DAFTAR ISI

KATA PENGANTAR........................................................................................i
DAFTAR ISI.....................................................................................................iii
DAFTAR TABEL..............................................................................................v
DAFTAR GAMBAR........................................................................................vi

BAB I PENDAHULUAN...........................................................................1
1.1 Latar Belakang Masalah..........................................................1
1.2 Rumusan Masalah...................................................................6
1.3 Tujuan Penelitian.....................................................................7
1.4 Manfaat Penelitian...................................................................7

BAB II KAJIAN TEORI.............................................................................8

2.1 Media Sosial.............................................................................8
2.1.1 Pengertian Media Sosial................................................8
2.1.2 Sejarah Media Sosial...................................................12
2.1.3 Karakteristik Media Sosial .........................................13
2.1.4 Keuntungan Menggunakan Media Sosial................15
2.1.5 Kekurangan Menggunakan Media Sosial................18
2.1.6 Macam-macam Media Sosial...................................20
2.2 Komunikasi............................................................................22
2.3 Bisnis Online.........................................................................26
2.4 Pengembangan Usaha............................................................28
2.5 Omset Penjualan...................................................................30
2.6 Kerangka Konseptual............................................................31
2.7 Hipotesis ...............................................................................32
BAB III METODOLOGI PENELITIAN...................................................33
3.1 Lokasi dan Objek Penelitian...................................................33
3.2 Jenis Penelitian.......................................................................37
3.3 Populasi dan Sampel...............................................................38
3.3.1 Populasi.......................................................................38
3.3.2 .......................................................................... Sampel
..................................................................................38
3.4 Metode Pengumpulan Data.....................................................39
3.4.1 Angket / Kuesioner.....................................................39
3.5 Sumber Data Penelitian..........................................................40
3.6 Definisi Operasional Variabel...............................................41
3.7 Metode Analisis Data............................................................43
3.7.1 Uji Asumsi Klasik.....................................................47
3.8 Model Analisis Data..............................................................44
3.8.1 Analisis Regresi Linier Sederhana...............................44
3.9 Uji Hipotesis...........................................................................46
3.9.1 Uji Parsial (Uji-t).........................................................46
2
3.9.2 Uji Koefisien Determinasi (R )...................................47

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BAB IV HASIL PENELITIAN.....................................................................48
4.1 Deskripsi Data........................................................................48
4.1.1 Deskripsi Tempat Penelitian........................................48
4.1.2 ................................................Deskripsi Responden
.....................................................................................49
4.1.3 ......................................Deskripsi Hasil Kuesioner
..................................................................................51
4.2 Pengujian Persyaratan Analisis dan Hipotesis....................59
4.2.1 Pengujian Asumsi Klasik.............................................59
4.2.2 Model Analisis Data.....................................................61
4.2.3 Pengujian Hipotesis......................................................63
4.3 Pembahasan Hasil...................................................................65

BAB V KESIMPULAN.................................................................................69
5.1 Kesimpulan............................................................................69
5.2 Contoh dan Saran....................................................................69

DAFTAR PUSTAKA......................................................................................70

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 DAFTAR TABEL

Tabel 3.1 Nilai dan Kategori Jawaban Kuesioner............................................40

Tabel 3.2 Definisi Operasional Variabel Bebas dan terikat (Y)........................41
Tabel 4.1 Responden Berdasarkan Jenis Kelamin............................................50
Tabel 4.2 Responden Berdasarkan Usia............................................................50
Tabel 4.3 Hasil Kuesioner Sarana Komunikasi.................................................51
Tabel 4.4 Hasil Kuesioner Indikator Sarana Promosi........................................53
Tabel 4.5 Hasil Kuesioner Indikator Sarana Riset.............................................55
Tabel 4.6 Hasil Kuesioner Pengembangan Usaha...............................................56
Tabel 4.7 Hasil Uji Normalitas.........................................................................60
Tabel 4.8 Hasil Uji Linieritas............................................................................61
Tabel 4.9 Hasil Analisis Regresi Linier ...........................................................62
Tabel 4.10 Hasil Uji t (Parsial)..........................................................................63
Tabel 4.11 Hasil Uji F (Simultan).....................................................................65
Tabel 4.12 Hasil Koefisien Determinasi............................................................66

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 DAFTAR GAMBAR

Gambar 2.1 Kerangka Konseptual.....................................................................31

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