DAFTAR ISI

HALAMAN SAMPUL............................................................................... i
ABSTRAK.................................................................................................. ii
HALAMAN PERSETUJUAN.................................................................. iii
HALAMAN PENGESAHAN.................................................................... iv
HALAMAN PERSEMBAHAN................................................................ v
KATA PENGANTAR................................................................................ vii
DAFTAR ISI............................................................................................... x
DAFTAR TABEL...................................................................................... xii
DAFTAR GAMBAR.................................................................................. xiii
DAFTAR LAMPIRAN.............................................................................. xiv

BAB I PENDAHULUAN
A. Latar Belakang........................................................................ 1
B. Rumusan Masalah................................................................... 7
C. Tujuan..................................................................................... 7
D. Manfaat................................................................................... 7

BAB II KAJIAN PUSTAKA

A. Strategi Pemasaran ............................................................... 9
B. Pemasaran Jasa...................................................................... 10
C. Karakteristik Pemasaran Jasa................................................. 11
D. Bauran Pemasaran Jasa (Marketing Mix)............................................. 12
E. Pelayanan Kesehatan............................................................................ 16

BAB III DEFINISI KONSEP

A. Dasar Pemikiran Variabel yang Diteliti ................................ 21
B. Pola Pikir................................................................................ 23
C. Definisi Konsep...................................................................... 24

BAB IV METODE PENELITIAN

A. Jenis Penelitian....................................................................... 26
B. Lokasi dan Waktu Penelitian.................................................. 26
C. Informan.................................................................................. 26
D.Teknik Penentuan Informan.................................................... 27
E. Pengumpulan, Pengolahan dan Penyajian Data...................... 27

BAB V HASIL DAN PEMBAHASAN

A. Gambaran Umum Lokasi Penelitian............................................. 30
B. Hasil Penelitian............................................................................. 31
 C. Pembahasan.................................................................................. 41

BAB VI PENUTUP
A. Kesimpulan............................................................................. 45
B. Saran....................................................................................... 46

DAFTAR PUSTAKA................................................................................. 47

LAMPIRAN................................................................................................ 50