DAFTAR ISI

HALAMAN JUDUL........................................................................................ i

PERNYATAN KEASLIAN PENULISAN ..................................................... ii

PERSETUJUAN .............................................................................................. iii

PENGESAHAN ............................................................................................... iv

ABSTRAK ....................................................................................................... v

MOTTO ........................................................................................................... vi

KATA PERSEMBAHAN ................................................................................ vii

KATA PENGANTAR ..................................................................................... ix

PEDOMAN TRANSLITERASI ARAB-LATIN ............................................. xi

DAFTAR ISI .................................................................................................. xv

DAFTAR TABEL ............................................................................................ xvii

RIWAYAT HIDUP PENULIS.......................................................................... xviii

BAB I PENDAHULUAN ......................................................................... 1

A. Latar Belakang ....................................................................... 1
B. Rumusan Masalah .................................................................. 5
C. Tujuan Penelitian ................................................................... 5
D. Signifikasi Penelitian ............................................................. 6
E. Definisi Operasional............................................................... 6
F. Kajian Pustaka........................................................................ 7
G. Sistematika Penulisan ............................................................ 8

BAB II KONSEP PEDAGANG KAKI LIMA .......................................... 9

A. Pedagang Kaki Lima .............................................................. 9
B. Strategi Pemasaran dan Bauran Pemasaran ........................... 15
C. Konsep Pemasaran Syariah .................................................... 22

BAB III METODE PENELITIAN ............................................................. 28

A. Jenis, Pendekatan dan Lokasi Penelitian ................................ 28
B. Subjek dan Objek Penelitian .................................................. 29
C. Data dan Sumber Data ........................................................... 29
D. Teknik Pengumpulan Data .................................................... 30
 E. Teknik Pengolahan Data dan Analisis Data ........................... 30
F. Prosedur Penelitian................................................................. 31

BAB IV PENYAJIAN DATA DAN ANALISIS DATA ............................ 32

A. Gambaran Umum Lokasi Penelitian ...................................... 32
B. Penyajian Data ....................................................................... 46
C. Analisa Data ........................................................................... 56

BAB V PENUTUP ..................................................................................... 63

A. Simpulan ................................................................................ 63
B. Saran ....................................................................................... 63

DAFTAR PUSTAKA

LAMPIRAN