x DAFTAR ISI HALAMAN JUDUL ...................................................................................... i HALAMAN PERSETUJUAN PEMBIMBING .......................................... ii HALAMAN PENGESAHAN ........................................................................ iii HALAMAN PERNYATAAN ....................................................................... iv HALAMAN MOTTO .................................................................................... v HALAMAN PERSEMBAHAN .................................................................... vi KATA PENGANTAR .................................................................................... vii ABSTRAK ...................................................................................................... ix DAFTAR ISI .................................................................................................. x DAFTAR GAMBAR ...................................................................................... xiv BAB I PENDAHULUAN A. Latar Belakang ....................................................................... 1 B. Rumusan Masalah .................................................................. 6 C. Tujuan Penelitian ................................................................... 6 D. Manfaat Penelitian ................................................................. 6 E. Sistematika Penulisan Skripsi ................................................ 7 BAB II LANDASAN TEORI A. Segmentasi pasar .................................................................... 9 1. Pengertian Segmentasi .................................................... 9 2. Pola dan Prosedur Segmentasi ........................................ 10 3. Dasar Segmentasi ............................................................ 12 a. Variabel Geografis ................................................... 12 b. Variabel Demografi ................................................. 12 c. Variabel Psikografi .................................................. 13 d. Variabel Tingkah Laku ............................................ 13 e. Segmentasi Yang Efektif ......................................... 14 B. Target Pasar (Targeting) ........................................................ 15 1. Pengertian Targeting ....................................................... 15 2. Kriteria Targeting ........................................................... 16
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DAFTAR ISI
HALAMAN JUDUL ...................................................................................... i
HALAMAN PERSETUJUAN PEMBIMBING .......................................... ii
HALAMAN PENGESAHAN ........................................................................ iii
HALAMAN PERNYATAAN ....................................................................... iv
HALAMAN MOTTO .................................................................................... v
HALAMAN PERSEMBAHAN .................................................................... vi
KATA PENGANTAR .................................................................................... vii
ABSTRAK ...................................................................................................... ix
DAFTAR ISI .................................................................................................. x
DAFTAR GAMBAR ...................................................................................... xiv
BAB I PENDAHULUAN
A. Latar Belakang ....................................................................... 1
B. Rumusan Masalah .................................................................. 6
C. Tujuan Penelitian ................................................................... 6
D. Manfaat Penelitian ................................................................. 6
E. Sistematika Penulisan Skripsi ................................................ 7
BAB II LANDASAN TEORI
A. Segmentasi pasar .................................................................... 9