?url_ver=Z39.88-2004&rft_id=1114131055&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=BAURAN+PEMASARAN+DAN+KINERJA+USAHA+INDUSTRI+KECIL%0D%0AROTI+DI+BANDAR+LAMPUNG&rft.creator=Han+Prahara+Lukyta%2C+1114131055&rft.subject=Pertanian+(+Umum+)&rft.description=ABSTRAK%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+persepsi+pengusaha+terhadap+bauran+pemasaran+(marketing+mix)+industri+kecil+roti%2C+kinerja+usaha+industri+kecil+roti%2C+dan+pengaruh+persepsi+pengusaha+tentang+bauran+pemasaran+terhadap+kinerja+usaha+industri+kecil+roti+di+Kota+Bandar+Lampung.+Penelitian+ini+dilakukan+di+Kota+Bandar+Lampung+menggunakan+metode+survei.+Pemilihan+lokasi+dilakukan+secara+sengaja+(purposive)+dengan+pertimbangan+bahwa+Kota+Bandar+Lampung+merupakan+salah+satu+daerah+yang+potensial+untuk+berkembangnya+industri+kecil+roti.+Pengambilan+data+penelitian+dilaksanakan+pada+bulan+Desember+2016.+Hasil+penelitian++ini++adalah++%3A++(a)++persepsi++pengusaha++industri++kecil++roti++di++Bandar+Lampung+terhadap+bauran+produk%2C+bauran+harga%2C+dan+bauran+promosi+termasuk+dalam+kategori+penting%2C+sedangkan+bauran+tempat+termasuk+dalam+kategori+cukup+penting%2C+(b)+berdasarkan+nilai+ROI+(return+on+investment)%2C+profit+margin%2C+dan+rasio+operasi%2C++maka++kinerja++usaha++industri++kecil++roti++di++Bandar++Lampung++termasuk+dalam+kategori+sangat+baik%2C+(c)+unsur+bauran+pemasaran+yang+nyata+berpengaruh+terhadap+kinerja+usaha+industri+kecil+roti+di+Bandar+Lampung+adalah+bauran+harga%2C+sedangkan+bauran+lainnya+tidak+nyata+berpengaruh.%0D%0A%0D%0AKata+kunci%3A+bauran+pemasaran%2C+industri+kecil+roti%2C+kinerja+usaha%0D%0A%0D%0AABSTRACT%0D%0AThis+research+aims+to+know+the+perception+enterpreneur+of+bread+micro+industry+about+the+marketing+mix%2C+the+performance+of+bread+micro+industry%2C+and+the+influence+of+marketing+mix+about+performance+of+bread+micro+industry+in+Bandar+Lampung.+The+research+conducted+in+Bandar+Lampung+by+survey+method.+The+research+location+were+selected+purposively+because+Bandar+Lampung+city+is+one+of+the+potential+areas+to+developing+bread+micro+industry.+Data+of+this+research+was++collected++on++December++2016.++The++result++showed++that++(a)++based++on+enterpreneur++perception++of++bread++micro++industry++in++Bandar++Lampung%2C++about+product+mix%2C+price+mix%2C+and+promotion+mix+included+to+the+category+important%2C+(b)+value+of+ROI+(return+on+invesment)%2C+profit+margin%2C+and+operation+rasio+showed+that+micro+bakery+industry+in+Bandar+Lampung+has+been+included+in+very+good+category%2C+(c)+the+element+of+marketing+mix+that+influence+the+performance+of+micro+bakery+in+Bandar+Lampung+was+perception+enterpreneur+about+price+mix%2C+while+the+other+mix+is+not+significant.%0D%0A%0D%0AKey+words+%3A++bread%2C+performance%2C+marketing+mix%2C+micro+industry&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2018-08-30&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F37207%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F37207%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F37207%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Han+Prahara+Lukyta%2C+1114131055++(2018)+BAURAN+PEMASARAN+DAN+KINERJA+USAHA+INDUSTRI+KECIL+ROTI+DI+BANDAR+LAMPUNG.++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F37207%2F