DAFTAR ISI

HALAMAN JUDUL................................................................................................................. i
SK PENELITIAN..................................................................................................................... ii
LEMBAR PENGESAHAN........................................................................................................ iii
BERITA ACARA...................................................................................................................... iv
SURAT KETERANGAN REVIEW............................................................................................. v
RINGKASAN HASIL PENELITIAN............................................................................................ vi
KATA PENGANTAR............................................................................................................... vii
DAFTAR ISI........................................................................................................................... ix
DAFTAR TABEL..................................................................................................................... x
DAFTAR GAMBAR............................................................................................................... ix
DAFTAR LAMPIRAN.............................................................................................................. x

BAB I PENDAHULUAN
I.1. Latar Belakang................................................................................................... 1
I.2. Rumusan Masalah............................................................................................. 7
I.3. Tujuan Penelitian............................................................................................... 7
I.4. Manfaat Penelitian............................................................................................ 8

BAB II TINJAUAN PUSTAKA

II.1 Universitas Hang Tuah................................................................................................... 9

II.1.1 Sejarah berdirinya Ilmu Universitas Hang Tuah............................................ 9
II.1.2 Jurusan/Program PDP Perikanan dan Oseanografi........................................ 12
II.2.Keputusan Membeli/Memilih....................................................................................... 14
II.2.1 Definisi keputusan membeli/memilih............................................................ 14
II.2.2 Faktor-faktor yang mempengaruhi keputusan membeli/memilih................ 19

BAB IV METODE PENELITIAN

III.1 Jenis Penelitian........................................................................................................... 22
III.2 Identifikasi variable.................................................................................................... 22
III.3 Definisi operasional variabel ..................................................................................... 22
III.4 Subjek penelitian........................................................................................................ 26
III.5. Metode pengumpulan data....................................................................................... 26
III.6.8Tahapan analisa data.................................................................................................. 27
III.7. Metode analisa data................................................................................................... 39

BAB V HASIL PENELITIAN DAN PEMBAHASAN

IV.1 Gambaran umum lokal penelitian................................................................................ 27
IV.1.1 Sekilas tentang Universitas Hang Tuah........................................................ 27
IV.2 Pelaksanaan penelitian ................................................................................................ 29
IV.2.1 Persiapan penelitian...................................................................................... 29
IV.2.2. Pelaksana penelitian..................................................................................... 29
IV.3 Hasil analisa data........................................................................................................ 32
IV.4. Pembahasan ............................................................................................................... 58

BAB VI PENUTUP
A. Kesimpulan............................................................................................................. 39
 B. Saran....................................................................................................................... 40

DAFTAR PUSTAKA............................................................................................................... 41
DAFTAR LAMPIRAN............................................................................................................. 42