DAFTAR ISI

DAFTAR ISI

HALAMAN JUDUL.......................................................................................................i
HALAMAN PERSETUJUAN......................................................................................ii
HALAMAN PENGESAHAN......................................................................................iii
HALAMAN PERSETUJUAN DOSEN PEMBIMBING..........................................iv
HALAMAN PENGESAHAN DEWAN PENGUJI.....................................................v
HALAMAN REVISI....................................................................................................vi
SURAT PERNYATAAN............................................................................................vii
HALAMAN MOTTO DAN PERSEMBAHAN......................................................viii
RIWAYAT HIDUP........................................................................................................x
KATA PENGANTAR..................................................................................................xi
DAFTAR ISI...............................................................................................................xiii
DAFTAR GAMBAR.................................................................................................xvii
DAFTAR TABEL.......................................................................................................xix
ABSTRAKSI..............................................................................................................xxii
ABSTRACT...............................................................................................................xxiv
BAB I PENDAHULUAN ..............................................................................................1
1.1 Latar Belakang..........................................................................................................1
1.2 Rumusan Masalah ....................................................................................................4
1.3 Tujuan dan Kegunaan Penelitian ..............................................................................5


1.3.1 Tujuan Penelitian .............................................................................................5
1.3.2 KegunaanPenelitian .........................................................................................5
1.4. Batasan Istilah dan Pengukuran Variabel .................................................................6
1.4.1. Batasan Istilah .................................................................................................6
1.4.2 Pengukuran Variabel .......................................................................................9
BAB II TINJAUAN PUSTAKA .................................................................................13
2.1 Sejarah Perkembangan Jamur Tiram ......................................................................13
2.2 Pemasaran ...............................................................................................................16
2.3 Perilaku Konsumen .................................................................................................19
2.4 Marketing Mix .........................................................................................................27
2.5 Segmentasi Pasar .....................................................................................................32
2.6 Trend Pemasaran …………………………………………….......………………..33
2.6.1 Pengertian Trend Pemasaran .........................................................................33
2.6.2 Tipe Fluktuasi Trend Pemasaran ...................................................................34
2.6.3 Trend Garis Lurus (Straight Line Trends) .....................................................36
2.7 Analisa Faktor (Faktor Analysis) .............................................................................38
2.8 Penelitian Terdahulu ................................................................................................44
2.9 Kerangka Pemikiran ................................................................................................46
2.10 Hipotesa ..................................................................................................................51
BAB III METODE PENELITIAN .............................................................................52
3.1 Metode Penentuan Lokasi ........................................................................................52
3.2 Metode Pengambilan Sampel ...................................................................................52
3.3 Jenis Data .................................................................................................................53
3.4 Metode Pengumpulan Data ......................................................................................53
3.5 Metode Analisis Data ..............................................................................................54
3.5.1 Analisis Trend ................................................................................................54
3.5.2 Analisis Perilaku Konsumen ..........................................................................55
3.5.2.1 Skala Pengukuran Variabel ................................................................59
3.5.2.2 Variabel yang Digunakan ..................................................................59
BAB IV GAMBARAN UMUM LOKASI PENELITIAN........................................62
4.1 Sejarah Perusahaan ..................................................................................................62
4.2 Produk Perusahaan ...................................................................................................66
4.3 Struktur Organisasi Perusahaan ...............................................................................75
BAB V HASIL DAN PEMBAHASAN.......................................................................76
5.1 Saluran Pemasaran Jamur Tiram Putih CV. Agaricus Sido Makmur
Sentosa (ASIMAS)..................................................................................................76
5.2 Segmen Potensial Jamur Tiram Putih CV. Agaricus Sido Makmur
Sentosa (ASIMAS)..................................................................................................77
5.3 Analisa Trend dan Laju Pertumbuhan.....................................................................78
5.3.1 Analisis Trend Harga.....................................................................................80
5.3.2 Analisis Trend Produksi................................................................................83
5.3.3 Analisis Trend Permintaan.............................................................................87
5.3.4 Analisa Laju Pertumbuhan Harga, Produksi dan Permintaan Jamur ............91
5.4 Karakteristik Responden .......................................................................................100
5.4.1 Karakteristik Responden Berdasarkan Jenis Kelamin .................................100
5.4.2 Karakteristik Responden Berdasarkan Jenis Pekerjaan................................101
5.4.3 Karakteristik Responden Berdasarkan Usia ................................................102
5.4.4 Karakteristik Responden Berdasarkan Tingkat Pendidikan ........................103
5.4.5 Karakteristik Responden Berdasarkan Tingkat Pendapatan........................104
5.5 Analisa Faktor........................................................................................................105
5.5.1 Uji Kaiser Meyer Olkin (KMO) & Barlett’s...............................................108
5.5.2 Ekstarksi Faktor dan Pentuan Jumlah Faktor..............................................109
5.5.3 Matrik Faktor dan Rotasi Faktor.................................................................110
5.5.4 Faktor Dominan...........................................................................................122
BAB VI KESIMPULAN DAN SARAN
6.1 Kesimpulan............................................................................................................125
6.2 Saran.......................................................................................................................127
DAFTAR PUSTAKA
LAMPIRAN

DAFTAR GAMBAR
Gambar 1 : Model Perilaku Pengambilan Keputusan Konsumen dan Pengaruh-Pengaruh .....................................................................................................26
Gambar 2 : Tiga Tingkatan Produk .............................................................................28
Gambar 3 : Arti Penting Relative Sarana Promosi pada Pasar Barang Konsumsi
dan pada Pasar Barang Industri ................................................................30
Gambar 4 : Tingkat Saluran Distribusi pada Pasar Konsumsi dan Pasar Industri........................................................................................................32
Gambar 5 : Hubungan antar Variable dalam Faktor....................................................39
Gambar 6 : Prosedur Umum Analisis Faktor .............................................................40
Gambar 7 : Kerangka Pemikiran..................................................................................50
Gambar 8 : Struktur Organisasi Perusahaan.................................................................75
Gambar 9 : Alur Pemasaran CV. ASIMAS..................................................................76
Gambar 10 : Grafik Trend Harga Jamur Tiram Putih ASIMAS Tahun 2004 - 2007....81
Gambar 11 : Grafik Trend Harga Jamur Tiram Putih ASIMAS Tahun 2008 - 2011....83
Gambar 12 : Grafik Trend Produksi Jamur Tiram Putih ASIMAS Tahun
2004 – 2007.................................................................................................85
Gambar 13 : Grafik Trend Produksi Jamur Tiram Putih ASIMAS Tahun
2008 - 2011..................................................................................................86
Gambar 14 : Grafik Trend Permintaan Jamur Tiram Putih ASIMAS Tahun
2004 - 2007..................................................................................................89
Gambar 15 : Grafik Trend Permintaan Jamur Tiram Putih ASIMAS Tahun
2008 - 2011...............................................................................................90
Gambar 16 : Grafik Laju Pertumbuhan Harga Jamur Tiram Putih ASIMAS
Tahun 2004 - 2007....................................................................................93
Gambar 17 : Grafik Laju Pertumbuhan Produksi Jamur Tiram Putih ASIMAS
Tahun 2004 - 2007....................................................................................96
Gambar 18 : Grafik Laju Pertumbuhan Permintaan Jamur Tiram Putih ASIMAS
Tahun 2008 - 2011....................................................................................99



DAFTAR TABEL
Tabel 1 : Urutan Negara Penghasil Beberapa Jenis Jamur Berdasarkan Tingkat Produksinya ...................................................................................................15
Tabel 2 : Perbedaan Konsep Penjualan, Konsep Pemasaran dan Konsep Pemasaran Baru ...............................................................................................................18
Tabel 3 : Kaiser-Meyer-Olkin.......................................................................................42
Tabel 4 : Skala Likert ....................................................................................................60
Tabel 5 : Jenis dan Item Produk yang Dimiliki CV. ASIMAS ....................................66
Tabel 6 : Harga, Produksi dan Permintaan Jamur Tiram Putih CV. ASIMAS tahun
2004 - 2007.....................................................................................................78
Tabel 7 : Laju Pertumbuhan Harga Jamur Tiram Putih CV. ASIMAS tahun 2004 –
2007 ................................................................................................................80
Tabel 8 : Laju Pertumbuhan Produksi Jamur Tiram Putih CV. ASIMAS tahun 2004 –
2007.................................................................................................................81
Tabel 9 : Laju Pertumbuhan Permintaan Jamur Tiram Putih CV. ASIMAS tahun
2004 – 2007...................................................................................................82
Tabel 10 : Perhitungan Persamaan Regresi Linier Produksi Jamur Tiram Putih
CV. ASIMAS tahun 2004 – 2007................................................................84
Tabel 11 : Perhitungan Trend Data Produksi Jamur Tiram Putih CV. ASIMAS
Tahun 2004 – 2007........................................................................................85
Tabel 12 : Perhitungan Prediksi (forecasting) Produksi Jamur Tiram Putih CV. ASIMAS tahun 2008 – 2011.........................................................................86
Tabel 13 : Perhitungan Persamaan Regresi Linier Permintaan Jamur Tiram Putih
CV. ASIMAS tahun 2004 – 2007.................................................................87
Tabel 14 : Perhitungan Trend Data Permintaan Jamur Tiram Putih CV. ASIMAS
tahun 2004 – 2007.........................................................................................88
Tabel 15 : Perhitungan Prediksi (forecasting) Permintaan Jamur Tiram Putih CV. ASIMAS tahun 2008 – 2011.........................................................................90
Tabel 16 : Laju Pertumbuhan Harga Jamur Tiram Putih CV.ASIMAS........................93
Tabel 17 : Laju Pertumbuhan Produksi Jamur Tiram Putih CV.ASIMAS....................95
Tabel 18 : Laju Pertumbuhan Permintaan Jamur Tiram Putih CV.ASIMAS................98
Tabel 19 : Karakteristik Responden Berdasarkan Jenis Kelamin ...............................100
Tabel 20 : Karakteristik Responden Besdasarkan Jenis Pekerjaan .............................101
Tabel 21 : Karakteristik Responden Berdasarkan Usia ..............................................102
Tabel 22 : Karakteristik Responden Besdasarkan Tingkat Pendidikan.......................103
Tabel 23 : Karakteristik Responden Besdasarkan Tingkat Pendapatan .....................104
Tabel 24 : Hasil Analisis faktor Berdasarkan Pada Extraction Sums of Squared Loadings......................................................................................................109
Tabel 25 : Faktor-faktor yang Dipertimbangkan Konsumen dalam Keputusan Pembelian Jamur Tiram Putih ASIMAS.....................................................111