DAFTAR ISI

DAFTAR ISI ........................................................................................................................ i

DAFTAR TABEL ............................................................................................................... iv
DAFTAR GAMBAR ........................................................................................................... v
BAB I PENDAHULUAN .................................................................................................... 1
A. Latar Belakang Masalah ............................................................................................ 1
B. Identifikasi Masalah .................................................................................................. 5
C. Batasan Masalah........................................................................................................ 5
D. Rumusan Masalah ..................................................................................................... 5
E. Tujuan Penelitian ...................................................................................................... 6
F. Manfaat Penelitian .................................................................................................... 6
1. Manfaat Akademis .............................................................................................. 6
2. Manfaat Praktis ................................................................................................... 7
BAB II TINJAUAN PUSTAKA......................................................................................... 8
A. Kajian Teori .............................................................................................................. 8
1. Komunikasi Pemasaran Terpadu......................................................................... 8
a. Pengertian Komunikasi Pemasaran Terpadu ................................................ 8
b. Proses Pemasaran .......................................................................................... 8
1) Identifikasi Pasar ..................................................................................... 8
2) Segmentasi Pasar ..................................................................................... 9
3) Target Pasar ............................................................................................. 9
4) Positioning .............................................................................................. 9
c. Perencanaan Pemasaran ................................................................................ 10
1) Produk ..................................................................................................... 10
2) Harga ....................................................................................................... 10
3) Distribusi ................................................................................................. 10
d. Atribut Produk............................................................................................... 11
1) Merek (Brand)......................................................................................... 11
2) Kemasan (Packaging) ............................................................................. 11
3) Jaminan (Garansi) ................................................................................... 11
4) Pelayanan ................................................................................................ 11
2. Desain Kemasan .................................................................................................. 11
a. Pengertian Desain Kemasan .......................................................................... 11
b. Pengertian Kemasan ...................................................................................... 12
c. Faktor-faktor yang Mempengaruhi Kemasan ............................................... 12
1) Faktor Pengamanan ................................................................................. 12
2) Faktor Ekonomi ....................................................................................... 12
3) Faktor Pendistribusian............................................................................. 12
4) Faktor Komunikasi .................................................................................. 12

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 5) Faktor Ergokonomi ................................................................................. 13
6) Faktor Estetika ........................................................................................ 13
7) Faktor Identitas........................................................................................ 13
d. Syarat Kemasan ............................................................................................. 13
1) Sebagai Tempat ....................................................................................... 13
2) Kombinasi Bahan .................................................................................... 14
3) Dapat Melindungi.................................................................................... 14
4) Praktis...................................................................................................... 14
5) Menimbulkan Harga Diri ........................................................................ 14
6) Ketepatan Ukuran.................................................................................... 14
7) Pengangkutan .......................................................................................... 14
e. Arti Kemasan bagi Pembeli .......................................................................... 14
f. Unsur-unsur Kemasan ................................................................................... 15
1) Ukuran ..................................................................................................... 15
2) Warna ...................................................................................................... 15
3) Bahan....................................................................................................... 16
4) Bentuk ..................................................................................................... 16
5) Gambar .................................................................................................... 16
6) Tanda Merek ........................................................................................... 16
7) Label ........................................................................................................ 16
3. Minat Beli ........................................................................................................... 16
a. Pengertian Minat Beli ................................................................................... 16
b. Dimensi Minat Beli Konsumen..................................................................... 17
1) Minat Transaksional ................................................................................ 17
2) Minat Refrensial ...................................................................................... 17
3) Minat Preperensial .................................................................................. 17
4) Minat Eksploratif .................................................................................... 17
c. Tahap Minat Beli........................................................................................... 17
1) Perhatian (Attention) ............................................................................... 18
2) Ketertarikan (Interest) ............................................................................. 18
3) Keinginan (Desire)
4) Tindakan (Action).................................................................................... 19
B. Penelitian Terdahulu ................................................................................................. 19
C. Hipotesis.................................................................................................................... 20
D. Kerangka Konsep ...................................................................................................... 21
BAB III METODE PENELITIAN .................................................................................... 22
A. Tempat dan Waktu Penelitian ................................................................................... 22
B. Pendekatan Penelitian ............................................................................................... 22
C. Metode Penelitian...................................................................................................... 22
D. Variabel dan Definisi Operasional Variabel ............................................................. 22
E. Populasi dan Sampel (Teknik Sampling) ................................................................... 24
F. Pengukuran dan Pengamatan Variabel Penelitian..................................................... 26

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 G. Teknik Pengumpulan Data ........................................................................................ 26
H. Teknik Analisa Data .................................................................................................. 27
I. Uji Validitas dan Reliabilitas .................................................................................... 27

DAFTAR PUSTAKA
LAMPIRAN

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 Daftar Tabel

1.1 Tingkat Penjualan Nutrisari 2017-2018 .......................................................................... 4

2.1 Penelitian terdahulu ........................................................................................................ 19
3.1 Dimensi dan indikator kemasan dengan minat beli ....................................................... 23
3.1 Instrumen skala likert ..................................................................................................... 26

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 Daftar Gambar

2.1 Kerangka Konsep ........................................................................................................... 21