Analisis Pengaruh Strategi Pemasaran Toko Kelontong dalam Memengaruhi Minat Beli Konsumen Menghadapi Persaingan Toko Modern
Abstract
This study aimed to determine the effect of marketing strategies in the grocery store affects consumer buying interest modern stores face competition. Samples from this study of 60 people who shopped at 10 the grocery store that is located adjacent to the modern stores and sell the same goods with modern stores. Based on the results of data analysis using SPSS 17:00 for windows found the result that the marketing strategies simultaneously affect the consumers to buy the grocery store. But in partial, product, location and promotion does not affect the consumers to buy. While the price variables influence the buying interest. According to the coefficient of determination (R2) of 22%, demonstrating the influence of marketing strategies on buying interest is low.
Moraref