Pengaruh Retail Mix dan Kualitas Produk Terhadap Minat Beli di Gerai Panglima kota Samarinda

Muhammad Ilham Nur Heriyanto Sarwo Edi Wibowo

Abstract


             The purpose of this study is: 1) To find out and analyze the influence of retail mix on buying interest in Gerai Panglima city of Samarinda. 2) To find out and analyze the effect of product quality on buying interest in The Commander-in-Chief Of Samarinda. 3) To find out and analyze the influence of retail mix and product quality together on buying interest in The Commander-in-Chief Of Samarinda City Outlet. The theories used in this study are retail mix and product quality.

           This research was conducted at the Commander's Outlet of Samarinda city. The sample was taken by 60 respondents with the Non Probability Sampling method with sampling techniques using Purposive Sampling. Data collection by spreading questionnaires using the likert scale to measure each indicator. The analysis tool used in this study is a double linear regression analysis using the SPP v26 statistics program tool.

          The results of this study showed that the variables of retail mix and product quality simultaneously had a negative effect and there was no significant influence on buying interest in The Commander-in-Chief Store. Partial test results showed that the retail mix variable had an effect of 0.607 (60.70%), and the rest was influenced by other variables. Retail mix variables are the most dominant variables affecting buying interest. Based on these results the linear regression formulation of the study resulted in formula Y = 13.272 + 0.607X1 + 0.086X2

Keywords


Retail Mix , Product Quality , Buying Interest

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References


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