PERAN FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KERIPIK PISANG DI SENTRA INDUSTRI KERIPIK PISANG GANG PU KOTA BANDAR LAMPUNG

Abstract

ABSTRACT : This study aims to analyze the role of marketing mix factors on the decision to buy banana chips at the Center for the Banana Chips Industry Center Gang PU Bandar Lampung City. The basic method used in this research is descriptive. The method of determining the location in this research is done by purposive. Sampling using non-probability sampling method with the type of purposive sampling. The sample is 100 respondents. Data collection tools use questionnaires (likert scale) that are distributed directly to consumers (offline) and use Google forms tools (online). Testing instruments and data analysis using SPSS 16 software. The results showed that this study produced people and physical evidence, place factor, promotion and process factors, product and process factors, product and promotion factors, price and place factors, price factors and place, price factor. There are variables that are considered in each of the new core factors that are formed, namely variables of seller friendliness, shopping convenience, price discounts, product displays, attractive packaging, price affordability and price match with profit.

Keywords: Factor Analysis, Marketing Mix, Purchasing Decisions, Banana Chips, Loading Factors