ANALISIS STRATEGI PEMASARAN GUNA MENINGKATKAN MINAT BELI TERHADAP KONSUMEN PADA CAFE KAWA BANGKA DI PANGKALPINANG

Abstract

      This study was written by Mahfinda, NIM 640150055 with the title in Indonesian "Analisis Startegi Pemasaran Guna Meningkatkan Minat Beli Terhadap Konsumen Pada Cafe Kawa Bangka" with a total of 91 pages. The purpose of this study is to find out the marketing strategy through the 4P marketing mix which consists of products, prices, locations, and promotions that can influence buying interest in consumers at Cafe Kawa Bangka.

      The analytical method used is descriptive analysis method and questionnaire that uses multiple linear regression analysis, simultaneous significant testing and significant partial testing. Work on data analysis methods using the help of MS.Office Excel 2007 and the JAPS 0.9.2.0 Universiteit-van-amsterdam application. The data used are secondary data and this study uses 67 respondents as a research sample drawn based on Slovin formula

        The results showed that simultaneous product, price, location, and promotion had a positive effect on buying interest with a calculated value of 137.5> from table of 2.37, while partially all variables had a significant influence on buying interest where for the product variable the result of tcount (4,568)> t table (1,66980), for price variable, t count (4,179)> t table (1,66980), for location variable t count (5,049)> t table (1,1,66980), and for promotion variable (2,093 )> t table (1.66980). The conclusion that can be drawn from this study is that Cafe Kawa Bangka must continue to pay attention and improve the 4P marketing mix factors in carrying out its marketing strategy because it is proven to be able to increase buying interest in consumers of Cafe Kawa Bangka.

       For other researchers who want to know more about the factors that influence buying interest can add or expand independent variables in subsequent research.