TA DIGITAL
Analisis pengaruh retail marketing mix terhadap minat beli konsumen wilayah Kalicari untuk produk TEBS pada PT Sinar Sosro KPW Jawa Tengah
PT Sinar Sosro tea beverage company is the first ready drink tea bottlelonger in Indonesia and in the world. The philosophy of PT Sinar Sosro is good intentions which was expounded in 3k and rl: the care to quality, care to security, care to health, and environmentally friendly
The primary purpose of this final project is to identify the influence of location, merchandise, pricing, promotion and advertising to consumer buying interest.
The methods in collecting data are interview, questionnaires, and literature review.
The result analysis shows that location=2.699, merchandise=2.405, pricing= 3.044, promotion and advertising=2.398 are bigger than t table of 1.984 by using two side test of 2.5%. This shows that Ho is refused, meaning that there an influence of location, merchandise, pricing, promotion and advertising to consumer buying interest. The F test from the analysis indicates, that there is a simultansus influence of location, merchandise, pricing, promotion and advertising to consumer buying interest. Then the result of multiple linier regression is Y=-0.393+0.287X1+0.220X2+0.268X3+0.291X4+e.
It the means that location, merchandise, pricing, promotion and advertising are influential on consumer buying interest. The determination coefficien analysis indicates R square= 0.434, meaning that location, merchandise, pricing, promotion and advertising have influence as much as 43.3% on consumer buying interest.
The conclusion of this research ishows that there are improvement of consumer purchasing interest briefly resulted from four basic process that is based on the value of the coefficient indicates that the test t has the most influence on consumer buying interest, the first is the advertising and sales promotions are variable, the second is the location of a third variable, the variable is price, which is the last variable merchandise.
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