DAFTAR ISI

HALAMAN JUDUL ...........................................................................................

HALAMAN PERNYATAAN KEASLIAN SKRIPSI ..........................................

ii

HALAMAN PENGESAHAN ..............................................................................

iii

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

iv

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

vi

DAFTAR TABEL ...............................................................................................

ix

ABSTRAK .......................................................................................................... xiii

BAB I PENDAHULUAN..................................................................................

A. Latar Belakang .................................................................................

B. Rumusan Masalah ............................................................................

C. Tujuan Penelitian..............................................................................

D. Manfaat Penelitian ............................................................................

E. Sistematika Penulisan .......................................................................

BAB II KERANGKA TEORI .............................................................................

A. Pengertian Pemasaran .......................................................................

B. Pengertian Kualitas ........................................................................... 12

C. Pengertian Produk ............................................................................ 14
D. Kualitas Produk ................................................................................ 15
E. Volume Penjualan ............................................................................ 17
F. Penelitian Terdahulu...........................................................................

17

G. Kerangka Pikir ................................................................................. 18

vi

H. Hipotesis .......................................................................................... 18
BAB III METODE PENELITIAN ....................................................................... 21
A. Jenis Penelitian ................................................................................. 21
B. Lokasi dan Waktu Penelitian ............................................................ 21
C. Populasi dan Sampel ......................................................................... 21
D. Jenis dan Sumber Data ..................................................................... 23
E. Metode dan Pengumpulan Data ........................................................ 24
F. Metode pengolahan Data.

25

G. Metode Analisis Data ....................................................................... 25

BAB IV HASIL PENELITIAN ............................................................................ 31
A. Gambaran Umum Perusahaan ........................................................... 31
B. Pembahasan Hasil Penelitian ............................................................ 35
BAB V PENUTUP ............................................................................................. 57
A. Kesimpulan ...................................................................................... 57
B. Saran ................................................................................................ 58
DAFTAR PUSTAKA .......................................................................................... 59
LAMPIRAN-LAMPIRAN

vii