Amalia, Andien Putri (2025) PENGARUH MARKETING MIX 4P (PRODUCT, PRICE, PLACE, PROMOTION) TERHADAP MINAT BELI KONSUMEN (Studi Pada Persewaan Kostum Cosplay Surabaya). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This study aims to analyze and determine the influence of the marketing mix (product, price, place, promotion) on consumer buying interest. The population used is the entire number of costumes rented by the Surabaya Cosplay Costume Rental. The sampling technique uses a non-probability method with purposive sampling. The sample in this study consisted of 65 respondents. Data collection in this research used a questionnaire. The analysis technique used in this research is multiple linear regression analysis. The results of this research show that simultaneously consumer buying interest is significantly influenced by the 4P marketing mix (product, price, place, promotion). Partially, product and price have a significant effect on consumer buying interest, while place and promotion have no significant effect on consumer buying interest. Keyword : Consumer Buying Interest, Marketing Mix, Product, Price, Place, Promotion
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | ANDIEN PUTRI AMALIA | ||||||||
| Date Deposited: | 07 Mar 2025 03:10 | ||||||||
| Last Modified: | 07 Mar 2025 03:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35385 |
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