DAFTAR ISI

Halaman
KATA PENGANTAR ........................................................................................ i
DAFTAR ISI...................................................................................................... iii

BAB I PENDAHULUAN ..........................................................................1

1.1 Latar Belakang Masalah .....................................................1

1.2 Rumusan Masalah ...............................................................4
1.3 Maksud Tujuan Penelitia.................................................... 4
1.4 Kegunaan Penelitian ...........................................................5
1.5 Ruang Lingkup dan Batasan Masalah .................................5

BAB II TINJAUAN PUSTAKA DAN RUMUSAN HIPOTESIS......... 6

2.1 Promosi.............................................................................. 6
2.1.1 Pengertian Promosi ..............................................6
2.1.2 Tujuan Promosi ....................................................7
2.1.3 Bauran Promosi ....................................................9
2.1.4 Jenis-jenis Bauran Promosi ................................12
2.1.5 Strategi Promosi .................................................13
2.1.6 Faktor-faktor yang mempengaruhi Promosi ......15
2.2 Biaya .................................................................................17
2.2.1 Pengertian Biaya ................................................17
2.2.2 Jenis- jenis Biaya ...............................................17
2.2.3 Biaya Promosi ....................................................18
2.3 Penjualan ...........................................................................18
2.3.1 Pengertian Penjualan ..........................................19
2.3.2 Jenis- jenis Penjualan .........................................19
2.3.3 Faktor- faktor yang Mempengaruhi Penjualan ..21
2.4 Pengaruh Biaya Promosi Terhadap Hasil Penjualan ........25
2.5 Rumusan Hipotesis ...........................................................26

BAB III METODOLOGI PENELITIAN ..............................................28

3.1 Rancangan Penelitian ........................................................28

3.2 Populasi dan Sampel .........................................................28
3.3 Instrumen Penelitian .........................................................28
3.4 Teknik Pengumpulan Data ................................................29
3.5 Pengolahan Data ...............................................................29

iii
BAB IV PEMBAHASAN HASIL PENELITIAN .....................................

1.1 Kegiatan Promosi Perusahaan dan Penerapan biaya

promosi .................................................................................
1.2 Hasil Penjualan INDONESIA PIBLISHING HOUSE ........
1.3 Pengaruh Biaya Promosi Terhadap Tingkat Penjualan ........
1.3.1 Analisis Regresi Linear .............................................
1.3.2 Analisis Koefisien Korelasi ......................................
1.3.3 Uji Hipotesis .............................................................
1.3.4 Analisis Koefisien Determinasi ................................

BAB V KESIMPULAN DAN SARAN ......................................................

1.1 Kesimpulan ...........................................................................

1.2 Saran .....................................................................................

DAFTAR PUSTAKA ...........................................................................................

BIODATA .............................................................................................................

iv