TA DIGITAL
Analisis Pengaruh Bauran Pemasaran Sepatu Nike Terhadap Minat Beli Mahasiswa di Tembalang Semarang
Nike is one of the global sports shoes company in the world that comes from the United States, Nike is a huge company that sells the world's largest athletic footwear in the world. This company has production facilities in Asia, Europe and has sales facilities in 200 countries, and customer service and other operational units worldwide.
The purpose of this research is to investigate the influence of marketing mix of Nike shoes to purchase interest in Tembalang students. The method used in this report is the method of multiple regression analysis. Data collection methods are interviews, library research, and distributing questionnaires to 30 students living and studying in Tembalang. Results of multiple regression analysis was Y =
-0200 +0322 +0340 X2 X1-X4 +0581 0.405X3 which means that if companies are not Nikes marketing mix strategy, the consumer purchase interest in Tembalang students will decrease. Then the t test showed that the quality of partially significant impact on purchase interest. Test F shows the calculated F 10
126 > F table 2052, which means that together the variables marketing mix influence on purchase interest. The coefficient of determination equals to 0.618 which means that the marketing mix affects the intention to buy as much as 61.8%, while the rest equal to 38.2% influenced by other factors.
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