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.
