Analisis Strategi Pemasaran Dan Merek Terhadap Minat Beli Pakaian Pedagang Kaki Lima Di Pantai Panjang
Abstract
The purpose of this study was to determine the effect of product, price, place, promotion, and brand image on the purchase intention of street vendors at Pantai Panjang, Bengkulu City, to determine which factors were the most dominant influencing buying interest. This study uses observational research methods with quantitative data analysis. The population used in this study is the clothing consumers of street vendors on Pantai Panjang whose total population is unknown. The sampling in this study amounted to 120 respondents. Based on the results of multiple regression, the regression equation form Y = 0.597 + 0.169 (X_1) + 0.151 (X2) + 0.259 (X3) + 0.288 (X4) + 0.288 (X5). The results of the research and the hypothesis indicate that the product shows the value (2.105 > 1.9804) and (sig = 0.038 < 0.050). The price indicates the value (2.123 >1.9804) and (sig = 0.036 < 0.050). Place indicates the value (3.823 >1.9804). and (sig = 0.000 < 0.050). Promotion shows the value (2.631 >1.9804) and (sig = 0.010 < 0.050). Brand Image shows the value (2.525 >1.9804) and (sig = 0.000 < 0.050). Simultaneously ( F) Product, Price, Place, Promotion, and Brand Image have a significant influence on buying interest. We recommend that street clothing vendors on Long Beach can continue to improve their products so that the main goal of marketing can be achieved.
Keyword: Product, Price, Place, Promotion, Brand Image, Buying Interest
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