PENGARUH INTERNET MARKETING DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Online PT Hooligans Indonesia)

DAFTAR ISI
Halaman Judul.................................................................................................... i
Halaman Pengesahan ......................................................................................... ii
Kata Pengantar ................................................................................................... iii
Ucapan Terimakasih............................................................................................ iv
Daftar Isi............................................................................................................. iv
Daftar Tabel ....................................................................................................... vii
Daftar Gambar .................................................................................................... ix

BAB I PENDAHULUAN
1.1 Latar Belakang ....................................................................................... 1
1.2 Identifikasi Masalah .............................................................................. 7
1.3 Tujuan Penelitian ................................................................................... 7
1.4 Manfaat Penelitian ................................................................................. 7
1.5 Sistematika Skripsi ................................................................................ 8
BAB II LANDASAN TEORI
2.1 Landasan Teori ........................................................................................ 10
2.1.1

Pemasaran ................................................................................... 10

2.1.2

Bauran Pemasaran ...................................................................... 11

2.1.3

Internet Marketing .................................................................... 13

2.1.4

Promosi ...................................................................................... 15

2.1.5

Promosi Penjualan ...................................................................... 19

2.1.6

Keputusan Pembelian ................................................................. 24

2.2 Kajian Penelitian Sebelumnya ................................................................ 28
2.3 Kerangka Pemikiran ............................................................................... 31
2.4 Hipotesis.................................................................................................. 32
BAB III METODE PENELITIAN
3. 1 Objek Penelitian ..................................................................................... 33

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3. 2 Unit Analisis .......................................................................................... 33
3. 3 Populasi dan Teknik Sampling .............................................................. 34
3. 4 Jenis dan Sumber Data .......................................................................... 36
3. 5 Teknik Pengumpulan Data ................................................................... 37
3. 6 Operasional Variabel ............................................................................. 38
3.7 Metode Analisis .................................................................................... 41
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ....................................................................................... 51
4.1.1

Deskripsi Hasil Penelitian....................................................... 51

4.1.2

Analisis Deskriptif .................................................................. 53

4.1.3 Uji Validitas dan Reliabilitas .................................................. 65
4.1.4 Uji Msi .................................................................................... 68
4.1.5 Uji Normalitas ....................................................................... 71
4.1.6 Uji Multikorealitas ................................................................. 72
4.1.7 Uji Regresi Linear Berganda ................................................. 73
4.1.8 Uji t ........................................................................................ 75
4.1.9 Uji F ....................................................................................... 76
4.1.10 Koefisien Determinasi ........................................................... 77
4.2 Pembahasan ........................................................................................... 78

BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ........................................................................................... 81
5.2 Saran .................................................................................................... 82
DAFTAR PUSTAKA
LAMPIRAN

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