DAFTAR ISI

KATA PENGANTAR .......................................................................... i

DAFTAR ISI ......................................................................................... ii

BAB I PENDAHULUAN

1.1 Latar Belakang Masalah ....................................................... 1

1.2 Identifikasi Masalah ............................................................. 3

1.3 Rumusan Masalah ................................................................ 4

1.4 Batasan Masalah ................................................................... 4

1.5 Tujuan Penelitian .................................................................. 4

1.6 Manfaat Penelitian ................................................................ 5

BAB II TINJAUAN PUSTAKA

2.1 Landasan Teori ..................................................................... 6
2.2 Arti Penting Susu .................................................................. 8
2.3 Pemasaran ............................................................................. 11
2.4 Kaitan antara Pemasaran dan Perilaku Konsumen ............... 12
2.5 Pemasaran di Pasar Modern ................................................. 14
2.6 Penelitian Terdahulu ............................................................. 16
2.7 Pembatasan Masalah............................................................. 17

BAB III METODOLOGI PENELITIAN

3.1 Pendekatan Penelitian ........................................................... 22

3.2 Definisi dan Pengukuran Variabel ........................................ 23

3.3 Populasi dan Sampel ............................................................. 24

3.4 Metode Pengumpulan Data ................................................... 26

3.5 Metode Analisis Data ........................................................... 29

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