PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN PADA SADA COFFEE SHOP PADANGSIDIMPUAN

Abstract

The purpose of this study was to determine the effect of the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, Process) on consumer buying interest at Sada Padangsidimpuan coffee shop. The research method used is a quantitative method with data collection techniques in this study carried out by distributing questionnaires which were processed statistically with the help of SPSS 23. The methods used are descriptive analysis, simple linear regression analysis, and hypothesis testing. The population of this study were consumers of Sada coffee shop Padangsidimpuan with a sample of 100 respondents. Based on the F test, the simultaneous hypothesis test of the marketing mix has a significant effect on consumer buying interest. After the T test is carried out, the partial hypothesis test, the marketing mix variable partially has a significant effect on consumer buying interest. The results obtained are that the marketing mix has a significant effect on consumer buying mint in Sada coffee shop and the most influential factor is the promotion aspect. Promotion provides knowledge about the information and advantages of Sada coffee shop, so that is the main reason consumers make decisions. Sada coffee shop suggestions are the need for Sada Coffee Shop to always maintain and improve the company's marketing strategy, Resilience Promotion Marketing Strategy Aspects to be maintained as a superior marketing strategy, so that Sada coffee shops update and learn information about marketing strategies and learn from competitors.