DAFTAR ISI

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KATA PENGANTAR..........................................................................................i
DAFTAR ISI..........................................................................................................ii
DAFTAR TABEL.................................................................................................iii
DAFTAR GAMBAR............................................................................................iv

BAB I PENDAHULUAN..................................................................................1
1.1 LatarBelakangMasalah....................................................................1
1.2 IdentifikiasiMasalahdan...................................................................5
1.3 BatasanDan RumusanMasalah........................................................5
1.4 TujuanPenelitian..............................................................................6
1.5 ManfaatPenelitian...........................................................................7

BAB II LANDASAN TEORI…........................................................................8

2.1 LandasanTeori.................................................................................8
2.1.1 KeputusanPembelian............................................................8
2.1.2 Promosi……..................... ..................................................12
2.1.3 Harga .................................................................................16
2.1.4 KualitasLayanan ..............................................................20
2.1.5 Kualitas Produk .................................................................22
2.2 PenelitianTerdahulu......................................................................27
2.3 KerangkaKonseptual ……………………………………………29
2.4 Hipotesis………………………………………………………….30

BAB III METODE PENELITIAN...................................................................31

3.1 PendekatanPenelitian.....................................................................31
3.2 LokasidanWaktuPenelitian............................................................31
3.3 PopulasidanSampel........................................................................32
3.4 VariabelPenelitiandanDefinisiOperasional...................................33
3.5 TeknikPengumpulan Data.............................................................38
3.6 TeknikAnalisa Data.......................................................................38

BAB IV HASIL PENELITIAN DAN PEMBAHASAN.................................39

4.1 Hasil Penelitian.....................................................................................39
4.2 Pembahasan Hasil Penelitian.................................................................51

BAB V SIMPULAN DAN SARAN.................................................................54

5.1 Simpulan...............................................................................................54
5.2 Saran.....................................................................................................54

DAFTAR PUSTAKA..........................................................................................56

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 DAFTAR GAMBAR

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Gambar 2.1 KerangkaKonseptual.........................................................................29

Gambar 4.1 Uji Normalitas...................................................................................56

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 DAFTAR TABEL

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Tabel2.1 Review PenelitianTerdahulu....……………………………...............27

Tabel 3.1Jadwal Penelitian dan Proses Skripsi ……………………………........26

Tabel3.2 Definisi OperasionalVariabel…………………………...................33

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