DAFTAR ISI

LEMBAR PENGESAHAN............................................................................................ 3

KATA PENGANTAR ................................................................................................... 4

ABSTRAK...................................................................................................................... 6

BAB I PENDAHULUAN............................................................................................... 8

1.1 Latar Belakang............................................................................................ 8

1.2 Rumusan Masalah....................................................................................... 15

1.3 Tujuan Penelitian ........................................................................................ 16

1.4 Manfaat Penelitian........................................................................................ 16

BAB II TINJAUAN PUSTAKA.................................................................................... 17

2.1 Tinjauan Tentang Konvensional Pedagang Online....................................... 17

2.2 Macam Macam Online Shop........................................................................ 17

2.3 Kajian Teori.................................................................................................. 24

2.4 Penelitian Relevan........................................................................................ 26

2.5 Strategi Bertahan........................................................................................... 33

BAB III METODE PENELITIAN................................................................................. 75

3.1 Jenis Penelitian Dan Lokasi Penelitian......................................................... 75

3.2 Informan Penelitian....................................................................................... 80

3.3 Fokus Penelitian............................................................................................ 81

3.4 Instrumen Penelitian..................................................................................... 82

BAB IV PEMBAHASAN DAN HASIL PENELITIAN................................................ 105

BAB V KESIMPULAN DA SARAN............................................................................ 122

5.1 Kesimpulan................................................................................................... 122

5.2 Saran............................................................................................................. 124

DOKUMENTASI........................................................................................................... 126

DAFTAR PUSTAKA..................................................................................................... 137