SELY SEFTIANI, NIM.212019157 (2023) PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI BARANG ONLINE SHOPEE PADAMASYARAKAT KELURAHAN SILABERANTI. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

Sely Seftiani /212019157/2023/Pengaruh Bauran Pemasaran Terhadap Minat Beli Barang Online Shopee Pada Masyarakat Kelurahan Silaberanti Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap minat beli barang online Shopee pada masyarakat Kelurahan Silaberanti baik secara simultan dan parsial. Penelitian ini berjenis asosiatif dengan variabel yang digunakan adalah produk, harga, promosi, tempat, dan minat beli. Sampel yang digunakan sebanyak 100responden dengan menggunakan teknik accidental sampling , data yang digunakan adalah data primer. Teknik pengumpulan data dengan penyebaran kuisioner. Teknik analisisnya menggunakan regresi linier berganda. Hasil analisis membuktikan bauran pemasaran berpengaruh positif terhadap minat beli. [1] hasil uji hipotesis secara simultan, menunjukan ada pengaruh sign ifikan bauran pemasaran terhadap minat beli [2] ada pengaruh signifikan produk terhadap minat beli [3] ada pengaruh signifikan harga terhadap minat beli [4] tidak ada pengaruh signifikan promosi terhadap minat beli [5] tidak ada pengaruh signifikan tempat terhadap minat beli. Nilai koefisien determinasi memperlihatkan bahwa varibel produk, harga, promosi, dan tempat mampu berkontribusi terhadap naik turunya minat beli,sebesar 91,9% Kata kunci : Bauran Pemasaran, Minat Beli Sely Seftiani/212019157/2023/ The Effect of Marketing Mix on Interest in Buying Shopee Online Goods in the Silaberanti Village Community This study aims to determine the effect of the marketing mix on the intention to buy Shopee online goods in the Silaberanti Village community both simultaneously and partially. This research is an associative type with the variables used are product, price, promotion, place, and buying interest. The sample used is 100 respondents using accidental sampling technique, the data used is primary data. Data collection techniques by distributing questionnaires. The analysis technique uses multiple linear regression. The results of the analysis prove that the marketing mix has a positive effect on purchase intention. [1] simultaneous hypothesis test results show that there is a significant effect of the marketing mix on purchase intention [2] there is a significant effect of product on purchase intention [3] there is a significant effect of price on purchase intention [4] there is no significant effect of promotion on purchase intention [ 5] there is no significant effect of place on buying interest. The value of the coefficient of determination shows that product, price, promotion, and place variables can contribute to the fluctuation of buying interest, by 91.9%. Keywords : Marketing Mix, Buying Interest

Item Type:	Thesis (Skripsi)
Additional Information:	1.Dr. Sri Rahayu, S.E., M.M. 2. Gumar Herudiansyah, S.E., M.M
Uncontrolled Keywords:	Bauran Pemasaran, Minat Beli
Subjects:	Manajemen > Ilmu Ekonomi Ekonomi dan Bisnis > Manajemen Manajemen > manajemen penjualan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	05 May 2023 01:57
Last Modified:	05 May 2023 01:57
URI:	http://repository.um-palembang.ac.id/id/eprint/24609

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