TA DIGITAL
Analisis Pengaruh Merchandise Pelayanan Pramuniaga Dan Kegiatan Promosi Terhadap Minat Beli Konsumen Pada Pasaraya Sri Ratu Pemuda Semarang
The primary purpose of the research is to find out the influence of merchandise, salesclerk service, and promotion activity on customer buying interest at Pasaraya Sri Ratu Pemuda Semarang. The methods in collecting data were interview, literature review and distributing questionnaires to 100 consumers at Pasaraya Sri Ratu Pemuda Semarang.
The result of the multiple linear regression was Y= 4.349+0,316X1+ 0.158X2+0.166X3. It means that merchandise, salesclerk service, and promotion activity had positive influence with the customer buying interest. The determination coefficient analysis indicated R square= 0.538, it means that merchandise, salesclerk service, and promotion activity had influence as much as 53.8% on buying interest. Then, the t test from the analysis indicated that t count merchandise=4.047 , salesclerk service = 2.528 and promotion activity =2.501 are bigger than t table 1.984 by using two side test of 5 %. This shows that Ho was refused, it means there was an influence of merchandise, salesclerk service, and promotion activity on customer buying interest at Pasaraya Sri Ratu Pemuda Semarang. The last, the simultan test from the analysis indicated that f count=37.243 is bigger f table= 2.46. This shows that Ho was refused, it means there was an simultan influence of merchandise, salesclerk service, and promotion activity on customer buying interest at Pasaraya Sri Ratu Pemuda Semarang.
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