PENGARUH BAURAN PEMASARAN TEHADAP MINAT BELI KONSUMEN DI MULIA ELEKTRONIK DI KOTA PADANG

, Yessenia and Febsri Susanti

No 7vy8a, OSF Preprints from Center for Open Science

Abstract: This research aims to know the influence of marketing mix against the interest of the consumer to buy electronics at Noble in Padang city. The research method used was the type of quantitative research methods a descriptive research. Consumer buying interest (Y) is variable, whereas the product strategy (X 1), price (X 2), promotion (X 3), and (X 4) is the free variable. The population used in this research are consumers whose data was taken from the Noble Electronics Research sample, as many as 100 people. Sample retrieval techniques used are the total sampling, namely the determination of the sample by taking the entire consumer population as respondents or sample. Data analysis technique used was multiple linear regression analysis. Sample retrieval techniques used are the total sampling, namely the determination of the sample by taking the entire consumer population as respondents or sample. Data analysis technique used was multiple linear regression analysis. From the results of research shown that variable product strategy (X 1) effect significantly to consumer buying interest (Y) of 0.250, variable price (X 2) effect significantly to consumer buying interest (Y) 0.223, promotion of (X 3) effect significantly to consumer buying interest (Y) by 0.002 and places (X 4) effect significantly to consumer buying interest (Y) of 0.079 means that quality of product, price, promotion and place equally influential interest significantly to buy consumers. The analysis used in this study includes test instruments, test validity, reliability test, test, test the classical assumptions of normality, test multikolinieritas, heterokedastisitas test, multiple linear regression analysis, hypothesis testing which includes the t-test, F-test. Therefore these limitations expected more noted for subsequent researchers.

Date: 2019-05-19
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:7vy8a

DOI: 10.31219/osf.io/7vy8a

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