PENGARUH STRATEGI BAURAN PEMASARAN ERA DIGITAL TERHADAP MINAT KONSUMEN DI VBS BARBERSHOP SAMARINDA

Abstract

The objectives of this research are: 1) To determine and analyze the influence of promotions on interest in haircut services at VBS barbershop. 2) To find out and analyze the effect of price on interest in haircut services at VBS barbershop. 3) To find out and analyze the influence of products on interest in haircut services at VBS barbershop. 4) To find out and analyze the influence of location on interest in haircut services at VBS barbershop. 5) To find out and analyze the influence of promotion, price, product and location together on interest in haircut services at VBS barbershop.

This research was conducted only on Samarinda city residents and VBS consumers barbershop in the city of Samarinda. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Promotion variables have a significant effect on interest. 2) The price variable has a significant effect on interest. 3) Product variables have a significant effect on interest. 4) Location variables have a significant effect on interest. 5) Promotion, price, product and location variables together have a significant effect on interest