PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI KONSUMEN PADA UCOKOPI PEMATANGSIANTAR

Abstract

The purposes of this study are: 1. To find out the description of prices, promotions and consumer buying interest at Ucokopi Pematangsiantar. 2. To determine the effect of price and promotion on consumer buying interest at Ucokopi Pematangsiantar either simultaneously or partially. This study uses a library research design and field research. The population and sample in this study were consumers in Ucokopi Pematangsiantar, totaling 60 people as well as being used as samples. The types of data used in this research are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data collection is done by questionnaires, interviews and observation methods. The test instruments used are validity and reliability tests. Data analysis techniques consist of normality test, qualitative descriptive analysis and quantitative analysiswhich includes multiple linearregression, simple linear regression, correlation coefficient analysis and determination, and hypothesistesting.

            The results of this study can be concluded as follows: 1. Prices, promotions and consumer buying interest are good. 2. There is a positive influence between price and promotion on buying interest in Ucokopi Pematangsiantar. 3. The results of the correlation coefficient analysis show that there is a modirakly high and positive relationship between price, promotion and consumer buying interest at Ucokopi Pematangsiantar. 4. H0 is rejected, meaning that there moderately high and positive corlation between price and promotion on consumer buying interest at Ucokopi Pematangsaintar.