ii

DAFTAR ISI
Halaman
HALAMAN JUDUL.....................................................................................i
DAFTAR ISI..................................................................................................ii

BAB I PENDAHULUAN..............................................................................1
1.1 Latar Belakang.............................................................................1
1.2 Rumusan Masalah........................................................................5
1.3 Tujuan Penelitian.........................................................................5
1.4 Manfaat Penelitian.......................................................................5
1.5 Ruang Lingkup Penelitian............................................................6

BAB II TINJAUAN PUSTAKA...................................................................7

2.1 Peneliatian Terdahulu..................................................................7
2.2 Konsep Pemasaran.......................................................................9
2.2.1 Pengertian Pemasaran.......................................................9
2.3 Konsep Diversifikasi Produk.......................................................11
2.3.1 Pengertian Diversifikasi Produk.........................................11
2.3.2 Indikator Diversifikasi Produk............................................13
2.4 Konsep Kualitas Layanan............................................................14
2.4.1 Pengertian Kualitas Layanan..............................................14
2.4.2 Indikator Kualitas Layanan.................................................17
2.5 Konsep Keputusan Pembelian Konsumen...................................18
2.5.1 Pengertian Keputusan Pembelian Konsumen.....................18
2.5.2 Indikator Keputusan Pembelian Konsumen........................19
2.6 Kerangka Pikir.............................................................................24
2.7 Hipotesis Penelitian......................................................................26

Daftar Pustaka .…………………………………………………………….. 28