DAFTAR ISI

KATA PENGANTAR..............................................................................................................

DAFTAR ISI.............................................................................................................................

BAB I PENDAHULUAN

1.1 Latar Belakang

1.2 Batasan Masalah.............................................................................................................

1.3 Rumusan Masalah...........................................................................................................

1.4 Tujuan Penelitian

1.5 Manfaat Penelitian

BAB II TINJAUAN PUSTAKA DAN PERUMUSAN HIPOTESIS

2.1 Kajian Teori....................................................................................................................

2.1.1 Pengertian Manajemen........................................................................................

2.1.2 Pengertian Pemasaran.........................................................................................

2.1.3 Pengertian Manajemen Pemasaran.....................................................................

2.1.4 Teori UMKM......................................................................................................

2.1.5 Teori Loyalitasa Pelanggan.................................................................................

2.1.6 Teori Kepuasan Pelanggan.................................................................................

2.1.7 Teori Harga.........................................................................................................

2.1.8 Teori Promosi......................................................................................................

2.1.9 Pengaruh Harga (X1) Dan Pomosi (X2) Terhadap Kepuasan

Pelanggan (Z)......................................................................................................

2.1.10 Pengaruh Harga (X1) Dan Pomosi (X2) Terhadap Loyalitas

Pelanggan (Y).....................................................................................................

2.1.11 Pengaruh Kepuasan Pelanggan (Z) Terhadap Loyalitas

Pelanggan (Y).....................................................................................................
 2.2 Penelitian Terdahulu.......................................................................................................

2.3 Kerangka Konseptuan.....................................................................................................

2.4 Hipotesis.........................................................................................................................

BAB III METODOLOGI PENELITIAN...............................................................................

3.1 Objek Penelitian..............................................................................................................

3.2 Pendekatan Penelitian.....................................................................................................

3.3 Jenis Penelitian................................................................................................................

3.4 Sumber Dan Teknik Pengumpulan Data.........................................................................

3.4.1 Sumber Data...............................................................................................................

3.4.2 Teknik Pengumpulan Data.........................................................................................

3.5 Populasi Dan Sampel......................................................................................................

3.5.1 Populasi......................................................................................................................

3.5.2 Sampel........................................................................................................................

3.5.3 Definisi Operasional Variabel....................................................................................

3.6 Teknik Analisis Data.......................................................................................................

3.7 Uji Instrumen Penelitian.................................................................................................

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

3.7.2 Uji Reliabilitas...........................................................................................................

3.8 Metode Analisis Partial Least Square (PLS).................................................................

3.9 Uji Mediasi dengan Sobel Tes........................................................................................

 DAFTAR TABEL

Tabel 1.1 UMKM Pisang Sale DiKabupaten Bungo............................................................................

Tabel 1.2 Varian Produk Dan Harga serta kompetitor sale pisang sari rasa ........................................

Tabel 1.3 penjualan pisang sale sari rasa tahun 2022...........................................................................

Tabel 1.4 bentuk promosi pisang sale sari rasa.....................................................................................

Tabel 2.1 kriteria usaha di tinjau dari jumblah pekerja........................................................................

Tabel 2.2 penelitian terdahulu...............................................................................................................

Tabel 3.1 devinisi oprasional variabel..................................................................................................

Tabel 3.2 instrumen skala liket ............................................................................................................

 DAFTAR GAMBAR

GAMBAR 2.1 Krangka Konseptual.....................................................................................................