Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Keripik Pisang Pada Usaha Mikro Kecil Dan Menengah (UMKM) Farinda Kabupaten Lumajang

Utami, Dini Lestari Tri (2025) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Keripik Pisang Pada Usaha Mikro Kecil Dan Menengah (UMKM) Farinda Kabupaten Lumajang. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The research conducted at UMKM Farinda Lumajang Regency aims to determine the effect of the marketing mix on purchasing decisions, which includes product variables (X1), Price (X2), Location (X3), and Promotion (X4) on purchasing decisions (Y) Farinda banana chips in Lumajang Regency. Farinda banana chips is a Micro, Small and Medium Enterprises (MSMEs) that successfully markets processed banana chip products. The company was founded in 2017 by Mrs. Murti Febbiana, located in Dadapan Village, Gucialit District, Lumajang Regency, East Java. This study aims to analyze and examine the effect of product (X1), price (X2), location (X3), and promotion (X4) on consumer purchasing decisions for banana chips at Farinda Micro, Small and Medium Enterprises (MSMEs) Lumajang Regency. The population in this study were all consumers who bought banana chip products with a sampling of 80 respondents because the researchers happened to meet by chance and in accordance with the criteria of the respondents. The analytical tool used in this research is multiple linear regression analysis with the help of SPSS 21.0 for windows. The results obtained from this study are that multiple linear equations can be obtained are Y = 0.584 + 0.350X1 + 0.405X2- 0.133X3 + 0.361X4 + e. The results of the F test show that the product variable (product variable) (product variable) (product variable) (product variable) (product variable) (product variable). The results of the F test show that the product variables (X1), price (X2), location (X3) and promotion (X4) simultaneously or together have a significant effect on purchasing decisions for chip products

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