150 150 150 150

Correlation

Coefficient

.399** -.063 1.000 .787**

Sig. (2-tailed) .000 .449 . .000

N 150 150 150 150

Correlation

Coefficient

.176* -.083 .496** .709**

Sig. (2-tailed) .032 .318 .000 .000

N 150 150 150 150

unstandardized

Residual

Correlation

Coefficient

.380** .404** .787** 1.000

Sig. (2-tailed) .000 .000 .000 .

N 150 150 150 150

(16)

Correlation Proses

ITEM 11 ITEM 12

Unstandardized

Residual

ITEM 7 Pearson Correlation -.178* .093 .093

Sig. (2-tailed) .030 .258 .000

N 150 150 150

ITEM 8 Pearson Correlation -.178* .093 -.030

Sig. (2-tailed) .030 .258 .718

N 150 150 150

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Correlation Orang

ITEM 13 ITEM 14

Unstandardized Residual

Pearson Correlation 1 .513** -.009

Sig. (2-tailed) .000 .912

N 148 148 148

Pearson Correlation .513** 1 -.129

Sig. (2-tailed) .000 .118

N 150 150 150

**. Correlation is significant at the 0.01 level (2-tailed).

(17)

Correlation Layanan konsumen

ITEM 15 ITEM 16

Unstandardized Residual

Spearman's rho Correlation Coefficient 1.000 .169 .339**

Sig. (2-tailed) . .052 .000

N 150 150 150

Correlation Coefficient .168** 1.000 .431**

Sig. (2-tailed) .052 . .000

N 150 150 150

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed)

Correlation Kepuasan pelanggan

ITEM 17 ITEM 18 ITEM 19

Unstandardized

Residual

Pearson Correlation 1 .293** .200* .237**

Sig. (2-tailed) .000 .015 .000

N 150 150 150 150

Pearson Correlation .293** 1 .637** .875**

Sig. (2-tailed) .000 .000 .000

N 150 150 150 150

Pearson Correlation .200* .637** 1 .229**

Sig. (2-tailed) .015 .000 .005

N 150 150 150 150

Pearson Correlation .237** .875** .229** 1

Sig. (2-tailed) .004 .000 .005

N 150 150 150 150

**. Correlation is significant at the 0.01 level (2-tailed).

(18)

LAMPIRAN V

REABILITAS

Scale:

Case Processing Summary Kepuasan

N %

Cases Valid 149 99.3

Excludeda 1 .7

Total 150 100.0 a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.808 3

Case Processing Summary Produk

N %

Cases Valid 149 99.3

Excludeda 1 .7

Total 150 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.795 4

Case Processing Summary Harga

N %

Cases Valid 150 100.0

Excludeda 0 .0

Total 150 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

(19)

Case Processing Summary Distribusi

N %

Cases Valid 150 100.0

Excludeda 0 .0

Total 150 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.740 3

Case Processing Summary Promosi

N %

Cases Valid 150 100.0

Excludeda 0 .0

Total 150 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.637 3

Case Processing Summary orang

N %

Cases Valid 150 80.2

Excludeda 37 19.8

Total 187 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

(20)

Case Processing Summary proses

N %

Cases Valid 150 80.2

Excludeda 37 19.8

Total 187 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.390 2

Case Processing Summary layanan

N %

Cases Valid 150 80.2

Excludeda 37 19.8

Total 187 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha Based on

Standardized

Items N of Items

(21)

LAMPIRAN VI

Frequency Table

Pertanyaan 1

Frequency Percent Valid Percent

Cumulative Percent

Valid STS 21 14.0 14.0 14.0

TS 36 24.0 24.0 38.0

N 39 26.0 26.0 64.0

S 27 18.0 18.0 82.0

SS 27 18.0 18.0 100.0

Total 150 100.0 100.0

Pertanyaan 2

Frequency Percent Valid Percent

Cumulative Percent

Valid STS 21 14.0 14.0 14.0

TS 57 38.0 38.0 52.0

N 36 24.0 24.0 76.0

S 9 6.0 6.0 82.0

SS 27 18.0 18.0 100.0

Total 150 100.0 100.0

Pertanyaan 3

Frequency Percent Valid Percent

Cumulative Percent

Valid STS 12 8.0 8.0 8.0

TS 72 48.0 48.0 56.0

N 33 22.0 22.0 78.0

S 18 12.0 12.0 90.0

SS 15 10.0 10.0 100.0

(22)

Pertanyaan 4

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

(23)

Pertanyaan 9

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Pertanyaan 12

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

(24)

Pertanyaan 14

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

Cumulative

Frequency Percent Valid Percent

(25)

Pertanyaan 18

Frequency Percent Valid Percent

Cumulative Percent

Valid STS 12 8.0 8.0 8.0

TS 72 48.0 48.0 56.0

N 33 22.0 22.0 78.0

S 18 12.0 12.0 90.0

SS 15 10.0 10.0 100.0

Total 150 100.0 100.0

Pertanyaan 19

Frequency Percent Valid Percent

Cumulative Percent

Valid STS 21 14.0 14.0 14.0

TS 78 52.0 52.0 66.0

N 30 20.0 20.0 86.0

S 18 12.0 12.0 98.0

SS 3 2.0 2.0 100.0

(26)

LAMPIRAN VII

Regression

Variables Entered/RemovedVariables

Model Variables Entered

Variables

Removed Method

1

LAYANAN KONSUMEN , DISTRIBUSI, PROMOSI, HARGA, PRODUK PROSES,ORANG

. Enter

a All requested variables entered. b Dependent Variable: KEPUASAN

ANOVAb

Model Sum of Squares Df Mean Square F Sig.

1 Regression 19642.27 7 2806.039 313.208 .012a Residual 12.72178 142 0.08959

Total 19655 149 2806.039

a. Predictors: (Constant), Produk, Harga,Distribusi, Promosi,Proses, orang,layanan pelanggan b. Dependent Variable: Kepuasan

Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 .999a .935 .992 .0299

a. Predictors: (Constant), Produk, Harga,Distribusi, Promosi,Proses, orang,layanan pelanggan b. Dependent Variable: Kepuasan

Coefficientsa

Model

Unstandardized Coefficients

Standardized

(27)

1.0

Observed Cum Prob

1.0

Dependent Variable: KEPUASAN

Normal P-P Plot of Regression Standardized Residual

2

Regression Standardized Predicted Value

16.0

(28)

6 4

2 0

-2 -4

Regression Standardized Residual

60

50

40

30

20

10

0

Frequency

Mean = -5.88E-16 Std. Dev. = 0.98 N = 149

Figur

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