The Effect of Marketing Mix on Buying Interest (Study at Mentari Muara Bungo Supermarkets)

  • tarjo Lecturer of Business Administration Studies Program Setih Setio College of Administrative Sciences, Muara Bungo, Jambi, Indonesia
Keywords: Marketing Mix, Product, Price, Promotion, Location, and Buying Interest

Abstract

This study aims to determine the relationship between the marketing mix variable (X) and the buying interest variable (Y). This research is a survey research with quantitative approach. The study population was all consumers while the research sample of consumers who shopped at the Mentari Muara Bungo Supermarkets. The sampling technique uses accidental sampling and simple random sampling that is the consumer who is shopping at the time the researcher distributes the questionnaire. Methods of data collection using pre-prepared questionnaires and data analysis using multiple linear regression with IBM SPSS Statistics version. 20 The results showed that partially the product test results for tcount < ttable (0.537 < 1,989) sig level of 0.593 > 0.05 conclusion of H1 were rejected, the price of tcount < ttable (1,905 < 1,989) sig level of 0.060 > 0.05 conclusion of H2 was rejected, promotion variable tcount > ttable (2.892 < 1,989) sig level 0.005 < 0.05 H3 conclusion accepted, location variable tcount > ttable (2,588 < 1,989) sig level > 0.05 conclusion H4 accepted. Simultaneously the product, price, promotion and location variables together influence the buying interest Fcount > Ftable and sig 0.011 < 0.05 Conclusions H5 is accepted.

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Published
2020-06-23
Section
Articles