ANALISIS BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN DI GRAMEDIA MALL OF INDONESIA

Abstract

This study aims to analyze the marketing mix (Price, Location and Promotion) on the buying interest of consumers who shop at Gramedia Mall Of Indonesia. The method used is a quantitative method with a questionnaire tool using random sampling of Gramedia bookstore customers who use KGVC (Kompas Gramedia Value Card) with a total of 80 respondents. The data analysis technique used is multiple linear regression using SPSS 20 version. The results showed that there was a partially positive and significant effect between prices and consumer buying interest, there was a positive and significant effect between location and consumer buying interest, and there was a positive and significant effect between promotion and consumer buying interest. From the test results obtained the calculated F value of 36,353 with a significance of 0,000 (0,000 <0.05) shows a positive influence between price, location and promotion with consumer buying interest.