DAFTAR ISI

Halaman
LEMBAR PERSETUJUAN ............................................................................ i
LEMBAR PENGESAHAN ............................................................................. ii
ABSTRAK ....................................................................................................... iii
ABSTRACT ...................................................................................................... iv
PERNYATAAN ORISINALITAS .................................................................. v
MOTTO ............................................................................................................ vi
PERSEMBAHAN ............................................................................................. vii
RIWAYAT HIDUP .......................................................................................... viii
KATA PENGANTAR ...................................................................................... ix
UCAPAN TERIMA KASIH............................................................................ x
DAFTAR ISI ..................................................................................................... xii
DAFTAR TABEL............................................................................................. xiv
DAFTAR GAMBAR ........................................................................................ xv
BAB I : PENDAHULUAN
A. Latar Belakang Masalah.......................................................... 1
B. Pembatasan Masalah ............................................................... 8
C. Rumusan Masalah ................................................................... 8
D. Tujuan Penelitian .................................................................... 8
E. Manfaat Penelitian .................................................................. 9

BAB II : TINJAUAN PUSTAKA

A. Tinjauan Pustaka ..................................................................... 10
1. Komunikasi Pemasaran ..................................................... 10
2. Iklan .................................................................................. 14
3. Media Sosial...................................................................... 25
4. Keputusan Pembelian........................................................ 30
B. Penelitian Terdahulu ............................................................... 36
C. Kerangka Konsep .................................................................... 37
D. Hipotesis.................................................................................. 38

BAB III : METODOLOGI PENELITIAN

A. Tempat dan Waktu Penelitian ................................................. 39
B. Metode Penelitian .................................................................... 39
C. Populasi Dan Sampel .............................................................. 40
D. Definisi dan Operasional Variabel .......................................... 42
E. Teknik Pengumpulan Data ...................................................... 44
F. Uji Coba Instrumen ................................................................. 45
G. Teknik Analisis Data ............................................................... 47

BAB IV : HASIL PENELITIAN DAN PEMBAHASAN

A. Deskripsi Data ......................................................................... 49
B. Hasil Penelitian ...................................................................... 51
C. Pembahasan Hasil Penelitian .................................................. 70
BAB V : KESIMPULAN DAN SARAN
A. Kesimpulan.............................................................................. 73
B. Saran ........................................................................................ 74

DAFTAR PUSTAKA
LAMPIRAN