Pengaruh Strategi Bauran Pemasaran Terhadap Minat Beli Konsumen Pada Produk Makanan India ( Studi Kasus Pada Restoran Cepny Curry House Di Pekanbaru )

Julita, Debi Nourma (2019) Pengaruh Strategi Bauran Pemasaran Terhadap Minat Beli Konsumen Pada Produk Makanan India ( Studi Kasus Pada Restoran Cepny Curry House Di Pekanbaru ). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to determine and analyze the impact of marketing mix strategy towards consumer’s buying interest in Indian food product at Cepny Curry House Pekanbaru Restaurant. The marketing mix consists of product, price,and place. The analysis technique used is descriptive analysis and multiple linear regression analysis through the SPSS 20 program. which is preceded by a classic assumption test consisting of normality test, heteroscedasticity test, multicollinearity test. Hypothesis testing is done using the F test and T test. The results of this study indicate that there is an influence together or simultaneously the marketing mix of products, prices and places on consumer buying interest. Meanwhile partially, price and place significantly influence buying interest while product don’t significantly influence consumen buying interest. The most dominant variable and significant influence on consumer buying interest is the place. Furthermore the marketing mix produk, price dan place has significant influence on consumer purchase interest

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