TA DIGITAL
Analisis Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Di Pasaraya Sri Ratu Pemuda Semarang
The Purposes of this research were to know the influence of marketing mix variables (product, price, place, promotion) toward customer’s buying in Pasaraya Sri Ratu Pemuda Semarang, and to know the biggest variable of marketing mix toward customers’ buying of Pasaraya Sri Ratu Pemuda Semarang.
The data were colected by interviews, literature studies, questionnaires and observation. The tecnique of sampling was accidental sampling to select the respodents. The sample of this research were 100 respondents. The data were analyzed in multiple linear regresion, t-test analysis, F-test analysis. The analysis was processed constructively by SPSS 16.0 for windows.
The result of the regresion analysis assistance of SPSS program indicated that Y = 0,405 + 0,233 X1 + 0,258 X2 + 0,225 X3 + 0,088 X4. Based on t-test analysis tfor product was 2,583, t for price was 3,598, t for place was 2,490 so t> ttable and ttable is 1,985. It meant that product, price and place had positive influence on cutomers’ buying. On the order hand tvalue for promotion was 1,002 so tvalue
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