Anggraeni, Dwi Putri (2026) Pengaruh Marketing Mix 4p Terhadap Minat Beli Konsumen di Lapak Kue Sejahtera Faustine pada Sentra Bisnis Driyorejo Kabupaten Gresik. Undergraduate thesis, UPN Veterab Jawa Timur.
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Abstract
This study aims to analyze the effect of the 4P marketing mix, consisting of product, price, place, and promotion, on consumer buying interest at Lapak Kue Sejahtera Faustine located in Sentra Bisnis Driyorejo, Gresik Regency. This research used a quantitative approach with data collection conducted through questionnaires distributed to respondents. The sampling technique applied was purposive sampling with a total of 125 respondents. The criteria for respondents included individuals who reside in Driyorejo District, are aged between 15–49 years, have purchased, are familiar with, and have an interest in the products of Lapak Kue Sejahtera Faustine. Data analysis was carried out using SPSS through instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing including the t-test, F-test, and coefficient of determination. The results showed that partially, product, price, and promotion variables had a significant effect on consumer buying interest, while the place variable did not have a significant effect on buying interest. Simultaneously all variables in the 4P marketing mix had a significant effect on consumer buying interest. These findings indicate that the implementation of the marketing mix strategy as a whole plays an important role in increasing consumer buying interest at Lapak Kue Sejahtera Faustine. Keywords: Product, Price, Place, Promotion, Purchase Intention, Marketing Mix 4P
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | DWI PUTRI ANGGRAENI | ||||||||
| Date Deposited: | 25 May 2026 03:29 | ||||||||
| Last Modified: | 25 May 2026 07:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52374 |
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