DAFTAR ISI

Halaman Sampul ................................................................................................................... i

Halaman Judul ...................................................................................................................... ii
Identitas Peneliti ....................................................................................................................iii
Penilaian Kelayakan Proposal LTA....................................................................................... iv
Usulan Dosen Pembimbing ...................................................................................................vi
Pernyataan Orisinilitas .......................................................................................................... viii
Abstrak .................................................................................................................................. ix
Kata Pengantar ...................................................................................................................... xi
Daftar Tabel..........................................................................................................................
Daftar Gambar ......................................................................................................................
BAB I PENDAHULUAN .....................................................................................................
1.1 Latar Belakang ......................................................................................................... 1
1.2 Rumusan Masalah ..................................................................................................... 5
1.3 Tujuan dan Kegunaan Penelitian .............................................................................. 5
1.3.1 Tujuan Penelitian ............................................................................................. 5
1.3.2 Manfaat Penelitian ........................................................................................... 6
1.4 Sistematika Penelitian .............................................................................................. 6

BAB II LANDASAN TEORI ............................................................................................. 8

2.1 Pemasaran ................................................................................................................. 8
2.1.1 Definisi Pemasaran .......................................................................................... 8
2.1.2 Bauran Pemasaran ........................................................................................... 8
2.2 Kualitas Layanan ...................................................................................................... 10
2.3 Kualitas Produk ......................................................................................................... 13
2.4 Kepuasan Nasabah .................................................................................................... 15

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 2.4.1 Pengertian Kepuasan Nasabah ......................................................................... 15
2.4.2 Manfaat Pengukuran Kepuasan Pelanggan (Customer Satisfaction).... 16

2.4.3 Mengukur Dimensi Kepuasan pelanggan (Customer Satisfaction) ............ 17

2.5 Kerangka Pemikiran .............................................................................................. 20

2.6 Hipotesis ................................................................................................................. 21

BAB III METODE PENELITIAN .................................................................................... 22

3.1 Metode yang digunakan ..................................................................................... 22

3.1.1 Desain Penelitian ................................................................................. 23

3.1.2 Operasionalisasi Variabel .................................................................... 24

3.2 Teknik Pengumpulan Data ................................................................................. 32

3.3 Teknik Pengambilan Sampel .............................................................................. 32

3.4 Pengujian Instrumen Penelitian .......................................................................... 34

3.5 Metode Analisis Data ......................................................................................... 36

BAB IV ANALISIS DAN PEMBAHASAN ...................................................................... 47

4.1 Profil Responden ....................................................................................................47

4.2 Uji Validitas dan Reliabilitas ...................................................................................52

BAB V KESIMPULAN DAN SARAN .................................................................................. 65

5.1 Kesimpulan .......................................................................................................... 65

5.2 Saran ...................................................................................................................... 65

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DAFTAR PUSTAKA TAMBAHAN UNTUK BAB 1

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