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
c. Perencanaan Pemasaran ................................................................................ 10
d. Atribut Produk............................................................................................... 11
2. Desain Kemasan .................................................................................................. 11
a. Pengertian Desain Kemasan .......................................................................... 11
b. Pengertian Kemasan ...................................................................................... 12
c. Faktor-faktor yang Mempengaruhi Kemasan ............................................... 12
d. Syarat Kemasan ............................................................................................. 13
e. Arti Kemasan bagi Pembeli .......................................................................... 14
f. Unsur-unsur Kemasan ................................................................................... 15
3. Minat Beli ........................................................................................................... 16
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

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