PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN (STUDI KASUS TOKO PARFUM MEKAR WANGI)

Abstract

A rapid development of an economy which is faster and modern determines consumers ways of thinking. A dynamic consumers way of thinking affects the business development that becomes more competitive. Therefore, several business owners are encouraged to implement a marketing strategy which creates, maintains, and increases consumers in strategic management within similar store competition. This research aimed to analyze the effect of marketing mix on consumers buying interest of Mekar Wangi Perfumes store. Some factors which affect buying interest were namely, product, price, location, and promotion. Moreover, the population was consumers of Mekar Wangi Perfumes store who had ever bought the products. Furthermore, the research was quantitative. Additionally, the data collection technique used non-probability sampling with accidental sampling as its sampling technique. The instrument in data collection technique used questionnaires. In addition, the data analysis technique used multiple linear regression. The result of hypothesis test concluded that both price and promotion had a positive and significant effect on consumers buying interests. On the other hand, product had a positive but insignificant effect on consumers buying interests. In contrast, location had a negative and insignificant effect on consumers buying interests.