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DAFTAR ISI

DAFTAR ISI ......................................................................................................

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BAB I : PENDAHULUAN.......................................................................................

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1.1 Latar Belakang Masalah


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1.2 Perumusan Masalah


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1.3 Tujuan Penelitian


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1.4 Manfaat Penelitian


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1.5 Ruang Lingkup Penelitian


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1.5 Sistematika Penulisan Laporan


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

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2.1. Pemasaran
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2.1.1 Pengertian Pemasaran


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2.1.2 Proses Pemasaran


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2.1.3 Konsep Pemasaran


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2.2. Loyalitas Pelanggan


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2.2.1 Karakteristik Loyalitas Pelanggan


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2.2.2 Manfaat Loyalitas Pelanggan


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2.2.3 Fator-faktor yang Mempengaruhi Loyalitas Pelanggan


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2.2.4 Jenis-jenis Loyalitas Pelanggan


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2.2.5 Tahap Pertumbuhan Loyalitas Pelanggan

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2.3. Experiential Marketing


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2.3.1 Karakteristik Experiential Marketing


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2.3.2 Strategi Experiential Marketing


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2.3.3 Experience Providers


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2.3.4 Manfaat Experiential Marketing


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2.3.5 Pengembangan Hipotesis dan Model kerangka konseptual


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2.3.5.1 Hubungan Sense Marketing Dengan Loyalitas

Pelanggan
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2.3.5.2 Hubungan Feel Marketing dengan

LoyalitaPelanggan

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2.3.5.3 Hubungan Think Marketing dengan Loyalitas

Pelanggan
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2.3.5.4 Hubungan Act Marketing dengan Loyalitas

Pelanggan
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2.3.5.5 Hubungan Relate Marketing dengan Loyalitas

Pelanggan
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2.3.6 Penelitian Terdahulu


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2.3.7 Kerangka Konseptual


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BAB III METODE PENELITIAN


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3.1 Desain Penelitian


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3.2 Populasi dan sample
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3.2.1 Populasi
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3.2.2 Sampel
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3.3 Teknik Pengambilan Sampel


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3.4 Sumber Data


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3.4.1 Data Primer


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3.4.2 Data Sekunder


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3.5 Definisi Operasional Penelitian


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3.5.1 Variabel Dependen


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3.5.2 Variebel Independen

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3.5.3 Tabel Oprasional Variabel


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3.6 Metode Pengumpulan Data


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3.6.1 Kuisioner
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3.6.2 Wawancara
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3.6.3 Observasi
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3.7 Teknik Pengolahan Data


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3.7.1 Analisis Data Responden


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3.7.2 Metode Analisis Data


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3.7.3 Analisis Model Struktural / Uji Hipotesis

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BAB IV HASIL DAN PEMBAHASAN


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4.1 Profil Responden.


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4.2 Deskripsi Variabel Penelitian.


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4.2.1 Sense..
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4.2.2 Feel
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4.2.3 Think

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4.2.4 Act
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4.2.5 Relate
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4.2.5 Loyalitas
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4.3 Pengujian Model


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4.3.1 Uji Validitas


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4.3.2 Uji Reliabilitas


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4.3.3 Struktur Model


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4.3.4 Uji Hipotesis


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4.3.4.1 Hubungan Sense Marketing Dengan Loyalitas

Pelanggan
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4.3.4.2 Hubungan Feel Marketing dengan Loyalitas

Pelanggan
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4.3.4.3 Hubungan Think Marketing dengan Loyalitas

Pelanggan
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4.3.4.4 Hubungan Act Marketing dengan Loyalitas

Pelanggan
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4.3.4.5 Hubungan Relate Marketing dengan Loyalitas

Pelanggan
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4.4 Pembahasan
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BAB V KESIMPULAN DAN SARAN


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5.1 Kesimpulan
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5.2 Keterbatasan Penelitian Saran


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5.3 Implikasi Penelitian


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5.3 Saran
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DAFTAR PUSTAKA

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