DAFTAR ISI

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

LEMBAR PERSETUJUAN..........................................................................ii

KATA PENGANTAR...................................................................................iii

DAFTAR ISI..................................................................................................v

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

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

1.2 Rumusan Masalah..........................................................................4

1.3 Tujuan penelitian...........................................................................4

1.4 Manfaat Penelitian.........................................................................5

BAB II KAJIAN PUSTAKA.........................................................................6

2.1 Landasan Teori...............................................................................6

2.1.1 Fungsi Manajemen...............................................................6

2.1.2 Manajemen Pemasaran .......................................................7

2.1.3 Pemasaran............................................................................8

2.1.3.1 Bauran Pemasaran..................................................10

2.1.3.2 Strategi Pemasaran.................................................12

2.1.4 Kualitas Pelayanan..............................................................14

2.1.4.1 Indikator Kualitas Pelayanan..................................15

2.1.5 Harga...................................................................................17

2.1.5.1 Indikator Harga.......................................................18

2.1.6 Promosi...............................................................................19

2.1.6.1 Indikator Promosi...................................................20

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 2.1.6.2 Dimensi Promosi....................................................21

2.1.6.3 Tujuan Promosi......................................................22

2.1.7 Kepuasan Pelanggan...........................................................22

2.1.7.1 Indikator Kepuasan Pelanggan...............................24

2.2 Penelitian Terdahulu.....................................................................25

2.3 Kerangka Konsep Penelitian.........................................................35

BAB III METODE PENELITIAN..............................................................38

3.1 Jenis Penelitian..............................................................................38

3.2 Lokasi Penelitian...........................................................................38

3.3 Populasi dan Sampel.....................................................................39

3.3.1 Populasi...............................................................................39

3.3.2 Sampel ...............................................................................39

3.3.3 Teknik Sampling.................................................................39

3.4 Sumber Data..................................................................................40

3.4.1 Data Primer.........................................................................40

3.4.2 Data Sekunder.....................................................................41

3.5 Metode Pengumpulan Data...........................................................41

3.5.1 Kuesioner............................................................................41

3.5.2 Observasi............................................................................41

3.5.3 Studi Dokumentasi..............................................................41

3.6 Devinisi Operasional dan Pengukuran Variabel...........................42

3.6.1 Variabel Independen...........................................................42

3.6.1.2 Variabel Dependen.................................................46

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 3.7 Teknik Analisis Data ....................................................................52

3.7.1 Uji Validitas........................................................................53

3.7.2 Uji Reabilitas......................................................................53

3.7.3 Uji Asumsi Klasik...............................................................54

3.7.3.1 Uji Multikolinieritas...............................................54

3.7.3.2 Uji Heteroskedastisitas...........................................54

3.7.3.3 Uji Normalitas........................................................55

3.7.3.4 Analisis Regresi Linier Berganda...........................56

3.8 Uji Hipotesis ................................................................................57

3.8.1 Uji Parsial (Uji-T)...............................................................57

3.8.2 Uji Signifikan Simultan (Uji-F)..........................................57

3.8.3 Koefesien Determinasi........................................................58

DAFTAR PUSTAKA................................................................................59

DAFTAR LAMPIRAN
........................................................................................................................
61

Lampiran 1. Kuesioner
........................................................................................................................
61

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