CD Skripsi

Pengaruh Bauran Produk Dan Strategi Promosi Terhadap Minat Beli Konsumen Pada Cv. Maju Bersama Pekanbaru

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THE INFLUENCE OF PRODUCT MIX AND PROMOTIONAL STRATEGIES ON CONSUMER PURCHASE INTEREST AT CV. MAJU BERSAMA PEKANBARU
By: NINDA AGUSTIANI
[email protected]
Supervisor: Meyzi Heriyanto
Business Administration Study Program, Department of Administrative Sciences
Faculty of Social Science and Political Science. Riau University. Pekanbaru. Indonesia
Kampus Bina Widya, Km 12,5 Simpang Baru, Pekanbaru 28293
ABSTRACT
This research was conducted at CV. Maju Bersama Pekanbaru is located Jl. Soekarno Hatta No 15 Kel. Sidomulyo Timur Kec. Marpoyan Damai, Pekanbaru City, Riau. The purpose of this study was to determine the effect of product mix and promotional strategies on consumer purchase interest at CV. Maju Bersama Pekanbaru partially and simultaneously. In this research, the method used is quantitative descriptive analysis with the SPSS program. The population in this study are all consumers who purchase a car at CV. Maju Bersama Pekanbaru in the last year, namely 2020, totaled 257 people. Where the samples in this research are consumers of CV. Maju Bersama Pekanbaru, as many as 60 respondents. To determine the sample using the Slovin formula. Data collection techniques through questionnaires and interviews, types and sources of data using primary data and secondary data, and measurement techniques using a Likert scale.
From data analysis which includes validity test, reliability test, simple linear regression analysis, multiple linear analysis, determination analysis and significance test with t test (partial), and f test (simultaneous). The results of this study indicate that the results of the first t test hypothesis testing, product mix of consumer buying interest, namely t (6.495)> t table (2.012) means that product mix has a significant effect on consumer purchase interest. Second, promotional strategies on consumer buying interest is t count (9.167)> t table (2.012) which means that promotional strategies has a significant effect on consumer purchase interest. The results of the f-test product mix and promotional strategies have a significant effect on consumer buying interest, namely f count (55.781)> table (3.150). This means that product mix and promotional strategies simultaneously have a significant effect on consumer purchase interest at CV. Maju Bersama Pekanbaru.
Keywords: Product Mix, Promotional Strategies, Consumer Purchase Interest

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1601123344

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1601123344

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

tethi

Versi lain/terkait

Lampiran Berkas

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