The Influence of Promotions, Prices and Location on Consumer Buying Interest
Keywords:
The Influence of Promotions, Prices, Location, Consumer Buying Interest.Abstract
This research is entitled The Effect of Promotion, Price and Location on Consumer Buying Interest (Case Study of Batik Semarang 16 in Semarang City) and the aim of this research is to determine the effect of promotion on consumer buying interest in Batik Semarang 16, the the effect of price on consumer buying interest in Batik Semarang 16 and the influence of location on consumer buying interest in Batik Semarang 16. This research is quantitative and qualitative research because it uses data collection techniques, distributing questionnaires and interviews with respondents. Show that simultaneously the promotion, price and location variables have a positive and significant effect on consumer purchasing interest with a calculated F value of 314,498 > 2.70 and a significant value of 0.000 < 0.05. In the t test for the promotion variable, the t value obtained was 5.723 > 1.984 with a significant value of 0.000 < 0.05, the price variable obtained the t value of 2.684 > 1.984 with a significant value of 0.009 < 0.05 and the location variable obtained the t value of 4.350 > 1.984 with a significant value of 0.000 <0.05. The results of this research obtained a coefficient value of 90.5% with the linear regression equation, namely Y = 1583.945 + 0.395X1 + 0.138X2 + 0.366X3 + e
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