creators_name: Eka Windasari, 1714231003
creators_id: -
type: other
datestamp: 2022-06-09 02:55:31
lastmod: 2022-06-09 02:55:31
metadata_visibility: show
title: PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI
KONSUMEN PRODUK KERIPIK PISANG ASKHA JAYA
(STUDI KASUS PADA INDUSTRI KERIPIK PISANG ASKHA JAYA

BANDAR LAMPUNG)
ispublished: pub
subjects: 600
subjects: 630
full_text_status: restricted
abstract: Minat beli konsumen penting diperhatikan agar usaha industri dapat berkembang.
Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap
minat beli konsumen keripik pisang Askha Jaya. Penelitian ini dilakukan dengan
cara survey menggunakan kuesioner terhadap 100 responden yang merupakan
konsumen keripik Askha Jaya. Data yang didapat dianalisis menggunakan Uji
kualitas data, Uji asusmsi klasik, Uji analisis data dan Uji hipotesis menggunakan
Uji t dan Uji F Simultan. Hasil analisis Uji t menunjukkan bahwa variabel Produk
dan tempat berpengaruh secara signifikan terhadap minat beli konsumen,
sedangkan variabel harga dan promosi tidak berpengaruh secara signifikan
terhadap minat beli konsumen. Kemudian hasil uji F menunjukkan bahwa secara
bersama-sama variabel produk, harga, promosi, dan tempat mempunyai pengaruh
signifikan terhadap minat beli konsumen produk keripik pisang di Askha Jaya.
Kata Kunci: keripik pisang, bauran pemasaran, minat beli konsumen

It is important to pay attention to consumer buying interest so that industrial
businesses can develop. This study aims to determine the effect of the marketing
mix on consumer buying interest in Askha Jaya banana chips. This research was
conducted by means of a survey using a questionnaire to 100 respondents who are
consumers of Askha Jaya chips. The data obtained were analyzed using data
quality test, classical assumption test, data analysis test and hypothesis testing
using t-test and simultaneous F-test. The results of the t-test analysis show that the
product and place variables have a significant effect on consumer buying interest,
while the price and promotion variables do not significantly affect consumer
buying interest. Then the results of the F test show that together the variables of
product, price, promotion, and place have a significant influence on consumer
buying interest in banana chips in Askha Jaya.
Keywords: banana chips, marketing mix, consumer buying interest
date: 2021-12-15
date_type: published
publisher: Fakultas Pertanian
place_of_pub: UNIVERSITAS LAMPUNG
citation:   Eka Windasari, 1714231003  (2021) PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN PRODUK KERIPIK PISANG ASKHA JAYA (STUDI KASUS PADA INDUSTRI KERIPIK PISANG ASKHA JAYA BANDAR LAMPUNG).  Fakultas Pertanian, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/62811/1/1.%20ABSTRAK-ABSTARCT%20-%20Finta%20Yaya.pdf
document_url: http://digilib.unila.ac.id/62811/2/2.%20SKRIPSI%20FULL%20-%20Finta%20Yaya%20%2813%29.pdf
document_url: http://digilib.unila.ac.id/62811/3/3.%20SKRIPSI%20TANPA%20BAB%20PEMBAHASAN%20-%20Finta%20Yaya%20%2812%29.pdf