marketing etka

7/25/2019 Marketing Etka

1/11


2/11

umb-pkk/10. Business [email protected]

T&'&(n U)&) Per*&li(h(n

A+(r )(h(sis( )en+er-i d(n )().& )en'el(s*(n -en-(n+ .erlind&n+(n -erh(d(.

*/ns&)en d(n e-i*( d(l() )el(*&*(n s-r(-e+i 0(&r(n .e)(s(r(n!

PEM$AHASAN

1(n+ di0(h(s .(d( )/d&l 8 ini (d(l(h 2

A! P(s(r d(n Perlind&n+(n K/ns&)en

$! T(n++&n+ J((0 Per&s(h((n P(d( K/ns&)en

3! E-i*( D(l() $(&r(n Pe)(s(r(n

D! E-i*( Pers(in+(n D(l() P(s(r Ind&s-ri

PUSAT PENGEMBANGAN BAHAN AJAR-UMB Hirdinis M, SE, MM. ETIKA BISNIS DAN PENGEMBANGAN PROFESI 2
mailto:[email protected]:[email protected]


3/11


VIII. ETIKA DALAM PEMASARAN DAN PERLINDUNGANKONSUMEN

i. Pasar dan Pr!ind"n#an K$ns"%n

Li)( 'enis pasar .el(n++(n )eli.&-i */ns&)en, 0isnis, .en'&(l .er(n-(r(,

.e)erin-(h, d(n .(s(r in-ern(si/n(l! P(s(r */ns&)en )e)0eli 0(r(n+ d(n '(s(

&n-&* */ns&)si .ri0(di d(n ini (d(l(h .(s(r 4(n+ .(lin+ (*hir di)(n( *e+i(-(n

.ere*/n/)i(n di(-&r! D(l() )en+(n(lisis s&(-& .(s(r */ns&)en, sese/r(n+ .erl&

)en+e-(h&i -en-(n+ .end&d&*, /04e*, -&'&(n .e)0eli, /r+(nis(si, /.er(si, .eris-i(

d(n -e).(- .en'&(l(n!

Ke*&(-ir(n (*(n -(n++&n+ '((0 s/si(l d(n .e)(s(r(n )&n5&l *(ren( 0e0er(.(

.er&s(h((n (-(& )(n('er 0erni(- -id(* e-is (-(& )en5&r(n+i .(s(r! M(n('er -id(*

d(.(- 0en(r60en(r 0er/rien-(si */ns&)en d(n 0erni(- -id(* e-is .(d( s((- 4(n+

0ers()((n! N()&n (d( *(l(n4( )(s(l(h d(n *ri-i* )&n5&l *(ren( se/r(n+ )(n('er

-id(* 0en(r60en(r )e).er-i)0(n+*(n i).li*(si e-is d(ri s&(-& *e.&-&s(n! Tid(* (d(

(l(s(n &n-&* 0ersi*(. 5er/0/h 'i*( 0er*en((n den+(n e-i*( .e)(s(r(n, 4(i-&

s-(nd(r )/r(l 4(n+ )e)(nd& *e.&-&s(n d(n -ind(*(n .e)(s(r(n!

M(sin+6)(sin+ indi7id& )e)0(n+&n s-(nd(r )/r(l )ere*( 0erd(s(r*(n nil(i6nil(i

4(n+ di.e+(n+! Ini )e)0(n-& )en'el(s*(n )en+(.( /.ini )en+en(i (.( 4(n+

0en(r (-(& s(l(h serin+*(li 0er7(ri(si d(ri s(-& /r(n+ *e /r(n+ l(in d(ri s(-&

)(s4(r(*(- *e )(s4(r(*(- 4(n+ l(in d(n (n-(r( 0er(+() *el/)./* d(l()

)(s4(r(*(-! K(d(n+ s&li- &n-&* )en+(-(*(n .end(.(- si(.( 4(n+ 0en(r! Mes*i.&n

de)i*i(n .end(.(- se)(5() ini 0is( '(di )e)0eri*(n .en+(r&h 0es(r (*(n

di-eri)( (-(& di-/l(*n4( *e.&-&s(n (-(& -ind(*(n .e)(s(r(n se/r(n+ indi7id& (-(&

s&(-& .er&s(h((n#! Oleh *(ren( i-& e-i*( .e)(s(r(n 0&*(n h(n4( )er&.(*(n

.er)(s(l(h(n il/s/is, )el(in*(n '&+( .ers/(l(n .r(+)(-is!

D(l() 0erh(d(.(n den+(n .(r( */ns-i-&enn4( 4(i-& */ns&)en, )(s4(r(*(- &)&),

.(r( .e)(s/*, .es(in+ d(n se0(+(in4(# .e)(s(r h(r&s )e).&n4(i s&(-&

e-i*(9)/r(l! Ke-i*( .e)(s(r )e).&n4(i s&(-& e-i*(, i( (*(n 0er-ind(* d(l() 5(r(

4(n+ .en&h *e.er5(4((n, (dil, '&'&r d(n h/r)(- den+(n )(sin+6)(sin+



4/11


*/ns-i-&enn4(! Un-&* )e&'&d*(n h(l ini .(r( e*se*&-i .er&s(h((n h(r&s den+(n

'el(s )en-r(ns/r)(si*(n e-i*( .e)(s(r(n *e.(d( .eril(*& .(r( *(r4((nn4(,

se.er-i .eril(*& (.( 4(n+ 0is( di-eri)( (-(& -id(* d(.(- di-eri)(! K(ren( serin+*(li

-er'(di .eril(*& di)(n( )(s4(r(*(- )en+(n++(.n4( -id(* .(n-(s n()&n h&*&)

-id(* )el(r(n+n4(!

Perlind&n+(n */ns&)en )eli0(-*(n (*-i7i-(s .e)erin-(h, 0isnis d(n /r+(nis(si

)(ndiri 4(n+ dir(n5(n+ &n-&* )elind&n+i in7id7id& d(ri .r(*-e* 4(n+ )en++(n++&

h(* )ere*( se0(+(i */ns&)en!

D().(* .e)(s(r(n 4(n+ )er&+i*(n -erh(d(. */ns&)en 2

"! H(r+( -in++i, .en4e0(0n4( (d(l(h 2

(! $i(4( dis-ri0&si 4(n+ -in++i0! $i(4( .e)(s(n+(n i*l(n d(n .r/)/si 4(n+ -in++i5! Pen+()0il(n .ersen-(se l(0( mark up# 4(n+ 0erle0ih(n

:! Pr(*-e*6.r(*-e* -i.& d(4( d(.(- 0er&.( 2

(! Pr/)/si 4(n+ )e).erd(4( deceptive promotion#0! Pen+e)(s(n 4(n+ )e).erd(4( deceptive packaging)

! Pen'&(l(n 0er-e*(n(n -in++i

=! Ke(&s(n 4(n+ diren5(n(*(n

>! L(4(n(n 4(n+ 0&r&* 0(+i */ns&)en

As.e* .erlind&n+(n */ns&)en (-(s .r/)/si d(n i*l(n di Und(n+6Und(n+

Perlind&n+(n K/ns&)en UUPK# (d(l(h 2 S&l(rsi, :?"?#

"! Pel(*& &s(h( di!aran# )en((r*(n, )e).r/)/si*(n, )en+i*l(n*(n 0(r(n+

(-(& '(s( 2(! Se/l(h6/l(h )e)ili*i ./-/n+(n h(r+(, h(r+( *h&s&s .(s(l @ "# (#0! Me)0&(- .ern4(-((n 4(n+ -id(* 0en(r (-(& )en4es(-*(n )en+en(i h(r+(

(-(& -(ri .(s(l "? (#

5! Men'(n'i*(n h(di(h -(.i -id(* dil(*&*(n .(s(l "


5/11


(! Men+el(0&i */ns&)en )en+en(i *&(li-(s, *&(n-i-(s,0(h(n, *e+&n((n d(n

h(r+( 0(r(n+ d(n9(-(& -(ri '(s(, ser-( *e-e.(-(n (*-& .eneri)((n 0(r(n+

d(n '(s(0! Men+el(0&i '()in(n9+(r(nsi -erh(d( 0(r(n+ (-(& '(s(5! Me)0&(- in/r)(si 4(n+ *elir&, s(l(h (-(& -id(* -e.(- )en+en(i 0(r(n+ d(n

'(s(d! Men+e*s.l/i(-(si *e'(di(n d(n9(-(& sese/r(n+ -(n.( seiBin 4(n+

0eren(n+ (-(& .erse-&'&(n 4(n+ 0ers(n+*&-(n!e! Mel(n++(r e-i*( d(n9(-(& *e-en-&(n9.er(-&r(n .er&nd(n+6&nd(n+(n

)en+en(i i*l(n

A4(- : 2 .el(*& &s(h( dil(r(n+ )el(n'&-*(n .ered(r(n i*l(n 4(n+ -el(h

)el(n++(r (4(- "(! Pel(*& &s(h( .eri*l(n(n 0er-(n++&n+ '((0 -erh(d(. *er&+i(n 4(n+

di-i)0&l*(n /leh i*l(n!0! Pel(*& .eri*l(n(n 4(n+ di)(*s&d*(n disini (d(l(h si(.( s('( 4(n+ -erli0(-

d(l() l(hirn4( i*l(n -erse0&- d(n )end(.(- i)0(l(n in(nsi(l -&r&-

0er-(n++&n+ '((0, '(di -id(* h(n4( .e)0&(- i*l(n, -e-(.i '&+( 0in-(n+ i*l(n

d(n .e)ili* .r/d&*n4( .(s(l :?#5! i*l(n, 0r/s&r d(.(- di'(di*(n &ns&r d(l() +&+(-(nd! Pel(*& &s(h( )e).&n4(i -(n++&n+ '((0 )el(*&*(n .e)0&*-i(n -er0(li*

(d( -id(*n4( &ns&re *es(l(h(n .(s(l :: d(n .(s(l :8#Perlind&n+(n h&*&) 0(+i */ns&)en )eli.&-i 2 S&l(rsi, :?"?#

"! Publicity sanctions(ns*i .&0lisi-(s#, 4(n+ dil(*&*(n /leh LSM den+(n se+(l(

*e-er0(-(s(nn4(!

:! UU N/!8 9"@@@ -en-(n+ .erlind&n+(n */ns&)en!

S&0s-(nsi h&*&) 2

(! Me-/de .e)(s(r(n, .(s(l 2 @,"?,"",":,","0! Peri*l(n .(s(l "5! Kl(&s&l( 0(*& .(s(l "8

Pr/sed&r 0er(5(r(n4( 2

(! G&+(-(n class action.(s(l! (4(- " h&r& $0! G&+(-(n legal standing.(s(l (4(r " h&r& 35! $e0(n .e)0&*-i(n -er0(li* .(s(l :: d(n .(s(l :8



6/11


ii. Tan##"n# Ja&a' Pr"sa(aan Pada

K$ns"%n

D(l() )en+h(d(.i -&n-&-(n -erh(d(. (d(n4( -(n++&n+ '((0 .er&s(h((n .(d(

*/ns&)en, d(.(- dil(*&*(n den+(n 5(r( 4(n+ 0er0ed( d(n den+(n sr(-e+i 4(n+

0er0ed( .&l(! S-r(-e+i6s-r(-e+i -erse0&- (n-(r( l(in 2

:! S-r(-e+i re(*-i

Per&s(h((n 4(n+ )el(*&*(n s-r(-e+i re(*-i 5ender&n+ )en+hind(r*(n diri d(ri

-(n++&n+ '((0 -erh(d(. */ns&)en (-(& den+(n is-il(h l(in .er&s(h((n h(n4(

)e).erh(-i*(n *e&n-&n+(n!

! S-r(-e+i deensi

T(n++&n+ '((0 4(n+ dil(*&*(n /leh .er&s(h((n -er*(i- den+(n .ende*(-(n

le+(l (-(& h&*&) &n-&* )en+hind(r*(n .er&s(h((n (-(& )en/l(* 0er-(n++&n+

'((0 -erh(d(. */ns&)en!

Per&s(h((n )en'(l(n*(n -(n++&n+ '((0 -erh(d(. */ns&)en se)(-(6)(-(

&n-&* )en+hind(ri -e*(n(n d(ri .e)erin-(h d(n )(s4(r(*(-!

=! S-r(-e+i .r/(*-i

P(d( s-r(-e+i ini, .er&s(h((n )en+()0il inisi(-i d(l() )el(*s(n(*(n

-(n++&n+ '((0 -erh(d(. .er)(s(l(h(n 4(n+ -er*(i- den+(n */ns&)en!

Se0(+i(n 0es(r .er&s(h((n 0er&.(4( &n-&* )en5i.-(*(n (d(n4( repetitive

purchase.e)0eli(n 0er&l(n+# 4(n+ dil(*&*(n /leh */ns&)en! H(l ini h(n4( d(.(-

-er'(di 'i*( */ns&)en )er(s(*(n *e.&(s(n -erh(d(. .r/d&* 4(n+ di*/ns&)sin4(!

Peril(*& -id(* e-is 4(n+ dil(*&*(n /leh .er&s(h((n d(.(- )en+&r(n+i *e.&(s((n

4(n+ dir(s(*(n /leh */ns&)en!

Gl/0(lis(si -el(h )end/r/n+ *es(d(r(n */ns&)en &n-&* )en4(d(ri 0(h( .eril(*&

*/ns&)si )ere*( d(.(- 0er.en+(r&h -erh(d(. *e-id(*6(dil(n d(n *er&s(*(n .(d(lin+*&n+(n! K/ns&)en 4(n+ -erdidi* le0ih sele*-i d(l() )en+*/ns&)si s&(-&

0(r(n+9'(s(! Mere*( 5endr&n+ -id(* (*(n )e)0eli 0(r(n+9'(s( 4(n+ di.r/d&*si

/leh .er&s(h((n 4(n+ )el(*&*(n .en+r&s(*(n lin+*&n+(n! $(h*(n di(n-(r(

*/ns&)en -erse0&-, )en/l(* .r/d&* d(ri .er&s(h((n 4(n+ )e)0eri*(n &.(h -id(*

l(4(* *e.(d( 0&r&hn4(!



7/11


S().(i s((- ini, .en+er-i(n d(n .ener(.(n e-i*( se5(r( &)&) d(l() 0er0(+(i

*/n-e*s )(sih 0el&) (d(! Ar-in4(, )es*i 0ersi(- (0s/l&-e, .(d( .el(*s(n((nn4(,

&*&r(n *e0en(r(n .ener(.(n e-i*( )(sih 0er0ed(60ed(, ses&(i den+(n .(nd(n+(n

(-(& .rinsi. 4(n+ di(n&-! P(lin+ -id(* .e)(h()(n )en+en(i e-i*( di(rn(i

.er0ed((n .rinsi. d(ri -i+( *el/)./* -e/ri, 4(i-& 2

"! Tele/l/+4, *e0(i*(n &n-&* se)&(

:! U-ili-(ri(nis)e, *e0(i*(n /r(n+ 0(n4(*

! De/n-/l/+4, *e0(i*(n )(*si)(l den+(n 5(r( 4(n+ 0(i* .&l(

Men&r&- Le/n S5hi)(n % Leslie L(B(r K(n&* d(l() Consumer Behaviour, E-i*(

'el(s )er&.(*(n '(l(n d&( (r(h! A+(r .r/ses .e)(s(r(n 0e*er'( se5(r( 0er)(n((-

0(+i sel&r&h )(s4(r(*(-, .(r( .el(*& .(s(r d(n */ns&)en s()(6s()( h(r&s

)en+er-i d(n )e).r(*-i*(n .eril(*& 4(n+ e-is!

K/ns&)en -id(* 0is( di.(*s( &n-&* )e)0eli 0(r(n+9'(s( 4(n+ -id(* )ere*(

0&-&h*(n! Pe)(s(r *(d(n+6*(d(n+ 0er&s(h( &n-&* )e).en+(r&hi se/r(n+

*/ns&)en &n-&* )e)0eli (.( 4(n+ -id(* )ere*( 0&-&h*(n! Se-el(h )en4(d(rin4(

)ere*( -id(* )en++&n(*(n, )en4i).(n (-(& )e)0eri*(n *e.(d( /r(n+ l(in!

A*i0(-n4( i)(+e .r/d&*.&n -&r&n d(l() s&d&- .(nd(n+ */ns&)en 0ers(n+*&-(n

d(n (*(n 0er.en+(r&h .(d( .en'&(l(n .r/d&* di)(s( 4(n+ (*(n d(-(n+!

T(n++&n+ '((0 .er&s(h((n .(d( */ns&)en, -erdiri (-(s d&( *(-e+/ri, 4(i-& 2

"! Men4edi(*(n 0(r(n+ d(n '(s( 4(n+ 0er*&(li-(s

:! Mene-(.*(n h(r+( .r/d&* d(n '(s( 4(n+ (dil d(n ('(r!

! T(n++&n+ '((0 .er&s(h((n .(d( */ns&)en '&+( -er)(s&* )elind&n+i h(*6

h(* */ns&)en, 4(i-& 2

(! H(* )end(.(-*(n .r/d&* 4(n+ ()(n right to be safe#!

0! H(* )end(.(-*(n in/r)(si se+(l( (s.e* .r/d&* right to be informed#!

5! H(* &n-&* di den+(r right to be heard#!

d! H(* )e)ilih (.( 4(n+ (*(n di0eliright to choose#



8/11


Ga%'ar ) Ha*-(a* K$ns"%n

Un-&* )en'()in -(n++&n+ '((0 .er&s(h((n .(d( */ns&)en d(.(- dil(*&*(n

den+(n -(h(.(n se0(+(i 0eri*&- 2

"! Men5i.-(*(n */de e-i*

$erisi ser(n+*(i(n .e-&n'&* )en+en(i *&(li-(s .r/d&*, se*(li+&s se0(+(i

.e-&n'&* 0(+(i)(n( h&0&n+(n (n-(r( *(r4((n, */ns&)en d(n .e)ili*

seh(r&sn4( di.elih(r(!

:! Me)(n-(& se)&( *el&h(n 2(! H&0&n+i */ns&)en (.(0il( )ere*( )e).&n4(i *el&h(n )en+en(i *&(li-(s

.r/d&* (-(& l(inn4(!0! 3(ri s&)0er *el&h(n d(n 4(*in*(n 0(h( )(s(l(h -erse0&- -id(* (*(n

-i)0&l l(+i!! U).(n 0(li* */ns&)en

Me)in-( .el(n++(n )e)0eri &).(n 0(li* (-(s 0(r(n+9'(s( 4(n+ )ere*( 0eli

(l(&.&n sel()( ini -id(* (d( *el&h(n (n-(r( l(in den+(n )en+iri) *&esi/ner!

i. E+i*a Da!a% Ba"ran P%asaran

Per&s(h((n .erl& )en+e)0(n+*(n s&(-& *e0i'(*(n )en+en(i e-i*( .e)(s(r(n,

se0(+(i .(nd&(n l&(s 4(n+ h(r&s dii*&-i /leh se)&( /r(n+ di d(l() /r+(nis(si!

Ke0i'(*(n ini )en5(*&. h&0&n+(n den+(n dis-ri0&-/r, s-(nd(r .e)(s(n+(n i*l(n,

l(4(n(n .el(n++(n, .ene-(.(n h(r+(, .en+e)0(n+(n .r/d&* d(n s-(nd(r e-i*(

&)&)! E-i*( d(l() 0(&r(n .e)(s(r(n d(.(- di'el(s*(n se0(+(i 0eri*&- 2



9/11


>! E-i*( .r/d&*,

Pr/d&* d(l() (r-i l&(s (d(l(h se+(l( ses&(-& 4(n+ d(.(- di-((r*(n *e.(d(

.(s(r &n-&* d(4( -(ri*, (*&isisi, .en++&n((n, (-(& */ns&)si 4(n+ 0is(

)e)&(s*(n s&(-& *ein+in(n (-(& *e0&-&h(n! Pr/d&* -id(* h(n4( )eli.&-i

/0'e*6/0'e* isi* -e-(.i '&+( '(s(, (5(r(, /r(n+, -e).(-, /r+(nis(si, ide (-(&

5().&r(n en-i-(s6en-i-(s ini.

E-i*( .r/d&*, .e)(s(r(n .r/d&* 4(n+ 2

(! $er+&n( d(n di0&-&h*(n )(s4(r(*(-!

0! $er./-ensi e*/n/)i (-(& 0enei-

5! $ernil(i -()0(h -in++i

d! D(.(- )e)&(s*(n )(s4(r(*(-

! E-i*( h(r+(,

Per&s(h((n 4(n+ 0erh(sil )en5i.-(*(n nil(i .el(n++(n den+(n (*-i7i-(s 0(&r(n

.e)(s(r(n l(in )(sih h(r&s )en(n+*(. nil(i ini d(l() h(r+( 4(n+ .er&s(h((n

h(sil*(n! H(r+( d(.(- dideinisi*(n se5(r( se).i- se0(+(i '&)l(h &(n+ 4(n+

di-(+ih*(n &n-&* s&(-& .r/d&* (-(& '(s(! A-(& d(.(- dideinisi*(n le0ih l&(s

se0(+(i '&)l(h nil(i 4(n+ di-&*(r*(n */ns&)en &n-&* *e&n-&n+(n )e)ili*i d(n

)en++&n(*(n .r/d&* (-(& '(s(!Pene-(.(n h(r+( 0erd(s(r*(n nil(i 4(n+ 0(i*-er)(s&* )en((r*(n */)0in(si 4(n+ -e.(- d(ri *&(li-(s d(n l(4(n(n 4(n+

0(i* .(d( h(r+( 4(n+ ('(r!

E-i*( h(r+( (n-(r( l(in d(.(- 0er&.( 2

(! H(r+( di&*&r den+(n *e)().&(n d(4( 0eli )(s4(r(*(-!

0! Per&s(h((n )en5(ri )(r+in l(0( 4(n+ l(4(*!

5! H(r+( di0e0(ni 5/s- .r/d&*si 4(n+ l(4(*!

8! E-i*( dis-ri0&si, d(l() )endis-ri0&si*(n .r/d&*

Dis-ri0&-/r d(n .e)(s/* 0er(d( de*(- den+(n .(s(r d(n d(.(- )en4(l&r*(n

in/r)(si -en-(n+ )(s(l(h */ns&)en d(n *e)&n+*in(n .r/d&* 0(r&!

E-i*( dis-ri0&si, dih&0&n+*(n den+(n 0(+(i)(n( 2

(! $(r(n+ di'()in *e()(n(n d(n *e&-&h(nn4(!

0! K/ns&)en )end(.(- .el(4(n(n 5e.(- d(n -e.(-!



10/11


@! E-i*( .r/)/si,

E-i*( .r/)/si 2

(! Se0(+(i s(r(n( )en4().(i*(n in/r)(si 4(n+ 0en(r d(n /04e*-i!0! S(0(+(i s(r(n( &n-&* )e)0(n+&n i)(+e ./si-i!5! Tid(* (d( &ns&r )e)(ni.&l(si (-(& )e).erd(4( */ns&)en!d! Sel(l& 0er.ed/)(n .(d( .rinsi.6.rinsi. *e'&'&r(n!e! Tid(* )en+e5e(*(n */ns&)en!

i. E+i*a Prsain#an Da!a% Pasar

Ind"s+ri

P(s(r ind&s-ri (d(l(h sel&r&h indi7id& d(n /r+(nis(si 4(n+ )e)0&-&h*(n 0(r(n+

d(n '(s( 4(n+ )(s&* *e d(l() .r/d&*si d(ri .r/d&* d(n '(s( l(in 4(n+ di'&(l,dise(*(n, (-(& di.(s/* *e.(d( .ih(* l(in! Pesaing)en(n-(n+ .er&s(h((n d(l()

&s(h(n4( )el(4(ni .el(n++(n den+(n le0ih 0(i*! Men+(n-isi.(si -ind(*(n .(r(

.es(in+ d(.(- dil(*&*(n den+(n d&( 5(r( 4(i-& 2

"! Me).er*ir(*(n s-r(-e+i .es(in+ di)(s( d(-(n+!

:! Men+iden-ii*(si */).e-i-i/r 0(r&, )&n+*in d(-(n+ d(ri e).(- s&)0er 0eri*&- 2

(! Per&s(h((n .es(in+ d(l() se0&(h .r/d&*6)(r*e- -er*(i-

0! Per&s(h((n den+(n -e*n/l/+i 4(n+ -er*(i-!

5! Per&s(h((n 4(n+ s&d(h (d( )e).&n4(i *el/)./* 5&s-/)er s(s(r(n 4(n+s()( den+(n .r/d&* l(inn4(!

d! Per&s(h((n6.er&s(h((n 4(n+ 0ers(in+ .(d( il(4(h +e/+r(is l(inn4(

den+(n .r/d&* 4(n+ s()(!

P(d( -(h&n6-(h&n 0el(*(n+(n ini e-i*( .ers(in+(n d(l() .(s(r ind&s-ri -el(h

)en+(l()i .er&0(h(n 4(n+ si+nii*(n, di)(n( .er&s(h((n6.er&s(h((n 4(n+

0ers(in+ 0er&.(4( &n-&* s(lin+ 0ersiner+i (n-(r( s(-& .er&s(h((n den+(n

.er&s(h((n l(inn4(! T&'&(nn4( (d(l(h )e).er-(h(n*(n d(n9(-(& )enin+*(-*(n

*e&n-&n+(n )(sin+6)(sin+ .er&s(h((n! $(n4(* .er&s(h((n +l/0(l 4(n+ 0ers(in+

-el(h )e)0(n+&n *er'(s()( 0erd(s(r*(n *e&n++&l(n )(sin+6)(sin+!



11/11


DAFTAR PUSTAKA

Ker(, A S/nn4, :??"# 2 E-i*( $isnis, T&n-&-(n d(n Rele7(nsi, Gr()edi(,J(*(r-(!

M&sli5h, :???# 2 E-i*( $isnis, E*/nesi(, J(*(r-(

Cel(s&eB, M(n&el G!, :??># 2 $&siness E-hi5s, 3/n5e.- (nd 3(ses, > -h ed,Pe(rs/n, Pren-i5e H(ll, Ne Jerse4!

S5hi)(n Le/n G!, K(n&* Leslie L(B(r 2 :??#, 3/ns&)er $eh(7i/r, @-h

Edi-i/n, Pe(rs/n Ed&5(-i/n(l In-ern(-i/n(l, Ne Jerse4 USA!

S&l(rsi, :?"?# 2 As.e* Perlind&n+(n K/ns&)en D(l() $eri*l(n, 1(4(s(nLe)0(+( K/ns&)en Ind/nesi( 1LKI#, J(*(r-(!


marketing etka

Documents