iii

DAFTAR ISI

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

BAB I PENDAHULUAN
1.1 Latar Belakang Masalah.........................................................................1
1.2 Rumusan dan identifikasi Masalah ........................................................9
1.3 Tujuan Penelitian ...................................................................................11
1.4 Manfaat Penelitian .................................................................................11
BAB II LANDASAN TEORETIS
2.1 Penelitian Terdahulu...............................................................................13
2.2 Teori yang Digunakan ...........................................................................26
2.2.1 Pemasaran......................................................................................26
2.2.2 Jasa Pendidikan..............................................................................27
2.2.3 Pemasaran Jasa Pendidikan............................................................32
2.2.4 Bauran Pemasaran Jasa................................................................37
2.2.5 Promosi Dalam Pendidikan............................................................39
2.2.5.1 Pengertian Promosi..........................................................39
2.2.5.2 Fungsi Promosi................................................................40
2.2.5.3 Tujuan Promosi...............................................................42
2.2.6 Promosi Sebagai Proses Komunikasi............................................42
2.2.7 Strategi Promosi............................................................................45
2.2.8 Bauran Promosi.........................................................................46
2.2.8.1 Periklanan (Advertising)..................................................50
2.2.8.2 Promosi Penjualan (Sales Promotion).............................52
2.2.8.3 Hubungan Masyarakat (Public Relation)........................53
2.2.8.4 Pemasaran Langsung (direct marketing).........................54
2.2.8.5 Penjualan Personal (Personal Selling).............................55
2.2.8.6 Komunikasi Mulut Ke Mulut (World Of Mouth)............57
2.2.9 Keputusan Memilih........................................................................60
2.2.9.1 Faktor Utama Penentuan Keputusan...............................61
2.2.9.2 Tahapan Dalam Proses Keputusan..................................64
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2.3 Kerangka Pikir Penelitian.......................................................................70

2.4 Konsep Hipotesis .....................................................................................72

BAB III METODOLOGI PENELITIAN

3.1. Metode dan Sifat Penelitian....................................................................73
3.2. Sifat Penelitian........................................................................................73
3.3. Lokasi dan Periode Penelitian.................................................................74
3.3.1 Lokasi Penelitian...........................................................................74
3.3.2 Periode Penelitian.........................................................................74
3.4. Populasi dan Sampel...............................................................................75
3.4.1 Populasi.........................................................................................75
3.4.2 Teknik Penentuan Sampel.............................................................75
3.4.2 Teknik Sampling............................................................................77
3.5. Sumber Data...........................................................................................78
3.6. Metode Pengumpulan Data....................................................................78
3.7. Definisi Operasionalisasi Variabel Penelitian.........................................78
3.8. Metode Analisis Data..............................................................................80
3.8.1. Uji Instrumen Penelitian................................................................85
3.8.2. Pengukuran Instrumen Penelitian..................................................89
3.9. Uji Hipotesis...........................................................................................90
3.9.1 Uji secara Parsial ..........................................................................91
3.9.2. Uji secara Simultan.......................................................................92

DAFTAR PUSTAKA........................................................................................... vii

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DAFTAR TABEL

1.1 Tabel Perkembangan siswa SMK Plus YSB Suryalaya.........................7

2.1 Penerapan Bauran Promosi.....................................................................59
3.1 Tahapan Waktu Rencana Penelitian........................................................74
3.2 Sampel Penelitian....................................................................................77
3.3 Definisi Operasional Variabel................................................................78
3.4 Gradasi Skala Likert................................................................................90
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DAFTAR GAMBAR

2.1 Tahap Proses Keputusan Pembelian Konsumen.....................................64

2.2 Model Hirarki Tanggapan AIDA............................................................68
2.3 Kerangka Pemikiran................................................................................70