FAKTOR BAURAN PEMASARAN YANG MEMPENGARUHI MINAT BELI KONSUMEN PADA BIBIT TANAMAN BUAH

STUDI DI KECAMATAN PEKALONGAN KABUPATEN LAMPUNG TIMUR

Abstract

Buying interest is one of the psychological aspects that has a considerable influence on behavior and sources of motivation which will lead to what will be done by them.

The purpose of this research is about marketing mix factors that influence consumer buying interest in fruit plant seeds (Case study in Siraman village, Pekalongan District, East Lampung Regency) which consists of product, price, distribution and promotion variables. In this study using quantitative research. The sample in this study is consumers who buy fruit plant seeds in East Lampung Pekalongan.

The analytical method used is the T test (partial), the F test (simultaneous), and the analysis of the coefficient of determination (R2). The conclusion is that product analysis has a significant influence on consumer buying interest, price has a significant influence on consumer buying interest, distribution has a significant effect on consumer buying interest, promotion does not have a significant effect on consumer buying interest. Seeing these results it can be said that the independent variables namely product, price, distribution have a positive and significant effect on consumer buying interest. While promotion does not significantly influence consumer buying interest.