S PEM 1001242 Table of content

DAFTAR ISI
Abstrak .................................................................................................................... i
Abstract ................................................................................................................... ii
Kata Pengatar ......................................................................................................... iii
DaftarIsi................................................................................................................... v
DaftarTabel ............................................................................................................. viii
DaftarGambar .......................................................................................................... xi
Daftar Lampiran ...................................................................................................... xii
BAB

I

PENDAHULUAN

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1.1Latar

Belakang

Penelitian

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1.2Identifikasi

dan

Perumusan

Masalah

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1.3

Tujuan

Penelitian

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or! Bookmark not defined.

Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

1.4

Kegunaan

Penelitian

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BAB

II

KAJIAN

PUSTAKA

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KRANGKA PEMIKIRAN DAN HIPOTESIS ......................................... 9
2.1

Kajian

Pustaka

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2.1.1

Integrated

Pengertian

Marketing

Communication

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2.1.2 Ekuitas Merek

Berbasis Pelanggan (Customer-Based Brand Equity)

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2.1.3

Penelitian

Terdahulu

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2.2

Kerangka

Pemikiran

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Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

2.3

Hipotesis

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BAB

III

OBJEK

DAN

METODE

PENELITIAN

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3.1

Objek

Penelitian

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3.2Metode

dan

Desain

Penelitian

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3.2.1

Metode

Penelitian

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3.2.2

Desain

Penelitian

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3.3

Operasionalisasi

Variabel

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or! Bookmark not defined.

Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA

MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

3.4Jenis,

Sumber

Data

dan

Teknik

Pengumpulan

Data

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3.4.1

Jenis

dan

Sumber

Data

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3.4.2

Teknik

Pengumpulan

Data

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3.5

Populasi,

Sampel

dan

Teknik

Penarikan

Sampel

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3.5.1

Populasi

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3.5.2

Sampel

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3.5.3

Teknik

Penarikan

Sampel

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or! Bookmark not defined.

Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

3.6

Rancangan

Analisis

Datadan

Uji

Hipotesis

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3.6.1Rancangan

Analisis

Data

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3.6.3Uji

Hipotesis

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BAB

IVHASIL

PENELITIAN

DAN

PEMBAHASAN

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4.1

Hasil

Penelitia

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4.1.1

Tinjauan

Umum

Objek

Penelitian

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4.1.2

Deskripsi

Variabel

Yang

Diteliti

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Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

4.1.3

Hasil

Pengujian

Statistik

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4.2Pembahasan

Hasil

Penelitian

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BAB

V

KESIMPULAN

DAN

SARAN

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5.1

Kesimpulan

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5.2

Saran

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DAFTAR PUSTAKA
LAMPIRAN-LAMPIRAN

Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

Abdul Rohman, 2016
PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND AWARENESS SEPEDA
MOTOR MEREK TVS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu