@misc{eprints78501,
           month = {Desember},
           title = {ANALISIS BAURAN PEMASARAN TERHADAP MINAT BELI
KONSUMEN PRODUK PISANG TANDUK GORENG KRISPI
DIHI NILAH, BANDAR LAMPUNG},
          author = {ANGGRAINI AFRILIA },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2023},
             url = {http://digilib.unila.ac.id/78501/},
        abstract = {Lampung is a province that has the 3rd largest banana production in Indonesia.
Banana processed products now take a lot of attention to consumer buying interest.
The purpose of this study was to determine the marketing mix variables (product,
price, place, promotion) on consumer buying interest in Pisang Tanduk Krispi Dihi
Nilah products. This research was conducted by preparing a questionnaire that had
been tested for validity and reliability and filled out by 100 respondents. The data
obtained was analyzed using the Classical Assumption Test, Multiple Linear
Regression Test, T Test and F Test. The results of this study indicate that the
marketing mix of product, place and promotion variables has a significant effect
on consumer buying interest in pisang tanduk krispi Dihi Nilah products. The price
variable does not have a significant effect on consumer buying interest in Pisang
Tanduk Krispi Dihi Nilah products. The marketing mix simultaneously affects
consumer buying interest, because the variables of product, price, place, and
promotion have a significant influence on consumer buying interest in pisang
tanduk krispi Dihi Nilah products.
Keywords : Product, price, place, promotion, consumer buying interest

Lampung merupakan provinsi yang memiliki jumlah produksi tanaman pisang ke-
3 di Indonesia. Produk olahan pisang kini banyak mengambil perhatian minat beli
konsumen. Tujuan penelitian ini yaitu untuk mengetahui variabelbauran
pemasaran (produk, harga, tempat, promosi) terhadap minat beli konsumen Pisang
Tanduk Krispi Dihi Nilah. Penelitian ini dilakukan dengan cara meyiapkan
kuesioner yang telah di uji validitas dan reliabilitasnya serta diisi oleh 100 orang
responden. Data yang didapat dianalisis menggunakan Uji Asumsi Klasik, Uji
Regresi Linier Berganda, Uji T dan Uji F. Hasil penelitian ini menunjukkan bahwa
bauran pemasaran variabel produk, tempat dan promosi berpengaruh secara
signifikan terhadap minat beli konsumen produk pisang tanduk goreng krispi Dihi
Nilah. Variabel harga tidak berpengaruh secara signifikan terhadap minat beli
konsumen produk Pisang Tanduk Goreng Krispi Dihi Nilah. Bauran pemasaran
berpengaruh secara simultan terhadap minat beli konsumen, karena variabel
produk, harga, tempat, dan promosi mempunyai pengaruh yang signifikan
terhadap minat beli konsumen produk pisang tanduk goreng krispi Dihi Nilah.
Kata kunci : Produk, harga, tempat, promosi, minat beli konsumen}
}