Pengaruh Marketing Mix (Bauran Pemasaran) Terhadap Keputusan Pembelian Produk Unggulan Keripik Pisang Di Bandar Lampung (Studi Kasus Keripik Pisang A.J Di Kawasan Sentra Industri Keripik Bandar Lampung)

Agustiana, Vina (2018) Pengaruh Marketing Mix (Bauran Pemasaran) Terhadap Keputusan Pembelian Produk Unggulan Keripik Pisang Di Bandar Lampung (Studi Kasus Keripik Pisang A.J Di Kawasan Sentra Industri Keripik Bandar Lampung). Sarjana thesis, Universitas Brawijaya.

Abstract

Keripik pisang merupakan produk olahan yang berbahan baku pisang. Keripik pisang telah menjadi salah satu produk unggulan Bandar Lampung yang dijadikan sebagai oleh-oleh dan sangat diminati oleh masyarakat dan tergolong memiliki prospek tinggi untuk usaha mikro. Salah satu usaha mikro kecil dan menengah yang memproduksi dan memasarkan keripik pisang di kawasan sentra industri keripik Bandar Lampung adalah Pusat Oleh-oleh keripik pisang A.J yang telah berdiri sejak tahun 2009 tepatnya tanggal 23 Februari. Seiring berjalannya waktu, banyak muncul unit usaha baru yang mempoduksi dan memasarkan produk sejenis menjadi suatu permasalahan bagi A.J dalam mencapai omset dan volume penjualan yang tinggi. Pasalnya produsen A.J harus menghadapi persaingan yang cukup ketat dalam pemasaran keripik pisang. Tujuan dari penelitian ini adalah: (1) Mengetahui dan Menganalisis pengaruh marketing mix terhadap keputusan pembelian produk unggulan keripik pisang A.J. (2) Mengetahui variabel marketing mix yang memiliki pengaruh dominan terhadap keputusan pembelian produk unggulan keripik pisang A.J. Pelaksanaan penelitian dilakukan di Pusat oleh-oleh keripik pisang A.J Bandar Lampung yang beralamatkan Jl. Pagar Alam, Segalamider, Kedaton, Bandar Lampung. Penentuan sampel atau responden dalam penelitian ini ditujukan kepada konsumen keripik pisang A.J. Teknik penarikan sampel menggunakan accidental sampling dan teknik pengumpulan data menggunakan kuesioner dengan jumlah responden sebanyak 130 orang. Metode analisis data yang digunakan yaitu analisis deskriptif dan analisis kuantitatif. Analisis data yang digunakan yaitu uji instrumen (validitas dan reliabilitas), uji asumsi klasik (uji normalitas data, uji multikolinieritas dan uji heteroskedastisitas), uji regresi linier berganda, uji parsial, uji simultan dan uji koefisien determinasi. ix Hasil uji regresi linier berganda pada penelitian ini menunjukkan nilai bahwa pada uji F (simultan) ketujuh variabel atau seluruh variabel yang digunakan memiliki nilai F hitung > F tabel yaitu 5,065 > 2,09 dengan nilai signifikansi 0,000 (< 0,05). Dapat dikatakan bahwa Ho ditolak dan Ha diterima, artinya bahwa secara keseluruhan variabel bebas/independen yang digunakan memiliki pengaruh yang signifikan terhadap keputusan pembelian. Uji t (parsial), menunjukkan bahwa variabel produk, harga, saluran distribusi, orang, proses dan bukti fisik memiliki nilai thitung < ttabel sehingga hasil yang didapat yaitu Ho diterima dan Ha ditolak. Artinya bahwa secara parsial/individu, variabel independen/variabel bebas tidak memiliki pengaruh yang signifikan terhadap variabel dependen (keputusan pembelian). Sedangkan variabel promosi memiliki nilat thitung > ttabel hasil yang didapat yaitu Ho ditolak dan Ha diterima. Artinya secara parsial/individu variabel independen/bebas memiliki pengaruh yang signifikan terhadap variabel dependen (keputusan pembelian). Variabel independen/variabel bebas yang memiliki pengaruh dominan terhadap keputusan pembelian adalah variabel promosi/promotion. Hal tersebut ditentukan berdasarkan nilai Standardized Coefficient Beta, variabel promosi/promotion memiliki nilai terbesar dibanding variabel independen lainnya atau mendekati 1 yaitu sebesar 0,699. Berdasarkan hasil analisis yang dilakukan, dapat disimpulkan bahwa variabel promosi memiliki pengaruh yang signifikan sekaligus pengaruh paling dominan terhadap keputusan pembelian produk keripik pisang A.J di Bandar Lampung. Saran yang diberikan adalah apabila ingin meningkatkan penjualan dari produk keripik pisang maka produsen harus lebih mengoptimalkan strategi promosi. Baik itu strategi promosi yang sudah dilakukan saat ini atau dengan menambah strategi baru yang paling memungkinkan untuk diterapkan.

English Abstract

Banana chips are processed products made from raw bananas. banana chips has become one of Bandar Lampung's flagship products that are used as souvenirs and are in great demand by the community and are categorized as having high prospects for micro business. One small and medium enterprises that produce and market banana chips in the area of Bandar Lampung chips industry center is the A.J banana chips that have been established since 2009, exactly on 23 February. Over time, many new business units are emerging and marketing similar products to become a problem for A.J in achieving high turnover and sales volume. Because the producers A.J must face a fairly tight competition in the marketing of banana chips. The purpose of this study are: (1) Knowing and Analyzing the influence of marketing mix on purchasing decision of superior product of A.J. (2) Knowing marketing mix variables that have dominant influence on purchasing decision of superior product of A.J. Implementation of the research conducted at the Center of souvenir banana A.J Bandar Lampung addressed Jl. Pagar Alam, Segalamider, Kedaton, Bandar Lampung. Determination of sample or respondent in this research that is consumer of banana chip A.J. Sampling technique using accidental sampling and data collection techniques using questionnaires with the number of respondents as many as 130 people. Data analysis method used is descriptive analysis and quantitative analysis. Data analysis used were instrument test (validity and reliability), classical assumption test (data normality test, multicolinierity test and heteroscedasticity test), multiple linear regression test, partial test, simultaneous test and coefficient of determination test. xi The result of multiple linear regression test in this research shows that in F test (simultaneous), the seven variables or all variables used have F count > F table that is 5.065 > 2.09 with significance value 0,000 (<0,05). It can be said that Ho is rejected and Ha accepted, meaning that overall the independent variable used has a significant influence on the purchasing decision. The t test (partial), indicates that the product, price, place, people, process and physical evidence have tcount < ttable so that the result is Ho accepted and Ha rejected. This means that partially / individually, independent variable has no significant effect on the dependent variable (purchase decision). While the promotion variable has tcount > ttable so the result is Ho rejected and Ha accepted. This means that the partial / individual independent variable / free has a significant influence on the dependent variable (purchase decision). Independent variable which has dominant influence to purchasing decision is promotion variable. It is determined based on the value of Standardized Coefficient Beta, promotion variable has the greatest value compared to other independent variables or close to 1 that is equal to 0.699. Based on the results of the analysis conducted, it can be concluded that the promotional variables have a significant influence as well as the most dominant influence on purchasing decisions A.j banana chip in Bandar Lampung. Suggestion given is if want to increase sales from banana chips product hence producer must more to optimize promotion strategy. Whether it's a promotional strategy that's been done right now or by adding new strategies that are most likely to be applied.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2018/56/051802142
Uncontrolled Keywords: -
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Nur Cholis
Date Deposited: 23 May 2018 01:09
Last Modified: 20 Oct 2021 02:11
URI: http://repository.ub.ac.id/id/eprint/10854
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