Ervianto, Whena and Iqbal, S.Sos., M.IB., DBA (2022) Pengaruh Bauran Pemasaran terhadap Minat Beli konsumen pada Produk Konveksi (Survey Online Usaha Konveksi Ovik67 Clothing Maker di Mojokerto). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran yang terdiri dari produk, harga, tempat dan promosi secara sendiri sendiri dan bersama sama terhadap minat beli konsumen pada produk konveksi di konveksi Ovik67 Clothing Maker di Mojokerto. Jenis penelitian yang digunakan adalah explanatory research (penjelasan), penelitian ini dirancang untuk menjelaskan hubungan kausal yang terjadi antara variabel produk, harga, tempat, promosi (bauran pemasaran 4p) terhadap minat beli. Adapun teknik pengumpulan data yang digunakan adalah kuisoner yang disebarkan kepada konsumen konveksi Ovik67 Clothing Maker di Mojokerto sebanyak 110 orang responden. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, dan analisis regresi parsial. Berdasarkan hasil penelitian menunjukkan bahwa secara bersama sama variabel bebas produk, harga, tempat dan promosi (bauran pemasanan 4p) mempunyai pengaruh yang signifikan terhadap minat beli di konveksi Ovik67 Clothing Maker, sehingga bisa dikatakan H0 ditolak dan Ha diterima.
English Abstract
This study aims to determine the effect of the marketing mix consisting of product, price, place and promotion individually and together on consumer buying interest in convection products at the Ovik67 Clothing Maker convection in Mojokerto. The type of research used is explanatory research (explanation), this research is designed to explain the causal relationship that occurs between product, price, place, promotion variables (marketing mix 4p) on buying interest. The data collection technique used is a questionnaire distributed to consumers of convection Ovik67 Clothing Maker in Mojokerto as many as 110 respondents. The data analysis technique used is descriptive analysis, classical assumption test, multiple linear regression analysis, and partial regression analysis. Based on the results of the research conducted, it show that together the independent variables of product, price, place and promotion (4p marketing mix) have a significant influence on buying interest in Ovik67 Clothing Maker convection, so it can be said that H0 is rejected and Ha is accepted.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030285 |
| Uncontrolled Keywords: | Produk, Harga, Tempat, Promosi, Minat Beli |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 07 Sep 2023 04:31 |
| Last Modified: | 07 Sep 2023 04:31 |
| URI: | http://repository.ub.ac.id/id/eprint/202833 |
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Text (DALAM MASA EMBARGO)
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