PENGARUH BAURAN PEMASARAN TERHADAP MINAT KONSUMEN UNTUK BERBELANJA PADA GIANT HYPERMARKET PANAM PEKANBARU

Abstract

This study aims to determine how the variables influence the marketing mix (product, price, location, promotion, service, and atmosphere) simultaneously and partially on buying interest consumers to shop at Giant Hypermarket Panam Pekanbaru. As for the population in this study is Giant Hypermarket Customer Panam Pekanbaru, with a sampling of 100 people by using Slovin formula. Search procedures performed by accidential sampling respondents. The research data is the primary data, the questionnaire as a research instrument, analysis of the data used is descriptive analysis, as it also uses the quantitative analysis using multiple linear regression with SPSS version 20 From the results of the testing that has been done, simultaneous regression test (F-test) showed the product, price, location, promotion, service, and atmosphere simultaneously significantly influence consumers to buy. Partial Test results (t test) showed that the variable price and service and significant positive effect on consumer buying interest, as well as the variable product, location, promotion, atmosphere and insignificant positive effect on consumer buying interest.